In today’s increasingly diverse society, brands cannot afford to overlook the multicultural audience. With a population comprising 37% of the US population and a staggering spending power of USD 4.6 trillion, targeting this market segment is crucial for any business looking to drive results in their marketing campaigns. 

However, with the ever-evolving social and digital landscape, reaching multicultural audiences has become more challenging than ever. Thankfully, with our first-party data solutions, we can bridge the gap and empower you to connect with the audiences you need to achieve your marketing goals.

Why Your Brand Should Advertise to Multicultural Audiences

Growth of the Multicultural Population in the US

The multicultural population in the United States is growing at a rapid pace. As mentioned earlier, this population segment currently comprises 37% of the total US population. By targeting multicultural audiences, brands can tap into a significant and expanding market. Ignoring this diverse demographic means missing out on a substantial customer base with immense purchasing power. Here are some key demographics:

  • Total Multicultural Population: 121,880,656 (37% of the US population)
  • Hispanic Population: 62,529,064 (19% of the US population)
  • Black/African American Population: 40,194,304 (12% of the US population)
  • Black population has grown by 6.1% from 2010 to 2020 and the Hispanic population has increased 17%.
  • Asian Population: 19,157,288 (6% of the US population)

(Source: Census, 2021 ACS data)

Spending Power

The multicultural population’s economic impact cannot be ignored, as they possess substantial spending power:

Impact of the Growth of this Population in the Economy

By tapping into the multicultural market, brands gain access to new and diverse customer segments, leading to increased revenue and profits. Moreover, embracing multicultural marketing can enhance brand reputation and loyalty, foster opportunities for innovation and creativity, and drive sustainable business growth.

Statistics show that 78% of Blacks and 68% of Hispanics believe it is important for companies to create culturally diverse advertising to remain relevant. These communities also perceive advertised brands as being of higher quality, with a 39% and 47% higher likelihood, respectively. Furthermore, 83% of Blacks and 78% of Hispanics exhibit brand loyalty, sticking with brands they like. This loyalty is even more pronounced when considering that 73% of Blacks and Hispanics purchase clothing that makes them feel confident and 3 in 4 Black/African Americans and Hispanics buy brands that reflect their style.

The Social and Digital Landscape in 2023

In the rapidly evolving digital landscape of 2023, advertising on Facebook, while still relevant, has become more challenging due to several factors. One significant change is the increased emphasis on user privacy and control. In response to growing concerns about data privacy, Facebook has implemented stricter policies and regulations to protect user information. This has resulted in more limited access to user data for advertisers, making it harder to target specific audience segments effectively.

Furthermore, Facebook has introduced new advertising formats to enhance user experience and engagement. These formats include immersive video ads, interactive carousel ads, and augmented reality ads. While these formats offer exciting possibilities for advertisers, they also require a more creative and innovative approach to capture the attention of multicultural audiences.

Modifications to targeting options have also impacted Facebook advertising. In an effort to prevent discriminatory practices, Facebook has implemented stricter guidelines for targeting specific demographics. Advertisers now have to navigate a more complex landscape when selecting their target audience, ensuring compliance with the platform’s policies and regulations. These changes have made it crucial for brands to adapt their strategies and explore alternative approaches to effectively reach multicultural audiences.

Read next: 3 Reasons to Include Local Media in Your Multicultural Marketing Strategy

Multicultural Social Media and Digital Affinity

Multicultural audiences demonstrate a higher affinity for social media and internet use compared to the general population. The digital sphere has become an integral part of their daily lives, providing a platform for connection, expression, and discovery. With over 50.6 million multicultural users accessing Facebook within the last 30 days, the platform continues to play a significant role in reaching diverse audiences.

Specifically, Facebook has a substantial presence among Hispanics and Black/African Americans. Among the multicultural user base, 25.8 million Hispanics and 20.2 million Blacks actively engage with the platform. This presence highlights the importance of leveraging Facebook as a means to connect with these communities and deliver targeted messages that resonate with their unique experiences and interests.

However, it is essential to recognize that multicultural audiences are not limited to Facebook alone. They engage with a wide range of social media platforms, each with its own demographics and characteristics. For instance, platforms like Instagram, Twitter, and Snapchat also attract multicultural audiences, offering distinct opportunities for brand engagement and communication.

To maximize the impact of digital advertising campaigns, brands must consider a multi-platform approach that takes into account the preferences and behaviors of multicultural audiences across various social media channels. By understanding where these audiences are most active and tailoring content to each platform, brands can establish a strong digital presence that effectively connects with multicultural communities.

While Facebook remains a vital platform for reaching multicultural audiences, changes in the social and digital landscape have made advertising on the platform more challenging. Advertisers must navigate increased emphasis on user privacy, new advertising formats, and modifications to targeting options. However, with over 50.6 million multicultural users accessing Facebook, and a significant presence of Hispanics and Black/African Americans on the platform, it remains an important avenue for engaging diverse audiences. Additionally, brands should consider a multi-platform approach to leverage the affinity multicultural audiences have for social media and internet use, ensuring a comprehensive and effective digital advertising strategy.

Read next: What is Diversity Marketing?

Nailing Your Multicultural Digital Advertising Campaign

To effectively engage multicultural audiences, it is crucial to create relevant content that resonates with their unique cultural backgrounds. This includes using appropriate imagery, language, and tone that reflect their diverse experiences. Developing a robust targeting strategy using first-party data allows brands to precisely reach their desired multicultural audience.

Additionally, partnering with diverse influencers and community leaders can help amplify brand messaging and establish genuine connections with multicultural communities. Collaborating with individuals who hold influence within these communities can significantly enhance brand visibility and credibility.

Read next: 3 Examples of Hispanic Marketing Campaigns That Hit the Mark


Reaching multicultural audiences is no longer just an option but a necessity for brands seeking sustained success. The growth of this population, their immense spending power, and their preferences for culturally diverse advertising underscore the importance of targeting these audiences effectively. By adapting to the changing social and digital landscape, leveraging first-party data solutions, and employing culturally sensitive strategies, brands can tap into the immense potential of the multicultural market and drive unparalleled marketing results.

Don’t miss out on the opportunity to engage with the multicultural audience. Contact us today to explore how our first-party data solutions can empower your brand to connect with diverse audiences and achieve marketing success.

David Mesas

As VP, Growth and Strategy at Refuel Agency, David Mesas works with agencies and brands across many industries providing media and marketing services to reach military, multicultural, and youth audiences throughout the U.S. David and his team provide brands with a 360-degree sphere of influence and engagement with these highly coveted consumer audiences. David invests in personal & professional development and enjoys coaching/mentoring others to reach their goals, while realizing their true potential. He's passionate about long distance running and high endurance sports.