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Don't Miss Our Session:

Enhancing Multicultural Empathy on the Marketing Team

Jorge Martínez-Bonilla
Senior Vice President
Michelle Birschbach, Sargento, Associate Director - Insights
Associate Director of Insights, Sargento
11:45am - 12:10pm

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
     
Contact One Of Our Research Experts:

Erin Barber

Erin Barber

Senior Vice President
Online Immersion

Bio / Email

Kathleen Blum

Kathleen J. Blum

Vice President 
ShopperEyes

Bio / Email

 

Robbin Jaklin

Robbin Jaklin

President

Bio / Email

 

Jorge Martínez-Bonilla

Jorge Martínez-Bonilla

Senior Vice President
CultureBeat/LatinoEyes

Bio / Email

Paul Metz

Paul Metz

Executive Vice President

Bio / Email

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