What to know

In traditional terms, the general market or mainstream market was understood as the “mainstream,” dominant culture — typically non-Hispanic/non-Latine white consumers. 

The GM approach historically meant creating ads with the non-Hispanic/non-Latine white consumers in mind first and asking all other groups to find their place in the messaging later. The general market today looks exponentially more diverse and multicultural due to the shifting demographics of the US.

General market is often confused with total market, a relatively new term that arose amid efforts to respond to changing demographic realities. While related, the terms are not synonymous. Total market aims to appeal to both a general market and a multicultural market while focusing on common insights across segments for an overarching universal message.

Additional resources

• The General-Market myth (AdAge)
• Redefining Multicultural Marketing as the New Mainstream (Campaign US)