A LOOK INTO THE MULTICULTURAL MAINSTREAM

THE RESEARCH NARRATIVE

Amid shifting values and an increasing emphasis on personal identity and self-expression, EGAMI partnered with Zeno Group set out to understand the state of multicultural America today.

Surveying over 6,000 respondents, the study evaluates the meaning, impact, challenges, and aspirations of multiethnic identity across generations, sexual orientations, and ethnic/racial backgrounds and how they perceive brands and sectors engaging with them. We uncovered powerful insights into a new generation of individuals who identify as two or more ethnicities or races, which we call “Generation Self-Defined.” This group, representing over 10% of the population, is one of the fastest-growing, youngest segments in the U.S.
Generation Self-Defined celebrates their layered, complex identities, blending cultural practices, traditions, and interests from across society. They lead with values like Social Responsibility, Empathy, and Activism, committed to building a society that honors the unique challenges and strengths of every individual.

WHO IS GENERATION SELF-DEFINED?

Generation Self-Defined is a multiethnic and dynamic group growing faster than ever in the U.S. As a powerful force shaping today’s multicultural landscape, their influence signals a larger cultural shift toward openness, acceptance, and freedom.

THE OPPORTUNITY

Optimistic and forward-looking, Generation Self-Defined is done with performative gestures. They bring a unique blend of cultural empathy and self-confidence, appreciating the power of their influence. With 69% feeling positively about different groups advocating for one another, they are a driving force for authentic, cross-cultural engagement.

Marketers, take note: the playbook for effective multicultural communications is evolving fast. This original study highlights both the challenges and opportunities for brands, companies, and employers to meaningfully connect with the mainstream, where multicultural and multiethnic identities are rapidly shaping the cultural landscape.

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