Marketing to family households is no longer as straightforward as it used to be. In the past, marketers could decide on the socio-economic status and race or nationality of their target audience and craft their messages accordingly. But the rise of mixed-identity households has changed all that, forcing companies to rethink how they approach their market research.
Mixed-Identity Households on the Rise
Mixed-identity households are growing rapidly across the United States. These households, which include people of different racial, ethnic, or cultural backgrounds, now represent more than 10 percent of the U.S. population. Increases in interracial marriage and multiracial births have led to exponential growth in this segment of consumers over the past two decades. By 2030, multicultural consumers—and their households—will no longer be segments of the population. They’ll be the mainstream.
Changing Household Dynamics
In mixed-identity households, the dynamics are changing significantly compared to traditional family interactions. For starters, nearly half of multiracial Americans are under the age of 18, so marketing to these families means that you’re targeting a much younger audience than in the past.
Additionally, mixed-identity households often combine people from different socio-economic backgrounds, and their income tends to fall somewhere between that of typical minority and white households. And decision-making in these households generally involves more family members and incorporates cultural traditions into consumer preferences.
Implications for Market Research
So, what do all these mean for marketers trying to survey consumer habits, preferences, and desires? First, your market research needs to account for the fact that the head of household in these families is changing. When surveying consumers, you need to account for the possibility that other family members may play a larger role in decision-making.
You also need to broaden your definitions of identity when collecting demographic information. The traditional categories for race or ethnicity no longer capture the way consumers identify themselves. Your surveys must give responders more options to reflect mixed identities.
Multiculturalism is also changing the variables that comprise people’s identities, and your market research needs to account for this shift. Researchers can no longer define their target audiences with single definitions. Surveys and other forms of market research need to consider the way different parts of identity, including race, gender, and culture, intersect.
Marketers must adjust their research approaches to changing household dynamics, including the language they use in surveys, the options they offer respondents, and the information they’re trying to collect. To better understand how to incorporate mixed-identity household dynamics into your market research and marketing strategies, contact Ebony Marketing Systems, experts in conducting research to find new ways to reach people. For more information, call us at (718) 742-0006 or send us a message today.
