Multicultural Youth embrace their background & urge Marketers to do the same.

Today’s young multiculturals, or Young MCs, embrace their ethnic heritage and American upbringing – they enjoy their bilingual advantage and are proud of their roots. However, multiculturals still strive to be viewed as more than just a label of their ethnicity and the stereotypes that tend to follow. They consider themselves Ethnic Americans and look to companies, brands, and the media to help reflect those ideals.

These are some of the findings of the Intelligence Group’s latest study, The Cassandra Report Multicultural 2009. This in-depth syndicated research report explores the consumer behavior and cultural ideals of Hispanic, African-American, and Asian youth in America. Through online and in-person interviews and focus groups, The Intelligence Group has polled over 1,500 respondents, ages 14-to-24-years-old. As this consumer demographic continues to grow, it is imperative for marketers to examine generational shifts through a cross-cultural perspective. This study provides specific, targeted data to effectively reach and relate to this important demographic. Below are a few key findings from the report:

o STILL FIGHTING STEREOTYPES

Even with the first African-American President in office, stereotypes and racism are still major concerns for Young MCs. Seventy-two percent believe that stereotypes are the number one issue they have to overcome. Their limited representation within the media does not go unnoticed either. In fact, 33% of Young MCs feel underrepresented in television, 30% in movies and 26% in commercials and advertisements. They are acutely aware of how they are being portrayed in marketing and, consequently, select brands and products that are sensitive and proactive about changing these notions. Multiculturals also tend to pay more attention to television commercials (65%) than Caucasians (52%), providing more motivation for marketers to notice or change the design of their ads to target these groups.

o BILINGUAL EDGE

Although English plays a large role in the homes of multicultural families, young MCs still find it incredibly important to utilize their native language. The ability to bounce between English and their native speech allows them to be dynamic and contextual. Thirty-one percent of Hispanics and 34% of Asians speak both English and their native language with family. To this demographic, language usage is situational and should be exercised at the appropriate times to draw in audiences.

o PROUD TO BE…

Young MCs are proud to be Americans, but they are equally proud to be ethnic American. They seek a balance with their identity and need brands to understand their desire to fit in while still holding strong to their cultural backgrounds. Eighty-three percent of Young MCs feel that it is important for their generation to maintain their cultural values for future generations. They are multi-layered and find it essential to embrace each distinct layer as an important component of what makes them individuals.

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