MULTICULTURAL COMMUNICAT IONS

INSIGHTS

THE OPPORTUNITY

Multicultural communications insights impacts core business strategies:

•  Growth

•  Innovation

•  Globalization

Companies that lead with multicultural insights to devise authentic sustained marketing strategies will reap the most profitable returns on their investment.

The Nielsen Company, March 2015 The Multicultural Edge

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MULTICULTURAL COMMUNICATIONS

•  Minorities now make up 47 percent of the under-18 population.

•  The multicultural market will become the new majority in the year 2050.

•  50 percent of babies born today in the U.S. are non-White.

The top U.S. segments are

•  Hispanic

•  African American

•  Asian

MULTICULTURAL MARKET = NEW MAINSTREAM

92%  of all population growth from 2000 – 2010 came from Hispanics, African Americans

and Asians.

1/3  Minority population* increased from 86.9 to 111.9M between 2000 – 2010

representing just over

of the population.

*Minority population is everyone except non-Hispanic Whites

MULTICULTURAL BUYING POWER

•  U.S. multicultural buying power is growing at an exponential rate versus total U.S. consumers, increasing from $617 billion in 1990 to $3.4 trillion in 2014.

•  This represents a percentage increase of 415%, which more

than doubled the total U.S. buying power increase of 204%.

*Source: Selig Center for Economic Growth, U.S. Census Bureau  

BARRIERS TO DEVELOPING A RELATIONSHIP

•  Lack of understanding of changing demographics

•  Lack of awareness/understanding of multicultural communications

•  Total market approach

THE ADVANTAGE

BRAND ADVANTAGE  

MULTICULTURAL ADVANTAGE  

COMPETITIVE ADVANTAGE

THREATS TO EFFECTIVELY COMMUNICATE WITH AUDIENCE

•  Awareness

•  Opinions

•  Access

THE AUDIENCE

AFRICAN AMERICAN

SUPER USERS They are ahead of the digital curve, utilizing video, mobile and other platforms to interact online. EARLY ADOPTERS They outpace the general market in the use and adoption of the Internet for news, entertainment and social activities.

•  Projected buying power for 2015 is estimated to reach $1 trillion.

•  Culturally relevant ads resonate with African American consumers.

AFRICAN AMERICAN

TOP 25 AFRICAN AMERICAN MARKETS

HISPANICS

EARLY ADOPTERS Outpace general market consumers in use and adoption of the Internet for news, entertainment and social activities. SUPER USERS Over-index in use of video, mobile and other online interaction platforms.

HISPANICS

•  Projected buying power is estimated to reach $1.5 trillion by 2015.

•  Prefers to gather information in Spanish but make purchases in English.

TOP 25 HISPANIC MARKETS

“ “ Customer engagement is a customer’s emotional or psychological attachment to a brand, product or company and is the definitive predictor of business growth.

Gallup, State of the American Consumer Report, June 2014

THE MULTICULTURAL VALUE PROPOSITION

•  Give the audience an emotional reason to do business with you.

•  Display how life can be better with your product or service in the context of the audience core value.

•  Invite the audience to do business with you. Show them you care about their needs and values, and truly want and value their business.

•  Follow through on the marketing promise, build engagement and create a good experience.

BETTER COMMUNICATIONS APPROACH

•  Customization

•  Culturally relevant

•  Match the passion points of your audience

•  Targeted content and programming

•  Creating a total experience through various touchpoints

COMMUNICATIONS SUCCESS

•  Deeper relationships

•  Loyal and engaged audiences

•  Brand affinity

EXAMPLES