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America is undergoing an unprecedented transformation. You know the numbers. But this sea change is beyond demographics. A “New Wave” of American consumers is breaking, unleashing powerful forces grounded in a shared experience of diverse, intersecting, and transforming cultural identities.

To address these changes, companies have swung between extremes, from dedicated ethnic to one-size-fits-all approaches, such as Total Market and Polyculturalism. But success still seems elusive.

Meanwhile, the impact of this New Wave continues to accelerate, especially among younger Americans, leaving many marketing organizations scrambling for the right strategy.

We believe a new imperative is required to unlock its enormous current and future spending power.