Some people define “multicultural” by targeting demographics of individuals defined most often by race, language, ethnicity and religion. Burson-Marsteller defines multicultural as “multiple communities” and our multicultural offerings are borne out of a keen understanding of a world that is becoming more and more community-centric with communities built around a clear cultural identity, common interests and shared values. When, how and why individuals self-select to identify or join with a community has never been more varied and it is typical for people to identify or join with more than one community at any given time.
Because of the specificity of the “common ground” in these communities, it is often difficult to engage with community members through traditional channels. Our research-based approach to identifying the motivations and drivers of these communities, coupled with our knowledge of digital and grassroots outreach, enables us to shape programs with the specificity and relevance necessary to generate receptivity, motivation and action.