To genuinely reflect and connect with multicultural consumers, brands need to lead by example and take meaningful action.
Our latest COVID-19 initiative takes an expansive look at consumer preferences and shopping behaviors during our time of crisis. The analysis uncovers how attitudes and spending patterns are shifting among the major racial and ethnic segments at a general and category-specific level. These insights will help you understand how to connect with consumers right now and in the near future.
You’ll find category-specific decks ready for download on this page, covering alcohol, mobile and electronics, entertainment and media, financial services, food and beverage, home care, and personal care. But before diving in, take note of these key insights…
Four High-Level Findings to Help You Navigate Marketing during the Pandemic:
1. The majority of consumers in each segment are being more mindful of their spending habits, especially Hispanic consumers. This means that the bar is raised for which brands and products make the cut. You’ll need to pay close attention to how behaviors and preferences are changing right now to stay relevant across segments.
2. 4 in 5 Americans expect brands to take positive action in response to the pandemic. This is not the time for your marketing efforts to go dark. Stay relevant by taking action and speaking out in ways consumers find valuable, like educating the public about social distancing, a strong want from multicultural consumers, especially Hispanics.
3. Changes in specific shopping behaviors are more pronounced for multicultural consumers. Hispanic and Black consumers have increased their shopping at both big box stores and drugstores. Take a look in our category-specific decks for a deep dive on changes in buying patterns within each industry.
4. Where consumers are making trade-offs is also noteworthy. Black consumers are notably less likely to cut spending on makeup and cosmetics. Hispanics by contrast will defend spending in groceries, personal care and home care, but expect to cut spending in that category as well as toys and games, electronics and at home entertainment.
Though these times are uncertain, you can survive and thrive with these insights on how to connect with consumers right now and beyond the pandemic.
Discover More Insights
How Multicultural Consumers Want Brands to Support Change: Consumer Response to Racism & Current Events
Entering the conversation on race can be an intimidating step for your brand, but in this day and age, it’s imperative. Our latest research on current events helps you unpack this topic and provides the guidance you need to take action.
Ongoing protests against racism and police violence in America have refocused Pride Month on its protest roots. Read on to discover how the LGBTQ+ community is engaging in support of #BlackLivesMatter.
How Great Brands Confront Racism and Injustice: Panel Discussion With Leaders from Coca-Cola, Google Pixel & Walt Disney Company
Augmented by early findings from our research into racism in America, our virtual panel discussion with leaders from Coca-Cola, Google Pixel and Walt Disney Company provided powerful new insights into the actions brands need to take now.
American communities are advocating for change in large numbers and with resounding energy. Is your brand ready to take on the change needed to support America’s multicultural consumers?
Our Latinum and GenYZ members often approach us to ask about the terminology used to refer to a few of the segments we cover. Should we say Black or African-American? Are people moving to Latinx and away from Hispanic? Read on for our own view on these issues.