Top Multicultural Studies for Brands and Marketers

Colleen Vaughan

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The face of America is changing. As minority cultures and tastes continue to expand and influence mainstream habits, marketers need to be serving up well-researched and targeted strategies that speak to multiple consumer groups. Nielsen’s senior vice president for strategic community alliances and consumer engagement Cheryl Pearson-McNeil said it best: “We’re going to see a change in the face of America, as multicultural communities and populations grow more. Companies who aren’t addressing that issue now are going to find themselves a bit out of sorts when the minority become the majority. Marketers have got to keep pace in understanding what’s important to diverse communities.”

Below we’ve compiled the best multicultural studies and articles from the past few years to help inform your marketing strategies.

Google:

“New Research Shows How to Connect with U.S. Hispanics Online”  

Yahoo:

“3rd-Generation U.S. Hispanics: Perception vs. Reality”

Forbes:

“Why Focusing on Cross-Cultural Consumers is Essential For The Growth of Your Brand”

Bill Sussman for Progressive Grocer:

“Hispennials: The Shopper Segment You’re Missing Out On”

AdAge:

“Reaching Next-Gen African American Consumers”

The Atlantic:

“Black Consumers Have ‘Unprecedented Impact’”

Nielsen:

“Asian Americans Flex Consumer Influence Across Regions”

“How Asian American Media Consumption Could Be A Glimpse Into The Future”

“Asian American Women Influence Mainstream Shopping and Beauty Trends”

Inmar:

“Inmar Research Finds Hispanics, Millennials More Actively Using Coupons for First-Time Brand Purchases”

Holly Pavlika for MediaPost:

“Hispanic Marketing Success Starts With Corporate Leadership”

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