Consumer segmentation: Subculture targeting

E.T. Franklin
Starcom MediaVest Group

Understanding the 'culture + identity' traits of valuable advertising communities in the US defined by their ethnicity or sexual orientation is key to successfully communicating with them.

People matter, consumers are king and humanity is the word 'du jour' in today's marketing arena. Curiously, people's culture + identity are often left out of this mix at the very time cultural underpinnings and identities are evolving, shifting the needs and desires of us all.

How can advertisers leverage the dynamic of changing culture + identity to develop content people want, fortify engagement in messaging and inspire creation of experiences that matter? Digging beneath the surface to understand what's happening within subculture populations (African American, Latino, Asian, LGBT and others) in the US offers important clues.