Marketing to the New Majority: Strategies for a Diverse World

David Burgos · Ola Mobolade

Aga 2011 · Kuthengiswe ngu-St. Martin's Press

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Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.

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David Burgos is Vice President of Millward Brown and the head of the Multicultural Practice at Millward Brown, one of the world's leading market research agencies. He is an industry expert in market segmentation, new product development, and brand and communications research across the U.S. and Latin America. David is the Co-Chair of the Advertising Research Foundation's Multicultural Council and a past recipient of the ARF's Great Mind Award for his contribution to the marketing research industry. A former professor, and co-author of the book, "Ciudad de los Reyes, de los Chavez, los Quispe," David speaks frequently about the changing face of multicultural markets at conferences and industry events. David holds an MBA from Esan University in Peru. He currently resides in the Chicago suburbs with his wife Adriana and two children, Lorenzo and Renata.

Ola Mobolade is managing director of Firefly Millward Brown, the company's qualitative research division. Her clients include dozens of industry powerhouses.