Snapchat has released a new report emphasizing the critical importance of multicultural representation in advertising and marketing strategies. The report highlights the expanding influence of diverse consumers in the U.S. and urges brands to diversify their messaging to connect with a broader audience.

This call to action is backed by significant demographic shifts. As Snapchat notes:

By 2050, multicultural Americans are expected to represent nearly half of the US population. This growth can also be seen in the purchasing power multicultural consumers have, with a +345% increase from 2000 to 2021.

To provide deeper insights into how marketers can adapt to this trend, Snap collaborated with Collage on a survey of over 3,000 social platform users. The findings unequivocally demonstrate a strong consumer demand for greater representation in advertising, with cultural diversity emerging as a significant selling point. The data confirms that as society becomes more diverse, so too must its advertising content.

Snapchat advises brands to align with these evolving consumer expectations by actively collaborating with creators from diverse backgrounds and integrating authentic cultural messaging into their campaigns.

The report further elaborates on the strong connection multicultural consumers have with creators:

Multicultural consumers are leaned into creators. When a brand collaborates with a creator they follow, multicultural consumers will pay more attention to ads (54%) and see the brand as more trustworthy (52%) and authentic (49%). More importantly, 54% of multicultural consumers told us that they’d be likely to buy from a brand that advertises with a creator they follow.

Furthermore, Snapchat points out that its augmented reality (AR) features, which encourage active user participation, offer a particularly valuable avenue for engaging diverse audiences.

The survey also explored key issues relevant to multicultural audiences, offering additional insights for strategic planning. It revealed that these consumers expect brands to speak out on important social issues and demonstrate how they contribute to their communities. This commitment to social responsibility presents another valuable consideration for brand outreach.

As global diversity continues to expand, these insights underscore the necessity for marketers to adopt a more inclusive approach, considering a broader range of people and actively seeking ways to connect with diverse communities within their marketing efforts.

For a comprehensive understanding, the full Snapchat multicultural audience report is available here.