How the rise in the ethnic identity is shifting behavior in the US consumer market

11 Jan 2011|Added Value

“One of the best things about America is the cultural diversity you find here.” – Total Disagree: 20% (Gen Pop – 2010)
“Cultural diversity is necessary for progress in our society.” – Total Agree: 58% (US Gen Pop from Global Monitor – 2010)
“I am always looking for different cultural experiences and influences that will broaden my horizons.”
– 68% African Americans; 61% Hispanics; 48% Non-Hispanic Whites

Growing multicultural demographics are changing the current landscape of America. Shifting identity trends among African-Americans and Hispanics are redefining consumer behavior across the U.S.

Cultural Openness, a new study by The Futures Company and Cheskin Added Value, reveals how brands and companies can adapt their marketing strategies to find ideal engagement in the new mainstream. Given the changing demographics expected to be seen in the 2010 Census, it is now more important than ever to understand the trajectory of cultural openness both in society at large and within individuals, and its implications for engagement.

On January 11, 2011, leading marketers and multicultural experts lead a roundtable discussion on cultural openness and how they build meaningful relationships with multicultural audiences today, to win tomorrow.

The group includes:

* David Bersoff, Chief Strategy Officer of The Futures Group
* Stephen Palacios, Executive Vice President, Consumer Goods Business of Cheskin
* Frank Cooper, SVP and Chief Consumer Engagement Officer, PepsiCo Americas Beverages
* Michell Ebanks, President, Essence Communications
* Roberto Suro, Professor of Journalism and Public Policy, Managing director of the Annenberg Innovation Lab, University of Southern California

The Cultural Openness study will help marketers will understand:

* How African American and Hispanic identity are shifting and changing consumer identity as a whole in the U.S.
* The evolution from “multicultural” and “intracultural”
* How corporations and organizations can rethink Diversity and Multicultural Marketing measures
* How marketers can re-envisage the “mainstream” and create programming that resonates across the full spectrum for optimal impact

For more information about The Futures Company and Cheskin Added Value Cultural Openness Study, contact Stephen Palacios on +1 917 860 0517 or spalacios@cheskin.com.

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