The buying power of the U.S. Hispanic, African American, and Asian populations is projected to climb to $3 trillion by 2011, per the Selig Center for Economic Growth. From a strategic perspective, this is a major reason why integrating diversity marketing into a company's business development plans is becoming more common among U.S. corporations.

For marketers, these demographic and cultural shifts represent tremendous new avenues of growth. Catering to groups who seek to reinforce their ethnic identities, businesses have either modified their products/marketing campaigns or created entirely new product lines - everything from grocery brands to greeting card lines.

The fluctuating demographic trends in the United States over the last three decades have inspired the initiation of entirely new kinds of businesses and services created to reach a culturally diverse consumer base. The increasingly fragmented market calls for advertising campaigns tailored to specific groups.

When you create a diversity-based ad campaign, or set out to sell your products across borders, watch out for culturally inappropriate colors, symbols, and statements, and make sure you do your homework before assuming what works in your home country will translate in a new market.

Let's look at the global greeting card industry for examples of catering your brand messages across diverse cultures - within the United States and around the globe.

Russia: The most common instances for greeting cards are not for national holidays but for family celebrations such as weddings or birthdays. But, stay clear of the big 4-0 for men. A common superstition in Russia is that when a man is 40 and celebrates it with a big party, it may attract the Death. If this birthday isn't celebrated, there is less a chance that Death remembers there is a man somewhere to be soon taken. Also, no Santa here! Address your holiday wish list to Father Frost!

Japan: One of the most important aspects in Japanese language is that there are multiple different tones/voices depending on the speaker, the listener, polite level, situation, etc... Therefore, cards are written specific to the sender and the receiver of the cards; e.g., a Mother's Day card sent from a little boy, a Valentine's Day card sent from a girl to a boy, etc. In Japanese, it is a bit awkward to use too casual/romantic expressions towards parents -- you do not send "kisses" and "hugs" to your mother or father.

Greece: Sorry, Easter Bunny. In Greece, the Easter Bunny tradition does not exist. Bunnies can be used on cards, but "Easter Bunny" itself is not considered a symbol of the holiday, such as the way that Santa Claus represents Christmas in the U.S.

Latin America: Be very careful about religious issues and images, since they may easily offend a person. Also be careful about literal translations, which may affect the true intention of a message.

China: The Chinese celebrate Chinese New Year at a different time of year than the Western New Year. Also, as in every culture, you may need to avoid certain colors or numbers that are representative of bad luck. Conversely, red is a symbol of celebration and luck and used in many ceremonies. Color is important in many other countries as well. When designing cards and packaging for different cultures, you should consider colors and their meanings to those targeted. Color has different meanings throughout the world, and research should always be conducted before presenting products in new markets.

The obvious conclusion is also one of the main tenets of advertising: know your audience.

American card manufacturers, along with other brands looking to go global, need to pay attention to branding and advertising messages that could cause a 'culture clash'. Consult with language and culture experts to ensure you don't use the wrong flower, color, image, or logo and send a sales-killing message.

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