The new Multicultural Digital Fact Pack 2018 will which help companies navigate a 21st-century, digitally-centric media landscape with actionable insights and strategies for the New Mainstream.

The Multicultural Digital Fact Pack 2018 provides brands, agencies and research companies never- seen before data in three areas:

(1) The 2017-2018 digital media spend by U.S. Hispanic, African American, Asian, and Non-Hispanic Whites;
(2) Key digital behavior and attitudes by ethnicity/race, nativity (Hispanic only), and age (18-34, 35-49); and
(3) Key findings of several empirical studies that drive in-cultural marketing effectiveness for U.S. Multicultural consumers.

The publication launched in October in culmination of Hispanic Heritage Month, this webcast provided members with the opportunity to hear first-hand from Jake Beniflah (The Center for Multicultural SCience) on how this can help your business.

Key Insights:

• The days of defining the mainstream as White no longer fits the demographic reality of the 21st century. American cities are becoming more and more multicultural, while the percentage of non- Latino Whites is declining.
• Youth and purchasing power growth is on the side of multicultural consumers, particularly for Latinos and the biracial segment.
• Segmentation has a strong scientific foundation and continues to be a key factor why consumer- entric companies win in the marketplace.

Digital media makes up a little over 50% of the total media spend in the U.S. Although digital usage is driven by the multicultural population, brands are under-investing in digital with key multicultural segments. Better strategic alignment is needed.

Companies must create new strategies to address the new mainstream and develop business plans to win in key cities. Market share is either won or lost at the local level.

Webcast Presented by:
Dr Jake Beniflah – Executive Director, The Center for Multicultural Science

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