Fact & Trend Report: Markets

Multicultural Metropolis

Many cities have a Chinatown, some boast a Ukrainian Village, and others may have a Greektown or Little Italy. Metropolitan areas still have segmentation to a certain extent, but the blend continues as the multicultural populations grow at a robust pace in these major markets. And not only are these segments getting bigger, they are also getting younger.

According to the U.S. Census, within the Top-20 largest metropolitan areas the multicultural market is larger, or at parity with, the general market when looking into various coveted age demos. For those under 18 years of age, 57% of the market is multicultural, for 18 – 34 years olds 53% are multicultural, 18 – 44 year olds 52% are multicultural, and among 18 – 54 year olds 49% of the market are multicultural.

The Hispanic segment is experiencing the most growth, considering they already represent 25% of the traditional target demo of adults 18-44 in the Top-20 largest metropolitan areas in the U.S. In markets like L.A., Miami, Hispanic population represents nearly half of the population within the age group.

The San Jose Group, an integrated multicultural marketing communications agency, suggests that brands from coast to coast who choose to ignore the multicultural segment is stifling their own growth. These markets include New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, San Jose, Detroit, San Francisco, Jacksonville, Indianapolis, Austin, Columbus, Fort Worth, Charlotte, Memphis and Boston.

It is imperative for marketers to know that these areas are already major hubs for potential multicultural brand evangelists and advocates, and it is just the beginning of the boom.

For more information about this topic please email sjgpr@sjadv.com. For more information about the San Jose Group please visit www.sanjosegroup.com/main.html


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