The Multicultural Edge of the Rising Super Consumer

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

 

 

National Asian Pacific Islander American Chamber of Commerce & Entrepreneurship ACE Leadership Delegation Convene with Congressional Leaders at The White House

Krystal Ka'ai, Executive Director of the Congressional Asian Pacific American Caucus (CAPAC), U.S. Congresswoman Judy Chu, Representative (D-CA 27th District) and Mary Ho, China Millennium Council President Discuss Business, Healthcare and Immigration Concerns Impacting the Asian American Pacific Islander Communities nation-wide.

The National Asian Pacific Islander American Chamber of Commerce & Entrepreneurship ACE Leadership Delegates assembled for their inaugural roundtable meeting at the White House in Washington, D.C., undaunted by the recent federal government furlough, and successfully engaged dialogues with U.S. congressional leaders and White House officials. ACE serves as the national voice representing the multitude interests of the Asian American Pacific Islander business community, champion advocate and resource for the regional and local chambers of commerce, business associations and professional organizations in the U.S.

Mary Ho, China Millennium Council President and Bill Imada, Chairman of the National Asian Pacific Islander American Chamber of Commerce & Entrepreneurship ACE and Chief Collaboration Officer of IW Group Inc., Convene with U.S. Congressional Leaders in Washington, D.C.

Ambassador Cui Tiankai Honors U.S. Joint-Venture Innovation Leaders for Modern China

China Millennium Council President Mary Ho and Chinese Ambassador Cui Tiankai Reminisce Earlier Autumnal Visit to Upstate Rochester New York including Pumpkin Highlights at Wegmans Food Markets in Pittsford and the Center for Integrated Manufacturing Studies CIMS at Rochester Institute of Technology

China President Xi Jinping’s newly appointed U.S Ambassador Cui Tiankai conveyed celebratory congratulations for the 40th anniversary of the earliest exchanges between China and the U.S. dating back to 1973, opening doors for long-term investments, advancing partnerships and promoting mutual good will. Notably, Nobel Peace Prize recipient and former U.S. Secretary of State, Dr. Henry Kissinger and U.S Trade Representative Ambassador Carla Hills shared their intriguing perspectives and modern insights.

Dr. Henry Kissinger, former U.S. Secretary of State and Mary Ho, President of the China Millennium Council Enjoy Their Camaraderie at the 40th Anniversary Celebration of the first exchange between China and U.S. in 1973 arranged by the National Committee on United States - China Relations

Two leading China – U.S. joint-venture industry leaders were recognized and given tribute who included Alcoa CEO and Chairman Klaus Kleinfeld and IMAX CEO Richard Gelfond, whose modern stewardships in China will through their innovative technologies continue to enrich China’s modern growth and development.

Alcoa is the largest foreign investor in China’s aluminum industry and was named Top Green Company in China. Since 1993, Alcoa Bohai Aluminum Industries Company is China’s largest multinational company in the aluminum industry and invested more than $800 million. Alcoa’s founder Charles Martin Hall in 1928, founded the Harvard-Yenching Institute and supports scholarly studies between western and Asian countries, in particular China.

Mary Ho. China Millennium Council President and Klaus Kleinfeld, CEO and Chairman of Alcoa Inc., the Largest Foreign Investor in China's Aluminum Industry Discuss Sustainabiity and Best Practices for China

IMAX is expanding the modern movie-going experience in China and fostering collaboration with China’s film studios, bringing depth to the cultural cinematic interchange. Early on in 2001, IMAX engaged the Chinese movie-goer experience by providing a unique cultural exchange media platform and playing a key leadership role into the development of a large theatre network. IMAX also in conjunction with Chinese film studios brings the best of Chinese cinema within the country and throughout vast audiences globally.

Another renowned U.S. joint-venture pioneer, Walmart China opened its doors in 1996 and introduced to the Chinese the largest retail consumer store ranging from farm-fresh groceries to the emerging e-commerce retail business for their Chinese customers. Presently Walmart operates 396 stores in China and created more than 100,000 direct job opportunities with a vital sourcing presence in China and critical partnerships with 20,000 suppliers throughout China and internationally. Dedicated to serving their local communities, Walmart was awarded as one of the Top 10 Oustanding Corporate Social Responsibility Cases  of Chinese Enterprises by Business Value, a leading business journal in China.

Maggie Sans, Walmart Vice President of International Corporate Affairs and Mary Ho, China Millennium Council President Contemplate Chinese Customers' Preference Shopping On-Line Versus a Tactile Atelier Experience

 

Asian American Pacific Islanders National Leadership Efforts Honored by The White House

Howard Koh, M.D., M.P.H., Assistant Secretary of Health, U.S. Department of Health and Human Services, Mike Honda, U.S. Congressman (D-CA) and Mary Ho, President of China Millennium Council gather to Celebrate Asian American Pacific Islander Month of May in Washington, D.C.

Nearly 1,000 Asian American Pacific Islanders AAPI national, state and local community leaders gathered to celebrate the AAPI Month of May in Washington, D.C. and was honored for their efforts and contribution to American society by U.S. Vice President Joe Biden. U.S. Congresswoman Judy Chu (D-CA) introduced Vice President Biden as he opened his remarks by paying tribute to the late U.S. Senator Daniel K. Inouye. Vice President Biden addressed the AAPI leaders and community by stressing the critical significance of embodying Senator Inouye’s fervent legacy and values of modern equality, justice and opportunities for all Americans. Moreover, Biden emphasized the importance of how modern immigration reform to the AAPI community can only strengthen the future and foundation of the American economy.