What even is multicultural? Literally nobody identifies as multicultural, or diverse, or any of the other blanket terms in play. And then you have words like “minority” and “marginalized”, which inaccurately categorize these audiences as inferior or small. If you are an expert in authentically connecting and communicating with underestimated audiences, you are an expert at resonating with the general market — because Black, Latine, AAPI and LGBTQ+ culture is mainstream culture! Marketers should think about these audiences as a part of their day-to-day strategy, and not because of principles related to DEI, but because of principles related to profit. Weed out the apathetic language, lean into specificity, and be intentional about authentically and consistently connecting with these underestimated audiences. Your brand depends on it.