Winning formula for engaging multicultural consumers

I love Chiqui Cartagena’s article in AdAge.com about the visibility of multicultural marketing at the recent Nielsen conference.

Among the other amazing stats she mentions about marketers’ growing emphasis on multicultural is the formula McDonald’s uses to engage multicultural consumers:

“Companies like McDonald’s have experienced 31 quarters of growth thanks to its marketing mantra: leading with multicultural insights. McDonald’s applies a ‘30-40-50 rule’ to every effort. It reminds its teams that 30% of their customers are multicultural who, in turn, account for 40% of their sales and they always remember that 50% of the multicultural population is under the age of 18.”