Go-to-market strategies for ethnic segments must consider a ‘transcreational’ approach for reaching multicultural consumers – which means communicating in a culturally-relevant manner that speaks to ethnic lifestyles.
This approach offers a much more impactful and revenue-generating alternative to direct translation from English communications, because the consumer will immediately know and appreciate that you are speaking to them and understand their culture and community lifestyles versus just communicating in-language.
Brands that ‘transcreate’ instead of just translate, will experience the long-term benefits that cultural lifestyle campaigns will offer.