Tribal Marketing, Market Research and The Long View

While we live in a fast-paced, technology-driven information age, the way we connect with one another hasn’t changed much from how our ancestors did it by preferring to belong to groups. In fact, we’re hard-wired to arrange ourselves into tribes. This sense of belonging is what makes us human.

Seth Godin famously wrote, “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.”

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Multicultural Expansion in the U.S.

As we continue to focus on reaching multicultural consumers, in particularly Hispanics, we are thrilled when we find reliable market research data worthy of sharing, and beneficial for our readers.

We recently attended MultiCultural Retail 360 event in CA, we learned several key statistics from Nielsen’s The Multicultural Edge: Rising Super Consumers report.

It’s no surprise that the top growing generation of Americans consist of mixed ethnicities known as multicultural consumers. They are savvy buyers and are setting new trends while significantly spending more on products and services. In the top 25 most populated counties in the U.S., multicultural residents are already the majority. For this and many other reasons, identifying and connecting with multicultural consumers should be a top priority for many businesses.

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