Updated: Aug 21, 2020
As if three simultaneous pandemics (a health related, the social tension of racism and inequality and the global economic recession) weren’t enough, over the last ten years or so, our industry has gone through a “pandemic“ of our own. This “virus” has affected mainly multicultural marketing and branding, and ultimately, companies who have suffered from sales, share of market, and other KPI’s declines. It is known as “Total Market” and it’s both dangerous and damaging! The main symptoms are indifference, lethargy, laziness, shortsightedness or even blurry vision, which result in overall brand weakness and connection fatigue.