Diversity: Audiences

Diversity and External Audiences

From an external relations standpoint, there is no denying that culture plays a large part in influencing behavior and encouraging diversity in today's marketplace. Illustrated by a propensity for more multiculturalism—ranging from diverse food and fashion, music, travel, and architecture, to name but a few examples—organizations continue to rely on public relations management strategies and tactics to connect their key publics with products and services they provide. Some may even argue that it is the multiplicity among consumers themselves that is driving this culturally diverse economy. For example, think about the endless list of subcultures (aka microcultures) that exist.

Defined as a division of a culture within a culture, these enclaves or “pockets of people” personify the true spirit of diversity. From American gypsies and mothers of toddlers in tiaras to gluten-free, Generation Jones, and hipsters, there is no denying the important role public relations plays in communicating carefully constructed messages, by means of explicit information channels, to these unique and varied publics.

To further substantiate the importance of diversity, think about how age cohorts vary. Millennials (born 1981–1992), generation Xers (born 1965–1980), baby boomers (born 1946–1964), and the silent generation (born 1928–1945) have all experienced life through a unique lens. According to Pew Center researchers, this generation sensation is a result of three overlapping processes: lifecycle effects, period events, and cohort effects. In particular, period events (e.g., major events like wars, social movements, economic pressures, technological advancements) and trends influence young adults while they are still developing their “core values.” As a result, each age cohort has its own distinct personality. While millennials are often coined “digital immigrants and digital natives” who have cut their teeth on technology, baby [Page 271]boomers have made their mark as individualists who work hard and play hard and defy ageism; gen Xers value diversity and adversity—having grown up during turbulent economic conditions. Members of the silent generation were raised during a time period of conservatism and self-sacrifice. Some demographers refer to these generational cohort differences as a “generational divide” where generations tend to collide.

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