How We Do It

Ethnic and cultural identities are as strong as ever due to the growth of diversity in our society, and to technological innovations that allow people to connect with a multitude of experiences. It’s not the melting pot — it is something new that we call “the Total Market.”

intercultural group

When looking to understand changes in the consumer landscape, the interaction among cultural groups creates a new reality in which we focus on not only what they have in common but also what makes them different and unique from each other. It’s not multiculturalism, but rather this lively interculturalism that is the foundation of what we do.

Our unique offerings

The Latino Experience in Museums
In 2015 we released the Latino Experience in Museums report, a ground-breaking research program focused exclusively on the perceptions, attitudes, values and behaviors associated to museums among US Latinos. This research is Contemporanea’s contribution and a first step towards addressing the museum community’s dire need to better understand this growing population. Learn more.

Speaking in Languages Seminar
This seminar series illuminates the new marketing approaches that emphasize the importance of building new audiences by recognizing their cultural backgrounds, personal needs and preferences, as well as lifestyle and life stage. Learn more.

  • “Contemporanea helped the de Young Museum enormously to communicate with the huge and growing Latino audience of the Bay Area through adaptation of our attitudes and style to better relate to this new audience.”

    Harry S. Parker III
    Former Director of Museums
    Fine Arts Museums of San Francisco.