Is there such a thing as a multicultural consumer segment?
February 2, 2012
We hear the term “multicultural” a lot. Marketers, academics, and industry leaders love to talk about multicultural groups and the growth of America’s multicultural population – the various minority groups, including Hispanic, African-American, Asian, and “other” (Middle Eastern, European, South Asian, etc.) that are rapidly expanding in size and influence. As a marketer, I’ve always grappled with the question of whether this is an actual segment or just convenient nomenclature, created by corporate America to neatly package what would otherwise be very distinct groups of individuals.
By Jose Villa / Sensis
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