Marketers Leave Billions on Table; Affluent Ethnic Consumers Widely Overlooked

“iversity AffluenceTM, the consulting company founded by noted trend forecaster and marketing consultant Andrea Hoffman, announces that American affluent ethnic consumers are one of the most underserved sectors in our population when it comes to marketing and advertising campaigns and tactics. One of the reasons for this is that in the past, little to no information existed. At least not until now.

Hoffman has recently created a new term, “Royaltons(TM)” to refer to this largely untapped demographic of American affluent ethnic consumers. With an annual individual income of at least $100,000 and a household income of at least $200,000, Royaltons(TM) is derived from the word “royalty,” a small but affluent group of influential people.

According to a Diversity Affluence(TM) January 2007 report, Royaltons(TM) making $200,000+ in household income have amassed $110 billion dollars in purchasing power. “Smart marketers will benefit immeasurably from effectively engaging these influential consumers, who have been patiently waiting to be engaged for years, and have been largely ignored by most marketers,” says Hoffman. “Our research among this segment of Royaltons(TM) concludes that they have money to spend, and are waiting for the smartest marketers to help them to decide where and how to spend their $110 billion.”

According to the data compiled for the study of Royaltons with $200,000+ household income, the breakdown in the United States looks like this: 48% Asian, 30% Hispanic, and 22% African-American/Black. As the total income of these households amounts to $110 billion, $52 billion are in the hands of affluent Asian households, $33 billion are in Hispanic households, and $24 billion are in African-American/Black households. Geographically, the Pacific and Middle Atlantic divisions of the country combined account for more than half of all such income.

Upcoming Special Report from Diversity Affluence(TM): Results of Atlanta and New York focus groups with Royaltons(TM). This report will explore how African American Royaltons(TM) differ from the mass affluent in their tastes, buying habits, and marketing preferences.

Diversity Affluence(TM) is the authoritative voice of, and advocate for, the affluent ethnic consumer. As the first company of its kind, Diversity Affluence(TM) provides the depth and breadth of marketing and business development consulting necessary for brands to effectively understand, target and engage a wide range of affluent ethnic classes.

For more information about consulting services please call 973-846-0155 or email

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