Page 20 - The Case For Change

THE CASE FOR CHANGE 19

• African-Americans over-index on shoe purchases and wireless services.

• Asians over-index on dining out, public transportation use, housing, and education.

Understanding these differences, and properly responding via nuanced marketing, will help
brands in properly engaging the diverse consumers they seek.

B. FREQUENT SHOPPERS

The number of shopping excursions by Multicultural segment is important for marketers to
comprehend. The more trips they make, the more they spend. As seen in the table below,
African-American consumers for the 52-week period ending May 21, 2016 were shown to
make the greatest number of trips across “almost all retail channels” versus their Hispanic,
Asian, and their non-Hispanic counterparts.

Source: Nielsen Homescan Panel, latest 52
weeks ending May 21, 2016
C. YOUNG CONSUMERS

Look at the advertising focus in America, and then look at the assumed targets. Marketers
continue to place their emphasis on adults between the ages of 18 and 49. That’s a wide
spectrum of people, with varying tastes and media habits. But there is one thing that is
worth noting: the percentage of Multicultural consumers within this still-enormous primary
advertiser target is larger than it has ever been.

As Nielsen noted in March 2017, of the 75 million millennials living in the U.S., 42 percent
of them are Multicultural (Nielsen, Multicultural Millennials Are Infl uencing Mainstream
America, 2017).