Chinese New Year 2020: Year of the Rat

2020 is the Year of the Rat on the Chinese Calendar

Although a zodiac’s year is traditionally the most unfortunate, laden with bad omens and mishaps, 2020 will perform reasonably well for the Rat. Success will come in the form of career; celebrate the fact that your efforts will be rewarded and seen. On the other hand, your health and relationships will prove to be a struggle. Visit your doctor at the first sign of illness, and work toward creating a loving, open environment for all of your relationships. The year will have its issues, but the positive factors can turn it around.

There is NO Set Date for Chinese New Year

According to the Lunar calendar, the Spring Festival starts on January 25th and lasts until February 4th, 2020. Unlike western holidays such as Thanksgiving or Christmas, when you try to calculate it with the solar (Gregorian) calendar, the date is all over the place.is on January 1st and lasts until the 15thg your multicultural marketing campaigns or looking for ways to celebrate your cultural heritage, here are some key dates for 2020 with a particular focus on multicultural / diversity segments in the United States.  

For details regarding Chinese New Year traditions as well as detailed history, check out  Year of the Rat Explained.  For brands & agencies looking to connect with multicultural audiences, Alcance Media Group can assist.


2020 Multicultural & Diversity Calendar

The 2020 multicultural and diversity calendar highlights the importance of diversity in the United States.

While there are an incredible number of relevant days celebrating individuals, religion and more, we have compiled a list of those of major importance to U.S. Multicultural communities. From month long celebrations such as Black History Month (February), Hispanic Heritage Month (September 15 -October 15), National American Indian Heritage Month (November) and Asian Pacific American Heritage Month (May) to more specific observances such as Dr. Martin Luther King Jr.’s Birthday (January 21) or the Lunar New Year (February 5), the U.S. calendar of observances is incredibly diverse.

Whether planning your multicultural marketing campaigns or looking for ways to celebrate your cultural heritage, here are some key dates for 2020 with a particular focus on multicultural / diversity segments in the United States.  

  • January 20:  DR. MARTIN LUTHER KING JR.’S BIRTHDAY The birthday of civil rights activist Dr. Martin Luther King Jr. is celebrated on the third Monday in January.
  • January 25:  LUNAR NEW YEAR,  Also known as the Spring Festival  or Chinese New Year.   *5 Things to know about Chinese New Year
  • February(month):  BLACK HISTORY MONTH Celebrates Black History and African American culture
  • March 31:  CESAR CHAVEZ DAY honors the Mexican American farm worker and celebrates the contributions of labor leader and activist Cesar Chavez.
  • April: (month): ARAB AMERICAN HERITAGE MONTH celebrating Arab American heritage, culture and contributions.
  • April 23: Native American GATHERING OF NATIONS where over 500 tribes gather for three days to honor their culture
  • April 24: First Friday of RAMADAN which is the holiest month of the Muslim year
  • May: (month):   ASIAN PACIFIC AMERICAN HERITAGE MONTH recognizes the contributions and culture of Asians and Pacific Islanders in the United States.
  • May: (month): JEWISH AMERICAN HERITAGE MONTH honors the contributions of American Jews
  • May: (month): HAITIAN HERITAGE MONTH is observed in May 2019. Haitian Heritage Month is a celebration in the United States of Haitian heritage and culture. It was first celebrated in Boston, Massachusetts, in 1998.
  • May 21:  WORLD DAY FOR CULTURAL DIVERSITY is a day that recognizes cultural diversity as a source of innovation, exchange and creativity.
  • June 20:  WORLD REFUGEE DAY raises awareness about the plight of refugees .
  • August 9:  INTERNATIONAL DAY OF THE WORLD’S INDIGENOUS PEOPLES celebrating the richness of indigenous cultures as well as recognizing the challenges indigenous peoples face today.
  • September 15– October 15 (month):   NATIONAL HISPANIC HERITAGE MONTH celebrates the contributions, heritage and culture of Hispanic and Latino Americans.
  • September 17:  CONSTITUTION DAY AND CITIZENSHIP DAY commemorating the ratification of the United States Constitution in 1787 and also honors all who have become U.S. citizens.
  • October (Month): GLOBAL DIVERSITY AWARENESS MONTH increasing awareness and acceptance of diverse cultures
  • October 12: INDIGENOUS PEOPLE’S DAY (Native American Day) Celebrates and honors Native American history and culture.
  • October 12: DIA DE LA RAZA, “Day of the Race”, in Spanish-speaking countries and communities.
  • October 31:  DIA DE LOS MUERTOS three day celebration to remember dead relatives and friends.
  • November (month):    NATIONAL AMERICAN INDIAN and ALASKA NATIVE HERITAGE MONTH honoring the history and culture of Native Americans and indigenous people in the United States.
  • December 25: CHRISTMAS
  • December 26– January 1, 2020:  KWANZAA  is a celebration honoring African American heritage

While these excerpts relate specifically to ethnicity / cultural background, there is an extremely comprehensive list that includes religious observances as well as public holidays put together by the Anti-Defamation League.  For brands & agencies looking to connect with multicultural audiences, Alcance Media Group can assist.


Native American Military Traditions

In articles on Military.com 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

https://www.reachmulticultural.com/2019/11/11/diversity_is_strength/


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:

https://www.reachmulticultural.com/2019/11/11/native-american-military-traditions/


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) https://www.journalism.org/2012/11/28/arabamerican-media/
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: https://www.alcancemg.com/en/home/

Additional Resources:

Alcance Media Group

Arab American Institute

Pew Research Arab American Media


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


2019 Diversity Calendar

The 2019 calendar of observances celebrates the incredible diversity within the United States.

From month long celebrations such as Black History Month (February), Hispanic Heritage Month (September 15 -October 15), National American Indian Heritage Month (November) and Asian Pacific American Heritage Month (May) to more specific observances such as Dr. Martin Luther King Jr.’s Birthday (January 21) or the Lunar New Year (February 5), the U.S. calendar of observances is incredibly diverse.

Whether planning your multicultural marketing campaigns or looking for ways to celebrate your cultural heritage, here are some key dates for 2019 with a particular focus on multicultural / diversity segments in the United States.  

  • January 21:  DR. MARTIN LUTHER KING JR.’S BIRTHDAY The birthday of civil rights activist Dr. Martin Luther King Jr. is celebrated on the third Monday in January.
  • February(month):  BLACK HISTORY MONTH Celebrates Black History and African American culture
  • February 5:  LUNAR NEW YEAR,  Also known as the Spring Festival  or Chinese New Year.   *5 Things to know about Chinese New Year
  • March 31:  CESAR CHAVEZ DAY honors the Mexican American farm worker and celebrates the contributions of labor leader and activist Cesar Chavez.
  • April: (month): ARAB AMERICAN HERITAGE MONTH celebrating Arab American heritage, culture and contributions.
  • May: (month):   ASIAN PACIFIC AMERICAN HERITAGE MONTH recognizes the contributions and culture of Asians and Pacific Islanders in the United States.
  • May: (month): HAITIAN HERITAGE MONTH is observed in May 2019. Haitian Heritage Month is a celebration in the United States of Haitian heritage and culture. It was first celebrated in Boston, Massachusetts, in 1998.
  • May 21:  WORLD DAY FOR CULTURAL DIVERSITY is a day that recognizes cultural diversity as a source of innovation, exchange and creativity.
  • June 20:  WORLD REFUGEE DAY raises awareness about the plight of refugees .
  • August 9:  INTERNATIONAL DAY OF THE WORLD’S INDIGENOUS PEOPLES celebrating the richness of indigenous cultures as well as recognizing the challenges indigenous peoples face today.
  • September 15– October 15 (month):   NATIONAL HISPANIC HERITAGE MONTH celebrates the contributions, heritage and culture of Hispanic and Latino Americans.
  • September 17:  CONSTITUTION DAY AND CITIZENSHIP DAY commemorating the ratification of the United States Constitution in 1787 and also honors all who have become U.S. citizens.
  • October 14: INDIGENOUS PEOPLE’S DAY (Native American Day) Celebrates and honors Native American history and culture.
  • October 14: Día de la Raza, “Day of the Race”, in Spanish-speaking countries and communities.
  • November (month):    NATIONAL AMERICAN INDIAN and ALASKA NATIVE HERITAGE MONTH honoring the history and culture of Native Americans and indigenous people in the United States.
  • December 26– January 1, 2020:  KWANZAA  is a celebration honoring African American heritage

While these excerpts relate specifically to ethnicity / cultural background, there is an extremely comprehensive list that includes religious observances as well as public holidays put together by the Anti-Defamation League.  For brands & agencies looking to connect with multicultural audiences, Alcance Media Group can assist.