By: Carla Eboli, CMO, @ceboli
Every year, an impressive number of marriages are celebrated in U.S. – 2.1 million to be exact.
And while the traditional “Will you…?” question might remain the same over the decades, the composition of these new couples and families has changed dramatically in the last 10 years.
According to the 2010 Census, 10% of all couples walking down the aisle are interracial or interethnic, representing a 28% growth of mixed-race couples over the decade. The number of interracial or interethnic couples is even higher for unmarried partners (18%) and for same-sex unmarried partners (21%).
But the question that we need to pop is: why is it taking so long for advertising campaigns to reflect the new reality of American families?
“The numbers don’t lie: we are witnessing, in America, the growth of one of the most diverse societies in modern history, from several different perspectives,” says Greg Knipp, CEO of Dieste. “And brands that are embracing diversity aligning their communications strategy with the reality of our country’s society are seeing very positive business results,” says Knipp.
Recently a couple of TV spots featuring interracial couples caused a social media commotion, generating polarized opinions across the country – click Cheerios, Tiffany and Honey Made to see the TV campaigns and controversial opinions about them.
What we believe – and published in our book 1+1=3 – is that the multicultural majority is already here and “your eyes are useless if your mind is blind. So it’s important to see diversity as more than a demographic wave. It’s a mindset.”
P.S. The picture used to illustrate this article shows a real multiracial family – my white husband, my Latina daughter, my Asian American son and me – legally married and happily together.