How should marketers reach younger and more diverse Americans, the generation between 18 and 39 whose spending is set to explode? To answer this question, we enhanced the Cultural Fluency framework we first introduced in 2017, to better increase the ROI on marketing to a diverse America.
Listen to or download this presentation to learn about:
- Our three-part framework for deepening Cultural Fluency for the New Wave.
- Details of the New Wave Group Traits, covering the “what, how and where” of marketing to this segment.
- Case study examples outlining how a handful of leading brands are activating against these Traits.
How to Win America’s New Wave of Multicultural Consumers
Indeed, applying a demographic lens alone is not only superficial and impractical, but also ignores the commonalities that bind people together across different cultural experiences.
For that reason, we have developed an exhaustive analytical method for understanding how cultures vary, identifying six cultural attributes that can be used to culturally profile any segment. This work has formed the foundation of our Essentials of Multicultural and Generational Marketing work.
And for younger Americans in particular, this approach is especially important. This group has grown up in an environment of intrinsic diversity not experienced by older generations, and which unites their consumption behavior across demographic labels. We call this group the “New Wave” of consumers, those consumers born into an America that was already intrinsically diverse.
According to our research, New Wavers possess six Group Traits as shown in the graphic below.