Cultural Competence in Marketing: Lessons from Día de los Muertos
Insights from Educational Research for Effective Marketing Strategies
Leija, M. G., Guerra, M. J., & Lewis, B. A. (2023). Día de los Muertos: Recognizing heterogeneity in Latinx cultural knowledge. NABE Journal of Research and Practice, 13(3–4), 68–83. https://doi.org/10.1080/26390043.2023.2235343
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by Alex Garrido
Cultural competence is crucial for effective marketing in diverse markets
• Latinx market growing rapidly
• By 2023, Latinx students expected to make up 30% of public school population
• Cultural competence leads to more authentic and impactful campaigns
• By 2023, Latinx students expected to make up 30% of public school population
• Cultural competence leads to more authentic and impactful campaigns
Research Insights
• Study from NABE Journal of Research and Practice
• Examined how a Mexican bilingual teacher guided Latinx students in exploring Día de los Muertos
• Revealed surprising insights applicable to marketing strategies
• Examined how a Mexican bilingual teacher guided Latinx students in exploring Día de los Muertos
• Revealed surprising insights applicable to marketing strategies
Recognizing Diversity Within Cultural Groups
- Diverse responses to Día de los Muertos project
- Some families learning for the first time
- Others reclaiming cultural practices
- A few opposed to the project
Marketing Takeaway: Avoid one-size-fits-all approaches in cultural marketing campaigns
Leveraging Cultural Understanding
- Teacher used "cultural intuition" to create meaningful experiences
- Drew on personal cultural background
Marketing Takeaway: Employ team members or consultants with deep cultural understanding
Encouraging Participation and Knowledge Sharing
- Teacher used interactive read-alouds and home inquiry assignments
- Facilitated engagement and knowledge sharing
Marketing Takeaway: Design campaigns that invite audience participation and storytelling
Navigating Cultural Sensitivities
& Connecting Brand to Cultural Experiences
& Connecting Brand to Cultural Experiences
- Some families eager to reclaim traditions
- Others reluctant or opposed
- Project facilitated family engagement through shared knowledge
- Bridged home and school knowledge
Marketing Takeaway: Be sensitive to both traditional and contemporary interpretations in cultural marketing. Create content that connects products/services to consumers' lived experiences
Applying Insights to Marketing
- Interactive social media campaign inviting consumers to share Día de los Muertos traditions
- Culturally sensitive product line with range from traditional to modern interpretations
- Partnership with Latinx influencers to explore diversity of celebrations
Cultural Competence: A Competitive Advantage
- Cultural competence is essential in today's diverse marketplace
- Goes beyond avoiding mistakes
- Creates meaningful connections with audience
- Leads to more authentic, effective, and impactful campaigns