the-multicultural-edge-rising-super-consumers-march-2015

Multicultural
Majority in
Major
Population
Centers
Total U.S. population statistics tend to understate the reality that
the multicultural future has already arrived in many states and major
metropolitan areas. The multicultural population is currently over 50%
in Hawaii, District of Columbia, California, New Mexico and Texas, with
Nevada, Maryland, Georgia, Arizona, Florida and New York approaching
majority multicultural status. In major metro areas, the reality of a
multicultural future is even more apparent, as 21 of the top 25 most
populated counties in the United States are already more than 50%
multicultural. 6
Knowing the cultural appeal of a brand is critical to marketers, as
multicultural populations can vary widely even within metro areas, and
efficient marketing today requires knowledge of multicultural density
and growth that calls for not only national, but also regional, local and
hyperlocal program reach.
While multicultural populations are most heavily concentrated in high
population-density metro areas, their growth rates are much higher
in many less populated and less urban areas where employment
opportunities can be strong to attract young job seekers. Many
non-border States are showing the fastest growth of multicultural
populations as diversity is fueling growth across America.
In major metro
areas, the reality
of a multicultural
future is even more
apparent, as 21 of
the top 25 most
populated counties
in the United States
are already MAJORITY
multicultural.
The combination of majority multicultural
geographies and high levels of interethnic proximity
magnify the need for ethnic and cross-cultural
marketing and messaging.
6
2014 Nielsen Pop-Facts Demographics
12
THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS