Multicultural Marketing

Multicultural Marketing is the promotion of a brand’s product or service to one or more targeted multicultural group(s), or to an ethnically diverse consumer base. The growth among major multicultural categories is four times that of non-multicultural groups, illustrating the growing diversity in America. Key multicultural marketing groups include African Americans, Latinos and Asian Americans. The most recent US Census survey - conducted in 2000 - illustrated race in the US as follows: White - 75.1%, Black or African American - 12.3%, American Indian and Alaska Native - 0.9%, Asian - 3.6%, Native Hawaiian and Other Pacific Islander - 0.01%, Some Other Race - 5.5%; Two or More Races: 2.4%. Total US Latino population is 12.5%.

Similar Terms:

• Cultural Marketing
• Ethnic Marketing