Copyright 2016 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.

Presented to Ad Club of NELA

BySusan Saurage-Altenloh

Marketing to the New Cultural Mix

May 2016

22

• How the U.S. cultural mix is changing

• Key consumer groups

• Effect of diversity on consumption

• What to expect for the future

Our Path Today

33

The Changing Face of America

Source: Pew Research Center

44

Growth by Cultural Group

55

Cultural Generation Gap – Age & Race

66

Ethnic or Not?

77

88

African Americans

99

Asian Americans

1010

Hispanics

11

1212

Category Comparison: An Example

1313

Total Mobile Application for Top Third of Consumers

14

1515

1616

What’s next?

1717

About the Presenter

Susan Saurage-Altenloh:

Disruptive researcher

Smarty pants

Committed to actionable insights

Perpetual student

Great clients (even the large ones)

Highly collaborative

Gym rat, but hates cardio

Talented chef & passionate foodie

Technology addict

Business owner

Leading edge > bleeding edge

Price rarely matters

1818

Does your marketing measure up?

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