beyond the melting pot:

there is no multiculturismthere is just culture

vol. i: the basics numbers, millennials, aa youth

• Marketplace is in flux• Old rules don’t apply• Process is more important than the product• Consumers want “KINSHIP” with their brands

Need something to feel connected to: ASPIRE Need community and engagement with others:

SOCIAL Need meaning in their experiences: REAL Need great service and a trustworthy brand: TRUST

How does a brand become relevant?Innovation, Authenticity, Connection, Aspiration!

the cultural marketplace

beyond the melting pot: vol i

“The fast paced diversification of the American consumer audience is

transforming many of the industry’s rules. Social change has expanded our middle class. As a result, the buying power of

African Americans, Latinos, Asian Americans and others continue to explode

each year…” – Thomas J. Foti, Editor, Deliver Magazine

consumer horizon

Multicultural Americans are being born at 2.3MM per year and growing.

beyond the melting pot: vol i

the buying power

African American - $1.3T

Asian American - $968B

Latino American - $1.6T+

By 2018 the spend of the three largest ethnic groups with exceed $3.8T USD.

beyond the melting pot: vol i

the growth        • The majority of all children born in

the U.S. are African American, Hispanic or Asian American. Between 2000 – 2010, minorities represented 91.7% of the population growth.          

• Over the next 5 years, the buying power of Hispanics and Asian Americans is expected to grow by 42% vs 22% for Non-Hispanic Whites.   

• From now to 2050, African-American population is projected to grow by 47.9%; Hispanics, 163.0%; Asian Americans, 130.3% — and Non-Hispanic Whites 3.3%.

2018 Projected U.S. Population

Latino 19.1%

AA 13.3%

Asian 6%

White 57%

Native Am 1.3%

Other 3%

Selig Center For Economic Growth, June 2013

beyond the melting pot: vol i

• Empowered and culture-driven shoppers• Over-index on products and services• Younger than the rest of the population• Trendsetters and tastemakers across many categories: food,

beverage to beauty products• Starting families in their prime, making plans + establishing long-

term brand relationships• Expressive and inclusive• Maintain their cultural heritage - see themselves as part of the

new mainstream• Mix and match endless choices and products to suit their duality

in lifestyles • Connected and mobile savvy• Use smartphones and other devices at higher more intense rates

than their white counterparts

the multicultural millennial

beyond the melting pot: vol i

BLACK HISPANIC ASIAN AMERICAN

TRADITIONAL TV AM/FM RADIO INTERNET ON PC

201:43 58:10 42:13

TIME-SHIFTED TV APP/WEB ON SMARTPHONE MULTIMEDIA DEVICE

13:25 52:14 5:47VIDEO ON INTERNET GAME CONSOLE VIDEO SMARTPHONE

13:18 9:05 2:17

multicultural media consumption

Hours: minutes spent per month

millennial news consumption by day part

beyond the melting pot: vol i

“By tearing down the us/them dichotomy between companies and customers, we can

create a much more productive and profitable environment for both sides. To do

so, companies must change, not the customers.  So be human, and provide

choice to your customers. Give something back of contextual relevance to them.

Earn a friend and use that information to be helpful, not creepy.”

- Dave Fish, Maritz CX*

… i’m still waiting to find how to be relevant

beyond the melting pot: vol i

millennials

beyond the melting pot: vol i

smart brands engage & co-create

“It’s just a way to be with the culture, with the kids and with the people,” Pusha T said. “We’re pushing creativity, and getting to see

the youth.”*

They’re not afraid to share their data.**

Multicultural Millennials I don’t care what companies know about me, I’m really not that interesting.

Pharrell & Pusha T Link with Adidas to

inspire youth in design and creativity to reinvent the brand

in L.A.

HIPCOOLREAL

beyond the melting pot: vol i

According to Brand Keys most recent 2015 analysis, the top-20 brands, which best meet Millennial consumers’ expectations and, therefore, to which Millennials are most engaged and loyal, include the following:

which brands are really doing it right?

They rent, they’re casual, the live in small spaces! It’s not about stuff with them – well at least not the stuff we’ve marketed in the past, and it’s flipping brands upside down.beyond the melting pot: vol i

aa millennials are the global trendsetters

sound style

sports speechbeyond the melting pot: vol i

Based on these four areas, aa youth dictate

global culture – and others are

happy to “borrow” their

swag.

contact: b@subkulture.mesubkulture.mesubkulture innovation

beyond the melting pot: vol i

referencesPage 2 The Future Group, 2012

Page 3 The Multicultural Edge: Rising Super Consumers, Nielsen, March 2015

Page 4 Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2013

Page 5 Selig Center for Economic Growth, Terry College of Business, The University of Georgia, June 2013

Page 6 The Multicultural Edge, Rising Super Consumers, Nielsen, March 2015

Page 7 Total Audience Report, December 2014, Nielsen

Page 8 “Americans turn to established media for breaking news, mobile,” Jeff Sonderman, Poynter, October 2012

Page 9 Dave Fish, “The Sorcerer's Apprentice Generation”, CX Café, June 2015

Page 11 Callie Clunies-Ross, WWD, Pharrell, “Pusha T Propel Creativity With Adidas and L.A. Kids”, 8.10.15,

Dave Fish, “The Sorcerer's Apprentice Generation”, CX Café, June 2015

Page 12 Brand Keys, 2015

Page 13 Iamhiphopmag.com