Disney and Diversity: The Disney Thesis

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A greater sense of family interconnectedness and the value of respect and responsibility for elders are also manifest in Asian and African-American households. Given that Disney has always been a family-forward, family-friendly company, upholding its core values with a slightly more diverse emphasis, face, and vision could make it uniquely positioned to capitalize on current trends. The average Hispanic family size is 3.87 children, higher than average 3.19, so combined with its relatively youthful membership, this population may be a particularly desirable demographic for Disney to attract.

Disney is a multinational media company, with a dominant presence in live and animated feature-length films, television, theme parks, and toys. Often these have musically-related components. Disney even has its own cable television station. It has successfully overcome international stigma attached to its American 'brand name' as manifest in the success of its theme parks and films worldwide. In its theme parks, especially at Epcot Center, it embraces diversity in the many nations represented. Disney also has a current, stated commitment to making Minority and Women Business Enterprises (MWBEs) "an important part of its sourcing and procurement activities by actively seeking minority- and woman-owned firms for inclusion in the competitive bidding process, and utilizing these businesses to the fullest extent possible" (Supplier diversity, 2009, Disney)

Another demographic Disney might wish to consider targeting is the growing ranks of the nation's senior citizens: the nation is also growing older.

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The number of 65-year-olds and older is nearing "39 million, or 12.8% of the population, up from 12.4% in 2000' (Christie 2009). As a family company, this is not necessarily bad for Disney. Marketing specifically aimed at grandparents, who do not want to deny their grandchildren new toys, regardless of the status of the economy, could be deployed in a specifically grandparent-focused advertising campaign permeating all aspects of the company's advertising. Even offering discounts to grandparents with their grandchildren at theme parks might be a possibility. The theme parks could also target older, single adults who would like the 'stress free' approach of packaged tours to Disney World -- there are copious amounts of exhibits aimed at adults, spanning from Pleasure Island to Epcot, which allow seniors to travel, on a budget to all of Europe without the stress of dealing with foreign customs and languages......

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