Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption

Marketing as a concept pays a great deal of attention to the individual market transactions, ignoring the impact of marketing practices on society at a macro level. The paper argues that, in a multicultural marketplace, marketers and consumers of different ethnic backgrounds co‐exist, interact and adapt to each other. In doing so, consumers act as skilled navigators who frequently engage in culture swapping to sample the many tastes, themes and sounds of different cultures. Marketing facilitates this culture swapping and contributes towards tolerance and acceptance of lifestyle among consumers. However, traditional racial or ethnic segmentation could become problematic due to the fact that consumers no longer conform either individually or as a group to any one specific segment or category. The paper is based on an ethnographic study of ethnic minority and mainstream consumers in the UK.