GROUPM Forms Coalition To Increase Engagement With Multicultural Audiences — The New Majority

Coalition’s aim is to help brands better work with the changing U.S. demographics
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September 19, 2019, NEW YORK, N.Y. – GroupM, the world’s leading media investment group, and eight of the industry’s leading media, technology and publishing organizations announced today the formation of the New Majority Ready™ Coalition. Led by GroupM, and comprised of Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom, the coalition’s aim is to help brands better adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly.

New Majority Ready, LLC, a minority-owned marketing and content consultancy founded by Oswald Méndez and Jacqueline Hernández, has been retained as the coalition consultant to assist with the creation and development of the coalition’s tools and solutions.

The multicultural population in America are increasingly fueling the economy – they currently represent 40 percent of the U.S. population – yet the ad dollars committed to them are disproportionately low at just 5 percent.[1] By census and election year 2020, 52 percent of individuals under 18 years old will be ethnically and racially diverse.[2] Further, it’s predicted that by 2045, America will become a new majority nation.[3]

Many brand owners have taken on diversity, equity and inclusion initiatives as part of their corporate social responsibility efforts, but the evidence shows that media investment strategies are not up to par. Blue-chip advertisers represented by GroupM, its peers and their media partners play vital roles in the U.S. (and global) economies. Their sustained brand growth will be predicated on success reaching new majority audiences.

The coalition will collaboratively develop tools and solutions to “ready” to engage the new majority, including:

  • A benchmark tool - Multicultural Maturity Framework - that will help assess a brand’s “readiness” for this demographic shift across audience, investment, culture, content and more;
  • Cross-platform content solutions based on the framework assessment and inspired by brand need; and
  • A communications program to drive better understanding of America’s population transformation and to assist in driving adoption of new majority-first media strategies that reach, engage and authentically connect to these consumers.

The ultimate ambition of the coalition is to increase brand relevance, business growth and create a seismic cultural shift.

The New Majority Ready Coalition will be formally launched during Advertising Week 2019 on Monday, September 23 at5:15 PM EST on the Impact Stage (AMC Lincoln Square Campus – Level 2, Stage 7) where coalition members will more deeply discuss goals and future activities.

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1 August 2019 ANA Study on Multicultural Media Spending

2 2015 U.S. Census | New Census Bureau Report Analyzes U.S. Population Projections

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