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Outlook for Multicultural Marketing in 2016 – Jan issue Multicultural Marketing News

Tuesday, Jan 12, 2016
 Multicultural Marketing News
January 2016
What’s Inside: Outlook for Multicultural Marketing in 2016
Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc.,
In this issue, Top multicultural marketing experts weigh in with their informed opinions on what to expect in Multicultural Marketing in 2016 in the US. Read on to learn what these experts have to say about their outlook for multicultural marketing in the coming year.
Outlook from
  • Ethnic Technologies – Multicultural Millennials: The Next Generation of Trend-drivers
  • Emcay – Pharma Investment Will Double in 2016
  • ISA – Outlook for Multicultural Marketing Research in 2016
  • Vision Strategy and Insights – Multicultural Marketing 2016: The Year of the Rising American Electorate
  • Campbell Communications – Outlook for Multicultural Marketing in 2016
  • Mikado Marketing – 2016 Cultural Trends by MIKADO Marketing
Multicultural Millennials: The Next Generation of Trend-drivers

In 2016 and beyond, marketers large and small must be very aware that by 2020, more than 50% of all US consumers will be classified as multicultural. So, not only have multicultural and mainstream marketing merged, but we are also looking at a new generation of trend-drivers: Millennials. The Millennials are driving trends, and driving them in ways that seemingly change and evolve daily. So, marketing tactics need to change, as technology continues to alter these important consumers’ buying behaviors. Why not incorporate more music and entertainment into your marketing arsenal, spaces so critical to the millennial markets? Shopping and digital behaviors have become so intertwined, the lines so blurred, it is also critical to connect your advertising to the millennial multicultural populations. It’s becoming more about the vehicles that are driving your marketing. Be present when and where these critically important consumers want you to be. As always, the use of accurate multicultural data, analysis and market identification will be key factors in your success. Multicultural marketing, Research and Ethnic Identification is our passion and we look forward to helping all our clients and partners achieve the results they expect from the Leader in Multicultural Marketing. For more information, please contact Karen Sinisi, Director of Sales, Ethnic Technologies, 866-333-8324 ext.117, 
Pharma Investment Will Double in 2016
As PharmaculturalTM specialists, we believe the pharma investment in the multicultural US markets will double in 2016 and for good reasons.  First, the clinical gaps between US ethnic groups and the general populations continue to be significant presenting a scalable long-term revenue upside for brands to narrow these gaps and impact patient lives.  Second, the short term ROI and promotional response in these populations compared to general promotion is UNBEATABLE.   After leading some of the largest cultural strategies in pharma we have now seen ROI measurements across therapeutic areas that are proven over and over to simply be BETTER.  Also, in 2015, more pharma companies invested then ever before.  Finding new growth and getting ahead of competition is priority for most brands and the Rx category is no exception.  How many tactics in your marketing mix can drive hundreds of millions in sales?  Your PharmaculturalTM strategy will.

Outlook for Multicultural Marketing Research in 2016
Two major trends will converge in 2016 that will influence the way we conduct multicultural marketing research for years to come. One is the tendency, particularly amongst young people and minorities, to use their smartphones as their primary means of accessing the Internet. Findings from the Pew Research Center suggest that Latinos and African Americans are more likely to be “smart-phone dependent” than their Caucasian counterparts. The second trend we are seeing is the increasing use of smartphone research apps by market research companies. The dual benefit of these apps is that we can gather respondent feedback in real-time, at the point of experience, and that we can reach young people and minorities who otherwise would not be able to participate in research studies. ISA’s online research division, SoapBoxSample, is increasingly using their mobile app, MySoapBox Mobile, to gain deeper insights from a more diverse pool of research participants. We expect the adoption of research apps to increase in 2016, and for years to come. By Michael Halberstam, Chairman, Interviewing Service of America (ISA), 
Multicultural Marketing 2016: The Year of the Rising American Electorate

As pollsters, political consultants and pundits continue to focus on the upcoming Presidential election in November, the conversation will inevitably turn to the Rising American Electorate — voters of color, young people, and unmarried women — who for the first time in history will comprise the majority of eligible U.S. voters.   As multicultural researchers, we are uniquely positioned to drive this conversation, and provide the cultural and generational insights that can help marketers reach this key voting bloc. One year ago, the Center for American Progress noted that “as people of color become an ever larger share of states’ electorates, the political implications for both parties comes into even sharper focus: In 2016, to win the presidency-as well as many U.S. Senate races-candidates will need to secure substantial support from voters of color.”   Quality research is needed to ensure that these young, increasingly multicultural voters are accurately represented in focus groups and polls — regardless of the language they speak — so that their voices can be heard and their priorities reflected in the positioning and policies of the 2016 candidates. At Vision Strategy and Insights, our expertise includes experienced bilingual/bicultural focus group moderators, innovative methodologies to reach millennials, and working in partnership with pollsters to develop culturally relevant questionnaires for the Latino, African American and Asian electorate.  We look forward to a year of increasing data and insights into these Rising American voters, and to sharing  the results of our upcoming online survey of Latino voters.  For more information contact Michele Cordoba at or Brenda Lee at
Outlook for Multicultural Marketing in 2016

A clue to where Multicultural marketing and communications will be in 2016 is where it has been historically. If multicultural was meant to embrace multiple cultures in our marketing efforts, we’ve fallen short over the past three decades. In the late 1980s the U.S. Census heralded the shift in the U.S. population from minorities to influential segments, “The New Majority”. Nevertheless, up until today they are viewed as “special” segments and not leading consumer groups. Television programming has come of age with respectful African American programming, Asian, Latino, Gay, and Lesbian program content. Isn’t it time for advertising to catch up? One reason for this is that there are less than a handful of multicultural agencies. Think about it in response to the U.S. Census news, agencies were created that were uni-cultural, with a single focus such as African American, Hispanic or Asian. Moreover, they were ethnically focused not culturally focused. I have been fortunate that when engaged to conduct African American focus groups initially I was subsequently asked to moderate Caucasian, Latino and Asian groups. This allowed those clients the opportunity to have consumer discovery of insights with multiple consumers. This has always been the goal of multicultural marketing efforts and somehow perhaps due to expediency we haven’t executed this optimally. So if this is the intent, we have to ask ourselves, which agencies are truly multicultural? By Ron Campbell, President, 718-671-6989,,
2016 Cultural Trends by MIKADO Marketing
Prior to 1970, most U.S. immigrants were European, but by 2000, nearly 50% of incoming migrants came from Latin America. Recently, Chinese and Indians are having the highest number of immigrants entering the U.S. Marketers have long included the immigrant population in their communication through references to the early immigrants in commercials such as the Ragu ads, and African American representation in Pepsi ads of the 1950s. Today’s brands have more of a total market approach in brand positioning like Taco Bell’s ‘Live Mas’ campaign. Such campaigns have been commended for their intent and have translated into huge financial successes for the associated brands. To nurture the global economy, brands must be inclusive to cultural groups by keeping up with immigrant trends including population growth, consumer preferences, buyer behavior, business development and more. MIKADO Marketing strives to stay ahead of the curve when it comes to a changing multicultural industry. Learn more about cultural trends and what to expect in 2016. By MIKADO Marketing;; 720-583-4347;
If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: or contact Lisa Skriloff at 212-242-3351 or
Next Issue: February 2016
Deadline: February 5th, 2016
Theme: Post Game Multicultural Commentary on SuperBowl TV Spots

              Black History Month
              2016 is The Year of the Monkey
To see upcoming newsletters view our 2016 Editorial Calendar
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