ANA: The 3 Faces Of American Immigration.

Nat Puccio – EVP Chief Strategy Officer U.S.McCann-Erickson New York reviewed the changing composition of U.S. immigration. And, he provided insights into new immigrants, by describing the three separate and distinct models of immigration and adaptation: “Neo-Traditionals,” “Round-Robins,” and “Iuppies.” By understanding the mindset of the new immigrant, rather than just their ethnicity, may be a better indicator of purchase behavior.

The face of American immigration is changing. Much has been made of the so-called “rising tide” of immigration in America. However, the foreign-born share of population (SOP) is actually at a near all-time low! In 1910 the SOP was at 14.7%, in 2000 foreign-born SOP was only 10.4%. If the size of the foreign-born population is not the issue, perhaps country of origin is.

Over the decades, the tide of immigration has shifted from Northern Europe, to Ireland, to Central and Southern Europe to Russia, to Asia, to Mexico and Asia again and to India. Throughout American history, the “new wave” of immigrants was thought to be inferior. However, each wave has successfully assimilated into the mainstream.

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