Nov 18, 2020
Events earlier this summer led to an enhanced awareness of historic racial inequities, provoking a new sense of urgency among many manufacturers and retailers to be more inclusive - both internally and externally. Many companies publicly committed to changing long-standing brand identities that play on racial stereotypes, e.g. Aunt Jemima, Uncle Ben’s, etc.
These types of marketing changes are needed, and welcomed by their consumers, but they are only the first step in creating a truly inclusive brand growth strategy that optimizes share, and profits, from diverse consumers. Removing offensive messaging addresses a potential barrier but does not provide a compelling motivation to purchase. Or pricing power.
Our proprietary Palate Mapping analysis has been leveraged repeatedly by industry leading clients to identify and capture underserved demand among multicultural consumers. This more inclusive product strategy can lead to significant profitable growth that is incremental to the base.
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About The Cambridge Group
Since 1975, The Cambridge Group has helped clients develop and execute strategies that are driven by a superior understanding of profitable demand. Headquartered in Chicago, The Cambridge Group’s strategy consultants apply Demand Strategy across global industries, enabling clients to align their infrastructure, businesses, and resources to meet marketplace demand in a way that is meaningfully differentiated from their competitors.
Gloria Cox, [email protected]