The multicultural edge: Rising super consumers

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.
  • Multicultural consumers are transforming the US mainstream as they already represent more than their numerical share across a wide range of product categories.
  • They are leading the way in digital devices and social media which they use to celebrate and maintain their evolving cultural identities.
  • They are connected, mobile-savvy and younger than the rest of the population, making them a growing consumer force in an increasingly multicultural mainstream....

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