If you’ve had a feeling all the ads with interracial couples and mixed-race kids has recently ramped up, it’s not your imagination. In a report by Nielsen, The Multicultural Edge: Rising Super Consumers, young and savvy spenders are setting trends and establishing brand relationships with companies that confirm their existence. From the report:
The Multicultural Edge: Rising Super Consumers is a fresh perspective on multicultural consumers as the emerging consumer force in America today. It builds on the previous series of groundbreaking analytic reports on the attitudes and behaviors of African-American, Asian-American and Hispanic consumers and illustrates why companies should consider multicultural consumers as the cornerstone of today’s successful marketing strategies.
They are leading the way in digital devices and social media, which they use to celebrate and maintain their evolving cultural identities, as well as to connect with each other and the world around them. In many product categories, they are “super consumers.
Looks like marketers are seeing spaces like ours and realizing a major opportunity. Beyond Black & White is dead-center in the lead of this trend because we are part and parcel of why this new trend is emerging. The report also says that there will be a population explosion amongst Hispanic (85%) , African American (18%) , and Asians (15%), and a marked decline (6%) with non-Hispanic whites.
Check out this juicy bit. Something interesting is marked in bold.
Multicultural and mixed-race Americans are changing the face of the future. Prior to the 2000 U.S. Census, respondents only had the opportunity to pick one box for self-ascribed race. Beginning in 2000, more than one box was allowed, and 2010 was the first opportunity to view multiple race growth data. The 2010 Census showed that within one decade, growth of the multiple-race population increased 32%, while the single race population increased by only 9%. In this environment of culture sharing and shifting, the emerging culture will be led by a mixed blend of people from various backgrounds, and no single race or ethnicity will comprise a majority. Further data from the U.S. Census American Community Survey shows that between 2006 and 2014, multiple race populations grew 77%, while NHWhites in multicultural households increased by 30%. This indicates a stronger opportunity through proximity for cultural sharing and blending that increases the pool of consumers with a multicultural mind set.
Translation: Non-Hispanic whites are marrying interracially by the bucket loads.
So what’s fueling the trend? Technology, of course.
How much you want to bet that news that black women are intermarrying at a break-neck pace will be reported on and blow the whole, “nobody wants black women” tropes right out of the water? Black women are at the center of building these multiracial and multicultural consumers with their non-black mates.