A September 19 council examines how to learn from brand-building multicultural men.

If you’ve heard about edgy footwear from Greedy Genius, credit the multicultural men who discovered the pace-setting brand first. “Multicultural men, more than any other group, are spontaneous, confident experience-seekers and creators, who find new products, services and trends that compliment their lives,” notes Emanuel L. Basnight, Jr., account planner at Burrell Communications Group. “Their strong sense of individuality combined with diverse interests and high sense of uniqueness allow them to steer culture.”

But with young multicultural young men underrepresented in research samples, the advertising industry didn’t anticipate this trend, among others, says Emanuel, a colleague of ARF multicultural advertising council co-chair and Burrell vice president Kevin Brockinbrough. The ARF’s upcoming Multicultural Advertising Council offers ideas on how the industry can catch up in “Marketing to Multicultural Men – How They Differ and How to Reach Them.”