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

 

 

Pulitzer Prize Award Winning Journalist José Antonio Vargas states, “Our Equalities are Tied to Each Other” #EmergingUS #DefineAmerican

China Millennium Council President Mary Ho, Pulitzer Prize Award Winning Journalist José Antonio Vargas and ROC the film Entrepreneur Tom Crane at the University of Rochester Diversity Conference Discuss Social Equity, Inclusion and Diversity for a Modern America #EmergingUS #DefineAmerican

Cornell University President DAVID SKORTON Visits Rochester Cornell Alumni Club

Renowned Ivy League Cornell University’s 12th president, David J. Skorton, M.D. visited the Cornell Alumni Club in Rochester New York to discourse upon the school’s numerous accolades and progressive academic goals for the 21st century. Most recently, Cornell NYC TECH campus was established to integrate a multidisciplinary approach combining education and research distinguished by academic excellence with commercial success and serving the sustainable global society-at-large. The uniqueness of Cornell’s entrepreneurial culture utilizes the best of NYC’s resources, business & technology and global access.

Skorton holds concurrent faculty appointments as professor in the Departments of Medicine and Pediatrics at Weill Cornell Medical College in New York City and in Biomedical Engineering at the College of Engineering on Cornell’s Ithaca campus. He is also past chair of the Business-Higher Education Forum, an independent, nonprofit organization of industry CEOs, leaders of colleges and universities, and foundation executives; life member of the Council on Foreign Relations; and member of the board of directors of the Association of American Medical Colleges. A Master of the American College of Cardiology, he was elected to the Institute of Medicine of the National Academies and is a fellow of the American Academy of Arts and Sciences.

A seasoned administrator, board-certified cardiologist, biomedical researcher, jazz musician, and advocate for the arts and humanities, President Skorton strives to make Cornell University a global model of excellence combining academic distinction and public service. He remarked emphatically to Mary Ho, Cornell alumna and President of China Frontier, that Cornell trains future leaders for the world.

Cornell University President David Skorton Enjoys the Camaraderie and Leadership of Cornell Alumnae Catherine Shannon, Director of Practice Management at Thompson Health and Mary Ho, President of China Frontier at the Genesee Valley Club located in Rochester New York