The "State" of the Asian-American Market

The Census shows that the three largest multicultural groups (Hispanic, African-American and Asian-American) now account for nearly a third of the U.S.

The “State” of the Asian-American Market

Saul GitlinStrategic Services/New Business Kang & Lee Advertising A Young & Rubicam Brands/WPP Company

As we approach the midway point next year between Census 2000 and Census 2010, we can certainly say that multicultural consumers have “come of age.” The release of Census 2000 statistics on the nation's largest multi- cultural populations has caused a significant perceptual shift in corporate America concerning the need for multicultural marketing. Whereas in the last 10 to 15 years, multicultural programs have been considered as good options, they are now increasingly being viewed by top corporate executives...

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