The Five Barriers to Effective Multicultural Marketing

Recent demographic shifts and an increasingly diverse higher education landscape mean that   multicultural marketing is no longer a specialty—it’s a necessity. 

With the rapid growth of diverse populations, especially among Hispanic students and other multicultural communities, higher education marketers will need to expand their approach to marketing. 

Between 2022 and 2023, the Hispanic population accounted for nearly 71% of the nation’s overall growth, reaching over 65 million individuals—a 1.8% increase from the previous year. 

Projections indicate that by 2060, the Hispanic population will reach 111 million, comprising a substantial portion of the U.S. populace. 

Based on this information, colleges and universities need to develop targeted, culturally resonant marketing strategies to effectively engage and attract Hispanic prospective students.

In fact, multicultural marketing will be one of the key strategies to help schools survive the impending enrollment cliff. 

Multicultural marketing means that we have to find ways to understand and connect with a wide range of cultural backgrounds, each with its own unique perspectives, values, and needs. 

The days of a one-size-fits-all messaging strategy are well behind us.

Reaching prospective Hispanic students, for example, requires more than just translating materials or creating generic outreach campaigns.

It’s about building genuine, culturally resonant relationships that make students and their families feel seen, heard, and respected. 

This is especially important given that many Hispanic students are first-generation college-goers.

As first-generation college students, they’re navigating higher education alongside their families, who often play an influential role in their decision-making process. 

From language nuances to cultural values like a strong sense of family loyalty, these factors can make or break your outreach efforts.

To successfully resonate with Hispanic prospective students, we must overcome the barriers that often prevent us from effectively engaging them. 

Common barriers include navigating the diversity within this group, language misunderstandings, cultural stereotypes, differing beliefs and behaviors, and ethnocentrism—the tendency to view the world from one’s own cultural standpoint. 

By addressing these barriers head-on, we can build marketing strategies that don’t just reach multicultural students but truly resonate with them.

In this post, I want to walk you through key strategies to overcome these challenges and craft a multicultural marketing approach that brings real value to students and their families. 

Embracing multicultural marketing is essential for your enrollment success, so let’s begin!

Barrier 1: Diversity within Diversity

When we talk about “multicultural marketing” in higher education, it’s easy to lump groups together.

However, it’s important to realize that the Hispanic community is made up of groups of people from many diverse countries and cultures.  

While nearly 60% of the U.S. Hispanic population is of Mexican descent, this community spans 23 countries, each with its own dialects, cultural practices, and points of view. 

Understanding the unique cultural values, experiences, and expectations these groups bring to the table is as important as language in understanding our audience.

As higher ed marketers, it’s essential to recognize the different experiences of the different subgroups within this demographic. 

Hispanic students include both first-generation Americans born in the U.S. and immigrant students who may need additional support in adapting to the U.S. education system. 

First-generation students often navigate a complex journey, balancing the college experience with the responsibility of interpreting it for their family members. 

This added role, as cultural and linguistic “ambassadors” for their families, can be challenging.

Unfortunately, we can make this more difficult for Hispanic students when we don’t account for their parents’ involvement and the potential language barriers they may face.

Perhaps the most defining feature of the Hispanic prospective student audience is the strong, family-centered approach to decision-making. 

Unlike the typical individualistic approach common in U.S. culture, decisions in Hispanic families are often made collectively, with input from parents, grandparents, and even extended family. 

Recognizing this communal approach is crucial. 

If we want to welcome Hispanic students, our messaging must address and resonate with the whole family.

A large part of multicultural marketing could be seen as multigenerational marketing. 

That is, we need to show each generation in the family that higher education is a shared journey that values each family member’s dreams and aspirations for the student.

As we expand our messaging to include Hispanic prospective students, we must keep in mind that we are talking to a tight-nit family unit, not just an individual. 

Barrier 2: Language

To effectively reach Hispanic prospective students and their families, higher ed marketers must look beyond basic translations. 

Language isn’t a simple matter of English or Spanish; it’s deeply nuanced and layered across generations. 

For many first-generation immigrant families, Spanish is the primary or only language spoken by parents and grandparents. 

Don’t forget that piece of information! 

These family members are often key decision-makers, playing a major role in determining where the student goes to college and what choices are made about their future. 

Without recognizing this, we may overlook an essential aspect of connecting with them.

Second-generation Hispanic students, however, are typically bilingual, fluent in both English and Spanish. 

They often serve as cultural and linguistic bridges for their families, translating and interpreting the college experience, admissions processes, and financial aid information to parents. 

This responsibility can be challenging, especially if institutions do not provide Spanish-language resources that directly support these family members. 

Students can sometimes resent being put in a position to “translate” higher education processes for their parents, making it essential for institutions to address family communication needs.

By the third generation, students may primarily speak English but retain a strong connection to their heritage through cultural values and the occasional use of Spanish phrases or words. 

They may feel a pull toward their cultural roots, yet they may not have the same level of Spanish fluency as their grandparents.

And because their parents are second-generation immigrants who are bilingual, having materials entirely in Spanish isn’t always necessary.

The main consideration for the third generation immigrant Hispanic student is to show an appreciation for their cultural heritage. 

They need to know that there is a place for them on your campus. 

Effective multicultural marketing requires higher education marketers to understand the complex, evolving relationship that Hispanic students and families have with language and identity. 

In doing so, we can build authentic connections that make all members of Hispanic families feel welcomed and included, regardless of their language preference or level of fluency.

Barrier 3: Stereotypes and Prejudices

The third barrier in effective multicultural marketing is the prevalence of stereotypes and prejudices, which can lead to oversimplified assumptions about diverse cultural groups. 

For example, many may assume that all Hispanic people like spicy food or identify with specific cultural symbols like a sombrero, but that’s just not true.

Of the over 23 countries of origin for Hispanic immigrants to the United States, the lion share of them do not identify at all with eating spicy food or sombreros. 

These generalizations are often inaccurate and can be alienating rather than engaging.

Another common pitfall is relying on “surface-level” portrayals of Hispanic identity that don’t resonate with the authentic experiences of Hispanic students and families. 

For instance, featuring stock images of Hispanic students in culturally stereotypical dress or activities might seem inclusive, but it often comes across as forced and out of touch. 

To avoid this, marketers should focus on representing Hispanic students in ways that speak to the real experiences of their college journey, including the challenges and successes they encounter.

How can you overcome these stereotypes?

Build personal relationships with current Hispanic students and alumni who can provide feedback on marketing materials and messaging. 

You don’t know what you don’t know. 

So, invest in these key relationships so that your multicultural marketing is authentic and comes from a place of respect and true interest.

Barrier 4: Beliefs and Behaviors

The fourth barrier to effective multicultural marketing is understanding the beliefs and behaviors that shape different cultural groups. 

For the Hispanic community, values such as relationship-building and respect for the extended family are core components of decision-making processes. 

Higher ed marketers who grasp these values can create messaging that resonates on a deeper level, tapping into what truly matters to Hispanic families.

Another cultural identifier of Hispanic families is the emphasis on relationships over convenience. 

Even in business and everyday transactions, there is a greater emphasis on relational loyalty than on time or even economic concerns.

If they know you, and feel like you understand them, they’re more likely to choose your institution, even if another school is a little cheaper. 

One of the beautiful nuances of Hispanic culture is how they trust individuals over institutions. 

That means, they’ll be more tuned in to how your enrollment reps speak to them than how fancy your viewbook is. 

In other words, be kind, well-mannered, and take your time. Don’t rush the conversations.

On the marketing side, this translates to dialing in on personal stories and experiences rather than on programmatic information and comparisons. 

Remember, for many Hispanic families, choosing a college is a decision that involves the entire family—parents, grandparents, and often extended family members. 

These families aren’t just selecting an institution; they’re seeking a place where they feel welcomed, respected, and supported as a unit. 

By demonstrating an understanding of this collective approach, marketers can craft messages that show the institution’s commitment to supporting the student and their family throughout the entire college journey.

Barrier 5: Ethnocentrism

The last barrier to successful multicultural marketing is ethnocentrism, or the tendency to view and interpret other cultures through the lens of one’s own. 

Of course, this last barrier could encapsulate all of the barriers.

When we assume that our way is the “default” or “correct” way, we miss opportunities to connect authentically with prospective students and their families who may hold different values, beliefs, and perspectives.

One major example of ethnocentrism is when higher ed marketers emphasize the “traditional” college experience focused on campus life, independence, and individual exploration.

This lonely hero’s journey is often seen as a rite of passage in American culture. 

However, for many Hispanic families, the idea of a college experience that removes the student from their established support network can seem frightening or concerning. 

Hispanic students often feel a responsibility to remain close to home, help support their families, or stay connected to their community. 

Marketing that emphasizes a balance—showing students achieving their goals while maintaining close family ties—can resonate more strongly. 

Highlighting support networks, including family events, culturally relevant student organizations, and options for staying connected to family, allows Hispanic students and their families to see how they can succeed academically while still honoring their family commitments. 

This approach avoids the ethnocentric assumption that students prioritize independence and instead embraces the value of interdependence, which is often central in Hispanic culture.

The best way to beat ethnocentrism is to get to know people, like current students and alumni, who are a part of this community and listen to them. 

Have fun talking about the differences within our cultures so you can get a light-hearted take on how they are experiencing your marketing and your school. 

Relationships are your key to overcoming all these barriers to reaching Hispanic students, and thus, solving a big part of the crisis we’re seeing with the enrollment cliff.

Is your messaging resonating?

If you see the great advantage of multicultural marketing, and have already made moves to cultivate prospective students in this demographic, you may be wondering if your messaging is hitting the mark.

Even beyond multicultural marketing, you may have your doubts as to whether you’re getting the most out of your marketing campaigns. 

That’s what makes a Caylor Solutions marketing audit so valuable for higher ed marketers.

During our audit, we do a thorough evaluation of an institution’s existing enrollment processes and strategies, pinpointing inefficiencies and areas for improvement. 

All of this involves an in-depth analysis of admissions workflows, communication tactics, prospective student engagement methods, and retention strategies. 

At the end of it, we’ll send you a detailed report with specific, actionable recommendations aimed at boosting enrollment numbers, improving student retention, and enhancing overall student satisfaction.

If you want to know for sure how your messaging is resonating with your target audiences, and how you can optimize your marketing efforts, contact us today!

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Featured image by Xavier Lorenzo via Adobe Stock