Understanding the power of diversity

By Aura María Hernández M.

Considering the globalization we are facing today, the proximity among continents as a result of technology and the changing of the racial makeup in the entire world, improving our capacity to relate, understand and work effectively across cultures can dramatically affect our lives.

Understanding cultural intelligence as the  capability to relate and work effectively across cultures, (CQ), defined by  the psychologist Daniel Goleman as the propensity to suspend judgment—to think before acting- develop and improve our IQ can  be an enormous social advantage in this culturally diverse new world.

Talking about businesses and corporations, is today more urgent than ever that they adapt the ways to reach their customers,  not only translating their message but adapting new strategies based on  cultural backgrounds -values, habits, way of thinking, to create a honest and long lasting relationship with their clients.

Indeed, the importance of culture has been highlighted  by the new technologies that allow marketers to reach consumers across country boundaries, and  corporations here in the United States are more aware of the importance of multicultural consumers and their growing purchasing power, but there is still much to do to understand the great value of culture and diversity.

Let’s start learning from the beginning the real meaning of the important words, even there are as many definitions of these terms as there are experts, analysts, intellectuals and new marketing tendencies.


” In anthropology and in sociology, “ethnic group” is used to designate a culturally distinctive, autonomous group, but in the U.S. the more general application is to identify a distinct segment of the population also sharing common cultural features and social institutions as a group”.  (Pimentel)

Ethnicity is a socially defined category of people who identify with each other based on a shared social experience or ancestry. It is a method of classification based upon a common trait of the population, such as a common heritage, a common culture, a shared language or dialect.


Culture is the set of beliefs, customs, habits, practices or values of a specific social group. It is part of the identity of each person: builds us up as human beings as we are acquiring new habits, new customs, behaviors, etc. Culture consists of patterns of cultivated behavior acquired and transmitted generation through generation.
It is something that is constantly changing as social groups evolves over time. Some factors that can explain why cultures change are social conflicts, development of new technologies, and also the environment.


The term defines a community composed of diverse cultures. It assumes the existence of several cultures in a nation or a geographic environment and aims to promote equality and respect for diversity within such cultures.

Multicultural Marketing

Nowadays multicultural marketing refers to the set of strategies and tactics combined to drive multicultural consumers to embrace an specific brand. Usually, and according to studies, consumers prefer to connect with brands that invest time in learning about their cultural characteristics and values.


Refers to the exchange or interaction of two or more cultures through dialogue, habits, customs or other practices. With the development of new technologies such as social networks, we can communicate with other people from other parts of the world and thus dialogue and exchange different perspectives of culture. Interculturality also occurs in immigration. When other people arrive in another country, there is a lot of interaction.


It can happen when two or more different cultures or countries are dealing with or offering comparison between them. When any or various forms of interactivity between members of disparate cultural groups occur.


It is a diffusion process involving, encompassing, or extending across two or more cultures. There is some kind of influence of the culture of a society when coming into contact with another.


Refers to an individualizing characteristic, quality, habit, mannerism, or the like, that is peculiar to an individual belonging to a specific community.

Multicultural marketing

happens when factors such as family, friends, heritage or environment combine to influence, relationships, backgrounds, and situations that define an individual’s behaviors, preferences, and decisions of purchase.