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05 May 2022 / Report
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Copy LinkOur survey of 2,000 US consumers with Asian, Black/African-American, Hispanic/Latino, and White (Non-Hispanic) heritage shows that looking at consumer preferences and behaviors through the lens of ethnic origins can provide valuable, and sometimes unexpected, insights for marketers for positioning and targeting strategies.
Apart from age and income, consumers’ racial/ethnic origins are an important factor in purchasing. An ethnic perspective is increasingly important for companies with the 2020 Census showing 61.6 percent of the US population is White only. Moreover, population growth is primarily coming from non-White populations—more than half of the 2010-2020 increase was driven by an increase among Latinos.
The latest edition of our research on multicultural consumers, made possible by a grant from General Mills, focuses on services, including travel plans and any impact of sustainability offerings, as well as on leisure activities, restaurants, healthcare, financial services, education, childcare, pet care, fitness, and considerations related to online and brick-and-mortar shopping channels.
Within broader trends such as reduced business travel, the shift to digital workouts, and an expectation of an increase in hybrid or fully remote work, our results highlight differ
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