Why the Traditional ‘General-Market’ Paradigm Is Dying
Brands Must Adapt to the ‘New Majority Marketplace’
There is considerable buzz in the marketing industry over the recent release of the 2010 Census’ racial and ethnic data — most loudly, among multicultural advertising agencies. And on the other side of the boardroom table, advertisers are undoubtedly reading and listening to various interpretations of what this means for their businesses. The takeaway is simple: America is more ethnically diverse than ever; 50% of babies born today are non-white. And when these babies grow to be adults, they will be in the majority, as so-called ethnic minorities.
Read the entire article at AdAge.