An article by RAB Senior VP of Business Development Tammy Greenberg says multicultural marketing is getting more complex in an increasingly diverse nation — and that a quest for efficiency that’s pushing brands to appeal to the cultural nuances of a total market, a specific race, or communities of those who share the brand’s values makes radio a clear choice.
“More than ever before, today’s consumers demand diverse perspectives and a deep understanding of their cultural identity by brands and organizations,” Greenberg writes in a piece for the Association of National Advertisers’ website. “Marketers have learned that there is no one-size-fits-all solution to penetrate America’s magnificent cultural melting pot, but an empathic, authentic, and inclusive approach fosters connections that are transformational in scope to unite people and resonate for years to come.”
It’s an opportune moment for radio, a medium that has won hearts and minds by demonstrating its effectiveness in tapping the collective buying power of multicultural consumers with unique identities.
“Radio, across its myriad of formats and genres, uniquely delivers content that reflects the beliefs and values of its listeners while facilitating a sense of belonging,” writes Greenberg, noting that a 2022 Signal Hill study revealed that radio satisfied key consumer needs, including getting information, feeling connected, and being entertained. Jacobs Media’s Techsurvey 2024 produced similar findings.
“Radio has earned its superpowers — trust, relationships, and companionship — by understanding that every community has its own unique culture, identity, and language,” Greenberg writes. “It serves up the content and conversations that nourish unique values, often transcending culture and defining the next frontier. Radio does all of this with scale.”
The piece says multicultural radio is widely popular, citing Nielsen Head of Client Services Rich Tunkel. “A multicultural radio station — either urban, rhythmic, or Spanish language — is among the top five in eight out of 10 major markets,” Tunkel said, citing Nielsen research.
The key to cross-cultural marketing success, Greenberg’s article contends, is inclusivity.
“When a Black or Hispanic person tunes into a format that appeals to them, they hear voices that sound like them and it’s comforting,” Kevin Jenkins, Executive VP and multicultural specialist at Service Broadcasting Corp., told RAB for an annual multicultural video called “Radio Connects” that was released earlier this year.
“Inclusivity” incorporates a well-crafted story featuring relatable voices and a narrative that makes it accessible, authentic, aspirational, and relevant. The stories can transcend cultural and linguistic boundaries — connecting listeners on deep, emotional levels.
Radio stations are equipped to aid marketers in their multicultural journey, with reach beyond what may be considered “a fully ethnic audience.” An iHeartMedia analysis using Nielsen 2024 PPM data of 87 urban format stations found that 27% of the audience is non-African American, with 11% Hispanic.
“Radio is synonymous with storytelling, and nothing connects more with multicultural consumers more than radio’s stories,” says Tony Coles, President of the Black Information Network and iHeartMedia Multiplatform Group. “Radio ties what connects with listeners most with the culture of their heritage and lifestyles.”