Significant shifts in America’s cultural mix are changing how marketers design promotional campaigns. For example, the size and continued growth of America’s ethnic and lifestyle groups make it crucial to include them in any comprehensive marketing strategy. This presentation answers important questions such as: How is our cultural mix changing? What effect does it have on today's promotional strategies? What changes can we expect for the future? This presentation delivers detailed descriptions of America’s key cultural consumer groups and the most effective strategies for reaching them.

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Presented to
Ad Club of NELA
By
Susan Saurage-Altenloh
Marketing to the New Cultural Mix
May 2016

2. 22
• How the U.S. cultural mix is
changing
• Key consumer groups
• Effect of diversity on
consumption
• What to expect for the future
Our Path Today

3. 33
The Changing Face of America
Source: Pew Research Center

4. 44
Growth by Cultural Group

5. 55
Cultural Generation Gap – Age & Race

6. 66
Ethnic or Not?

7. 77

8. 88
African Americans

9. 99
Asian Americans

10. 1010
Hispanics

11. 11

12. 1212
Category Comparison: An Example

13. 1313
Total Mobile Application for Top Third of Consumers

14. 14

15. 1515

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What’s next?

17. 1717
About the Presenter
Susan Saurage-Altenloh:
 Disruptive researcher
 Smarty pants
 Committed to actionable insights
 Perpetual student
 Great clients (even the large ones)
 Highly collaborative
 Gym rat, but hates cardio
 Talented chef & passionate foodie
 Technology addict
 Business owner
 Leading edge > bleeding edge
 Price rarely matters

18. 1818
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