Growing Group of Multicultural Consumers Is Making Segmenting Increasingly Complex — or Impossible

Marketing SegementationWhen Najoh Tita-Reid was a multicultural marketing director at Procter & Gamble Co. launching the “My Black Is Beautiful” marketing program, one of the realities she faced was that many of the women the effort was targeting were Hispanic as well as black. Today, as senior VP at GlobalHue Africanic, she sees a growing group of multicultural consumers who may not fully identify with any one box they’re asked to check on the 2010 Census.

Call it assimilated America, one where Spanglish may be the emerging national dialect and the U.S. population is in many ways multiethnic, making future distinctions and segmentations increasingly complex or even impossible.

By Jack Neff, AdAge
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