Beyond the Sugar Skull: Cultural Competence in Marketing Through the Lens of Día de los Muertos

Leija, M. G., Guerra, M. J., & Lewis, B. A. (2023). Día de los Muertos: Recognizing heterogeneity in Latinx cultural knowledge. NABE Journal of Research and Practice, 13(3–4), 68–83. https://doi.org/10.1080/26390043.2023.2235343Full episode notes: https://www.marketingsciencelab.org/p/cultural-competence-marketing-dia-de-los-muertos

Presentation slides: https://slides.marketingsciencelab.org/cultural-competence-in-marketing-lessons-from-dia-de-los-muertos

In an increasingly diverse marketplace, cultural competence has become a crucial skill for marketers. But what does it really mean to be culturally competent, and how can marketers develop this skill? A recent study on Día de los Muertos in education offers surprising insights that can revolutionize our approach to cultural marketing.

The Power of Cultural Heterogeneity

The study, published in the NABE Journal of Research and Practice, examined how a second-grade Mexican bilingual teacher guided his Latinx students in discussing Día de los Muertos. One of the most striking findings was the sheer diversity of responses from Latinx families to the Día de los Muertos project.

Some families were learning about the tradition for the first time, others were eagerly reclaiming cultural practices they had participated in back in their countries of origin, while a few were completely opposed to the project. This heterogeneity within a single cultural group challenges the one-size-fits-all approach often seen in cultural marketing campaigns.

Lesson for Marketers: Recognize the diversity within cultural groups. Avoid broad generalizations and instead, strive to understand the nuances and variations within your target audience.

The Role of Cultural Intuition

The teacher in the study, Mr. Aguilar, used what researchers call "cultural intuition" to create meaningful educational experiences. He drew on his own cultural background and understanding to guide students through discussions and activities related to Día de los Muertos.

In marketing, this translates to employing team members or consultants who have deep cultural understanding to help create authentic and resonant campaigns. It's about going beyond surface-level cultural representations and tapping into the nuances and lived experiences of the target audience.

Lesson for Marketers: Invest in diverse teams and cultural consultants who can provide genuine insights into your target audience's experiences and values.

Interactive Approaches: A Two-Way Conversation

Mr. Aguilar used interactive read-alouds and home inquiry assignments to engage students and their families. This approach encouraged participation and knowledge sharing, creating a two-way conversation rather than a one-way transmission of information.

In marketing, this could translate to creating campaigns that encourage audience participation and storytelling. For example, a beverage company could launch an interactive social media campaign inviting consumers to share their family traditions and stories related to Día de los Muertos.

Lesson for Marketers: Design campaigns that invite your audience to participate and share their experiences. This not only increases engagement but also provides valuable insights into your audience's diverse perspectives.

Balancing Tradition and Innovation

The study revealed that while some families expressed a desire to reclaim cultural practices, others were reluctant. This highlights the need for marketers to be sensitive to both those who are deeply connected to traditions and those who might be exploring them for the first time or even resisting them.

Lesson for Marketers: When marketing around cultural themes, strike a balance between honoring traditions and embracing innovation. Offer a range of ways for consumers to engage with your brand, from deeply traditional to more contemporary interpretations.

Bridging Knowledge Gaps

Mr. Aguilar's approach facilitated family engagement through linguistic, cultural, and experiential knowledge sharing. In marketing, this translates to creating content that connects products or services to consumers' lived experiences and cultural knowledge.

Lesson for Marketers: Develop marketing strategies that bridge the gap between your brand and your audience's cultural experiences. Use storytelling and relatable scenarios to make these connections clear and meaningful.

The Road Ahead: Cu...