We live in a continuously growing diverse society, we interact with different cultures.  Customers in different cultures have different values, experiences, expectations, and ways of interacting. Even within a culture, such differences will be apparent between different subgroups, not just ethnicity, but also age, gender, profession, religion, family size, physical environment, and more.

Multicultural marketing involves acknowledging that marketing and advertising must offer alternative ways of communicating to these diverse groups. With that knowledge, diversity marketers aim to develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market.

Effective diversity marketing means adapting the message to the market, instead of trying to adapt the market to the message.