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The Multicultural Edge of the Rising Super Consumer

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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

 

 

U.S. Dept. of Labor Deputy Secretary Christopher Lu Keynote Speaker at National ACE Conference & Awards Ceremony

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China Millennium Council President Mary Ho, U.S. Dept of Labor Deputy Secretary Christopher Lu and Asian Chamber of Commerce Houston President Linda Toyota at the 2015 National ACE Conference & Awards Ceremony at the Ronald Reagan Building and International Trade Center in Washington D.C. emphasized the Value of Collaborations of Unite Learn & Prosper.

U.S. Department of Labor Deputy Secretary Christopher Lu stated emphatically the Value of Collaborations during his keynote opening remarks at the Asian Pacific Islander American Chamber of Commerce & Entrepreneurship 2015 National ACE Conference & Awards Ceremony held at the Ronald Reagan Building and International Trade Center in Washington, D.C. Honorable Christopher Lu serves as the Chief Operating Officer of a 17,000 employee organization that strives to create greater opportunities for all Americans. Earlier Lu served as the White House Cabinet Secretary and Assistant to the President. As one of the highest ranking Asian Americans in the Obama Administration, Lu was also the Co-Chair of the White House Initiative on Asian Americans and Pacific Islanders.

National ACE brings together the leadership and insights of business owners, entrepreneurs, corporate leaders and government officials from across the country. Unite Learn & Prosper theme showcased the issue of invisibility among the AAPI community in all industry sectors including higher education, business and workforce labor areas. Establishing a pipeline with fair access to opportunities critical to ensure inclusion and success of AAPI community. Latest findings on the Asian American Pacific Islanders AAPI business and consumer communities were shared by Nielsen, CNBC and ACE leadership team. Highlights included remarks by Honorable Maria Contreras-Sweet, Administrator of the U.S. Small Business Administration; Ken Niumatalolo, Head Football Coach at the U.S. Naval Academy; and Dominic Chu, Markets Reporter for CNBC and Cornell University School of Hotel Administration graduate.

Sach Takayasu, CEO & President of National ACE, Mary Ho, China Millennium Council President, Ken Niumatalolo, Head Football Coach U.S. Naval Academy, Linda Toyota, President Asian Chamber of Commerce Houston and Betty Lo, Vice President of Community Alliances & Consumer Engagement at Nielsen.

Jim Morris, Managing Director of TRAFFIC TECH Headquartered in Sydney, Australia Visits NYC

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Jim Morris, Managing Director of Traffic Tech headquartered in Sydney, Australia, Mary Ho, President of China Frontier and Haley Newman, Designer, Discuss Developing Global Competencies for the Dynamic International Consumer Business Markets

Jim Morris, Managing Director of Traffic Tech Australia, Mary Ho, President of China Frontier, and Haley Newman, Designer, discussed the emerging role of developing global competencies critical for leading sustainable business practices. Traffic Tech is a diverse globally based company situated in Sydney, Australia with business presence in Asia, New Zealand, Europe and U.S. regions.

Traffic Tech is renowned for the development, manufacturing and supply of civil and traffic engineering products including their Preformed Inductive Vehicle Detection Loops. Known as Surface Mounted vehicle detection pads and Sub-Surface vehicle detection loops for the control of traffic lights, boom-gates and other vehicle management and access control systems that require vehicle loops to be installed without compromise to the asphalt pavement or concrete slab structure. Products include EzyLoops – preformed vehicle detection loops, Solar powered flashing light systems – for School Zones and pedestrian crossings, and Tactile switch pads – for passive pedestrian detection.