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Branding Roundtable 33

Does Multicultural Still Matter?


Because of what once seemed like an unstoppable movement toward marketing to a progressively more open global village, brands have long embraced — or at least given considerable lip service to — multicultural marketing. But with that inevitability called in to question by unexpected political phenomena such as Brexit, Trump and countless nationalistic, ethnically exclusive movements, how will, or should, brands respond?

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