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Brief Published: 14 Nov 2016

Reaching US Multicultural Millennials

Some 82% of US millennials would like to see more brands focus their marketing and advertising on minorities

In order to reach US millennials, consumer brands have to target more multicultural audiences in their advertising and social campaigns, according to a study by New Jersey-based Buzz Marketing Group (BMG).

Released earlier this month, BMG’s Multicultural Millennials 2016 report analysed results from an online survey of 400 diverse millennials (aged 21 to 36) across the US. Key findings include:

  • Influencer Power: Millennials of various ethnicities are flexing their influence and buying power with brands that openly target multicultural audiences. "They know what they like, and aren't shy about sharing that information with their friends and contacts. And they are not in the dark about their own influence," said BMG chief executive Tina Wells. Some 95% of respondents believe they're viewed as influencers by people around them, while 78% believe they have the power to influence brands.
  • Values-Driven: A majority (83%) of respondents said they like it when brands take a public stand for or against issues they also believe in. See Brands Take a Stand and Next-Gen Activists to explore how brands must play a role in shaping culture – either taking a strong position on social issues or risking irrelevancy.
  • Demanding Engagement: On the subject of advertising, 72% of respondents said they prefer when brands speak directly and specifically to their respective ethnic group. More than 82% said they'd like to see more brands focus their marketing and advertising on minorities.

To read about how brands can respond to the accelerating cross-culturalism movement, check out Culture Guardians.