The United States is rich with diversity and if there was any question, just have a look at the diversity of our celebrations. From Martin Luther King day in January, Black History month in February, Asian-American and Pacific Islander Heritage month (May) to Hispanic Heritage month (September/October) to name just a few.
Have a look at the full break down from Diversity Best Practices and I’m sure you will find some that you weren’t even aware of (ex. Krishna Janmashtami…..will let you find that one in the list).
Here are some key ones that should be on the minds of multicultural marketers.
January 15: Martin Luther King Day commemorates the birth of Martin Luther King, Jr., the recipient of the 1964 Nobel Peace Prize and an activist for non-violent social change until his assassination in 1968.
February is Black History Month in the United States and Canada.
February 9-25 Olympics PyeongChang: OK, not an officially on diversity calendars, but is a celebration of diversity in athletics, athletes and cultures.
February 16: Lunar New Year, one of the most sacred of all traditional Chinese holidays, a time of family reunion and celebration. Lunar New Year is also celebrated at this time in Japan, Korea, Vietnam and Mongolia.
March is Women’s History Month.
May is Asian-American and Pacific Islander Heritage Month in the United States.
Ramadan (Muslim): May 15 – June15: Ramadan is the Islamic holiday that takes place during the 9th month of the Islamic lunar calendar.
June is Lesbian, Gay, Bisexual, and Transgender Pride Month.
2018 FIFA World Cup
From September 15th to October 15th is Hispanic Heritage Month. This month corresponds with Mexican Independence Day,which is celebrated on September 16, and recognizes the revolution in 1810 that ended Spanish dictatorship. For more information related to Hispanic Heritage Month visit Reach Hispanic. For information related to advertising to this important segment visit Alcance Media Group.
Chinese: Mid-Autumn Festival: A celebration that begins on the 15th day of the 8th month on the Chinese lunar calendar. For 2018 this will be September 22-24, 2018
November / December
Elections in the United States: Of major importance to all multicultural segments in the United States and takes place and is theTuesday following the first Monday in November. It can fall on or between November 2 and November 8. For 2018 the date is November 6, 2018. More information at USA.gov
Including the likes of Thanksgiving, Black Friday, Cyber Monday, Christmas and New Years this period is key for marketers. After all it seems that Toyotathon is almost a national holiday.