Multicultural Marketing: Why One Size Does NOT Fit All.

“As the general population continues to become more diverse, with ethnic Americans of African, Asian, and Hispanic descent making up 25 percent of the overall U.S. population, the days of one-size-fits-all marketing are gone forever. Today, marketers are much more aware of the significant opportunity that the varying demographic groups present and realize that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up $1.3 trillion or 18.5 percent of all U.S. buying.* To appeal to these highly lucrative and diverse audiences, marketers are now abandoning traditional mass-marketing practices in favor of laser-focused, multicultural marketing efforts. “

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