The notion that multiculturalism will become the mainstream is rapidly moving from a trend to a reality. The U.S. Census Bureau reported today that minorities are now the majority in more than 300 counties. As the Census data suggests, our society is increasingly becoming more multicultural. Projections demonstrate that this momentum will only continue.

But how rapidly are communicators and marketers moving to address this shift?

Not fast enough. There are some savvy marketers that have taken the approach of addressing communications from an inclusive, more multicultural perspective. But for the most part we continue to develop “general market” strategies with separate “multicultural” strategies. Traditionally, “multicultural” strategies have been developed after the “general market” strategy has been set … and not simultaneously.

If we want to be relevant, moving forward communications strategies can no longer be “general market” versus “multicultural.” Given the shifts in our population and the increased diversity, communication teams need to really look at a way of bridging the two.