Fabric is the agency for multicultural health in a connected world. Across cultures, languages, generations and channels, Fabric weaves enduring connections between health & wellness brands and the diversity of their consumers. We help clients navigate today’s shifting cultural landscape and identify actionable insights that can create more culturally inspired—more human—brands.

1. OUR COUNTRY’S POPULATION IS DIVERSE. COMPLEX. AND POSSIBLY NOT AT ALL
WHAT YOU THINK. WELCOME TO THE
A SURPRISING LOOK AT THE HEALTH AND WELLNESS REALITIES OF THE MULTICULTURAL MARKET

2. The growing multicultural population now accounts for nearly 40% of the U.S. population. Hispanics,
African-Americans, Asian-Americans, and the LGBTQ community alike are increasingly engaging with
the healthcare industry at all levels of care and leveraging digital channels to find health information.
While we may think marketers have a solid grasp on how they engage, the reality of it all may surprise you.
The nation’s multicultural population is creating new health and wellness opportunities at the intersection
of culture, health, and technology. Let Fabric help you navigate this dynamic and evolving landscape.
Find out more at Fabricmc.com.
40% OF THE
U.S. POPULATION IS
HISPANIC
AFRICAN-AMERICAN
ASIAN-AMERICAN
LGBTQ
MINORITIES ARE QUICKLY BECOMING ANYTHING BUT THAT
Fabricmc.com

3. Source: Health Insurance Coverage in the US, 2015, US Census Bureau, Sept 2016.
HISPANICS AFRICAN-
AMERICANS
ASIAN-
AMERICANS
NON-HISPANIC
WHITE
MINORITIES
DON’T HAVE HEALTH
INSURANCE
OVER 80% OF MINORITIES
ARE INSURED
WITH MORE THAN HALF COMING
FROM PRIVATE INSURANCE
MYTH: FACT:
84%
89%
90%
93%
74%
76%
56%
52%
TOTAL INSURED
PRIVATE INSURANCE
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

4. Sources: “Racial & Ethnic Disparities in Response to DTC Advertising,” American Journal
of Health Systems Pharmacy, July 2010.
Univision/Nielsen Hispanic Healthcare Journey, 2016.
DTC ADVERTISING
IS NOT EFFECTIVE FOR
AFRICAN-AMERICANS
AND HISPANICS
DTC IS A KEY PIECE OF INFORMATION
FOR BOTH GROUPS AND A TRIGGER TO
TALK TO THEIR DOCTORS
MYTH: FACT:
64%
OF HISPANICS
FIND DTC
ADVERTISING
INFORMATIVE
DESPITE LESS EXPOSURE TO
DTC ADS, HISPANICS AND
AFRICAN-AMERICANS VIEW
DTC ADVERTISING MORE
FAVORABLY THAN NON-
HISPANIC WHITES
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

5. Sources: Chandra A, Copen CE, Stephen EH, Infertility and Impaired Fecundity in the United States, 1982-2010: Data from the National Survey
of Family Growth. National health statistics reports; no 67. Hyattsville, MD: National Center for Health Statistics 2013.
R. Ceballa, E. Graham, J. Hart, “Silent & Infertile: An Intersectional Analysis of the Experience of Socioeconomically Diverse African-American
Women with Infertility,” Psychology of Women Quarterly, 2015.
Baptiste, Kaara, “Well-born: Black Women and the Infertility Crisis No One is Talking About” (2014). CUNY Academic Works.
INFERTILITY IS A
PROBLEM THAT MOSTLY
AFFECTS WHITE WOMEN
BLACK WOMEN ARE 2X MORE
LIKELY TO EXPERIENCE INFERTILITY,
OFTEN DUE TO REPRODUCTIVE
HEALTH COMPLICATIONS SUCH AS
UTERINE FIBROIDS
MYTH: FACT:
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.
BLACK WOMEN SHOW A
GREATER NEEDFOR INFORMATION REGARDING
TREATMENT OPTIONS THAT ADDRESS
THEIR REPRODUCTIVE HEALTH AND
CULTURAL EXPERIENCES

6. Sources: Mortality: National Center for Health Statistics, Centers for Disease Control
and Prevention, 2015.
Cancer Facts & Figures, American Society of Cancer, 2016.
ASIAN-AMERICANS ARE
A HEALTHY MINORITY
THE LEADING CAUSE OF DEATH
AMONG ASIAN-AMERICANS IS
CANCER
MYTH: FACT:
ASIAN-AMERICANS ARE
2.5x AS LIKELY TO DIE
FROM STOMACH AND
LIVER CANCER
COMPARED TO NON-HISPANIC WHITES
EDUCATION AND INCREASED CANCER SCREENINGS AMONG
ASIAN-AMERICANS IS CRITICAL TO SUCCESSFUL TREATMENT INTERVENTION
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

7. Source: “U.S. Smartphone Use in 2015,” Pew Research Center, April 2015.
MINORITIES DON’T SEEK
HEALTH INFORMATION
ONLINE
MINORITIES ARE DIGITAL-FIRST
CONSUMERS AND LEAD IN
SMARTPHONE USE FOR
HEALTH INFORMATION SEARCHES
MYTH: FACT:
WHITE
58%
BLACK
67%
HISPANIC
73%
THOSE WHO ARE
SEEKING HEALTH INFO
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

8. Source: CDC 2015/National Vital Statistics Report, June 2016/Alzheimer’s Facts: Figures Report/Alzheimer’s Public Health.
Spotlight: Race, Ethnicity & Alzheimer’s Disease - Alzheimer’s Assoc (2003).
ALZHEIMER’S DISEASE
PRIMARILY AFFECTS
NON-HISPANIC WHITES
AFRICAN AMERICANS
AND HISPANICS ARE MORE
LIKELY TO DEVELOP ALZHEIMER’S
MYTH: FACT:
ALZHEIMER’SCASES ARE EXPECTED TO
TRIPLE BY 2050.
HISPANICS
AFRICAN
AMERICANS
2x 1.5xMORE LIKELY THAN
NON-HISPANIC WHITES TO
HAVE ALZHEIMER’S OR OTHER
TYPES OF DEMENTIA
MORE LIKELY
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

9. Source: “When Health Isn’t Caring,” Lambda Legal, 2010.
LGBTQs ARE TREATED
EQUALLY BY HEALTH
CARE PROFESSIONALS
LGBTQs ARE SUBJECT TO HARSH
LANGUAGE, ABUSE, AND EVEN
REFUSAL OF CARE
MYTH: FACT:
“I WAS
REFUSED
NECESSARY
MEDICAL
CARE”
8%
LGBTQ
27%
TRANSGENDER
19%
LIVING WITH
HIV
Fabricmc.com
A SURPRISING LOOK AT THE HEALTH AND WELLNESS
REALITIES OF THE MULTICULTURAL MARKET.

10. Fabricmc.com
FABRIC HELPS CLIENTS NAVIGATE TODAY’S
SHIFTING CULTURAL LANDSCAPE. WE IDENTIFY
ACTIONABLE INSIGHTS THAT CREATE MORE
CULTURALLY INSPIRED—MORE HUMAN—BRANDS.
OUR PURPOSE

11. Fabricmc.com
ROGER SALAZAR
MANAGING DIRECTOR
ROGER.SALAZAR@FABRICMC.COM
NEW BUSINESS
NIGEL.DOWNER@EVOKEGROUP.COM
MEDIA & PRESS
DAN.DJUPLIN@FABRICMC.COM
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