Four Key Insights About #youngmulticultural Consumers

As temperatures drop and consumers turn their personal thoughts to holiday planning and giving, the marketing mind is focused on ending 2015 with revenue success and starting the New Year on solid ground.
Content and digital tools will multiply exponentially to reach influencers and consumer decision makers. When I read reports from companies like Nielsen, a global information and measurement company, such as its Rising Super Consumers, I’m energized to share this data and know that this can be #amarketforyou.

Source: 2015 The Nielsen Company, The Multicultural Edge: Rising Super Consumers
The Hispanic, African-American and Asian youth are the youngest, fastest-growing segment of the U.S. population. Combined, this group will soon become a numeric majority in buying power. They think and connect with brands in a distinctive manner and are powerful influencers on attitudes and consumer behavior among non-multicultural consumers. When it comes to Latinos in Tech, you can hear more about how young Latinos are driving the economy with their buying power from Comunicad Chief Strategy Officer, Tina Jo Rodriguez, at the upcoming LATISM Convention October 28-30, 2015, in Washington DC. The #LATISM15 panel is called Marketing Strategy in 140 Character World: Outreach Programs that Get Results.
What I know to be true for today’s young dual identity consumer is the following:

  • Mobile is king and at the core of where brands need to be but not in isolation of a relevant value proposition. 
  • Make a strong first impression or your brand gets unfollowed. 
  • Don’t wait until Q-4 to engage. Start in Q-1.
  • Hispanics navigate in both worlds - bilingual and bicultural

Is your brand ready for the super multicultural consumer?
Comunicad has been leading the conversation on Hispanic PR for more than 25 years.
By Gloria Rodriguez
President & CEO, Comunicad, LLC
Follow us on Twitter @comunicadpr
Follow me on twitter at @GRnapo.