Why Authentic Representation Matters: How Brands Can Reach Multicultural Audiences

By 2050, multicultural Americans are expected to represent nearly half of the US population. ¹ This growth can also be seen in the purchasing power multicultural consumers have with a +345% increase from 2000 to 2021. ² With both purchasing power and population size continuing to grow, Snapchat and Collage conducted research to better understand how brands can authentically speak to and represent this audience.

Research was carried out in the US among over 3,000 social platform users (13-44 years old) across races and ethnicities to include multicultural (Asian, Hispanic, and Black Consumers) and non-multicultural in an online quantitative survey. The findings provide three ways brands can reach multicultural consumers.

Multicultural consumers expect brands to prioritize representation

Multicultural consumers want to see themselves and others represented in the ads. They say it’s important for brands to positively represent people like them (70%) and to authentically represent people from diverse backgrounds (67%) in ads. ³ Representation ultimately inspires action and can impact a brand’s bottom line. Multicultural consumers said they would be more likely to buy from a brand that represents people from diverse backgrounds in ads and also pay more for that brand. ³

How can brands better represent and authentically connect with multicultural consumers?

#1. Collaborate with creators who are like them

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%). ³ 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. ³

Identifying the right creator to collaborate with is key for brands to build authentic connection. Multicultural consumers are likely to engage with creators who are like them (75%) ³, giving brands some insight into who they should partner with. These creators should have shared interests, hobbies, cultural and ethnic backgrounds, and life stages with these consumers. Ultimately, collaborating with diverse creators can drive brand preference. ³

#2. Creatively facilitate self expression with AR

Self expression is a necessity for multicultural consumers, with 75% telling us that being able to express themselves on platforms is important. ³ Brands can turn to augmented reality as a way to facilitate it.

This is because a vast majority of these consumers have used AR. ³ And they feel that AR Lenses allow them to express themselves, and they like it when brands create their own Lenses. ³ This is even more heightened among Snapchatters as they are 84% more likely to have used AR than non-Snapchatters.

#3. Authentically showcase and action on values and social issues

Sharing opinions on social issues is part of multicultural consumers’ platform experience. Of the multicultural consumers who said they were comfortable sharing who they are on platforms, 75% said they were sharing their opinions on social issues. ³

Multicultural consumers want brands to do so too – 67% said it was important that brands speak up on social issues that are important, ³ including protecting data privacy, fighting inflation, addressing the mental health crisis, and protecting free speech. ⁴

Brand should not stop with just speaking out. Almost a third of multicultural consumers said they’d want to see how brands are giving back to their communities. ³ Action matters.

What this means for brands

Multicultural consumers want to see representation in advertising, and doing so has benefits for the brand. When authentically connecting and better representing these consumers, brands should keep these three levers in mind:

• Collaborate with diverse creators so that they can make a brand seem more trustworthy and authentic. When choosing a creator to partner with, brands should look to creators who represent the audience to drive brand preference.

• Creatively facilitate self expression on platforms with augmented reality. Brands can create their own AR Lenses for consumers to engage with.

• Authentically showcase and action on values and social issues. Multicultural consumers want to see brands speak out on what is important and how they’re giving back to their communities.

Learn more about Snapchat’s 523 program here, an annual partner-managed program supporting a cohort of dynamic multicultural creators while connecting brands through Snap Star Collab Studio!