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Are “Multicultural Consumers” transforming the US mainstream

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Are “Multicultural Consumers” transforming the US mainstream

A new report from Neilsen suggests so.

With multicultural consumer spending in the United States today at $3.4 trillion, this "super consumer" group has tremendous impact on U.S. mainstream culture, according to a Nielsen report released today. The report identifies multicultural consumers as the most dynamic and fasting growing segment of the U.S. consumer economy.

"The Multicultural Edge: Rising Super Consumers report builds on Nielsen's previous series of reports on the attitudes and spending behaviors of African-American, Asian American and Hispanic consumers," says Monica Gil, senior vice president and general manager of Multicultural Growth and Strategy, Nielsen. "The unprecedented influence of multicultural consumers on the behavior of non-multicultural shoppers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity, which may be the key to the future."

Multicultural consumers are younger, in their prime and already make up 38% of the U.S. population.

The report identifies multicultural Super Consumers, which refer to the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of profits of any consumer product category. The report suggests that by understanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends.

The New Mainstream

Multicultural consumers are younger, in their prime and already make up 38% of the U.S. population. Expected to become the numerical majority by 2044, 21 of the top 25 most-populated counties in the United States are already more than 50% multicultural. Knowing the cultural appeal of a brand is critical to marketers, as multicultural populations can vary widely even within metro areas. The combination of majority multicultural geographies and high levels of interethnic proximity magnify the need for ethnic and cross-cultural marketing.

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