The U.S. Census Bureau reports racial and ethnic minorities are growing faster than the white population. Statistics show Non-Hispanic whites are the only segment of the U.S. population where deaths outpace births. Cities like San Jose, California are rich in cultural history. And the diverse ethnic makeup of its population reflects that history.
2. Culture Affects Everything We Do
Culture refers to the shared values, beliefs and norms of a specific group of people. Culture, as a result, influences the manner we learn, live and behave. It can affect the activities we participate in, the food we eat, and the people we choose to hang out with.
3. Culture Influences the Level of Priority Consumers Give to Certain Activities or Products
Additionally, studies have shown that every culture has its own idea about what is deemed more valuable to them. For example, while one culture may value financial wellness over quality family time, another culture might be more family oriented.
4. Today’s Political Climate
Furthermore, the current economic and political climate has created a situation where intolerance and exclusion are becoming increasingly common. Therefore, as business owners, it is uniquely important to acknowledge, value and understand different cultures in our community. This will allow us to build relationships within our community and gain its trust.
5. Culture Affects One’s Purchasing Decisions
Additionally, studies have shown that cultural factors have a significant effect on an individual’s buying decision. Consumers will be the most attracted to products that fit their beliefs, customs, traditions, and norms.
6. Huge Amount of Purchasing Power
Multicultural audiences hold a huge amount of purchasing power. Forbes found Hispanics in the U.S. have an astounding $1.7 trillion in purchasing power, which is only set to rise in the coming years. Given the huge amount of purchasing power different ethnic groups have, companies must strive to understand these groups. This will enable companies to serve multicultural groups’ needs more effectively.
7. Our Culture Shapes the Way We See the World
Last but not least, when keeping our target audience in mind, we must take into account that their perception of our brand, service, or product will be influenced by their cultural beliefs, attitudes, language, and customs.
““A multicultural society does not reject the culture of the other but is prepared to listen, to see, to dialogue and, in the final analysis, to possibly accept the other’s culture without compromising its own.””
— Reuven Rivlin
Overall, businesses or organizations cannot afford to ignore the importance of the local culture before advertising or selling their service or product on the market. If your organization or business in San Jose, CA would like to remain relevant in this rapidly growing, diverse market, it is important for you to take your target audience’s culture into account. Feel free to contact us today for more information.
