Consumidores multiculturales gravitan en torno a las marcas, productos y actividades que refuerzan sus raíces culturales
Nielsen, one of the main survey and information companies in the world has recently launched its report The Multicultural Edge: Rising Super Consumers, a report that identifies multicultural consumers as the most dynamic and of highest growth in the US economy.According to the study, the average expenditure of the multicultural consumer in the USA is US$3400,000,000 a year. This represents a great impact on the economy of the country.The report is based on spending attitudes and behaviors of Afro-American, Hispanic, and Asian-Americans, according to what Mónica Gil, senior VP and general manager of Nielsen´s Crecimiento Multicultural y Estrategia said. “The unprecedented influence of multicultural consumers implies the broadening and expansion of the multicultural market. This could be key for the future”. 38% of multicultural consumers is made up of a young audience and it is expected that by 2044, 21 out of 25 counties will have a population in which 50% of their members are multicultural.On the other hand, multicultural consumers gravitate around brands, products and activities that strengthen their cultural roots. These behaviors are affecting the purchase behavior of non-multicultural consumers.For Nielsen, understanding how purchase behaviors are impulsed by multicultural consumer values is the key to the total growth of the market.If you wish to download a copy of the entire report, visit {Nielsen´s;www.nielsen.com} website.
