Factor 2: The Rise of the “New Wave,” The First Generation That is Intrinsically Diverse
We recognize that the evolving population dynamic in America has now firmly placed multicultural at the center of all marketing. It’s not just that Multicultural is big, it’s that Multicultural influences all other demographics.
This is especially true for the generation of Americans between 18-39, which we call the “New Wave.” This generation is the first to grow up in what we call an intrinsically diverse environment. While far more diverse, the New Wave share an orientation toward inclusion and diversity not seen in older generations.
And they are now rapidly increasing their spend.