Bi-Racial Voices
Identity, media and consumer choices across more than one cultural background.
The former page called this group “Bi-Racial/Bi-Cultural Voices.” It connected the growing diversity of younger Americans with the internet, music and entertainment as sources of information. It argued that brands relying on fixed ethnic categories could miss how people form identities and make choices.
Identity on a person’s own terms
The page discussed young women born after 1979 as independent consumers shaping their own identities. It estimated approximately two million bi-racial or bi-cultural women in the United States in its period data. That figure is retained only as part of the old site’s market argument.
Beyond advertising
The account also considered employers: as an older workforce retired, companies would need to attract younger managers and create workplaces reflecting their values and independence. In this way, the firm treated culture as relevant to both products and work.
No one’s identity can be inferred from a campaign category. The useful question for a brand is how people describe themselves and which parts of that description matter to the experience at hand. Leading Voices shows the collection’s other paths.
Read the February 2016 source capture for the original context.