The Millennial generation (people born from 1982 to 1993 and also known
as the Gen Y) is fast becoming the most important demographic in the US. However, as most business owners will tell you, reaching this
demographic group can be a big challenge since they do not respond to
traditional marketing techniques.
For years, businesses have struggled with multicultural marketing.
They've either relied on a catchall approach of adding multicultural
representations to an otherwise monocultural strategy or simply
translated an existing campaign into other languages with the
appropriate cultural context. But both of these approaches fail in one crucial aspect: They have no real target audience.