·
Non-Hispanic whites in majority multicultural
areas, which Nielsen coins as Super
Geos in its recent report, show similar purchase patterns as multicultural
consumers.
·
Programs such as Black-ish and Fresh off the
Boat are attracting
diverse audiences, including non-Hispanic whites.
Implication: Your targets are not what they seem. As
populations shift in size and attitudes, marketers should not miss the
opportunity to appeal to audiences based
on cultural interest.
Action:
1-
Watch millennials and generation Z who are more
accepting of cross-cultural experiences than older generations.
2-
Target based on lifestyle segments, not only
demos.
3-
Pilot programs in super geo areas (e.g., NY, LA,
SF, New Orleans, Nashville)
