THE RESEARCH NARRATIVE:
The multicultural landscape has been in a period of seismic shifts over the last few years. Yet according to the University of Georgia’s Selig center for Economic Growth, by 2027 more than $1 out of every $5 of US disposable income will belong to diverse communities, including multiracial households. Further, multicultural audiences hold $7 trillion in buying and advocacy power.
At EGAMI Group, this got us thinking. We see multicultural as MultidimensionalTM – complex and expansive and are comprised of multiple dimensions: our culture, our background, lived experience, family dynamic, values, pain points, and ambitions. It acknowledges that we cannot be defined by one thing – that we are MORE, and that this complexity is an asset.
To us, it seemed obvious. But the general market playbook still seems to dominate by brands and brand marketers. So, we decided to ask consumers what they think about how they see themselves, and what would help them trust brands again.
WHAT IS SEE ME MORE:
EGAMI’s new and proprietary IP study shows that nearly 50% of consumers want all parts of their identity considered by brands, beyond race and gender. And 89% of consumers said that when brands market to them focused on multiple parts of their identity, they can trust the brand more and believe the brand ‘gets’ them.
THE OPPORTUNITY:
See Me More research confirms that multicultural consumers are clear that they will put their trust and loyalty into brands who see them as more than just one part of their identity. They have given brands a literal roadmap on what parts of their identity to use to create a complete marketing profile to reach this multi-hyphenated consumer. And the brands that understand multidimensional know there’s nothing “general” about these audiences.
If brands aren’t marketing to them from the vantage point of seeing the full dimensionality of this this rich, interesting, multicultural audience, it’s like they’re throwing money into the wind. These consumers have incredible spending power. But if brands continue to use the old general market playbook, they’re already out of date.
Want to dive deeper? Connect with us for the full report and tailored analysis.
