Multicultural Marketing: What It Is, Why You Should Do It, and How to Do It The Right Way

Growing up as a first-generation Asian American, I lived between two cultures. One was the East-Asian culture my parents brought from Taiwan, which prioritizes the needs and desires of the family and emphasizes academic excellence. The other was the Western culture that surrounded me outside the house, which prioritizes the needs and desires of the individual and emphasizes extracurricular activities. Needless to say, these two cultures clashed, and I spent the early part of my childhood confused about my identity. My parents taught me certain values and principles to help guide me through life, just like their parents did, but whenever I hung out with my friends, they would show me a completely different way of living. At the end of the day, I didn’t really know which group to side with. But once puberty hit, I did what every other hormone-filled tween would do — I rebelled against my parents and followed my friends. From the beginning of middle school to the end of high school, I mostly identified as an American not just because the[…]

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