Page 22 - The Case For Change
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THE CASE FOR CHANGE 21
D. THE LONG TAIL: YEARS OF BRAND GROWTH
Multicultural consumers have more years of effective buying power than their White Non-
Hispanic counterparts.
There’s data to back this statement up, and it’s another reason why marketers cannot ignore
the Asian, African-American, or Hispanic consumer. Longer lives translate to greater years
of effective buying power. For the brand manager and C-suite executive, the solution for a
successful long-term return on investment is theirs for the taking.
Source: Nielsen, The Multicultural Edge: Rising Super-Consumers, 2015
Given the latest birth rate trends and continued Multicultural population increases coming
from the womb, and not from immigration, the case for change becomes even clearer.
X. MISGUIDED SATISFACTION?
The 2018 ANA/AIMM Multicultural and Inclusive Benchmark Survey paints a sobering picture
of how marketers view their efforts to reach diverse segments, and the reality of their
company’s actual activity. Marketers who stated they have Multicultural and Inclusive efforts
were asked if they intended to advertise to segments in 2019. Intentions were down for all
segments except Hispanic, which remained stable.
