Where?

The influence of ethnic segments still

strongest in the traditionally
multicultural markets of the West,
South, and East.
However, ethnic consumers are
gradually expanding to the Central
and Northern regions of the U.S.
 Key Areas in the U.S. that are
Majority-Minority
States: California (60%), Texas (55%), Hawaii
(77%) and New Mexico (60%)
Metropolitan Areas: New YorkNorthern
New JerseyLong Island (51%), Los Angeles
Long BeachSanta Ana (68%), Houston
Sugar LandBaytown (60%), MiamiFort
LauderdalePompano Beach (65%), San
FranciscoOaklandFremont (58%), Las
VegasParadise (52%), Memphis (54%),
Washington DCArlingtonAlexandria (51%),
San DiegoCarlsbadSan Marcos (52%)
 Counties: Los Angeles (72%),
Cook County, Illinois (56%), Harris
Country, Texas (67%)
 *Almost* Majority-
Minority
States: Nevada, Maryland, Georgia,
Arizona, Mississippi, Florida, New
York, New Jersey, Louisiana
Counties: Travis and Tarrant
Counties, Texas, Mecklenburg
County, North Carolina, Hillsborough
Country in Florida, Milwaukee
County, Wisconsin, Fairfax Country,
Virginia, Pima County, Arizona
 Additional Snapshot
Facts
83 percent of people in the U.S. report at least
one foreign ancestry.
Garcia and Rodriguez are among the top 10
surnames in the U.S.
The multicultural population grew 19 percent
between 2000 and 2010 and is expected to
grow by 194 percent between 2010 and 2050.
By 2042, the U.S. is expected to become a
majority-minority country. By 2050, ethnic
segments will make up 54 percent of the U.S.
population.
 So
The U.S. is already a multicultural nation.
Future growth will primarily come from ethnic
segments, esp. Hispanic Americans/Latinos.
The implications for businesses are enormous.
Companies need to rethink the way they do
business in the U.S. if they want to stay
relevant to consumers now and in the future.
Ethnic segments must be an integral part of
the overall business strategy if companies want
to remain viable and grow.
 What does the Future
Hold?
By 2050, there will be 203 million non-
Hispanic Whites, 133 million Hispanics, 52
million African Americans, and 33 million
Asian Americans.
The multicultural segment (people of 2 or
more races) will have a strong say in the
future of the U.S. This group will be 11 million
strong by 2050.
White with black; White with Asian; White with
American Indian
A challenging segment!
 What does this mean for
Business?
Businesses need to not only
understand what is happening in
these ethnic segments, but they
need to know how they should be
responding to it.
Translating an ad into Spanish or
hiring an African American sales
manager is not sufficient.
Businesses need to be in culture.
 In Culture?
Speaking to customers in their own native
language or the language they respond to
the most when making buying decisions.
Being sensitive to ethnic and nationalistic
sensitivities and not making cultural
gaffes.
Hiring a multicultural marketing expert to
make sure you know what in culture is
and what is not.