Authentic engagement with communities of color is among the keys to reaching Black and Hispanic customers, said MaryAnne Howland, founder and CEO of Ibis Communication and the Global Diversity Leadership Exchange, during an SFA webinar last week called Breaking Through in a Diverse Marketing Landscape.
“Consumers expect a new level of authenticity,” she said. “After all that America has been through, there has been a reckoning, and people are shopping differently.”
Companies that make social justice and inclusion cornerstones of their brand can win the loyalty of Black and Hispanic consumers, she said, citing companies such as Ben & Jerry’s that support issues such as voting rights.
Back to the Roots, which offers organic mushroom growing kits and other gardening products, is another food-related brand that has done a good job connecting with communities of color, Howland said. The company seeks to make home-grown foods accessible for minority communities in particular, where consumers often live in apartments without space for outdoor gardening.
The multicultural market is highly nuanced, she pointed out, and it requires a thoughtful approach, particularly at this time when consumers are acutely aware of social justice issues. She cited recent examples in which some companies sought to commercialize the Juneteenth holiday, which recognizes emancipation from slavery, and then had to backtrack after public uproar on social media.
“You need to be careful,” said Howland. “It’s way harder to repair a reputation than it is to start off correctly on the right foot.”
She suggests hiring Black or Hispanic staff who understand the market you are seeking to reach, or working with agencies that specialize in communicating with multicultural markets.
“Empowering a person of color on your team or an agency to help you connect and not make missteps is important so that you can be where you need to be, and how you need to show up,” said Howland.
Specialty food companies in particular have the opportunity to appeal to multicultural consumers by supporting health and nutrition issues and food access, she said. Companies should consider looking to organizations such as the Black Women’s Health Imperative and the National Medical Association for resources that focus on African-American health concerns.
In addition, specialty food companies that buy product from Black- or Hispanic-owned farms can leverage those relationships by helping tell their stories, Howland suggested.
Events and community activities, from church groups to music festivals to basketball tournaments, provide a natural platform for reaching multicultural consumers, she said.
“It costs very little to sponsor a local hoops tournament, but can be a slam dunk for getting new customers,” said Howland. “You want to be everywhere you can be, in person. You need to include it in your budget.”
On a larger scale, Howland cited the Essence Festival of Culture event, held every July 4 weekend, as a great opportunity to reach more than 500,000 consumers.
“They love food booths, and they are fun, fun, fun,” said Howland. “It’s a way into people’s hearts and homes.”
Partnering with multicultural music talent, or with social media influencers in the food space, are other avenues to consider for marketing partnerships. She cited Alexis Nikole Nelson, aka The Black Forager, who grew a massive following on TikTok and Instagram by showcasing her expertise and knowledge around cooking with wild plant ingredients.
Partnering with historically Black colleges and universities can also be both a marketing tool and way to recruit people of color into your organization, Howland said.
“They are eager to have partnerships with all kinds of brands and all kinds of people,” she said. “They are interested in anything that can help their students perhaps become a member of the industry you are from, and perhaps become a member of your team. Pick one, and ask them how you can engage. I guarantee they are more accessible than you may think.”
Howland will be moderating a panel on multicultural marketing on June 14 at the Summer Fancy Food Show in New York. Panelists are scheduled to include Clara Payne, founder of UNITE; Sandro Roco, founder and CEO of Sanzo, and Chitra Agrawal, founder and CEO of Brooklyn Delhi.
To learn more, listen to the webinar on-demand here.
Related: Hy-Vee Awards Grants to Minority-, Women-Owned Businesses; Famous Amos to Issue Black Business Grants.