Multicultural Zeitgeist: Get On Board or Get Out of the Way

August 18, 2023 • Marcus Best, SVP, Multicultural

What is a "Multicultural Zeitgeist?"

The term "multicultural zeitgeist" refers to the prevailing spirit or intellectual climate of a society that emphasizes and embraces cultural diversity and inclusivity. It reflects the attitudes, beliefs, and values that promote the recognition, appreciation, and celebration of different cultures, backgrounds, and identities. In a multicultural zeitgeist, there is a strong emphasis on understanding and respecting the uniqueness of various cultural expressions while fostering social awareness and inclusivity.

Allied Multicultural works with major networks, streaming platforms, studios, and brands to create custom 360 campaigns that speak authentically to cultural audiences - they are impactful in driving awareness and exceeding client business objectives. We specialize in national and regional publicity, experiential activations, partnerships, digital and social media promotions, grass roots efforts, and community engagement targeting AAPI, Hispanic, African American and LGBTQ+ audiences.

Check Out the Facts:

In the next 10-12 years, multicultural consumers will be the majority in the United States. The buying power of Hispanic, AAPI and Black consumers is over 5 TRILLION in the United States.

Check Out the Impact:

Multicultural audiences are active on social media platforms, influencing mainstream trends through their content creation, discussions, and online presence.

Their diverse backgrounds and experiences shape consumption patterns, leading to the popularity of general and multicultural products and services. Multicultural audiences often set trends in fashion, music, art, and entertainment, with their unique cultural expressions becoming popular globally.

Check Out the Receipts:

Mainstream recording artists of color on Instagram with 30M-400+M Followers:

  • Beyoncé
  • Selena Gomez
  • BlackPink
  • Rihanna
  • Drake
  • Shawn Mendes
  • Jennifer Lopez
  • BTS
  • Cardi B
  • Bad Bunny
  • Nicki Minaj
  • The Weeknd
  • Demi Lovato
  • Karol G
  • Bruno Mars

Movie Directors that have grossed over $1B at the box office:

  • Ryan Coogler
  • James Wan
  • J.A. Bayona
  • F. Gary Gray
  • M. Night Shyamalan
  • Justin Lin
  • Alfonso Cuarón

Influential fashion designers:

  • Oscar de la Renta
  • Virgil Abloh
  • Alexander Wang
  • Jerry Lorenzo
  • Tracy Reese
  • Olivier Rousteing
  • Prabal Gurung
  • Phillip Lim
  • Carolina Herrera
  • Pharrell Williams

Authors that have won a Pulitzer Prize:

  • Junot Díaz
  • Toni Morrison
  • Jhumpa Lahiri
  • Colson Whitehead
  • Gwendolyn Brooks
  • Viet Thanh Nguyen
  • Isabel Wilkerson
  • Oscar Hijuelos

Our Approach

Our Multicultural team's responsibility is to help our clients creatively pierce the multicultural zeitgeist.

For one client, we created a custom ice cream truck and took it to Rolling Loud, Essence Festival of Culture, One Music Festival, and HBCU homecomings. We also targeted media/press offices to local community events to help promote a popular series on a streaming platform that received millions of social impressions, engagement, and national press.


For another project, we tapped influential content creators Fung Brothers to curate a special tastemaker event targeting AAPI press and influencers to widen the audience reach for a film. Our Hispanic team has garnered print and digital covers in major publications that include People en Español, Latina, HOLA! USA Magazine, as well as secured interviews on the main national broadcast networks and shows like Univision's Despierta América, El Gordo y la Flaca, Primer Impacto, and Telemundo's Hoy Día, En Casa con Telemundo and more.



Our specialty is LGBTQ+ campaigns that speak to the full spectrum of the audience and community, from transgender and queer people of color to non-binary individuals. We have a diverse team that can tailor a publicity, and/or digital/social strategy to be impactful for each audience, ensuring everyone is included.

In conclusion

Multicultural audiences are no longer asking for a seat at the table; rather, they are creating the table and collectively demanding representation, not for one but for all. Allied Multicultural understands there's power in numbers, and no longer will consumers of color and the LGBTQ+ audience be silenced and invisible - their value, our worth won't be denied or minimized.

We help brands with multicultural audiences implement new strategies that impact the cultural zeitgeist and generate social buzz and press that's NEW, NOW and SMART.

Want to learn more about how we can support your efforts to create culturally connected campaigns for the multicultural audience? Get in touch.

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