The Business Case for Diversity Reaching diverse audiences makes sense for most small businesses. We live in a global marketplace that seems to be shrinking. Your own business, including its staff, should be reflective of the market around you. The old paradigm of marketing involved product and placement. In the new paradigm, the customer is king and he wants to be catered to by someone who reflects his own values and traditions.
Market size determines brands.
The five largest markets, California, Texas, Florida, New York and Illinois, are also the most diverse. Look beyond what feels familiar, and look outside of your own door. Your best bet is to hire from the market you want to reach. It could save you from making some embarrassing mistake by not being familiar with a new market's sensitivities. You don't necessarily have to spend more, just spend more wisely.