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.
Bill Sussman for Progressive Grocer:
Holly Pavlika for MediaPost: