At the recent ARF Roundtable on Multicultural Market Research, one topic of conversation was demonstrating the value of multicultural insights to clients. Panel member Esther Franklin observed that if you took a photo of high-level budget holders at the Fortune 500 and compared it to a photo of Millennials, you’d have a very different looking picture (there are notable exceptions of course, but for the most part we recognize that leadership in corporate America tends to be white and male). The question was, is this a hurdle to making a case to these companies about the value of multicultural research?
