Multicultural Cultural Intelligence Program

Dive deep into the Hispanic, Black, and Asian influential growth segments as compared to White consumers. Differentiate what works and doesn’t for these segments vs. the general population.

The U.S. demographic landscape has transformed; 140 million multicultural consumers now represent 42% of the population. Multicultural consumers have driven over 100% of U.S. population growth over the last five years and are projected to drive even greater growth for the foreseeable future.

Key Elements of our Multicultural Program

    • Consumer Essentials – Uncover insights and effective executions with data-driven measures of cultural variation.
    • Passion Points – Explore music, food, sports, media and other passions.
    • Category Insights – Spotlight timely, emerging multicultural trends by industry.
    • Brand & Ad Testing – Assess the cultural fluency of brands and ads.
    • Strategic Frameworks – Apply strategic frameworks to prioritize the steps required to drive growth and market share.
Multicultural Growth 2022

Fill out the form to download an excerpt from our Multicultural Terminology research and read below for all the latest insights on this segment.

Understanding and Embracing Multicultural Terminology - deck example

Asian Market Research

Asian American’s currently account for about 6% of the total U.S. population (19 million people), but they are projected to almost double over the next 40 years.

Black Consumer Research

There are over 330 million people living in the U.S. today. About 41 million of them are Black, roughly 12% of the total U.S. population.

Hispanic Market Research

60 million+ Hispanics accounted for 56% of U.S. population growth between 2014 and 2019. This segment is projected to nearly double in size over the next 40 years. 

The Latest in Multicultural Market Consumer Trends

The Top Ads for Parents: How to Alter the Path to Purchase

Reading Time: 3 minutes. From Beyoncé’s powerhouse presence to e.l.f. Cosmetics’ courtroom quips, the Super Bowl ads of 2024 offered a rollercoaster of emotions and innovation. Dive into our panel’s breakdown, uncovering the hits, misses, and the game-changing moments that define the future of advertising.

Man holding a remote control in front of a television

Beyond Halftime: Super Bowl Ads Culturally Deconstructed

Reading Time: 9 minutes. From Beyoncé’s powerhouse presence to e.l.f. Cosmetics’ courtroom quips, the Super Bowl ads of 2024 offered a rollercoaster of emotions and innovation. Dive into our panel’s breakdown, uncovering the hits, misses, and the game-changing moments that define the future of advertising.

Black family hugging and smiling in their kitchen

Black History Month 2024: Insights for Authentic Engagement & Empowerment

Reading Time: 3 minutes. Black History Month, February 1—29, 2024, is a key opportunity for brands to celebrate Black achievements and contributions to American culture. Black cultural holidays are booming in the United States, and Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate.

Young Hispanic couple looking at a cell phone together

Leverage Hispanic Media Insights for Brand Impact

Reading Time: 4 minutes. Multicultural Americans spend an enormous amount of time and attention in the digital media space. Hispanic Americans especially are super users: they spend their time across many platforms, social media and otherwise, especially those that support Hispanics and allow them to stay connected to family and friends.

Products & Services

Use culture to connect efficiently and effectively across segments

Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.

Tailored solutions delivered by our full-service, bilingual Qualitative and Quantitative research teams.

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