How to market effectively in a multicultural nation

David Burgos


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The United States has become one of the most ethnically diverse markets in the world. Roughly 4 in 10 persons living in the country are of a racial or ethnic background other than non-Hispanic White. The two largest states, California and Texas, are already majority-minority, and so will be the entire nation by the year 2042 according to Census projections.

This huge demographic shift didn't happen overnight. But for different reasons, most businesses in the US only started paying serious attention to these changes after the release of the 2000 Census data; and now they are trying to catch up with consumers.