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AUDIENCES

Multicultural Audiences

America is a diverse country and grows even more diverse each decade. By 2040, ethnically diverse groups will constitute the majority.

OVERVIEW

Multicultural Communities Have Enormous Purchasing Power

We help you reach your multicultural audience through strategic analysis of the audience’s daily movements and strategic multicultural marketing solutions.

 

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Why focus on Multicultural Audiences?

As recently as 2019, the ANA found that while multicultural consumers made up almost 40 percent of the total U.S. population, only 5.2 percent of total advertising and marketing spending was directed toward these audiences. Nearly 8 out of 10 said they feel more positively about the brands that live up to their promises to make a concerted effort of support.

Buying power for Black Americans, Asian Americans, Hispanic and Native Americans was projected at close to $5 trillion in 2020 which represents over 28 percent of the nation’s buying power. Clearly this shows that underrepresented communities have considerable clout and it’s a cautionary tale for those brands that take a one-size fits all approach to customer segmentation and marketing consumer goods and services.

$5
T

Purchasing 
Power

28
%

Purchasing 
Spend

LATEST STATS

The Fastest Growing Communities in the Country

62.1
M

Hispanic & Latino Population
according to the U.S. Census

46.9
M

Black & African American was
the second-largest population in the U.S. Census

20.6
M

Asian, Native Hawaiian, or other
Pac Islanders according to the U.S. Census

7.1
%

of Americans now identify as LGBTQIA+, Gen Z being larger portion

We Live the Multicultural Ethos

DDH, our parent company, is minority majority owned and led. It is the 9th Black-own company to go public in the US. We firmly believe in the importance of building a diverse workforce. We prioritize recruiting, training, and nurturing a team that embraces diversity. At present, DDH’s workforce is :

64
%

Women

34
%

Multicultural
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Download our groundbreaking DEI white paper

Our inherent diversity enables us to provide advice and expertise on DEI investment, as described by Horowitz Research in its groundbreaking white paper, Dollars & DEI: Multicultural Consumers' Insights on Brands Media Buying and Marketing Practices.
DDH_DEI_MockUp2A

UNDERREPRESENTED MARKETS

Diverse Offerings

Orange 142 can support you in tapping into trillion-dollar underrepresented markets

 

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Black

We work with Black-owned and Black-dedicated publishers, like BET.

 
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LatinX

We have relationships with LatinX-owned and LatinX-dedicated publishers such as El Mundo.

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AAPI

Target AAPI audiences with dedicated publishers like Mitu.

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LGBTQ

We connect you with LGBTQ+ audiences through diverse publishers such as Pink.

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High Income

We help you target high income individuals.

 
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Women

We connect you to large female audiences through female-centric publishers.

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1%

Get in front of 1% audiences with our publishers.
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Travel Intent

Reach audiences inclined or planning to travel.

GALLERY

Our Multicultural Campaign Work

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PUBLISHERS WE WORK WITH

We Work with all Diverse Publishers

We’re normalizing diversity in digital advertising one ad dollar at a time. Let us help you support your Multicultural Audiences budget commitments and drive spend while you’re at it.

 

FREQUENTLY ASKED QUESTIONS

Multicultural FAQ

Discover answers to common questions about multicultural audiences.

 

How do you reach these multicultural audiences?

Orange 142 has over 40 data integrations within our advertising platform that can be utilized to build audience personas and advertising targeting segments for a variety of multicultural audiences and demographics. Additionally, in collaboration with our sister company, Colossus SSP, we have exclusive access to multicultural and minority owned websites, publishers and domains that we can leverage to maximize digital advertising engagement and relevant reach.

Where do you find Diverse Audiences Online?

These audience segments are built from comprehensive feeds from our native data integrations including credit reports, purchase data, online research, websites frequented and more. Below is a sampling of the data providers connected to the Orange 142 programmatic advertising systems. Additionally, through our Colossus SSP collaboration, we combine these data segments along with relevant and premium website placements including top news, lifestyle and entertainment websites either owned or frequented by multicultural audiences. 

How do you message to each of these unique demographics?

Orange 142 relies on some of the industries best designers and creative minds to compile our client messaging strategies. Additionally, we leverage relevant multicultural teams to assist in creative messaging including tone, language, dialect, and cultural authenticity. Every brand and campaign is different so achieving a unique voice for each audience is what we specialize in.

Discover how we help marketers and agencies reach the right audiences.

TESTIMONIALS

What Our Clients Say  

Discover the satisfaction of our clients through their testimonials. Our customers consistently praise us for our commitment to excellence, personalized approach, and the results we deliver.

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“Our goal was to showcase the high-quality online programs offered by the University of Georgia and attract qualified leads. Strategic targeting and personalized messaging are aimed at engaging prospective students and providing them with valuable information about our diverse range of online graduate programs.”

Martha Dennis

Online Learning Marketing and Communications

0142_Testimonials_Logo_DiscoverAtlanta

“At Discover Atlanta we invest a lot of time and resources into creating content relevant to the black travel experience, so it is very important to us that we can efficiently distribute this content to the target audience. Orange 142 is able to get both reach and engagement that outperforms against our goals.”

Andrew Wilson

Executive Vice President & Chief Marketing Officer

0142_Testimonials_Logo_Dollywood

“Escalating media costs and segmented audiences are providing a challenge to all marketers. Creating co-op strategy with a variety of partners sharing the same broad objective has been incredibly helpful in Dollywood expanding its marketing base. Utilizing talents of SME firms like Orange to assist in strategy development, execution and tracking has shown to be very effective.”

Pete Owens

Vice President Marketing and Public Relations

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