The Multicultural Edge: Rising Super Consumers [REPORT]

Multicultural consumers are transforming the U.S. mainstream. Propelled by the twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers. By understanding the cultural essence that drives multicultural consumer behavior today, marketers and advertisers are getting a glimpse of future market trends and forging a long-term relationship with the most dynamic and fastest growing segment of the U.S. consumer economy.

Media-savvy and socially empowered, multicultural consumers are:

    •    Empowered and culture-driven shoppers, who over-index on a wide range of products and services.
    •    Younger than the rest of the population, they are trendsetters and tastemakers across a broad range of categories, from food and beverage to beauty products.
    •    In their prime, multicultural consumers are starting families, making plans and establishing long-term brand relationships.
    •    Expressive and inclusive, which very often allows multicultural consumers to simultaneously maintain their cultural heritage and see themselves as part of the new mainstream, allowing them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes.
    •    Connected and mobile savvy, multicultural consumers use their smartphones and other devices at much higher rates and more intensely than their non-multicultural counterparts.

The Future Numeric Majority

Multicultural consumers are the fastest growing segment of the U.S. population. Already over 120 million strong and increasing by 2.3 million per year, multicultural populations are the growth engine of the future in the U.S. Hispanics, African-Americans, Asian-Americans, and all other multiculturals already make up 38% of the U.S. population, with Census projections showing that multicultural populations will become a numeric majority by 2044.

    
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