Tough People Outlast Tough Times: Findings from the Yankelovich Multicultural Marketing Study

This article argues that U.S. ethnic minorities are staying relatively optimistic in the recession, with positive feeling strengtened by the election of Barack Obama as the nation's president.

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.


Despite higher degrees of worry, stress and economic anxiety(1)...

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