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The New Diversity Initiative

Crisis in mass marketing: social diversity is changing the face of marketing

Zurich (ots)

Globalization is making itself felt not only
worldwide but also at the regional level. The growing diversity of
modern society is radically altering conditions on consumer markets.
This issue was addressed at the first New Diversity Forum, which was
held at the Zurich airport from March 13-14. The event, which was
jointly sponsored by Lowe Switzerland and the University of St.
Gallen, was a great success, as the approximately 250 attendees and
the worldwide renown of the presenters clearly showed. "We really
touched a nerve here. The marketing and advertising industry has been
in a crisis for quite some time, with classic marketing strategies
yielding ever diminishing returns," noted Kurt Schmid, Lowe
Switzerland CEO and co-originator of the event.
"Low price strategies can only be short term solutions.  But New
Diversity offers the opportunity to develop future-proof marketing
strategies that really work," comments University of St. Gallen
professor Torsten Tomczak. A broad range of country-specific and
international scenarios were discussed at the event.  A number of
Swiss companies have also taken steps to meet the challenge of social
change. Andreas S. Wetter, Orange Switzerland CEO had this to say:
"We are using our organizational structure and expertise to reach
population segments such as various ethnic groups, values,
lifestyles, subcultures, philosophies, and attitudes. Orange's
cosmopolitan image is an ideal basis for ever growing market
success."
Draft Cultural Marketing senior vice president Charlee
Taylor-Hines emphasized that more than just population statistics
have to be factored into strategies that aim to reach individual
population segments: "Many subcultures and smaller groups have a
major impact on pop culture.  In the USA, for example, Afro-Americans
are often trendsetters for young people and Hispanics have a major
influence on the music market."
The New Diversity Forum was sponsored by Swiss International
Airlines, Orange Switzerland, Google, publisuisse, persönlich and GfM
- Swissmarketing.
For further information: http://www.newdiversity.ch

Contact:

Mathis Brauchbar
Tel. +41/(0)79'407'93'62
E-mail: brauchbar@advocacy.ch