Ethnic marketing does not sit well with people who see it as racist. Actually, as far as the tenets, vision, and mission of marketing go, ethnic marketing is a timely and useful response to the developments and needs of the modern age. In fact, ethnic marketing has gone beyond being a concept whose time has come. It is now an imperative in this day and age of diversified markets. Today’s markets are fragment into various groups, interests, or concerns. Companies will not keep their heads above water if they ignore the opportunity and need to create strategic focus in their marketing efforts.

Companies who wish to market to ethnic minority groups will fundamentally have to deal with the realities of a multi-ethnic society, as well as market pluralism that grows in volume and variety by the day.

Ethnic marketing is thus considered legitimate on one solid ground: the role of business is to serve markets in whatever forms or constituencies they take. It is ultimately good for both the business and its various markets, existing and potential.

Markets are diversified as they are, and they are needing and wanting to be served. Multi-ethnic consumers are growing exponentially and therefore will also need to be served. Marketers have the primordial awareness to respect their markets, otherwise they will not survive this competitive world. They merely recognize the differences in markets and communicate to them while honoring all cultures and sensitivities.

Ethnic marketing is, in fact, a tribute to ethnic minorities. It is a recognition of their cultures and serving their particular needs. It is, in no way, a manifestation of racial discrimination. On the contrary, it is giving importance to ethnicity. The absence of ethnic marketing is tantamount to non-recognition of the rights and needs of ethnic minorities.

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