Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism
Ended Up Sending Mixed Marketing Messages
Esther (E.T.) Franklin
Starcom MediaVest Group
Editor’s Note: During the last five years, there has been a strategic debate among marketers about the rapid growth of ethnic minority populations and talk of “minority-majorities.”
The Multicultural Edge
Rising Super Consumers is a fresh perspective on multicultural consumers as the emerging consumer force in America today. It builds on the previous series of groundbreaking analytic reports on the attitudes and behaviors of African-American, Asian-American and Hispanic consumers and illustrates why companies should consider multicultural consumers as the cornerstone of today’s successful marketing strategies.