Are you reaching the US multicultural market?

Are you reaching the US multicultural market?

For brand managers, marketers and businesses in general, understanding the target market is imperative. For businesses and brands focusing on the US market, the need to understand and plan for its growth in a multicultural demographic is quickly becoming a necessity rather than an add on strategy.

According to 2016 US census, more than 38% of the US population is accounted for by African-American, Asian American, Hispanic and consumers from other ethnicities. That is a consumer base of over 120 million people!

The Hispanic consumer base is the largest (`18%), followed by African American (~13%) and Asian (~6%) are the largest. More importantly, with expansive buying power and unique consumption habits, these groups are already a signficant consumer force in the country.

The US Census further estimates that these groups will increase by 2.3 million each year before becoming a numeric majority of the population by 2044. However, multicultural base is not just about individual people. If we take into account, intermarried couples, multiracial populations, people living in multi-ethnic areas and cohabiting households, the multicultural base is much wider than numbers suggest.

These groups speak over 300 languages, with over 60 million people speaking a language other than English at home. From business perspective it is important not to view the new marketplace as a collection of discrete communities.

Instead of creating additional silos of consumers, there is a need to cultivating interest in brands and products by realizing that consumer’ interests now extend beyond their own communities.

The same holds true for effective brand communication across languages. The idea for translating business communication in different languages to reach the target audience needs to stem from the base that the overall essence, message and vision of the brand remains inclusive across cultures and language barriers.

Thus when it comes to communicating in a different language, there needs to be a focus on “cross-cultural” communication rather than simple multicultural translation.

Instead, the transformation is not only an expansion in the number and size of cultural segments, it is also an expansion in personal interest across cultures. For this reason alone, the term “cross-cultural” is more precise than “multicultural.”

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