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

FOREWORD
The Multicultural Edge: Rising Super Consumers is a fresh perspective
on multicultural consumers as the emerging consumer force in America
today. It builds on the previous series of groundbreaking analytic reports
on the attitudes and behaviors of African-American, Asian-American and
Hispanic consumers and illustrates why companies should consider
multicultural consumers as the cornerstone of today’s successful
marketing strategies.
As the nation’s three largest multicultural groups continue their upward
trajectory in both numbers and buying power, the need for a nuanced,
culturally acute roadmap to the youngest and fastest-growing segment
of the U.S. population has never been greater. This report shows that
multicultural consumers, both individually and collectively, already
represent more than their numerical share across a wide swathe of
product categories. They are leading the way in digital devices and social
media, which they use to celebrate and maintain their evolving cultural
identities, as well as to connect with each other and the world around
them. In many product categories, they are “super consumers,” as this
comprehensive report will illustrate.
Multicultural shoppers may be the key to the future, not just because
of their numbers, youth and economic clout, but because their
unprecedented influence on the attitudes and consumption habits of
non-multicultural consumers is upending outdated assumptions and
enlarging and expanding the multicultural market opportunity. What’s
more, the way culturally diverse shoppers cluster in certain regions and
metro areas is amplifying their impact within and across all consumer
groups, and extending their buying patterns. Most important, marketers
and advertisers who grasp and activate the multicultural edge will
be poised to connect with rising super consumers and thrive in an
increasingly multicultural mainstream.
Yours truly,
Mónica Gil
SVP and General Manager
Multicultural Growth and Strategy
Saul Rosenberg
Chief Content Officer
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THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS