Multicultural Marketing

AT&T's global customer base as diverse as the world's population, and we work to serve our customers in the language they prefer. It's all about helping individuals experience how AT&T can connect them to their world. To that end, we constantly ask ourselves: How can we improve the way we serve a more diverse audience?

AT&T recognizes the value of multicultural consumers and invests in identifying and communicating in ways that demonstrate how the company's products and services fit into their lives.

The company's advertising and marketing campaigns represent the diversity of the local communities that we serve, and they feature diverse individuals. Our campaigns allow consumers to be informed about AT&T's offerings by connecting with them through culturally relevant ways.

For example, Advanced TV, ringtones and cell phone content is designed specifically with multicultural consumers in mind. We offer a strong portfolio of wireless, data, video and phone solutions for our customers.

Top Priorities

On our wireline side of the house, we have around 2,000 sales and service representatives in 27 Call Centers who serve 1.5 million customers in languages other than English. On the wireless side, we have 738 company-owned stores and local dealer stores with more than 3,000 agents who serve our customers in Spanish. We believe it's important to communicate to customers in their preferred language to take care of their needs.

At AT&T, a core value of doing business is being committed to providing competitive pricing and a variety of service and product choices to meet the needs of our diverse customer base.

Breaking the Language Barrier

We have nearly 3,200 AT&T representatives working in 31 AT&T Call Centers that provide service to more than 8.1 million wireline and wireless customers in languages other than English and 738 company-owned and agent stores with nearly 6,000 sales reps.

AT&T believes it is essential to conduct business in the preferred language of its customers and offers culturally-relevant products and services. Our marketing and advertising goes beyond language. We want to understand the differences to market effectively to the African-American, LGBT, military and disability segments among others.

AT&T also strives to ensure that general-market advertisements are inclusive and embrace diversity, reinforcing positive perceptions and effectively reaching audiences of all cultures and backgrounds. We currently conduct business in more than 160 languages and advertise in top languages in selected areas.