In this session...
The Hispanic Marketing Council is unveiling a follow-up to its 2020 breakthrough study. In collaboration with the Asian American Advertising Federation, this session will highlight results from the most current multicultural research. Conducted in early 2023, it includes 4,600 quantitative interviews and 24 qualitative interviews among non-Hispanic white, Hispanic, Black and AAPI consumers. One-third of the sample size were ages 3-17, the new multicultural majority.
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The study covers:
• How does ethnicity and race play into identity?
• POC: Is it an identity or a movement?
• The media lives of the multicultural majority
• The power of in-culture content
• The cross-segment influence of Hispanic, Black and Asian cultures on the American mainstream
The new multicultural majority consumers are a force in our society and poised to change the fabric of America. Are you ready?
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What You'll Learn from This Session...
- The MC majority has matured into the 18-34 adult demo, and, soon, the, <50 demographic.
- Whites are acculturating to the multicultural (Mcs) majority.
- In culture content environments and diverse/inclusive marketing, when done "right," have immense power.
- The concept of an American/White mainstream and satellite in-culture worlds is blurring as people expect access to all forms of cultural content.
- Still work to be done for McS to feel inclusiveness and diversity is fully embraced and practiced across all levels of American companies.
