{"id":990,"date":"2015-05-25T12:53:32","date_gmt":"2015-05-25T12:53:32","guid":{"rendered":"http:\/\/www.chinafrontier.com\/?p=990"},"modified":"2015-05-25T19:23:39","modified_gmt":"2015-05-25T19:23:39","slug":"the-multicultural-edge-of-the-rising-super-consumer","status":"publish","type":"post","link":"http:\/\/www.chinafrontier.com\/?p=990","title":{"rendered":"The Multicultural Edge of the Rising Super Consumer"},"content":{"rendered":"<div id=\"attachment_991\" style=\"width: 968px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/www.chinafrontier.com\/wp-content\/uploads\/2015\/05\/photo-58b1.jpg\"><img aria-describedby=\"caption-attachment-991\" loading=\"lazy\" class=\"aligncenter size-full wp-image-996\" title=\"photo-58b\" src=\"http:\/\/www.chinafrontier.com\/wp-content\/uploads\/2015\/05\/photo-58b1.jpg\" alt=\"\" width=\"958\" height=\"1124\" srcset=\"http:\/\/www.chinafrontier.com\/wp-content\/uploads\/2015\/05\/photo-58b1.jpg 958w, http:\/\/www.chinafrontier.com\/wp-content\/uploads\/2015\/05\/photo-58b1-255x300.jpg 255w, http:\/\/www.chinafrontier.com\/wp-content\/uploads\/2015\/05\/photo-58b1-872x1024.jpg 872w\" sizes=\"(max-width: 958px) 100vw, 958px\" \/><\/a><p id=\"caption-attachment-991\" class=\"wp-caption-text\">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<\/p><\/div>\n<p>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.<\/p>\n<p>THE NEW MAINSTREAM<\/p>\n<ul>\n<li>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<\/li>\n<li>92% of the total growth in the U.S. population from 2000-2014 came from multicultural consumers<\/li>\n<li>U.S. multicultural buying power is currently $3.4 trillion<\/li>\n<\/ul>\n<p>MULTICULTURAL BUYING AND SUPER CONSUMERS<\/p>\n<ul>\n<li>Super consumers represent top 10% of a category&#8217;s household consumers and drive minimally 30% of sales, 40% of growth and 50% of profits<\/li>\n<li>Super geos are geographic regions and metropolitan areas with very high concentrations of Super Consumers of categories<\/li>\n<\/ul>\n<p>CULTURALLY DRIVEN BEHAVIORS<\/p>\n<ul>\n<li>82% of multicultural heavy consumers actively use a smartphone vs 70% of non-multicultural counterparts<\/li>\n<li>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<\/li>\n<\/ul>\n<p><em>Adapted from Nielsen, An Uncommon Sense of the Consumer\u2122 www.nielsen.com<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 &hellip; <a href=\"http:\/\/www.chinafrontier.com\/?p=990\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14,130,260,224,79,4,187,241,152,181,142,6,239,147,231,63,205,57,54,240,60,237,178,209,84,210,262,96,90,91,40,179,101,8,184,180,208,12,64,81,1,135,188,94,223,227,228,5,95,183,128,242,67,158,123,93,92,267,211,157,193,194,269,86,53,235,136,70,36,77,11,13,137,268,59,261,9,248,100,99,108,109,151,56],"tags":[387,316,18,22,309,189,310,25,365,24,311,327,43,321,349,312,314,389,345,15,19,346,317,69,418,378,27,328,41,315,270,326,348,352,353,377,191,324],"_links":{"self":[{"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/posts\/990"}],"collection":[{"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=990"}],"version-history":[{"count":27,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/posts\/990\/revisions"}],"predecessor-version":[{"id":1016,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=\/wp\/v2\/posts\/990\/revisions\/1016"}],"wp:attachment":[{"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=990"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.chinafrontier.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}