About

Introduction

The U.S. Census Bureau projects that non-white Americans will make up a majority of the population in the U.S. by the year 2045. In fact, the Congressional Budget Office predicts that immigration in the U.S. could drive gross domestic product up by $9 trillion over the next 10 years, benefitting all Americans.

In addition, the number of Americans who feel safe and comfortable enough to identify themselves as part of the LGBTQ+ community is increasing with every passing generation. According to Gallop, less than 1.7 percent of those in the Silent Generation identified as LGBTQ+ in 2022 versus 19.7 percent of those in Generation Z, and 11.2 percent of Millennials. World LGBTQ annual spending power currently stands at $3.9 trillion and continues to grow, according to research from LGBT Capital.

Don’t be fooled – the numbers don’t lie. Despite the current political-based pushback, these factors, along with global trade, will have an enormous impact on how U.S. companies hire and retain the most talented employees, and how they go to market with their products and services if they intend to remain competitive in an increasingly multicultural marketplace.

The National Center for Diversity Communications is here to help organizations prepare for our rapidly changing marketplace, with a focus on cultural communications to ensure your brand is trusted by all audiences, including those who may resist these macroeconomic changes.

Our Expertise Includes

  • Developing strategies, programs, and communications for Diversity, Equity, and Inclusion (DEI)
  • Assisting Chief Communications and Chief Marketing Officers with onboarding and enhancing executive presence
  • Engaging all employees, including those who resist change
  • Engaging multicultural consumers
  • Interacting with diverse media audiences
  • Implementing purpose-driven initiatives
  • Handling crises effectively across multiple cultures / languages
  • Conducting thorough cultural research and providing insightful analyses
  • Mapping target audiences effectively
  • Providing strategic counsel on multicultural and cross-cultural competencies

In 2018, excessive pressure in natural gas pipelines owned by a gas utility company caused a series of explosions and fires to occur in more than 30 homes, with over 80 individual fires, in the Merrimack Valley of Massachusetts. One person was killed, and 30,000 others were forced to evacuate their homes immediately.

Nearly 26 percent of the population of the Merrimack Valley identify as Hispanic, and the utility company involved experienced difficulty communicating to these residents during this crisis. As a result, the company received extensive media and political criticism for its handling of the crisis, leaving large portions of the community confused.

Understanding your customers – and how to communicate with them – is critical to overcoming a crisis situation. Companies that undertake customer mapping and language exercises are best prepared to handle emergency situations.