“Being the First”: An Ageless State of Mind in the Multicultural Marketplace

This brief article uses survey data to look at the early-adoption attitude of African-American and Hispanic consumers ages 50 and older and shows how marketers can leverage their need to “Be the First” to appeal to this influential consumer segment.

“Being the First”: An Ageless State of Mind in the Multicultural Marketplace

Much has been written about young multicultural consumers being trendsetters in music and fashion, active users of digital devices and all-around early adopters. But opportunities are being lost by thinking about “trendsetters” in such a narrow way among such a narrow group of consumers. In fact, the idea of “being the first” is more than a mere pop-culture-related behavior, and it applies to older consumers as well as younger consumers within the multicultural markets. This week's MONITOR Minute takes a look at the early-adoption attitude of African-American and...

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