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Winning in a Multicultural America: A Clorox Case Study
September 22, 2021 @ 12:00 pm - 1:00 pm PDTFree
This month’s AMA SF virtual event brings into focus a topic that has spurred much conversation over the past year – Diversity, Equity, and Inclusion – and addresses how we, as marketers, can approach marketing in an increasingly multicultural America and meet the demands of consumers who place a brand’s representation and inclusion efforts as a deciding factor in their purchasing power.
- 83% of 13-39-year-olds say diversity and inclusivity is important to them as a social cause
- 68% of 13-39-year-olds feel it is important for brands to reflect diversity and be inclusive
- 79% of BIPOC young consumers believe advertisers should make an effort to represent all races in their ads
(Source: YPulse, Representation in Action Report, April 2021)
Join us for a fireside chat featuring Dr. Jake Beniflah, Executive Director at the Center for Multicultural Science, and Erica L. Jacobs, Associate Director, Multicultural Marketing, at The Clorox Company, as they outline how Clorox, a global CPG leader in cleaning and food categories, created a vision and strategy that moved beyond silos to develop a more holistic, integrated approach to brand plans, consumer insights, and go-to-market programs.
Gain useful insights on this important topic and inspiration for how you too can win in a multicultural America.
Questions we’ll answer:
- How can brands challenge the status quo and execute on their company vision around diversity while also meeting the needs of their existing customers?
- What role do customer insights and measurement play in diversity endeavors?
- How do brands balance the need to market to the “mainstream” while staying true to today’s consumer and addressing specific audience segment needs?
- What tactics did Clorox employ to drive change and, ultimately, drive revenue?
See you there!
Erica L. Jacobs, Associate Director, Multicultural Marketing, The Clorox Company | LinkedIn
Erica L. Jacobs is the Associate Director of Multicultural Marketing at The Clorox Company where she is responsible for bringing multicultural consumer-first strategies to market for top Clorox brands including Pine Sol, Clorox Bleach, Burt’s Bees, Hidden Valley and more. Her work has a direct impact on how each brand reaches and is perceived by BIPOC consumers which impacts not just sales and profits but also community engagement.
She has more than 15 years of marketing experience leading messaging and media campaigns for premiere brands like Clorox, Microsoft, and Cisco Systems. Erica is a powerful force in the workplace and uses her positive attitude and tireless energy to champion authenticity, inclusion, and diversity through the work she produces, the teams she leads and the Companies she partners with.
Erica is inspired daily by her husband and their two children. In addition to Mom Manager duties, in her free time, Erica enjoys gardening, baking, and volunteering in her community.
Dr. Jake Beniflah, Executive Director, The Center for Multicultural Science; Author of The Big Shift: Redefining Marketing in a Multicultural America | LinkedIn
Dr. Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading non-profit, non-partisan multicultural marketing research think tank. Dr. Jake is considered a thought leader in the research industry and best known for developing the Nativity-Based View™ which has shown that nativity not language is more effective in driving marketing effectiveness with U.S. Hispanics.
Prior to launching the Center in 2010, Dr. Jake spent 15-years as a senior executive responsible for research and brand strategy for Fortune 100 companies.
Dr. Jake is also the founding editor of the Journal of Cultural Marketing Strategy, has published more than 25 articles in peer-reviewed journals, and recently published his first book, The Big Shift: Redefining Marketing in a Multicultural America.