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ORGANIZATIONAL STRUCTURE 19

VI. CONCLUSION

No matter the structure or structures one chooses to implement, the end game remains
the same -- optimal consumer-brand connection. This requires a high degree of relevance,
respect, and the measurements and metrics to evaluate ROI. Multicultural marketing is a
business imperative and, like any business decision, it needs to be grounded in growth.

Multicultural marketing is a business imperative and, like
any business decision, it needs to be grounded in growth.

AIMM’s Case for Change Playbook lays out some of the most compelling reasons for
marketers to invest in targeted marketing and to commit to structures and resources that
support those efforts. These include:

• Population Growth

The population growth of the US is being driven by Multicultural segments. This growth
will become more pronounced in coming years, as White Non-Hispanic population
growth rates are expected to diminish.

o Multicultural segments, which include all ethnic segments except White Non-
Hispanics make up 40 percent of the U.S. population (U.S. Census Bureau American
Community Survey, 2016).

o The White Non-Hispanic population declined by 55,000 in 2016 and is expected
to continue this descending pattern. Meanwhile, the Multicultural population is
projected to increase by 2.3 million each year before becoming a numeric majority in
just 25 years. (U.S. Census Bureau American Community Survey, 2016).

o Asians had the highest annual growth rate (three percent) of any major U.S. racial
or ethnic group in 2017. The Hispanic growth rate followed at two percent, compared
to 0.9 percent for African-Americans and a decrease of 0.1 percent for White Non-
Hispanics (Pew Research Group, “U.S. Hispanic population growth has leveled off,”
2017).