Hispanics, African Americans Show Strong Reconnection to Heritage, According to Yankelovich Multicultural Marketing Study; Trust Declines for African Americans, but Not for Hispanics

“Hispanic and African American consumers are reconnecting with their roots more so now than at any other time in the past, according to the Yankelovich MONITOR Multicultural Marketing Study 2006 released today from marketing consultancy Yankelovich Inc. For Hispanics, this strong reconnection means growing the bi-cultural segment of the marketplace; for African Americans, it means creating a new Black renaissance.

This year’s study also revealed that trust in government and other institutions declined over the past year for African Americans while it remained positive for Hispanics. Yet, both groups still have strong trust in brands.

The study was developed in collaboration with Burrell Communications, the nation’s leading agency specializing in African American and urban markets, and Dr. Felipe Korzenny, professor and director of the Center for Hispanic Marketing Communication at Florida State University. Now in its third year, the study is the first of its kind to examine consumer behaviors and attitudes and offer comparative and contrasting views of the African American, U.S. Hispanic and Non-Hispanic White markets.”

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