Why Multicultural Consumers - American Multicultural Marketing

The Power of the Multicultural Market

Not only do today's multicultural markets show strength in numbers, but they are also active consumers with considerable buying power.

Total minority buying power is estimated at $1.3 trillion or 18.5 percent of all U.S. buying power. The 102.8 percent increase in minority buying power since 1990 far outpaces the 67.4 percent increase for the White population during the same time period.

Evidence shows that ethnic populations are not effectively reached by advertising placed with traditional, "general market" media. The Los Angeles Times' estimated Hispanic market of 778,181 reaches only 12 percent of the 6.5 million Hispanics in the Los Angeles DMA. Recent Nielsen Media Research shows that only one top ten general market program, American Idol, is among the top ten for African American homes.

Even when general market advertising does reach ethnic audiences, the advertising messages often miss the mark. They're viewed by many minorities as "not for them." Multicultural audiences feel that mainstream media do not understand them, for the most part, and do not speak directly to them.

Targeted ethnic media, however, cater their messages to their communities. Ethnic newspapers contain editorial focused on the news and issues directly affecting their readership. Spanish-language radio stations, among the top rated stations in many markets, feature music catering to Hispanic heritage and tastes. And television outlets such as BET, The International Channel and Telemundo draw diverse ethnic audiences with their focused programming.




		The Power of the Multicultural Market Not only do today's multicultural markets show strength in numbers, but they are also active consumers with considerable buying power. Total minority buying power is estimated at $1.3 trillion or 18.5 percent of all U.S. buying power. The 102.8 percent increase in minority buying power since 1990 far outpaces the 67.4 percent increase for the White population during the same time period. Evidence shows that ethnic populations are not effectively reached by advertising placed with traditional, "general market" media. The Los Angeles Times' estimated Hispanic market of 778,181 reaches only 12 percent of the 6.5 million Hispanics in the Los Angeles DMA. Recent Nielsen Media Research shows that only one top ten general market program, American Idol, is among the top ten for African American homes. Even when general market advertising does reach ethnic audiences, the advertising messages often miss the mark. They're viewed by many minorities as "not for them." Multicultural audiences feel that mainstream media do not understand them, for the most part, and do not speak directly to them. Targeted ethnic media, however, cater their messages to their communities. Ethnic newspapers contain editorial focused on the news and issues directly affecting their readership. Spanish-language radio stations, among the top rated stations in many markets, feature music catering to Hispanic heritage and tastes. And television outlets such as BET, The International Channel and Telemundo draw diverse ethnic audiences with their focused programming.