Kenda Gee | CHINA MILLENNIUM COUNCIL

Ken Sato, Business and Social Entrepreneur Owns and Operates Small World Foods and Mary Ho, China Millennium Council President at the iconic Wegmans Food Markets Headquarters located in Upstate Rochester New York, participate in the New York State Finger Lakes Regional Economic Development Council

Multicultural consumers are transforming mainstream U.S. marketplace business economy. Propelled by twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends, redefining the increasingly diverse consumer marketplace. By understanding the cultural landscape that drives multicultural consumer behavior today, marketers and advertisers can anticipate future business market trends and forge long-term relationships with the most robust and fastest growing segment of the U.S. consumer economy.

THE NEW MAINSTREAM

African-Americans, Asian American Pacific Islanders, Latino Americans et al comprise 38% of the U.S. population with U.S. Census projections forecasting multicultural populations will become the numeric majority by 2044
92% of the total growth in the U.S. population from 2000-2014 came from multicultural consumers
U.S. multicultural buying power is currently $3.4 trillion

MULTICULTURAL BUYING AND SUPER CONSUMERS

Super consumers represent top 10% of a category’s household consumers and drive minimally 30% of sales, 40% of growth and 50% of profits
Super geos are geographic regions and metropolitan areas with very high concentrations of Super Consumers of categories

CULTURALLY DRIVEN BEHAVIORS

82% of multicultural heavy consumers actively use a smartphone vs 70% of non-multicultural counterparts
Multicultural heavy consumers are 32% more likely to be the stop segment of mobile users averaging 73 website visits per month and more likely to use an average of 46 apps per month

Adapted from Nielsen, An Uncommon Sense of the Consumer™ www.nielsen.com

China Millennium Council President Mary Ho and International Award Winning Documentary Lost Years Fillmmaker Kenda Gee Discuss the Vast and Diverse Diaspora of Chinese Extending to U.S., Canada, Australia, New Zealand including Europe and the African continent.

LOST YEARS: A PEOPLE’S STRUGGLE FOR JUSTICE is an international award winning epic documentary tracing back over 150 years of the Chinese diaspora covering four generations of racism as revealed through the journey and family story of Chinese Canadian filmmaker Kenda Gee. Traveling with his father Took Gee, they return to China and retrace the path of his grandfather, who sailed to Canada in the summer of 1921, and even earlier over a century ago, his great grandfather. A journey of hope for a myriad of Chinese who quickly encountered discriminatory laws including the head tax levied on new Chinese immigrants to Canada which ultimately deprived them of their rights as citizens. The story begins with the fall of the Qing Dynasty in 20^th century China circa 1911 towards the end of World War II, recounting painful decades of anti-Chinese racial prejudice in North America. Extending from Vancouver Island and Angel Island, Gee’s journey takes him across Canada and America, retracing the footsteps and experiences of the Chinese immigrants and their modern day descendants. A moving account of their personal stories capture the enormous hardships and obstacles they overcame in order to obtain citizenship in their own new countries of birth and acceptance in a modern diverse global society. www.lostyears.ca