As members of Generation Z and Generation Alpha mature and come of age, their influence on consumer trends and the economy is becoming more impactful. The unique characteristics of these younger generations are largely shaping the ways marketers target their messages to better appeal to these audiences. Among the most
Reggie Alston, VP of Qualitative Research, and Shirley Worthington, Development Specialist, at Ebony Marketing Systems recently contributed an article, “Qualitative Insights That Build Trust: Community-Driven Outreach on Tobacco and Substance Use in Colorado,” to the Fall Newsletter for QUALPOR*. The Colorado Department of Public Health and Environment partnered with Ebony
Ebony Marketing Systems (EMS) approaches multicultural recruitment the same way it approaches research—by aligning recruiters with prospective respondents. One of EMS’s recruiters illustrates this approach. A minority immigrant woman, her experiences with companies focused on product testing—which didn’t resonate with her—discovered EMS. It was a natural fit. The work isn’t
In today’s diverse society, inclusive marketing research isn’t just nice-to-have—it is essential. Whether you are a company, nonprofit, or government agency, understanding and serving multicultural communities begins with collecting and using inclusive data. Doing so provides a more comprehensive and accurate representation of the people you aim to reach. Capturing
Demographic studies offer valuable insights into population changes, cultural shifts, and emerging opportunities. These are just a few key takeaways from recent demographic studies that can benefit marketing strategies for companies, nonprofits, and government agencies. Increasing Ethnic and Racial Diversity One of the most prominent characteristics is the increasing diversity
Our CEO and President Kai K. Fuentes shared diagnostic questions for AAPI inclusion in the Multicultural Marketing Resources, Inc. May newsletter. Here are three simple questions to ask during Asian American Pacific Islander month: 1. When working a Black and/or Latino marketing plan, do you ask – what about the
Understanding multicultural consumers’ nuanced behaviors and preferences is crucial as consumer behavior changes rapidly. Companies, nonprofits, and government agencies aiming to connect with target audiences must delve deeper than surface-level data. One of the most effective ways to achieve this is by surveying target groups multiple times over intervals—known as
The phrase “demography is destiny” often surfaces in multicultural marketing research. The axiom says that demographic factors such as age, gender, ethnicity, income, and education are destiny—effectively fencing off certain groups of consumers that “must” behave in a certain way because of their characteristics. However, is the old adage still
The White House has been collecting proposals on how to reclassify racial data collection for the 2030 census, which could bring positive changes but may also exclude American Indians and Alaskan Natives (Native Americans) from some official data sets. US Race Data Collection Is Complex The Brookings Institution released a
The idea of the “American dream” is that anyone in the US can achieve success through hard work and determination. It’s been around for over a century and has formed a crucial part of American culture and ideology, but only about half of Americans today think the American dream is
