29 APRIL2020 Multicultural Training Heightening …...more welcomed, safe and not neglected.” – African American Female, 22 years old (Digital) “My culture… it’s a New York

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UNCLASSIFIED // PRE-DECISIONAL // FOUO

Multicultural TrainingHeightening Cultural IQ

2 9 A P R I L 2 0 2 0

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Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pg. 3 - 6

US. Army Key Target Demographic . . . . . . . . . . . . . . . . . Pg. 7 – 11

Reaching Multicultural Prospects . . . . . . . . . . . . . . . . . . . Pg. 12 – 17

Reaching Multicultural Influencers . . . . . . . . . . . . . . . . . . Pg. 18 – 27

Multicultural Drivers and Barriers . . . . . . . . . . . . . . . . . . . Pg. 28 – 34

Do’s and Don'ts of Multicultural Advertising . . . . . . . . . . . Pg. 35 – 44

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TABLE OF CONTENT:

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UNCLASSIFIED // PRE-DECISIONAL // FOUO3

Provide key cultural nuances that should be taken into consideration, when developing marketing communications and/or engaging multicultural prospects and influencers

OBJECTIVE

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• Recruitment mission success is dependent upon effective multicultural outreach, as 46% of the prospect pool is multicultural

• The next generation behind Gen Z; Gen Alpha, is currently 50% multicultural• Although Gen Z share many of the same media behaviors and values, HCM

(Hispanic) and AACM (African American) Gen Z prospects have cultural nuances that must be considered

• Influencers carry more clout with multicultural Gen Z and are an integral part of support and decision making

• Recruiters should consider the given “do’s and don’ts” when it comes to creating marketing materials for multicultural recruitment

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BLUF

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Why is a multicultural training module necessary?

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Higher Culture

IQ

More Successful

Recruitment Outcomes

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NEARLY HALF OF CURRENT GEN Z’s PROSPECT POOL ARE MULTICULTURAL

U . S . A R M Y K E Y T A R G E T D E M O G R A P H I C

NH White53.9%

Hispanic22.0%

Black/AA14.8%

Asian5.3%

Other4.0%

Gen Z Distribution by Race/Ethnicity(16-24 years old)

Source: U.S. Census Bureau – ACS 2018 5-Year Average

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IN SOME AREAS MC PROSPECT POOL IS TOO BIG TO BE IGNOREDU . S . A R M Y K E Y T A R G E T D E M O G R A P H I C

Source: The Brookings Institution – America’s expanding racial diversity 2019 (US Census 2018 Data)

• The Hispanic population are highly represented in a wide rage of counties expanded from California to Texas as well as part of the Mountain West, the South East, urbanized areas of the North and many smaller counties in the nation’s interior.

• The highest concentration of African Americans remains in the South, which as a region; houses 58% of the nation’s black population. These concentrations also appear in many northern urban areas, and together with other minorities in large part of the West.

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LARGEST HCM & AACM MARKETS BASED ON TOTAL POPULATIONU . S . A R M Y K E Y T A R G E T D E M O G R A P H I C

Rank CBSATotal Hisp. 16-24 Pop.(In thousands)

Hisp. % of Total 16-24 Pop.

1 Los Angeles+Riverside, CA 1,281.5 56.8%2 New York, NY 642.3 28.2%3 Houston, TX 364.8 44.2%4 Dallas, TX 318.5 36.1%5 Chicago, IL 316.3 27.7%6 Miami, FL 298.0 45.9%7 Phoenix, AZ 232.2 41.3%8 San Antonio, TX 193.3 61.4%9 San Diego, CA 177.5 41.1%10 San Francisco, CA 141.4 29.7%11 Washington D.C. 124.6 17.9%12 McAllen, TX 118.9 95.5%13 El Paso, TX 103.4 83.7%14 Orlando, FL 102.8 34.1%15 Austin, TX 101.3 39.7%

Rank CBSATotal Black/AA

16-24 Pop.(In thousands)

Black/AA % ofTotal 16-24 Pop.

1 New York, NY 439.9 19.3%2 Atlanta, GA 271.0 38.7%3 Chicago, IL 218.4 19.1%4 Washington D.C. 189.7 27.2%5 Philadelphia, PA 175.9 24.5%6 Miami, FL 173.7 26.8%7 Los Angeles+Riverside, CA 160.1 7.1%8 Houston, TX 159.1 19.3%9 Dallas, TX 148.9 16.9%10 Detroit, MI 129.9 26.3%11 Baltimore, MD 104.9 32.6%12 Memphis, TN 89.2 53.9% 13 Virginia Beach, VA 79.1 34.0%14 Charlotte, NC 75.1 26.7%15 St. Louis, MO 72.2 22.9%


TOP-15 HCM Markets TOP-15 AACM Markets

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MASTERING RECRUITMENT AMONG GEN Z’s NOWWILL MAKE US BETTER WHEN GEN ALPHA COMES OF AGE

U . S . A R M Y K E Y T A R G E T D E M O G R A P H I C

27.7%

38.5%43.8% 47.6% 50.4%

-5%

15%

35%

55%

75%

Baby Boomers(54-72 yrs. Old)

Gen X(39-53 yrs. Old)

Millennials/Gen Y(24-38 yrs. Old)

Gen Z(6-23 yrs. Old)

Gen Alpha(Under 6 yrs. Old)

% of Multicultural Population by Generation


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Effective communications outreach to multicultural prospects is critical to meet recruitment mission.

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REACHING MULTICULTURAL PROSPECTS

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HISPANIC: GEN Z

Hispanics Are The Largest of Gen Z Multicultural Groups• The highest percentage of smartphone owners• Highest index of Facebook users• The drivers of the Latin Music explosion• Family centric

R E A C H I N G M U L T I C U L T U R A L P R O S P E C T S

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HELLO! HOLA!R E A C H I N G M U L T I C U L T U R A L P R O S P E C T S

• Family influence is greater than other groups

• 200 percenters: 100% Hispanic identity and 100% American identity

• English dominant but Bi-lingual

• Gen Z Hispanics navigate Spanish culture and Mainstream culture fluidly (ambicultural)

• Consume both Spanish content and Mainstream content

• There is a spectrum to Hispanic communities, it is important to know the difference from Afro Latino, South American communities and Mexican communities. Not all Hispanics are the same

HISPANIC: CULTURAL NUANCES

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AFRICAN AMERICAN: GEN Z

• The Influencers of Youth Culture• The Trap Music generation• Top users of Instagram and Snapchat• Black Twitter and Black Instagram

influence mainstream culture (Black Twitter and Black Instagram are networks within these platforms where Black youth gather to “be free”, share, connect, and snark)

• Originators of “Cool”


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• Humor is currency. There is a premium on joking and sharing funny memes with friends

• Loyal to neighborhoods and communities of origin

• Unique cultural history heightens awareness of race and racial slights

• Identity is tied to ethnicity• Extra pragmatic and resourceful in attainment

of finances• Aspire for entrepreneurship

AFRICAN AMERICAN: CULTURAL NUANCES


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KEY TAKEAWAYSR E A C H I N G M U L T I C U L T U R A L P R O S P E C T S

• Social Media and Digital Media are where the multicultural prospect audience live

• MC Gen Z is not culturally agnostic; both HCM and AACM are proud of their respective cultures and live in their own cultural and digital spaces

• For targeting opportunities consider music sites, Spanish language media, AACM gossip, comedy and young Black entrepreneurial content

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UNDERSTANDING THE ROLE OF MULTICULTURAL INFLUENCERS

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FAMILY PLAYS A ROLE IN GUIDING MULTICULTURAL PROSPECTSWITH PARENTS BEING MOST SIGNIFICANT INFLUENCERS

M U L T I C U L T U R A L I N F L U E N C E R S

“I’ve never really had celebrity role models, but I think as far as morals I would definitely look up to my mom” -Hispanic male participant, Plano, TX

“Family is the biggest support system” -African American female participant, Washington, D.C.

Sources: 19-910: Activity 3.2 – Gen Z Ethnographic Research

ALL INFLUENCERSMost

Influence

74%

30%

27%

08%

04%

04%

01%

01%

12%

07%

05%

11%

04%

03%

03%

02%

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NEARLY ¾ OF THE GREATEST INFLUENCE TO JOIN FALLS ON THE FAMILYM U L T I C U L T U R A L I N F L U E N C E R S

INFLUENCERS AMONG HCM 16-24

Sources: AACM 17-405: Quantitative Final Research. HCM 16-407: Quantitative Research.

INFLUENCERS AMONG AACM 16-24

GAINING THEIR SUPPORT IS ESSENTIAL TO SMOOTH THE RECRUITING PROCESS OF HCM AND AACM PROSPECTS

Family (Net)FatherMother

Sibling(s)Uncle(s)

Other relative(s)Aunt(s)

Grandparent(s)

Friends/Partner (Net)Significant other

Friends

Unconventional (Net)Coach(es)

Teacher/ProfessorGuidance Counselor

Religious or faith leader(s)/mentor(s)

ALL INFLUENCERSMost

Influence

72%

32%

24%

06%

04%

03%

02%

01%

15%

10%

05%

04%

02%

02%

-

-

Family (Net)MotherFather

Grandparent(s)Sibling(s)Uncle(s)Aunt(s)

Other relative(s)

Friends/Partner (Net)Friends

Significant other

Unconventional (Net)Coach(es)

Teacher/ProfessorGuidance Counselor

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A strong emphasis is placed on family as the major source of one’s identity”- Marcia Carteret, M. Ed. – Director of Healthcare Communication Training & Specialist on Bridging Cultural & Linguistic Barriers

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True Meaning of Collectivism

• Familismo is a sense of belonging and being part of the “family.” It is intense and actions by the individual are almost always measured against the impact it could have within the family (parents, grandparents, aunts/uncles, cousins and even long-time family friends).

So What:

• Highlight the strength of lifelong friendships that are formed in the U.S. Army.

• It’s not a replacement for family, it’s an enhancement.

• Speak of the fraternity that exist among members of your unit and respect and admiration strangers demonstrate for people in uniform.


HCM: A COLLECTIVIST CULTURE WITH STRONG FAMILY VALUES (FAMILISMO)

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It takes a village to raise a child ”- African Proverb

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Spiritual LeadersGrandparentsAunts & UnclesEducatorsCounselorsCoaches

So What:

• Speak to the advancement that can be attained financially, educationally, and generationally

• Show and tell the stories of Black success in the Army, and after Army service


AACM: THE “VILLAGE”

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MC prospects have strong ties to their neighborhood andIts influence should be taken into consideration

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NEIGHBORHOODS CAN BE A CENTER OF INFLUENCE


Within both multicultural groups, neighborhoods and sense of place offer a center of gravity. People of the neighborhood become sources of influence too.

“Sometimes outsiders might have misperceptions about the person you are because of the environment but that’s not always the case. My community has shaped the person I am today because It’s very cultural and very busy and there is still good things happening although there are some bad. The community I live does have resources that can be very helpful which can make people feel more welcomed, safe and not neglected.” –African American Female, 22 years old (Digital)

“My culture… it’s a New York Dominican. I mean it’s Dominican’s in New York and that’s exactly what my parents are. It’s basically what I am… I basically like live and breathe this neighborhood” -Hispanic Male, 22 years old (In-Home)

Primary Research Verbatims: 19-910 Activity 3.2 Ethnographies

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KEY TAKEAWAYSR E A C H I N G M U L T I C U L T U R A L P R O S P E C T S

• Recruitment success with multicultural prospects requires a binary approach that includes appealing to influencers as well as prospects

• For multicultural influencers be sensitive to perceptions of the U.S. Army and their concerns

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MULTICULTURAL DRIVERS AND BARRIERS

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Recruitment success with multicultural prospects is enhanced by appealing to personal drivers respective of each cultural group, while overcoming barriers pertinent to each group

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HISPANIC PROSPECT: DRIVERS & BARRIERSM U L T I C U L T U R A L D R I V E R S & B A R R I E R S

DriversFeeling pride from serving in the U.S. Army and be able to

have a positive influence, by helping and protecting others.

U.S. Army provides an opportunity into Higher Education and an edge on getting a better career.

Offers hands-on skills that are transferable into civilian life.

Serving in the U.S. Army will give me a sense of direction and purpose.

U.S. Army will be hard work but will allow me to earn the respect of others.

Barriers

Never thought of the U.S. Army as an option for me.

I’m afraid or I’ve heard that U.S. Army might send Hispanic to front lines first.

I haven’t gotten around planning for the future just yet. I don’t plan my life. God/destiny plans for me.

I am afraid I will experience racism or discrimination in the U.S. Army.

I will miss out on all the important family events.

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It’s important to keep in mind that Hispanic prospects expressed concerns over perception of discriminatory treatment and lack of advancement opportunities as reasons keeping them from joining the U.S. Military. Also, their sense of patriotism is more aligned to their communities of origin.

Source: U.S. Army – 16-407: HCM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

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AFRICAN AMERICAN PROSPECT: DRIVERS & BARRIERSM U L T I C U L T U R A L D R I V E R S & B A R R I E R S

Barriers

I don’t know what success looks like for an AA Soldier in the U.S. Army.

Joining the U.S. Army is the opposite of living a free life.

If I go to the U.S. Army, I can’t celebrate or express my culture.

I worry I’ll be discriminated against more in the U.S. Army than in my everyday life.

If I go to the U.S. Army, it will go against everything my ancestors fought for to gain our freedom.

Drivers

Serving in the U.S. Army will give me a sense of direction and purpose.

U.S. Army will give me the confidence, skills, and connections to start my own business.

With the knowledge and skills I gain in the U.S. Army, I can make a more positive impact in my community.

I’ll gain new perspectives from the diverse soldiers in the U.S. Army.

I will become a better version of myself. Will help me become a role model for others in my

community.

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It’s important to keep in mind that African American prospects expressed concerns over perception of discriminatory treatment and lack of advancement opportunities as reasons keeping them from joining the U.S. Military. Also, their sense of patriotism is more aligned to their communities of origin.

Source: U.S. Army – 17-405: AACM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

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HISPANIC INFLUENCER: DRIVERS & BARRIERSM U L T I C U L T U R A L D R I V E R S & B A R R I E R S

It’s important to keep in mind that Hispanic influencers expressed concerns over perception of discriminatory treatment and lack of advancement opportunities as reasons keeping them from joining the U.S. Military. Also, their sense of patriotism is more aligned to their communities of origin.

Drivers

My child/sibling will be able to have a positive influence in the world, helping and protecting others.

The U.S. Army will be hard work, but will allow my child/sibling to earn the respect of others.

My child/sibling will gain the respect from family, friends, and community through their efforts

Serving in the U.S. Army will give my child/sibling a sense of direction and purpose.My child/sibling will develop strong relationships

with others and have a supportive "family" away from home.

Barriers

I'm afraid or I've heard that the U.S. Army might send Hispanics to the front lines first.

My child/sibling hasn't gotten around to planning his/her future. He doesn't plan his life. // God/destiny plans for

him/her.I'm afraid my child/sibling will experience racism or discrimination in the U.S. Army.

I don't think my child/sibling physically has what it takes to get through the training.

I have never thought of the U.S. Army as an option for my child/sibling.

32Source: U.S. Army – 16-407: HCM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

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AFRICAN AMERICAN INFLUENCER: DRIVERS & BARRIERSM U L T I C U L T U R A L D R I V E R S & B A R R I E R S

It’s important to keep in mind that African American influencers expressed concerns over perception of discriminatory treatment and lack of advancement opportunities as reasons keeping them from joining the U.S. Military. Also, their sense of patriotism is more aligned to their communities of origin.

DriversWith the knowledge and skills my child gains in the U.S. Army, he/she can make a more positive impact in his/her

community.

Serving in the U.S. Army will give my child a sense of direction and purpose.

My child will develop knowledge and skills that will advance his/her career in any field.

The connections my child makes in the U.S. Army will better prepare him/her for a career outside of the

Army.

My child's service would be a valued contribution to the U.S. Army.

BarriersIf my child goes to the U.S. Army, it will go against

everything his/her ancestors fought for to gain his/her freedom.

If my child goes to the U.S. Army, he/she can't celebrate or express his/her culture.

If my child joins the U.S. Army, he/she won't have any time to pursue entrepreneurship.

My child can't pursue his/her creative passions (arts, music, dance) while serving in the U.S. Army.

I can't think of a way that the military has positively contributed to the African-American

community.

33Source: U.S. Army – 17-405: AACM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

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KEY TAKEAWAYSM U L T I C U L T U R A L D R I V E R S & B A R R I E R S

• Appeal to aspiration and development of skills is important for both HCM and AACM

• Shy away from emphasis on combat training and combat deployment in recruitment materials

• Transparency is important. Lies and deception about service in the Army is never acceptable

• Stories of HCM and AACM success in service is integral in overcoming traditional barriers

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DO’S & DON’TS WHEN ADVERTISING MULTICULTURAL

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ADVERTISINGD O ’ S & D O N ’ T S

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Should be aspirational and inspire prospects to strive towards achievement and success.

DO DONTDo showcase multicultural soldiers in

leadership roles and respected professionals in trades in the technology, medical,

intelligence field.

Don’t highlight combat or combat related imagery, especially of multicultural

prospects. This reinforces the perception of MC prospects being the first ones sent to

battle.Shy away from showing soldiers in MOS that

are considered stereotypical multicultural roles (cooks, mechanics, etc.)

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A D V E R T I S I N G

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TALENTD O ’ S & D O N ’ T S

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Choose soldiers that align with your target audience. People want to see themselvesProper representation is important.

DO DONTReveal the diversity that exists among

multicultural consumers. Showcase all hues of multicultural people:

• AACM – Avoid colorism and exhibit the variety of skin tones within the African American population.

• HCM – Hispanics are very diverse, especially since Hispanic is not a race, it’s an ethnicity that goes

beyond Hispanics of Mexican origin/descent.

Don't use images of soldiers that closely resemble Non-Hispanic White, i.e. blond

hair and green/blue eyes.While there may be some Hispanics that fit this profile, there are too few to be representative

of the segment.

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T A L E N T

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CASTINGD O ’ S & D O N ’ T S

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Creating authentic imagery that appeals to multiple audiences.

DO DONTWhen developing advertisement to HCM & AACM prospects, do make sure they are

front and center. They should have the most prominent and/or pronounced visual space.

Don’t use “staged” group pictures where there is one Hispanic, one African

American, one woman, etc. Overt “diversity” staging comes across as inauthentic.

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C A S T I N G

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LANGUAGED O ’ S & D O N ’ T S

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Communicating in-language/in-culture is an effective approach that denotes a “Brand is reaching out to a specific segment of the population.”

DO DONTDo incorporate in-language copy when

reaching out to segments like HCM, especially in geographic areas with a high

density of Hispanics.Bilingual and bicultural audiences can capture

the nature of the context in English and Spanish in a way that reflects the main idea.

Don’t use translation platforms. While they are great to get you out of a bind when

traveling; translations platforms are clumsy and have a mechanical tone, that can be easily

detected by a proficient speaker in the language.

If developing materials for AACM, don’t use slang or language that is perceived to be

Black vernacular can be viewed negatively and even condescending.

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L A N G U A G E

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KEY TAKEAWAYSD O ’ S & D O N ’ T S

• All marketing communications should be aspirational and inspire prospects to strive towards achievement and success

• Keep in mind the Do’s and Don’ts as a guide when developing marketing communications outreach to Multicultural audiences

THANK YOU!

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Q & A

APPENDIX

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SOURCES USED:M U L T I C U L T U R A L T R A I N I N G – H E I G H T E N I N G C U L T U R A L I Q

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• U.S. Census Bureau – American Community Survey 2018 (5-Y Average)

• The Brookings Institution – America’s expanding racial diversity 2019 (U.S Census 2018 data)

• U.S. Army – 19-910: Activity 3.2 Gen Z Ethnographies

• U.S. Army – 17-405: AACM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

• U.S. Army – 16-407: HCM Quantitative Final Research – Drivers & Barriers of Prospects & Influencers

• “Cultural Values of Latino Patients and Families” by Marcia Carteret

• NY Times- “The Original Renegade” Feb 20, 2020

• Pew Internet-Mobile Fact Sheet

• The Fader-”Black Teens Are Breaking the Internet and Seeing None of the Profits December 2015

• Pandora Hispanic Segment Report, Spring 2020

• Pandora Black Influence on Popular Culture, Spring 2020

Documents

29 APRIL2020 Multicultural Training Heightening …...more welcomed, safe and not neglected.” – African American Female, 22 years old (Digital) “My culture… it’s a New York