Multicultural consumers comprise about 40% of the U.S. population and are important to brands searching for growth outside of saturated markets. Essential to penetrating this consumer group is understanding the nuances of it. Sample providers fulfilling census-representative sample requests or requests for multicultural sample, in general, must build out their panels to include multicultural perspectives from a broad spectrum of respondents across ethnicity, gender, income levels, and other factors. This ensures they obtain functional insights into the diversity of attitudes, interests, and lifestyles that define this multifaceted consumer.
At 13% of the U.S. population, Black Americans are key drivers of mainstream cultural trends. From music to sports, fashion, and the latest Tik Tok dances, the influence of Black American culture is evident in almost every facet of daily American life. But unlike other multicultural groups, African Americans are often still treated as a monolith by marketers. Faulty sampling methods and inadequate segmentation give marketers an inaccurate view of the Black American experience. And while social justice movements have pushed the needle of change forward for D&I initiatives, the complexities and nuances of Black American subculture are still widely misunderstood.
Multicultural audiences are significantly driving mainstream identity and influencing emerging trends. According to UM’s Annual Cultural Dimension study, two out of five general population consumers indicate being influenced by Latino, Black, and Asian segments when it comes to passion points like music, fashion, hair care, food, sports, and more. As consumer behavior shifts in response to cultural identity and increased exposure to cultural norms via the internet and social media, brands work overtime to cultivate relationships steeped in the remix culture, which is primarily defined by a mindset, not the consumer. This paradigm shift is changing the fabric of what we know today as American culture.
From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist culture greatly influences brand experience and purchasing behavior. Hispanic consumers conduct searches to assist spouses, friends and family members, both inside and outside their household. Marketers and advertisers need to learn how to better engage the “digital Sherpas” within Hispanic communities. To guide us, Maria Twena, Global Head of Consumer X at 9th Wonder Agency, returns to the New Mainstream podcast to discuss new research conducted by ThinkNow and 9th Wonder Agency on the dynamics of Latinx purchase behavior, including their online shopping habits – from the digital touchpoints they choose to the products they buy and their collective spend – and what it takes to facilitate brand fandom.
Financial literacy among U.S. Hispanics is lower, on average, than the general population. Numerous factors are contributing to the gap, such as youth, language barriers, lower income, and fewer assets. As a consequence, many Hispanics have a limited understanding of personal finance and how to build wealth, especially among Spanish dominant consumers. In this week’s episode of The New Mainstream podcast, we sit down with Francisco Javier Arceo, Founder and CEO of Unidos, to discuss financial literacy in Latino communities and how technology can make personal finance simple and accessible to Hispanic consumers.
Forty percent of American consumers are ethnically diverse, yet only five percent of advertising dollars are allocated to environments that are contextually relevant to these audiences.As racial injustice protests accelerate conversations about inclusion marketing, brands must contend with the fact that fielding multicultural data is no longer optional. It is now necessary to create equity with these communities, extending far beyond sales to corporate social responsibility. This week, Latoya Chrisitian, Marketing Partner at GroupM, joins us to discuss multicultural marketing strategy and how to use multicultural data to quantify opportunities and create culturally relevant content on the right platforms.
Multicultural consumers are poised to be at the forefront of economic recovery in the U.S. Due to COVID-19, minority women-owned firms are pivoting to innovative strategies to continue delivering value to their clients. In many cases, they are discovering more profitable ways to do business. Essential workers, who are predominantly multicultural, are working on the front lines in healthcare, municipal services, and retail to sustain our communities. Yet, diversity and inclusion within the fabric of these communities is still elusive. This week, Yai Vargas, Diversity & Inclusion Consultant and Founder of The Latinista, joins the New Mainstream podcast to discuss the challenges women of color face in business, the importance of diversity and inclusion to business growth, and how multiculturalism will lead America’s economic recovery. ·
Before the pandemic, Latina owned businesses were among the fastest-growing in the United States. Now, many are facing the threat of permanent closure. Access to funding continues to plague Latino business owners, as 91% were unable to obtain funds from the federal government’s Paycheck Protection Program. Hispanic women-owned businesses, in particular, are absorbing the lion’s share of these financial losses, as they make up the majority of microbusinesses within this demographic. Lucy Flores, CEO and Co-Founder of Luz Collective, joins us on The New Mainstream podcast to discuss the unique challenges Latina business owners face and how COVID-19 has impacted their viability. ·
Since the onset of COVID-19, global communities have been rallying around one another in solidarity, giving marketers a unique window into the cultural nuances reshaping consumer behavior. As brands peer into the looking glass of the next normal, much of the context for their brand strategy will be dictated by these cultural connections and new patterns in consumer behavior. This week, Dr. Jake Beniflah, Executive Director of the Center for Multicultural Science, stops by The New Mainstream podcast to discuss the influence of cultural DNA on brand strategy, recession marketing, and the future of brand loyalty during the pandemic. ·
In the wake of global protests denouncing police brutality and racial inequality, many companies have issued statements of solidarity and are actively pledging to work towards building more inclusive workspaces. But often, diversity and inclusion are reduced to hiring and recruiting metrics, and not considered in the broader context of culture, product development, and content creation. This week, we sit down with Ish Verduzco, Diversity Specialist and Strategic Partnerships Lead at Snap Inc, and author of “How Successful People Get Ish Done,” to discuss how diversifying your teams naturally increases engagement of multicultural audiences and has a sizable impact on your bottom line. ·