Yankelovich Unveils 2005 MONITOR Multicultural Marketing Study.

A unique shift is underway among Hispanic and African American consumers as a result of evolving changes in family, brand loyalty and language communications, according to the 2005 Yankelovich MONITOR Multicultural Marketing Study.

Developed in collaboration with Burrell Communications and Dr. Felipe Korzenny, professor and director of the Center for the Study of Hispanic Marketing Communications at Florida State University, the study from marketing consultancy Yankelovich, Inc., is the first of its kind to examine consumer behaviors and attitudes and offer comparative and contrasting views of the African-American, U.S. Hispanic and Non-Hispanic White markets.

“This year’s study focused on finding ways to forge real connections with African American and Hispanic consumers,” said Sonya Suarez-Hammond, Director of Yankelovich Inc. “Identifying and recognizing the important cultural connectors for the multicultural market will afford marketers important insights to help them better connect with the ethnic consumer.”

Multicultural Communities are Not Monolithic

The research revealed consumer behavior within Hispanic communities varies, influenced by cultural sameness, such as commitment to family, as well as differences in individual family members’ acculturation and language proficiency. In fact, 87% of Hispanics “get a real sense of belonging from their family,” while 61% agree that “people’s main responsibility is to themselves and their family, not to making the world a better place to live in.”

Additionally, Hispanic consumers are about evenly split on which language they prefer to use in every situation. Nearly 40% prefer Spanish, 41% prefer English and 20% prefer both while 65% feel “my native language is an important aspect of my culture and traditions that is important to preserve.” The study revealed that many Hispanics also share a common optimism about life – despite suffering turmoil in their native countries, many respondents said they are simply happy to be alive.

“The Spanish language is extremely important to Hispanics and they feel a need to preserve it, but they also recognize the need to master English in order to succeed and enjoy life in the U.S.,” said Suarez-Hammond. “Hispanics are using both Spanish and English language media and communicating in both languages. Marketers need to use both languages in order to establish cultural and personal relevancy with the Hispanic consumer. That said, it is also important to note that Spanish is the language of the heart and provides communication intimacy in brand messaging.”

African Americans have distinct buying habits among six segments: emulators, seekers, reachers, attainers, conservers and elites. For example, attainers comprise 27% of the African-American community and are typically married with children, have a college degree, are a median age of 40 and are looking for tools to help them reach their aspirations. As a result, marketers must clearly illustrate how their products or services can benefit them.

“Despite these segment differences, there is still a strong racial awareness that has resulted in black pride and a deep solidarity with other African Americans, which affects purchasing decisions,” said McGhee Williams Osse, Co-CEO of Burrell Communications. “African Americans say they are loyal to companies that reflect an understanding of this awareness and their ethnic affinity. Non-Hispanic white marketers, who have not experienced exclusion based on race or color, may find it difficult to understand that this sensitivity exists, particularly since it is a feeling that is shared by African Americans across the board, even at the highest social strata and economic brackets,”

Brand Appeal

Hispanics are generally a brand loyal group, but they are increasingly willing to try new or different brands on occasion, according to the study. The brands that attract African Americans are the ones that convey status, achievement or a reassurance of established reliability. Nearly 70% of African Americans select a brand because it “gives them a level of emotional satisfaction.” While 62% of African Americans and 58% of Hispanics agree that “it’s risky to buy a brand you are not familiar with,” 80% of African Americans and 73% of Hispanics say they “like to try different brands once in a while.”

“This study substantiates the importance of cultural understanding in building brand equity,” said Dr. Korzenny. “Brands need to become part of the culture they want to be a part of.”

Marketing Frustration Grows

The study also identified warning signs for marketers if they don’t appeal to and understand Hispanic and African American consumers in meaningful ways. In fact, both Hispanics and African Americans have begun to show signs of frustration with traditional marketing techniques, which may lead to future resistance. Nearly 70% of African Americans and just over half (53%) of Hispanics say they are “extremely concerned about the practices and motives of marketers and advertisers,” while 50% in both groups agree that “very little, if any, of the marketing and advertising I see has any relevance to me.”

“This data should raise a red flag for marketers,” Suarez-Hammond said. “The truth is that African American and Hispanic consumers do want to be recognized and noticed, but they want it to be done in a culturally appropriate way – in a way that truly builds a deep, lasting connection.”

This is supported by study findings in which:

72% of Hispanics agree “there should be more television or other commercials directed specifically to Hispanic consumers.”

69% of African Americans agree “there should be more television or other commercials directed specifically to African American consumers.”

91% of African Americans and 88% of Hispanics “wish more financial institutions would offer products and services with me in mind.”

87% of African Americans and 86% of Hispanics “would like to participate in more activities that celebrate my heritage.”

“Multicultural consumer connection is about seeking ways to develop and enhance one-to-one relationships, understanding and leveraging personal cultural relevancy, acknowledging and supporting the multicultural consumers’ power and influence and gaining their trust through community involvement,” Suarez-Hammond said. “Marketers will attain this connection with ethnic consumers if they embrace this understanding.”