Multicultural Resources

The notion of multiculturalism generally refers to a state of racial, cultural and ethnic diversity within the demographics of a specified place, usually at the scale of a city or nation. Some countries have official policies of multiculturalism aimed at recognizing, celebrating and maintaining the different cultures or cultural identities within that society to promote social cohesion. In this context, multiculturalism advocates a society that extends equitable status to distinct cultural and religious groups, with no one culture predominating.

In the United States, continuous mass immigration had been a feature of economy and society since the first half of the 19th century. The absorption of immigrants became, in itself, a prominent feature of America's national myth. The idea of the “Melting Pot” is a metaphor that implies that all the immigrant cultures are mixed and amalgamated without state intervention.

In America today, brands see diverse groups as attractive target markets for expanding business and a customer base. Ethnic groups that include Hispanics, African-Americans and a diverse collection of Asian consumers are among the most common groups targeted by advertisers. Some social groups have also become attractive target for brands especially when those groups represent a significant amount of disposable income. This social groups include the gay and lesbian market and many religious sectors.