Four Questions to Ask Your Team About America’s Multicultural Consumers

We are at a tipping point.

American communities are advocating for change in large numbers and with resounding energy. Is your brand ready to take on the change needed to support America’s multicultural consumers? As you evaluate and prepare to take on this challenge, we suggest you ask your team these four questions:

1. Do we understand the multicultural population in America? 

The U.S. demographic landscape has transformed; 129 million multicultural consumers now represent 40% of the population. A deep dive into research and insights on multicultural consumers can help you understand and capture the voice and passions of key growth segments: Black, Hispanic, and Asian.

2. How is our brand perceived among multicultural America, specifically the most influential generations?  

An intrinsically diverse youth segment (ages 18-39) has emerged in the U.S. These Gen Z and Millennial consumers, referred to as the New Wave, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations. Evaluating how well your brand(s) and advertising resonate is critical to growth.

3. Do we know how to succeed with multicultural and New Wave consumers?

Powerful traits like exceptionalism and anxiety influence how consumer segments perceive and engage with brands. Improving your understanding of these traits among multicultural consumers can help you recognize, anticipate and influence consumer decision-making in your category. From there, you can develop a framework and a plan to effectively build deep, authentic connections.

Happy Black woman shopping in grocery store

4. Are we successfully embedding Cultural Fluency throughout your organization? 

Educate your team on your framework so there is an organization-wide understanding. You will need alignment on the language and tone necessary to be relevant and authentic, the themes and stories that resonate with multicultural communities, and the next steps for continued innovation and activation.

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