Why brands miss the mark on heritage month marketing

Recent actions by the Trump administration to remove references to and celebrations of heritage months and specific demographics (including Black History Month, Hispanic Heritage Month, and those honoring women and individuals with disabilities), have sparked concern. Such decisions risk undermining the recognition of diverse contributions that have shaped American society and the economy. Amidst this landscape, many large companies have also dialed back their DE&I policies, which will drive some consumers to consider alternatives for their purchasing to support those brands that align with their values. 

In today’s environment, brands have a choice to make: shift toward a broader inclusivity message, or play a role in ensuring these cultural moments remain celebrated, standing as allies for the communities that contribute to a shared history and future. Brands that plan to highlight different groups during cultural observances and celebrations, however, need to ensure they support and value these consumers year-round.

Data from Mintel’s ‘Multicultural America: Cultural Celebrations and Holidays’ report provides marketers with insights on how to thoughtfully engage with consumers during key cultural celebrations. Amid evolving political and social landscapes, celebrating heritage months offers a relevant touchpoint for brands to connect meaningfully with diverse audiences.

Cultural celebrations, such as Black History Month, hold personal and communal significance, especially for Black consumers. One-third of Black consumers participate in heritage month celebrations, and say they want brands to visibly and meaningfully support such events. However, this engagement must be authentic: 37% of Americans distrust brands that limit their recognition to a single heritage month, perceiving it as virtue signaling rather than genuine support.

For example, while recognition during cultural moments is important, half of Black consumers express their identity through the brands they choose. Brands that choose to incorporate cultural values into year-round efforts – rather than isolated campaigns – are more likely to build trust and goodwill among these consumers.

The evolving socio-political environment, as well as rising consumer consciousness, makes the celebration of cultural heritage a valuable opportunity for brands to support meaningful connections. Whether it’s during a heritage month, or other culturally significant holidays, such as Lunar New Year, Ramadan, Dias de la Muertos, Juneteenth, Yom Kippur and Diwali, for example, success lies in demonstrating that inclusivity and cultural appreciation are part of company and brand identity – not just a marketing opportunity.

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