Just as People Adapt to Cultural Shifts, So Must Brands
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In the wake of Barack Obama’s re-election by a wide multicultural coalition, evidence is growing that Latino influence on mainstream society is growing far beyond the consumption of tacos and salsa music. This has important consequences for marketing by multicultural and general-market professionals alike.
Non-Hispanics residing in Latino-dense urban areas are emulating consumer behavior traits of Hispanics. That is the finding of a recent study by Wing/WPP in partnership with Experian Simmons. Besides above-the-usual consumption of Latin food, music and sports, as might be expected, these mainstream consumers are heavier users of mobile technology, alternative medicine, entertainment and communal and recycling practices, when compared with counterparts residing in ethnically homogenous neighborhoods. Another recent survey by Conill/Publicis found that across eight major cities the general population now believes that the Latino influence on mainstream culture, art and politics has become quite significant.
A logical forecast based on this data? As ethnic populations grow and spatially disperse across the country, mainstream America gradually will adopt a number of minority ways and preferences.
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