Multicultural initiative research reveals growth.

The rise of globalization and impact of multiculturalism continue to force changes in how businesses and associations approach meetings, according to results of a first-of-its-kind survey by Meeting Professionals International (MPI) through its Multicultural Initiative.

Most significantly, an average 20 percent annual growth in the number of multicultural meetings worldwide is predicted by U.S ant non-U.S. respondents, regardless of residence birthplace or perception of the meaning of multi culturalism. However, there is an interesting divergence on what constitutes a multicultural meeting

Respondents born or living in the U.S. described "multicultural meetings" as meetings of people from various ethnic backgrounds, including religion and race, while respondents born or living outside the U.S. portray "multicultural meetings" as those of people from different nations. Yet, U.S. and non-U.S. meeting professionals agree that they must be attuned to differences and identify specific areas to address cultural sensitivities and ensure meeting success as multicultural business opportunities grow.

"This is remarkable data for the global $102.3 billion meeting industry. However, the crucial issues raised extend beyond this industry as multicultural business opportunities continue to explode across all industries worldwide," said David DuBois, CMP, CAE, interim chief operating officer for MPI and executive vice president for the MPI Foundation. "MPI will use this research to find new ways to globally improve the impact of meetings as a strategic business tool."

The two-pronged research study was conducted by Association Insights, an independent market research firm based in Smyrna, Gorgia. Initially, in-depth telephone interviews were conducted with a random sample of MPI members from various cultures to gather key data to create an online survey that measured the impact and explored leading issues to enhance multicultural meetings success. More than 1,700 MPI members born in 61 different countries and ranging from 21 to 75 years old responded to the online research phase.

"This was a major undertaking for MPI's Multicultural Initiative Committee because a study of this type is a first for the meeting industry," said Hattie Hill, founding chair of MPI's Multicultural Initiative. "It was imperative that the Multicultural Initiative obtain qualitative and quantitative data about overall global perception and opportunities for multicultural meetings. The research also will help us enhance communication with multicultural markets and develop programs to contribute to the success of multicultural business-to-business opportunities among meeting professionals."

Multiculturalism Defined

Multiculturalism by definition relates to a social or educational theory that encourages interest in many cultures within a society. When asked, "What race or ethnic culture do you identify with most closely," U.S. respondents cited culture in terms of race or ethnicity, such as African-American, Caucasian or Hispanic. Those outside the U.S. described their culture by geography or country, such as European or Canadian. This finding will significantly influence how MPI's Multicultural Initiative develops best practice standards and marketing, communication, and professional development strategies.

"The fact that people outside the U.S. have a different perception of what multicultural means than those in the U.S. is vitally important in how any industry addresses its changing clientele," said Karen M. Garcia, CMP, managing director of the Multicultural Initiative.

Despite disparity in defining "multicultural," more than 90 percent of respondents, regardless of cultural background, felt organizations need to be sensitive to culture and ethnicity. Respondents ranked the following as the top services and practices most important to multicultural meeting success:

1. Speaker/presentation screening

2. Awareness and recognition of social cultures (customs, traditions, etc.)

3. Awareness of dietary requirements

4. Cultural education and awareness training for organizations

5. Understanding regional cultural differences

6. Respect and recognition of international cultural differences

"These key success factors provide a for meeting professionals and their organizations to recognize multiculturalism in all business aspects," said Garcia. "MPI's ongoing research will continue to provide more direction in this area, while these survey findings provide tangible areas that should be considered a priority today."

Next Steps

Execution of these key success factors will require considerable industry resources and will have a major impact, according to Garcia. To assist, MPI's Multicultural Initiative will deliver a four-part series of research papers:

1. International, Domestic, Regional Meetings ... Key Success Criteria

2. Why it is Important for Organizations to Embrace Multicultural Needs

3. Are you Prepared for Today and the Future? Planning and Executing Successful Multicultural Meetings

4. The Importance of Cultural Sensitivity and Multicultural Business Protocol

MPI's Multicultural Initiative, a project funded by Walt Disney Parks and Resorts and the MPI Foundation, was established in 2001 to address the needs of underrepresented markets (currently African-American/Black, Asian, and Hispanic/Latino) by providing leadership opportunities and professional development. The Initiative also serves as an advocate for global all-inclusive business-to-business opportunities in the multi-billion dollar meeting industry. A full research report can be downloaded at www.multicultural.mpiweb.org.

Information for this article was provided by the MPI Foundation, which was founded in 1984 by Meeting Professionals international The MPI Fecundation is a self-sustaining, self-governed organization operating solely on voluntary contributions from individuals, corporate suppliers, MPI chapters and other affiliated organizations. The Foundations focus is on research and the development of new ways to improve meeting planning process, function and management, it also directs the research and development of the MPI Women's Leadership and Multicultural Initiatives. For more information, visit www.mpifoundation.org.