Native American Military Traditions

In articles on as well as the U.S. Army website offer interesting insight into how the “minority of minorities” is an overrepresented contributor to the military..

There seems to be a significant pride in the traditions associated with Native American nations.  One such tradition is the naming of Army Helicopters.  Names such as Apache, Black Hawk, Chinook, Kiowa, Lakota, Creek, Cayuse, Huron and Ute refer to Native American tribes and represent that warrior spirit

After 9/11 Native American service was higher than any other ethnicity (percentage-wise) and there is even a National Native American Veterans Memorial that will be formally dedicated in 2020 to honor the contributions and sacrifice of the community.

To learn more about the memorial and Native American contributions to the military visit:

While the military has specific marketing campaigns that reach out to multicultural segments such as Hispanic, and African American, I was unable to find much in the way of campaigns reaching out to Native American communities.  That being said, one big step is the recognition of the contributions of Native American Veterans will go a long way to carrying on the tradition of Native American service to the country.

Resources for Native Americans and Military Service

Additional Resources:

Alcance Media Group – Multicultural Marketing

U.S. Military - Diversity is Strength

Who is the largest employer in the World?  Who is the largest employer in the United States?  Spoiler alert, it is the same organization.  The U.S. military / Department of Defense has been the world’s largest employer consistently.    A global organization that is as diverse as it is large continues to adapt to changing demographics.  Not only is the make up of the military changing, but this also changes the diversity of the Veteran population.

Profile of America’s Veterans: Following in the changing demographics as well as the size of the military there are some major changes.

  • Female Veteran’s share expected to double to 18%
  • Share of Hispanic Veterans to nearly double to 13%
  • The share of Black Veterans to grow from 12% – 16%
  • Share of Asian Veterans to grow from 2%-3%
  • Overall an expected 40% decrease in the total number of veterans by 2045

Diversity in Today’s Military

The makeup of the United States military just like the country is multicultural.  While the overall size may be smaller than in the past, the military is diverse.  That diversity, may not be exactly equal to the population, but has certainly continued to become more representative.  Whether, tradition, recruiting, or marketing, the military has taken notice.

The U.S. military actively markets to many multicultural communities, especially the Hispanic community.  Hispanic participation in the military has continued to grow along with population trends.  African American participation which has historically been very strong has been more challenging since the Gulf War.  While Hispanic and African American participation is expected to continue being a large portion of the military.  But what about some other multicultural groups such as, Arab, Asian or Native American?

Example of Hispanic (Spanish) focused Marketing Campaign

Other Multicultural Segments

While there is less information available regarding these groups, many represent an interesting heritage that associates them with the military.  While none of these groups may represent a major percentage, there is an interesting story to all.  From the diversity within the Asian community, to military traditions associated with the Native American community to the challenges or finding information regarding Arab-American participations, there are stories in each.  Here are some quick links to resources.

Multicultural Leadership

As one of the largest organizations in the world, the U.S. Military is not only responsible for safety, security and innovations, but offers growth opportunities to men and women across all demographic categories.  Offering education assistance and job opportunities to those who choose to join military service, the military will continue to be one of the largest and most diverse global entities.

Additional Resources:

Alcance Media Group – Multicultural Marketing

Pew Research: The Changing Profile of the U.S. Military

U.S. Military Service of Asians and Pacific Islanders:

Arab-Americans in the United States Military:

Native American Participation in the United States Military:

Multicultural Healthcare

Multicultural Healthcare Initiatives - Making a difference

Healthcare has been a major issue for governments, politicians, voters, and the population overall. A difficult issue in general, yet further complicated by challenges related to the healthcare needs of very diverse multicultural communities.

Avoiding issues of the government’s role in healthcare and the always challenging healthcare debate, we’ll just have a glimpse into healthcare marketing for diverse communities in key states and the relation to diverse segments that are prevalent in their communities.

Michigan – Arab American

Michigan Department of Health and Human Services has outreach programs for numerous multicultural communities throughout the state.  As the state with the largest Arab American populations (….) they are one of the more educated organizations  and have even published studies like this one: Health Status of Arab Adults in Michigan

Here is a great example of MDHSS and an initiative for the Arab American community in relation to Diabetes.
MDHHS – Arab American Diabetes Outreach (English & Arabic)


California – Asian | Asian American:

California is extremely diverse and while is at the top in terms of population for most multicultural segments, it is the highest population and percentage for the Asian segment.  This group in itself is diverse in culture, language, and many other areas so presents numerous challenges.

The California Department of Health created Health Equity programs. The Asian American initiative  for example works with community organizations and adapts information for the Hmong, Vietnamese, and Chines communities.   Throughout California there are also community organizations such as the San Francisco based Chinese Community Health Plan (CCHP)  which offers health plans throughout the San Francisco Bay Area.

Texas – U.S. Hispanic | Latino: Texas

By percentage, Texas is second in terms of population numbers (behind California) and in percentage of the population (trailing New Mexico) and has been at the forefront of outreach to this community.

Among the challenges for the Texas Department of State Health Services are a high rate of uninsured (31% of Texas Latinos are uninsured according to Pew Hispanic LINK . With a high percentage of Hispanics speaking Spanish in the home, one key consideration is to have a complete set of Spanish resources such as the Texas Department of State Health Services website  which can also support community efforts.

Arizona – Native American | Navajo:

Outreach to Native American communities is often overlooked in many states, but in Arizona this is a key segment for a variety of issues. In population size Arizona has the largest Native American population (by percentage Alaska is top) so it is a population with a significant impact on the state.

Arizona has a specific health insurance outreach for Native American communities called the American Indian Health Program (AIHP) health insurance plan options for this community.  In fact, the Arizona health services even offers information in Navajo.

Georgia – African American | Black:

As one of the states with the highest concentration as well as population for African Americans Georgia has put together numerous outreach programs to the community. Yet despite Atlanta being one of the cities with major government health organizations (ex. Center for Disease Control CDC, American Cancer Society, and more) there continue to be major issues with mortality and insurance coverage among the African American Community.  A recent NPR article looks into some of the challenges in Atlanta.

Whether on a national, state, or community level, many public as well as private organizations understand the need to reach out to diverse multicultural communities, yet resources always present a challenge. For states where a segment represents a large percentage, the needs for specific marketing / outreach efforts for communities are clear, but for others deciding on which segment to focus efforts on will be much more challenging.

On the positive side, there are now more resources available that can be adapted or offer insight as to how to communicate with these communities.

For additional information for advertisers looking to reach multicultural communities, Alcance Media Group’s multicultural health advertising team can assist.

Additional Resources:

Alcance Media Group – Multicultural Marketing

The challenges of health providers to reach U.S. Hispanic

Health Status of Arab Adults in Michigan

Chinese Community Health Plan (CCHP)

The Asian American initiative

Texas Department of State Health Services website

American Indian Health Program (AIHP)

Arab American Media - Opportunity & Challenge

In today’s world there seem to be media options for almost every interest.  In multicultural media, while there are numerous publications catering to the Hispanic segment, for advertisers interested in reaching other segments such as that of the Arab American community, there is a definitive lack of options.
As we look for options to reach the Arab American community, there are relatively few options that relate to the community in the U.S.  While few, these local publications have the ability to make an impact.
Here is a brief list of some Arab American media resources that offer digital advertising options to reach the Arab American community.
MDHHS – Arab American Diabetes Outreach (English & Arabic)

Here is a brief video highlighting diversity : We are Arab America

In an article from Pew Research Center for Journalism & Media, there is a discussion about Arab-American Media (LINK)
Of the reasons cited in the article, many apply today.
  • The Arab-American population across the U.S. is ethnically diverse
  • Technology advancements have brought new competition for advertising dollars from Arab outlets located in the Middle East and North Africa
  • Social Media ability to expand news outside the region.

What about Advertisers?  While this community represents a smaller segment and may be difficult to justify breaking out specific resources, there are areas where this is a must.

  • Census Bureau – needs to reach out to all multicultural segments
  • Auto dealers in communities with a strong Arab American presence:  Multicultural Auto Marketing
  • Health Organizations – government and private in areas with a large Arab American community.
While the challenges to media as well as advertising budgets are relevant, for brands and agencies that are serious about reaching the Arab American community, utilizing local and regional media outlets will relate to the daily lives of Arab Americans and can make an outsized impact.
For additional information for advertisers looking to reach the Arab American community, Alcance Media Group’s Arab American advertising team can assist.  LINK:

Additional Resources:

Alcance Media Group

Arab American Institute

Pew Research Arab American Media

Spanish OTT Connected TV

Reaching Multicultural Audiences through Connected Devices OTT & Connected TV

Multicultural Audiences have been among the strongest audiences for entertainment as well as utilization of digital devices for those entertainment needs.

But is the transition to connected devices and over the top devices (OTT) for multicultural audiences happening as fast, and how will that impact multicultural marketing?

According to a recent Streaming Media: Reaching Multicultural Audiences in a Fragmented Ecosystem there are some interesting insights regarding multicultural audiences and the penetration of connected devices.

  • While average TV viewers spend 43 percent of time with live TV and 35 percent with steaming services with Hispanics, Blacks and Asians splitting 40% on live TV, 40% on streaming, and the remainder on other devices.
  • The article contends that Latinos and Asians show fewer signs of cord cutting than Non-Hispanic and Black audiences due to the importance of in-language and cultural specific packages.

Content in-language and culturally relevant is an opportunity for content providers and advertisers alike.

Of course there are increasing data/targeting options for advertisers to reach these multicultural segments, however by creating culturally relevant advertising and combining it with culturally relevant content in any language will make an impact.  Of course sporting events such as soccer and basketball will have a major streaming viewership, there are more entertainment options being creative for everyone. While Hispanic and Asian audiences especially in younger audiences are English proficient, an interesting mention in the article was that almost 9 in 10 bilingual Hispanics watch some Spanish language television.  And,

About half of Latinos and Asians, and two in three Black viewers, say it’s important to have access to content created for them.

Following are a few examples for African American and Hispanic options

Example of African American focused channel: Kweli TV

Example of how to ad Sling TV Spanish language options  (in Spanish)

While the cord cutting numbers increase across the TV ecosystem, and there continue to be more providers of content, targeting and advertising services, there is a major opportunity for marketers to make an impact with multicultural audiences through streaming devices (OTT) and connected TV.  For reaching Hispanics, Asians and African American audiences, there may be challenges to working with one provider (ex. Roku) as reach may still pose challenges while more content becomes available.  Working with digital, multicultural specific networks or platforms such as Alcance Media Group will facilitate reaching these multicultural audiences across multiple platforms instead of reaching out individually to each and is a solution to dealing with scale, minimums, and the challenges of getting in touch with the individual providers.

Additional Resources:

Alcance Media Group: Multicultural OTT

Streaming Media: Reaching Multicultural Audiences in a Fragmented Media Ecosystem:

Multicultural Sports Fans

Womens World Cup France 2019

Women's World Cup - Not Only for Women

The Women’s World Cup 2019 in France, while played by women, is watched by a diverse audience.

Soccer is a global game and has a broad appeal across gender, ethnicity, income, education and beyond.  While nothing will trump the appeal of the World Cup, the Women’s World Cup continues to increase in popularity and drives opportunities for viewers, marketers as well as expanded access to sporting opportunities for women.

One of the best sources to evaluate interest in the game comes from marketing studies as sponsorship and advertising are also a key part of the game.  According to a recent MediaPost article there are some key findings that demonstrate the level of interest and viewership among groups.

FIFA’s viewership goal:  Exceed 1 billion viewers

U.S. Interest:

  • 3 of 10 U.S. adults have some interest in watching, and men are significantly more likely than women to watch.
  • Millenials (36%) and Hispanics (41%) are somwhat or very interested in watching.
  • Asians (33%), African Americans (22%) and non-Hispanic Whites (25%) were also mentioned.

Whether watching on TV (majority) or streaming online through connected devices (OTT/CTV) the tournament is already drawing the attention of viewers in the U.S.  Of course with all sports, popularity of the tournament will also follow the results that come.  If the U.S. and France are in the Final, then of course media attention and viewership in those countries will be high.  However should they falter, you can bet that interest will decline.  The same goes for any team, especially the favorites.

Odds to Win the 2019 Women’s World Cup

Women’s World Cup 2019 plus betting odds to win


As for the chances of each team winning the World Cup, look no further than Las Vegas for the real experts (Sports Gambling) to see your team’s potential.

Women’s Opportunities and Challenges in Sports.

Regardless of the outcome, one key benefit to the increasing interest in the Women’s World Cup are the benefits in offering opportunities for women on a global level.  Adding to media attention in the run up to the tournament have been increased discussions on pay, access, and harassment.   While the battles of the U.S. team have been well documented, in other countries there are changes on the way.  For example in Colombia, Argentina and other parts of Latin America there is an increased focus on the opportunities and challenges for women and progress is being made.

The ski industry faces numerous challenges,  however there is a clear replacement to participation numbers in U.S. Hispanic, African American, and Asian American populations.  Does the industry recognize this?  While it does seem that there is an overall understanding among industry executives, actions are far less evident and that is what will need to change.

Additional Resources:

Alcance Media Group: Multicultural Marketing

Media Post 2019 FIFA Women’s World Cup: How Marketers Can Get In the Game:

As Women’s World Cup approaches, Latin American women soccer players seek change

Copa America: When Where and How

Haitian Heritage Month

Haitian Heritage Month

Haitian Heritage Month is a nationally recognized month and an opportunity for individuals including Haitians and lovers of the the Haitian culture to celebrate the rich culture, distinctive art, delicious food and learn the traditions of Haiti and its people. The celebration is an expansion of the Haitian Flag Day on May 18th, a major patriotic day celebration in Haiti and the Diaspora created to encourage patriotism.

Haitian Populations

In recent decades, the United States has experienced a significant increase in the number of immigrants from Haiti. While just 5,000 Haitians lived in the United States in 1960, migrants from Haiti began arriving in larger numbers following the collapse of the Jean-Claude Duvalier dictatorship in the late 1980s.

Most Haitian immigrants in the United States arrived before the earthquake and have formed well-established communities in Florida and New York. From 1990 to 2015, the Haitian immigrant population tripled in size (see Figure 1). In 2015, Haitians were the fourth largest group from the Caribbean, after immigrants from Cuba, the Dominican Republic, and Jamaica.

Figure. Haitian Immigrant Population in the United States, 1980-2015

Source: Data from U.S. Census Bureau 2010 and 2015 American Community Surveys (ACS), and 1980, 1990, and 2000 Decennial Census.


Haitians in Florida

The United States Census reports that Florida is home to the largest Haitian population so it comes as no surprise that celebrations in Miami are like nowhere else in the country. We have street festivals, learning sessions, author panels, art ex

hibitions, films, musical concerts and Haitian cultural activities for all to enjoy.

If you want to participate in some of the multiple activities to celebrate this heritage month, we recommend you to visit:

Enjoy it!

Additional Resources:

Alcance Media Group: Political

Marketing to Philipinos

Expatriate votes count

Foreign citizens (expatriates) living in the U.S. in many cases have a vote that can impact their countries of origin.

As a U.S. Citizen we have the ability to vote in U.S. elections while traveling and/or living abroad.

Absentee Voting Information for U.S. Citizens Abroad

While these votes are important, in many cases their impact is minimal due to the percentage relative to the number of those living and voting in the U.S.   However, for expatriates of countries with large populations living abroad (U.S. and Europe) their expatriate votes may have a major impact.   Many may not know if they are even eligible to vote in their country of origin elections nor how to do it.  An example of how to vote in the Philippines Elections below:

Which countries allow overseas voting?

The eligibility as well as the process varies by country so in most cases the best resource is your country’s government voting information sites.  Here are a few example countries and listed in additional resources will be a more comprehensive list.

Example 1: Phillipines – Filipinos living abroad.

With over 1.8 million Filipinos living outside of the Phillipines and 250,000 in the U.S. registered to vote in the Pillipines midterm elections there is the potential to impact the elections.  If not registered, while they cannot vote in the 2019 midterm elections, there will be a registration period later in 2019 to be eligible for the 2020 elections.

Example: Guatemalan Elections

The importance of Guatemala’s elections and how it relates to immigration, corruption, and standing in the international community is highlighted this 2019 Latin American elections article, however Guatemalans living outside of the country are NOT eligible to vote remotely according to Georgetown University’s Political Database of the Americas.   Imagine if even 2013’s Pew Research estimate of 1.3 million Guatemalan country of origin population in the U.S. was eligible to vote in the election of a country with only 17 million in population.  There would be a definitive impact.

Example: India

Expatriate Indian citizens have been allowed to vote in Indian elections since 2010 as long as they are physically present in the country and have not acquired citizenship in another country.  So in other words, remote voting is not an option and for most even if they haven’t acquired citizenship in another country, traveling just to vote would be unlikely.

Expatriate Voting has the potential to have an impact….when permitted.

Many who have roots in another country, yet live in the U.S. understand the challenges of their country of origin and in many cases potentially have a vote that could matter to their relatives and the country as a whole.  For those with ties to another country, check with your government voting sites to find out more information on how you can make an impact. VOTING MATTERS!

Additional Resources:

Alcance Media Group: Political

Latin America Elections 2019:

Political Database of the Americas

Wikipedia: List of Countries that Allow Expatriate Voting

Marketing to Filipinos

Outpacing Hispanics, the Filipino market is one of the fastest growing ethnic populations in the U.S.

In the world of multicultural marketing, agencies focus extensively on the Hispanic market.  Whether in English or Spanish, this audience segment has made its presence known.  However, for savvy multicultural marketers, the rise of Asian populations and within the broader Asian segment that of the Filipino market.

According to the U.S. Census Bureau and recent American Community Survey (ACS), there are over 4 million Filipinos in the United States with 1.6 million living in California alone.  This population constitutes the second largest population of Asian Americans in the U.S.  and Tagalog is next only to Chinese as the most common language spoken at home besides English.

Most common languages spoken at home in the U.S. (According to the 2016 American Community Survey)

  1. English
  2. Spanish
  3. French & Creole
  4. Chinese (Mandarin and Cantonese)
  5. Tagalog
  6. Vietnamese
  7. Korean
  8. Arabic

Where are they and does this segment matter?

In the warped reality that is represented by marketing budgets, the focus of most marketing efforts will be largely beneficial for initiatives that are concerned with California.  Overall the Filipino population has a high English proficiency and is less likely to live in poverty than other foreign born immigrants in the U.S.  Additionally, the vast majority of immigrants from the Philippines are here legally, although there is a large number that currently fall under the DACA programs so are in a less permanent situation.

While reaching out in language (Tagalog) will make an impact when available, the population overall is highly proficient in English so there are numerous options for marketers.  From publications with content specifically related to the interests of the population in the U.S. as well as abroad to understanding key pockets of this population, to utilizing key data points, this population represents a significant multicultural audience, especially in California.

Additional Resources:

Alcance Media Group: Multicultural Marketing

U.S. Census Bureau:

PBS Video: Filipinos in California’s Heartland

African American Skiers - National Brotherhood of Skiers

As we look at multicultural participation in winter sports and how the ski industry can benefit from increased participation from multicultural skiers, for this article we focus on African American / Black Skiers.  This audience represents 14.5% of the U.S. population, yet do not come close to representing that percentage on the ski slopes.

The ski industry needs multicultural segment participation: Specifically three key audiences: U.S. Hispanics, African Americans and Asian Americans.

With the first gathering in 1973 bringing together over 350 African American skiers in Aspen Colorado the National Brotherhood of Skiers has helped bring the African American community to the slopes.  With the mission to “identify, develop and support athletes of color who will WIN international and Olympic winter sports competition representing the Unites States and to increase participation in winter sports.” the organization now connects over 60 ski clubs, from Florida to California.  If you want to see the impact in action, then visit Steamboat between March 2-9 , 2019 during the Black Ski Summit.

From the Winter Olympics (traditionally dominated by wealthy nordic nations) to the U.S. Ski industry which has traditionally been a sport dominated by wealthy boomers, the faces of Winter Sports are changing.  From Kenya’s first ever Winter Olympian, to a much more diverse Team USA (Erin Jackson/African American speed skater & Chloe Kim/Asian American)  winter sports are slowly adjusting to the changing demographics of the country.

For a little history check out the article: 11 Black Olympians who have made history

Groups such as National Brotherhood of Skiers, Gateway Mountain Center and others make a major impact and should be supported by the industry.  A great example of the impact of these organizations is the story of a Tahoe Guide and Squaw Valley Ski Patroller John Littleton.

John Littleton – Tahoe Guide and Squaw Valley Ski Patrol

Multicultural participation is key to the success of the ski industry.

Organizations such as NBS and their National Youth Program open doors to this fantastic sport.  There are many groups throughout the country that do great work to encourage participation and offer opportunities for more diversity.  Not only ethnicity, but also offering opportunities for younger generations that did not grow up with the sports and that may not have the same affluent financial background of many ski families.

From a 2017 Powder magazine article here is a snapshot of the situation:  For 40 years, skiing has failed to market itself beyond a single narrow (and diminishing) demographic. In 1974, resorts had 53 million skier visits; 2016 had 53.9 million. (In the same period, the total U.S. population swelled by another 100 million people. The percentage of Americans skiing has decreased from 25 to 17.) Similarly, the socioeconomic and racial makeup of the sport remains steady. In 1976, 70 percent of skiers made more money than the average American; today’s figure is 72 percent. And the snow sports world has always skewed whiter than the greater U.S. In 2014, seven percent of skiers were African-American and 13 percent were Hispanic, compared to 12 and 17 percent nationwide.

Now to hear from the National Brotherhood National Youth program with a good message: Let’s face it – this sport is hard to get in to, and far too easy to let go… It takes a village. We all play a part.  While financial support is critical, sometimes a friendly, familiar face, kind words of encouragement, a network of support for families traveling to an unfamiliar place is enough to keep the dream alive – to make the load more bearable in that moment.  We can ALL lend something to that experience, to enrich the life of a young person.

The ski industry faces numerous challenges,  however there is a clear replacement to participation numbers by expanding diversity and of course increasing youth participation.  The challenge of course is that it is rarely as simple as setting up a marketing campaign towards a particular group, however working with advocacy groups and working to increase inclusion will bring benefits.

Additional Resources:

Alcance Media Group: Multicultural Marketing

National Brotherhood of Skiers

Gateway Mountain Center