Special Topics: Multi-Cultural Communications

Catalog description

In 2017, multicultural consumers make up 37% of the U.S. population, with a combined spending power of $4.3 trillion. Demographic projections predict that by 2050, 55% of U.S. consumers will be multicultural — a *majority minority* reality that is already true in many individual DMAs including Los Angeles, Dallas and Miami. Clearly, understanding the unique characteristics and drivers of these cultural segments is essential for any 21st century marketer. What are the pros and cons of these approaches? And in a majority-minority U.S., what is the future of culturally-based marketing/advertising?