Marketers tackle America's multiethnic culture with tuned in campaigns
The populations of Hispanics and Asians in the US have each increased more than 40% in the last decade, a fact that has not escaped the country's marketers. The 2010 US Census data revealed that 16.3% of the country's population is now Hispanic, while Asians comprise 4.8% but is the fastest growing group.
Every ethnic group witnessed at least double-digit percentage growth, with the black population growing the slowest at 12.3%. For marketers, this data has either served as a wake-up call for those who have traditionally catered to a mainstream audience or as an affirmation for those who have designed culture-specific campaigns.
"We're way beyond just putting a black face in an ad to appeal to individuals," says Jerome Williams, interim PhD program director and Prudential Chair in Business at Rutgers University. "There was a time in the 1960s and '70s when you saw a black or Hispanic face and it did have an appeal. Today, marketers have to go deeper than that to appeal to a particular group."