Ethnic insight is built in.
We’ve committed ourselves to the constant study of the ever-evolving dynamic between ethnicity and culture. Simply put, ethnicity is what you choose to be; culture is whom you chose to be (Black skater, White rapper, Hispanic rodeo rider).
As cultural anthropologists, we’re always learning and taking note of shifting trends within people and local environments to connect both who they are and what they are to our messages. As a result, diverse consumers are never an afterthought but rather a key component of our overall approach that we strategically pursue culturally relevant messaging.
At Moroch, we look beyond just adding a hip-hop track or recording a direct translation. If a tactic isn’t going to work with our ethnic consumer, then we’ll provide perspective and propose solutions. We filter everything through the cultural lens to ensure relevancy by changing the featured product, adapting the tone and changing the language.