november 14 to 16 2022 · San Antonio, TX
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Enhancing Multicultural Empathy on the Marketing Team
November 14 2022, 11:45am – 12:10pm
San Antonio, TX
Multiculturalism is on everyone’s mind… or is it? The truth is different life experience, perspective, and interpretation results in people starting from different places. Intentionally learning and facilitating sometimes difficult conversations about different POVs is the critical first step in real understanding of our consumers, particularly those from diverse, multicultural backgrounds. Using the empathy and knowledge gained from those conversations is critical for developing effective marketing. With the people the brand serves at the core, Sargento has moved from understanding multicultural trends to actionable change in marketing and the creative process.
In strong partnership with C+R’s CultureBeat division, Sargento Marketing & Insights team built a consumer-centered program aimed at driving knowledge and empathy across various marketing disciplines and levels by bringing to life the realities of diverse populations.
In this session, learn:
- The importance of being comfortable having uncomfortable conversations, and why it matters for marketers
- Simple but effective ways to facilitate a safe-space environment and mentality, for teams to collaborate and grow, while respecting each other’s individual needs and multicultural journey
- The importance of in-culture expertise and consultation from multicultural research practitioners in facilitating multicultural conversations
Senior Vice President, CultureBeat