Tough People Outlast Tough Times: Findings from the Yankelovich Multicultural Marketing Study
In times of uncertainty, African Americans and Hispanics have always drawn on their cultural strengths to help them cope, survive and thrive. This week's MONITOR Minute looks at why and how ethnic consumers are sustaining a resilient optimism during this economic climate, an emerging trend explored in the just-released Yankelovich Multicultural Marketing Study 2009, and how marketers can strengthen brand connections by tapping into their optimism.
HISPANIC AND AFRICAN-AMERICAN CONSUMERS ARE SUSTAINING A RESILIENT OPTIMISM
Despite higher degrees of worry, stress and economic anxiety(1)...