Forbes, January 30, 2024

The two articles, “New Study Shows The Influence Of Diverse Consumers (Part 1)” and “New Study Shows The Influence Of Diverse Consumers (Part 2),” discuss recent research conducted by the Hispanic Market Council (HMC) and the Asian American Advertising Federation (3AF) regarding the cultural perspectives and behaviors of diverse consumer segments in the United States.

In Part 1, the study challenges the traditional assumption that diverse consumers would assimilate into the broader Anglo culture over time, highlighting a shift where these groups, particularly younger generations, maintain and embrace their cultural identities. The under-35-year-old population is projected to become a multicultural majority, signaling the need for marketers to adapt strategies to cater to this changing demographic landscape.

Part 2 delves deeper into the study’s findings, revealing that white Caucasian respondents are recognizing their own culture in new ways and shifting their perspectives to align with Black and Latino cultures. The articles discuss trust circles, media trends, and the importance of language, emphasizing the complexity of youth culture and the necessity for CMOs to invest in diverse marketing strategies to resonate with multicultural consumers.

Click here to access the part 1: https://www.forbes.com/sites/isaacmizrahi/2023/12/21/new-study-shows-the-influence-of-diverse-consumers-part-1/?sh=d7af2ca13513

Click here to access the part 2: https://www.forbes.com/sites/isaacmizrahi/2024/01/30/new-study-shows-the-influence-of-diverse-consumers-part-2/?sh=564855d69a22