Project Description

This is a sentence which I have heard very often since my childhood. On the one hand, I felt honored to be singled out, but at the same time I became aware of the amount of prejudice in German society against everything non-German. I also realized that the immigrants with different cultural background had special consumption preferences that made them very attractive potential consumers for some industries ­– although the businesses didn’t know this yet. I realized that there was a huge potential for ethnic and multi-cultural marketing in Germany and saw how I could use my marketing knowledge and creative skills in combination with my unique perspective informed by my bi-cultural identity. In order to do this, I needed to alter how the target group in the advertising and media industry in Germany was understood. Up until then, this industry only recognized one target group – Germans.