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World Cup marketing is in a league of its own. Fans from throughout the globe will be on the edge of their seats. With Team USA out, there is an opportunity for multicultural marketers to connect with other divers segments.
When you are alone for days or weeks at a time, you eventually become drawn to people. Talking to randos is the norm. I’ll never forget the conversation with the aquarium fisherman, forest ranger, and women at the Thai market. It’s refreshing to compare notes on life with people from vastly different backgrounds.
These days, most U.S. immigrants are not coming from Mexico, as is the popular perception, but from China and India. These changing immigration patterns are leading advertisers to take a second look at the Asian American market, which is the fastest growing consumer segment in the country.
Fully 75% of English-speaking Asian-American adults have used the Internet. Numbering well over 5 million, these Asian-American Internet users are also the Net’s most active users. By comparison, 58% of white adults, 43% of African-Americans, and 50% of English-speaking Hispanics are online.