Multicultural Nation: Divergence and Convergence in the New America is the marketing industry’s most
comprehensive study of America’s complex ethnic and cultural landscape. The findings are a key to the
rapidly changing cultural map of the New America and provide marketers with the nuanced insights
required for on-target, brand-consumer connections. In 2009, GlobalHue conducted 8,309 interviews
of 287 questions on national outlook, media consumption habits, technology use and lifestyle within
African-American, Hispanic, Asian American and non-Hispanic White population segments, with the
goal of understanding the cultural backdrop and inputs to American consumers. The quantitative study
was fielded to help us answer a fundamental question: Is there a way to deal with our growing diversity without getting lost in our complexity?