THE NEW MAINSTREAM
As the collective buying power of the African-American, Hispanic, and Asian markets hits $2 trillion, it is vitally important that advertisers deliver holistic media plans that resonate with an increasingly multicultural American market. In fact, because of multicultural consumers profound influence on setting trends, advertisers are targeting ethnic consumers first which will then galvanize the mainstream market to follow their lead.
[FULL STORY]
|
AMERICA'S IDOLS
When a celebrity aligns with a brand or product, he lends much more than his famous face to a campaign. As a spokesperson, a celebrity also brings his reputation and his following, which is essential when it comes to marketing to teens, who are just starting to define their all-important brand loyalties, and are enduringly attracted to, and influenced by, athletes and musicians.
[FULL STORY]
|
THE BUSINESS OF CROSSING CULTURES
With the rise of the Latino population in the U.S. and the corresponding surge in buying power, marketers are paying closer attention to the Latino consumer, especially Latino men. In a recent phone conversation, John Gallegos, co-founder of Grupo Gallegos, Ad Age’s “Multicultural Ad Agency of 2007,” offered insights on how to market to Latino men - approaching them in an intelligent and humorous way without stereotyping.
[FULL STORY]
|
KEEPING IT REAL
Brands are increasingly borrowing cultural elements from ethnic markets as a way of staying on top of trends, but marketers should be careful of alienating the same ethnic groups that are often the progenitors of the trends that cross into the mainstream. For marketers it is about finding that right balance of crossover appeal and ‘cultural pinpointing’, speaking to ethnic consumers as individuals not as a commodity.
[FULL STORY]
|
ASIAN AMERICAN'S POWER SURGE
The spending power of Asian Americans is on the rise, and marketers should take note. According to the Selig Center for Economic Growth, Asian Americans accounted for $253 billion in spending power in 2001, and this number is projected to reach $528 billion by 2009, which represents an increase of nearly 347 percent over the $118 billion generated in 1990.
[FULL STORY]
|
EMERGENCE OF A MULTI-CULTURAL SOCIETY
The United States is more diverse today than ever before. By 2050, one in two Americans will be a person of color, up from one in three today. People of color—specifically Latinos, African Americans, and Asian Americans—are taking root and demanding greater marketing attention. Failure to take notice of their increasing influence has the potential to lead to the erosion of marketers’ existing revenue streams. View graphic representations of the growth, spending power, and geographic composition of multicultural Americans.
[FULL STORY]
|
