multicultural marketing

A Series of Cultures and Phonemes: Names in a Multicultural Society Part 1

By Joanne Villavieja

In 1967, the Supreme Court officially legalized interracial marriage in the United States. According to the Pew Research Center, 1 in 6 marriages in 2015 were people married to someone of a different race or ethnicity. The article states: “This reflects a steady increase in intermarriage since 1967, when just 3% of newlyweds were intermarried.” For metropolitan areas, this statistic is even higher. Because of their diversity, places such as Honolulu, HI and Las Vegas, NV, have intermarriage rates as high as 42% and 31%, respectively. Pew Research has also provided an interactive map that shows areas of the US that have the highest and lowest rates of intermarriage, along with a chart that describes that percent for specific race categories. For example, in Honolulu, 34% of White people and 32% of Asians are married to someone outside of their race. In Las Vegas, 26% of White people and 30% of Hispanics are married to someone outside of their race.

What do these statistics mean? Clearly intermarriages have become way more popular within the past 50-60 years. Because of this, the picture of the modern-day family is now more diverse than it once was. In 2015, one-in-seven U.S. infants (14%) were multiracial or multiethnic, according to Pew’s analysis of Census Bureau data. These days, several cultures often come together under one household, and one of the ways that you can spot this is in the way children are named. Parents coming from different cultures may want to have those identities represented in the names of their child or children.          

“How does one come up with a multicultural name?” Common considerations when choosing a name are things like: Does it sound nice? Does it have a good meaning? What are some possible nicknames? When working with more than one language and culture there are even more questions to think about. Multicultural parents need to ask: “Does this sound nice in both languages? Does it have a good meaning in both languages? Multicultural families tend to have different languages involved in the family’s daily life. Ideally, children’s names should blend easily into these languages. For some languages this is easier than others, and this is because of the phonemes, or the “sound vocabulary” that is shared between them. More on phonemes and which languages share what sounds will be visited in later parts of this series.

According to this article from the Census: “The largest Multiracial combinations in 2020 were White and Some Other Race (19.3 million), White and American Indian and Alaska Native (4 million), White and Black or African American (3.1 million), White and Asian (2.7 million), and Black or African American and Some Other Race (1 million).” The article goes on to talk about how in the 2020 Census, improvements were made to the question design and data processing, allowing for a more accurate portrait of how citizens of the country identify. This revealed that the picture of America is much more diverse than ever anticipated.

Since the majority of the multiracial population according to the 2020 Census were found to be White and American Indian/Alaska Native, this series of delving into multicultural naming will begin with examples of given names that have both English and Native American roots. Here are some popular first names that have roots in both cultures:

“Winona” comes from Sioux origin, meaning “first daughter”.

“Nina” comes from Kichwa origin, meaning “fire”

“Kai” comes from Navajo origin meaning “willow tree”

“Dakota” comes from Sioux origin, meaning “friend”

“Mika” comes from Sioux origin, meaning “raccoon” (also Japanese)

“Poloma” comes from Choctaw origin, meaning “bow” (also works in Spanish)

It can be noted that the last two names from this list are also popular names in Japanese and Spanish (Mexican variant spelling “Paloma”), respectively. Names can have meanings and uses in as many languages as possible, as long as the sounds are shared or at least easily translatable. More examples of this will be discussed in subsequent parts of this series. To learn more about what cultural significance your audience’s names’ can have, use the latest version of the ETech software to help you gain more knowledge in your marketing!

Expanding NFL Viewership Leads to More Multicultural Advertising

Written by Jessica Wilhoit

Super Bowl 58 is airing Sunday February 11, 2024. Costing $7 Million for thirty seconds, Superbowl commercials are a huge marketing opportunity (NPR). Are Superbowl ads multicultural? The NFL was the only sports program among the NFL, MLB and the NBA to start their program with African American coaches and players in 1920 according to Richard Lapchick a writer for ESPN.com. The NFL is working to grow its viewership and it is reaching out to women, younger generations, as well as the international community to do this.

NYX and ELF both have commercials for the SuperBowl this year. Both brands have inclusive shade range foundations with 45 and 42 shades respectively. These commercials will target women. Women of almost any cultural background can find a foundation at NYX or ELF. Elf sells a color corrector that transforms a similar shade to a perfect match. Both makeup brands serve a younger Gen Z to Millennial customer base.

Several brands are targeting these generations in their SuperBowl commercials by using young multicultural talents. Doritos Dinamita showcases Jenna Ortega from Netflix’s Wednesday

TurboTax has recent Emmy winner, Quinta Brunson, from Abbot Elementary. Addison Rae is a TikTok star shown enjoying Nerds Gummy Clusters in Nerds’ Flashdance themed commercial. PepsiCo’s Starry, a lemon-lime soda, commercial stars Ice Spice. These commercial sneak peaks are courtesy of Jameson Fleming in his ADWEEK article. The NFL is also targeting a younger, more family centric audience with a new Nickelodeon viewing option. The hosts on Nickelodeon will be from Spongebob SquarePants’ Bikini Bottom.  

The NFL is growing viewership with not just a younger, but also a more international consumer. The NFL has its own international commercial that showcases a football player, playing in the streets of Ghana. 

Michelob ULTRA’s commercial stars Argentinian soccer player Messi. Soccer is a very international sport with a wider reach than football. By using an international soccer star who plays for Argentina and Barcelona’s FC Barcelona teams, Michelob ULTRA catches the eye of a much more international crowd. The NFL is growing in popularity among young European and Asian viewers. Viewers who identify as Latino have increased interest in the NFL rapidly in the last year. Latinos account for 17% of the NFL fanbase according to Eleanor Hawkins’ article on Axios. Whatever it is, the way you tell your story online can make all the difference.

The NFL is reaching out to a younger, more diverse, fan base to grow viewership. As a result, advertising by the NFL and brands with Super Bowl commercials have become more multicultural. Your team can reach out to a more diverse audience by using Etech’s G-Tech and Digital Engagement products today.