Page 11 - The Case For Change

10 THE CASE FOR CHANGE

in June 2017 fi nds that Multicultural groups comprise more than 50 percent of the population
in California, Texas, Hawaii, New Mexico, and the District of Columbia. Florida and New York
are approaching majority Multicultural status, while cities like New York and Miami are known
to be Multicultural and Inclusive.

Even Georgia, Maryland, Arizona, and Nevada have witnessed signifi cant Multicultural growth,
with massive socioeconomic changes coming to these states.

V. THE CASE FOR CHANGE: WHY NOW?

Marketing hasn’t changed over the last decades as much as the world around us has. The
chart below comes from a presentation for The Case for Change with key messages offered
by Nydia Sahagún, SVP of segment marketing at Wells Fargo Bank and an AIMM member. Her
words offer a clear window into what The Case for Change seeks to accomplish.

A. WHAT IS THE “DIVERSE CONSUMER”?

Although Hispanic, African-American, Asian, and LGBTQs are today’s main diverse targets,
the defi nition has broadened beyond the traditional understanding to include a spectrum of
identities ranging from body type and religion to disabled and veteran status. That said, today’s
focus and spending predominantly target Hispanics, African-Americans, and Asians, with
growing efforts to reach the LGBTQ community.

Examples of how brands have reacted to societal shifts abound. For example, the February 15,
2018 announcement from Macy’s to sell items from Verona Collection’s modest dresses, tops,
cardigans, and hijabs was an effort to better serve observant Muslim women at select stores
and online. In March 2017, Nike announced that it was launching a “Pro Hijab” line of active
wear.