Really interesting study conducted by Yahoo! and Mindshare. While I always love to see data on the multicultural market I think the hard part for most marketers is how they can utilize it. The data presented here is a great start but what could add real strategic value are specific recommendations on content, how to achieve true authenticity and insights into the cultural values that define these consumers. All things someone with multicultural expertise can identify – which is why every company needs access to a multicultural expert.
Here’s an excerpt from the article:
There is a strong benefit for marketers who are able to “speak ethnicity” in their advertising. When done correctly, ethnicities are more likely to notice your brand and talk about it with their communities. By understanding what categories matter to ethnic consumers and speaking to them with an authentic voice, marketers can tap into this critical audience as the U.S. consumer markets continue to evolve and grow.
Read more at: Yahoo! Advertising Solutions