Providing Culturally Competent Care to Diverse Populations

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Diversity Comes in Many Forms• Gender

• Religion

• Political views

• Age/Generation– Matures (seniors)– Boomers– Gen X– Gen Y

• LGBTQ

• Physical abilities

• Rural / Metro

• Military/Civilian

Diversity Comes in Many Forms• Racial

– White, Black, Asian, Native American, Pacific Islander

• Ethnic/Linguistic– Hispanic, Indian, etc.

• Nativity– Foreign-born or U.S. born

• Lifestage– New moms/dads, retirees, college students, empty-nesters

• Lifestyle/Affluence– Working poor, middle class, wealthy

• Core values– Environmentalists, vegetarians, home schoolers

Your Turn

What ways can you see “diversity” in your clients and prospects?

10 Strategies for Serving Diverse Populations

#1: Be Relevant• Identify what people want, then give it to them

• Example: Target vs. K-Mart

• Relevance: “Style on a budget”

• Benefit: value with dignity

Figure out Your FAB

• Features• Attributes• Benefits

FAB Example: My Car• Feature:

– Bluetooth technology

• Attribute:– Hands-free talking

• Benefit:– Safety

Strategy #2: Build Your Infrastructure

• Diversity efforts require examination of infrastructure

• Angelika theatre in Dallas:

#3: Do Your Homework• Bad example: Wireless company:

– Cinco de Mayo themed ads in Miami

• Good example: San Francisco: Bank of America partnered with AT&T to tap into huge Asian population– Open a new checking account, get AT&T prepaid calling card

good for calls to Asia – AT&T customers received free checking at BofA

• Goal: 1,500 new accounts• Actual: 22,000 new accounts

Affluent Boomer Women• Boomer women are affluent and

empowered– Careers and investments – Inheritances

• From parents or husbands

• Women over 50 are the healthiest, wealthiest and most active generation of women in history

• 43% of Americans with $500,000 or more in assets are women

What Affluent Women & Moms Want

• The more mature, affluent consumer places the highest priority on experiences & making memories

• They care about security, convenience, the environment

Cultural Barriers May Exist

General Mills Overcame “Cereal Stigma”

#4: Adapt to Differences

Macy’s Products Differ by RegionSalt Lake City Atlanta

Burger King Adjusts Their Menu• New York – Bagels • Birmingham - Biscuits

Sometimes it’s Not What, But How

Public Storage Payment Options

#5: Use Consumer Insights

Selling to Women

Value expansive choices, seeing all options

Selling to Men

• Want choices simplified• The “magic number” is 3

Selling to Boomers

• Boomers value continuous learning…– Influenced by talk radio, Oprah, self-help

books and seminars • …Choices and positive messages

Positive Messaging is Powerful

# 6: Tap Into Values

Gen X Key Values• Diversity• Custom / personalization

Women’s Values

• Women want testimonials/customer reviews online

• Women trust what other women say

Two Working Spouses’ Values• Two income households are busy & very

demanding. Anything that makes it better or simpler for them is wonderful

#7: Customize Products or Experiences

McDonald’s Experiments with Customization & Fresh Offerings

Customization Lifts Business– Ignites Passion

Sunny Vista Customizes Menu Options• Thai-style soup with fresh

ginger and thin-sliced beef for Asian resident

• Proposed regulation requiring menus that reflect cultural, religious and ethnic needs and preferences

#8: Hire Diversity – It Matters• Bilingual or multi-lingual associates

to serve diverse customers

• Consider diversity of approach too

• State Farm agent hired agent in her 20’s who generates leads through social media and texting, not just phone calls

#9: Pay Attention to Trends

Social is everything

New Products Meet Demand for Connectivity

Trends, Not Fads….

Marketing Trends

• Show people as they really are• People want to see the real real• Families are not “one size fits all”

Keep it Short• Listicles: bite-sized portions, highly consumable• “news snacking”• Sharable

Use Contemporary Imagery

• 40% of people 18-35 have four or more tattoos

Tattoos + High Income Mix

Even in Conservative Industries…

#10: Helping Beats Selling

“We don’t need information.We need advice.”

Your TurnTurn to your neighbor and discuss one

thing you learned here today that will help you in your role

My Book Can Help!

#5 on the list of Bestselling Business Books of 2013

©2016 McDonald Marketing3700 Quebec Street

Suite 100-360Denver, CO 80207

214-880-1717, Fax 214-880-7596 kelly@mcdonaldmarketing.com

All rights reserved. No part of this material may be reproduced

In any form without permission by the author.

For more information aboutconsumer trends, contact

Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing.com