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

• Expressive and inclusive, an Ambicultural ® identity 1 very often allows
multicultural consumers to simultaneously maintain their cultural
heritage and see themselves as part of the new mainstream, allowing
them to mix and match endless choices and products to suit their
effortless duality in lifestyles and tastes. They are proponents of
exchange who love to share their personal cultures and explore the
cultures of others.
• Connected and mobile savvy, multicultural consumers use their
smartphones and other devices at much higher rates and more
intensely than their non-multicultural counterparts. Their social
network profiles are inherently cultural, and they are voracious
users of mobile entertainment. Multicultural consumers over-index
on popular apps that help them express their cultural and social
identities.
• Interethnic and multigenerational, they are leading the CulturEdge ® . 2
As a result, the multicultural selling proposition for marketers and
advertisers extends beyond the size of the multicultural population.
Just as soul food, sushi, tacos, pizza and other once-ethnic foods
have become as ubiquitous as apple pie and hot dogs, the traditions,
attitudes and shopping behaviors of multiculturals are influencing
mainstream consumers, expanding the multicultural market
opportunity.
1,2
Ambicultural and CulturEdge are
registered service marks of EthniFacts, LLC
and are used with their permission.
4
THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS