Multicultural marketing has become an important priority for leading brands today, and with good reason. Ethnic minorities now represent $2.5 trillion in buying power, and that number continues to grow. In fact, the Hispanic and Asian populations within the US have experienced a 43% increase since 2000. Additionally, 7 in 10 ethnic minorities state that ethnicity is a significant part of their identity.
Based on growth rates, spending prowess and the important role ethnicity plays in consumers’ lives, Yahoo! and Mindshare partnered with Added Value to conduct a comprehensive study aimed at helping marketers understand what drives ethnic identity and ultimately what brands need to consider when building their multicultural marketing plans.
Below you will find four downloads that offer insights:
Multicultural, CLICK HERE.
African Americans, CLICK HERE.
Hispanics, CLICK HERE.
Hispanic Webinar presentation by Yahoo, CLICK HERE.