As diverse populations continue to grow and dominate the consumer marketplace, their influence is rapidly creating a "new mainstream culture" that's young, tech-savvy - and worth paying attention to because of its tremendous buying power. In order to sufficiently engage this population, communicators must say goodby to traditional methods and begin developing culturally relevant approaches.

1. MULTICULTURAL
COMMUNICATIONS
INSIGHTS

2. THE OPPORTUNITY
Multicultural communications insights
impacts core business strategies:
• Growth
• Innovation
• Globalization
Companies that lead with multicultural
insights to devise authentic sustained
marketing strategies will reap the most
profitable returns on their investment.
The Nielsen Company,
March 2015 The Multicultural Edge
“ “

3. MULTICULTURAL COMMUNICATIONS
• Minorities now make up 47 percent of the under-18
population.
• The multicultural market will become the new majority
in the year 2050.
• 50 percent of babies born today in the U.S. are non-
White.
The top U.S. segments are
• Hispanic
• African American
• Asian

4. MULTICULTURAL MARKET = NEW MAINSTREAM
92%
of all population growth from 2000 – 2010
came from Hispanics, African Americans
and Asians.
1/3
Minority population* increased from
86.9 to 111.9M between 2000 – 2010
representing just over
of the population.
*Minority population is everyone except non-Hispanic Whites

5. MULTICULTURAL BUYING POWER
• U.S. multicultural buying power is growing at an exponential
rate versus total U.S. consumers, increasing from $617 billion
in 1990 to $3.4 trillion in 2014.
• This represents a percentage increase of 415%, which more
than doubled the total U.S. buying power increase of 204%.
*Source: Selig Center
for Economic Growth,
U.S. Census Bureau

6. BARRIERS TO DEVELOPING A RELATIONSHIP
• Lack of understanding of changing demographics
• Lack of awareness/understanding of multicultural
communications
• Total market approach

7. THE ADVANTAGE
BRAND
ADVANTAGE
MULTICULTURAL
ADVANTAGE
COMPETITIVE
ADVANTAGE

8. THREATS TO EFFECTIVELY
COMMUNICATE WITH AUDIENCE
• Awareness
• Opinions
• Access

9. THE AUDIENCE

10. AFRICAN AMERICAN
SUPER USERS
They are ahead of the digital curve, utilizing
video, mobile and other platforms to
interact online.
EARLY ADOPTERS
They outpace the general market in the
use and adoption of the Internet for news,
entertainment and social activities.

11. • Projected buying power for 2015 is estimated to reach $1 trillion.
• Culturally relevant ads resonate with African American consumers.
AFRICAN AMERICAN

12. TOP 25 AFRICAN AMERICAN MARKETS

13. HISPANICS
EARLY ADOPTERS
Outpace general market consumers in use
and adoption of the Internet for news,
entertainment and social activities.
SUPER USERS
Over-index in use of video, mobile and
other online interaction platforms.

14. HISPANICS
• Projected buying power is estimated
to reach $1.5 trillion by 2015.
• Prefers to gather information in
Spanish but make purchases
in English.

15. TOP 25 HISPANIC MARKETS

16. “ “
Customer engagement is a customer’s
emotional or psychological attachment to
a brand, product or company and is the
definitive predictor of business growth.
Gallup, State of the American
Consumer Report, June 2014

17. THE MULTICULTURAL VALUE PROPOSITION
• Give the audience an emotional reason to do
business with you.
• Display how life can be better with your product or
service in the context of the audience core value.
• Invite the audience to do business with you. Show
them you care about their needs and values, and
truly want and value their business.
• Follow through on the marketing promise, build
engagement and create a good experience.

19. BETTER COMMUNICATIONS APPROACH
• Customization
• Culturally relevant
• Match the passion points of your audience
• Targeted content and programming
• Creating a total experience through various touchpoints

20. COMMUNICATIONS SUCCESS
• Deeper relationships
• Loyal and engaged audiences
• Brand affinity

21. EXAMPLES