Today I’m thinking of our more and more mixed societies, especially in Paris where I’m from, and in London where I live. This will definitely have an impact on future generations, about how approaching different ethnic groups; hopefully, knowing more about our differences, we’ll have less racism and the different cultures will coexist and even interact more naturally… And that’s what I can already notice in my generation. Then, maybe instead of talking about ethnic marketing we could talk about ethnic minorities management, which means the management of social groups that share common things. Juergen Schwoerer, Director of Sociovison, said that we should look at groups according to their common values rather than the language they speak or their skin color: “If we think that an ethnic group is homogeneous, we are out of the reality”.The first step would be knowing and studying ethnic communities. For Esther Flath, associate Director of Sorgem, there is 2 ways of approaching ethnic marketing: “Or companies target specific ethnic communities, or they wonder if there are different practices about their product, which may be useful to know. Since we ask these questions, it’s essential to study the differences between representation and practices. There is nothing wrong with looking at different targets. But we need a very strict ethic in order to take all precautions to avoid discrimination.”
There is here a big richness to discover: surveys show an increasing opening of people t
o foreign practices or cultures: the huge enthusiasm for world cuisine or world culture can testify this. Indeed, we can say that today and tomorrow’s social reality is that the world is more and more mixed… Maybe France doesn't adapt enough to this new reality and is too scared of the risks implicated in targeting ethnic communities? Let's see if the young generations will find a way of producing a strong "french ethnic PR"!...Source:
Marketing magazine website
6 comments:
I believe that If you want to do a good business oversea, you have to consider more about ethnic issue. Think globally, act locally has long been the golden key of global companies and now it is still true for PR. Saatchi & Saatchi or Ogilvy cannot be a multinational company if they neglect local culture and the minorities.
Yes that's right, and I think it's hard to go against your argument. I also think french PR industry would agree with you as well, but I guess their problem is not what to do but how: how targeting ethnic communities while not threatening the national cohesion and identity? They face the risk of easily being accused of discrimination, but on the other hand if they don't target minorities some could feel not represented enough...So in the end they have to try it while being very careful that they convey opened and tolerance ideas... But I believe some forms of ethnic PR are possible in France, let's look at L'Oreal example!
I completely agree with Ha, if you see how Ogilvy work in India, its fantastic. They are one of the top ad agencies. To work in a country and not get its local culture is ridiculous, because then it would mean that you are never going to connect properly with your audience.
I think the introduction of ethnic marketing in a country like France with such a rich existing ethnic mix can only blossom naturally. The level of tolerance between communities and the more opportunities/platforms there are for ethnic figures to become iconic/famous is directly proportional to the rise of ethnic marketing.
Tolerance can only be improved by understanding. The more you can improve these relations countrywide the more ethnic communities will thrive!
i.e. French ethnic politicians/ models/ actors/ sports icons/ French’ Halifax man'/ teachers/ police…. France, as far as I know, is already rich in most of these areas, but I guess, not yet as rich & widespread as the UK & US Mega!!! Campaigns… (who seem to be stealing Frances resources anyway!hehe e.g. Thierry Henry – Nike, Zizou – Adidas, Noemie Lenoir (aka my future wife!) – M & S amoung many others… France, and many other countries at that level of intergration have true potential, but we may have to wait another generation till everyone on this planet realises that we are equal and proud of our heritage
:) Make love not war :)
Sim
I agree with all of these comments. I believe that tolerance comes from understanding, and that multinationals companies operating in other countries should hire locally and do research on local culture to be truly successful and not just exploit cheap labor or land or resources. This is a very interesting topic, Nathalie!
Its a really wonderful Blog. Ethnic Marketing In recruiting, sales, and advertising it is often necessary to market your products or services within ethnic media outlets.
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