the influence of ethnic identity on consumer behaviour
Post on 01-Nov-2014
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WELCOMES YOU to
A CONVERSATION on how the rise in
ETHNIC IDENTITY is SHIFTING BEHAVIOR in the U.S. CONSUMER MARKET
CULTURAL OPENNESS:
A Metric for Tracking Increasing Multiculturalism
AGENDAKEY TAKEAWAYS
CULTURAL OPENNESS DEFINED
STUDY RESULTS
IMPLICATIONS
EXISTING EXAMPLES
KEY TAKEAWAYS
• The rise in ethnic identity in the Census shows the demographic reality, but there is an important attitudinal dimension that Marketers need to understand
– Influential consumers are changing their traditional views of racial and ethnic identity roles, and are seeking greater engagement in ethnic identities other than their own
• Understanding cultural openness within U.S. consumers provides marketers the possibility to be relevant deeply and broadly;
– By tapping into a cultural identity truth, it will resonant deeply with consumers of that cultural identity and has the strong potential to appeal broadly with certain consumers outside of that cultural identity.
– Finding a specific ethnic consumer “truth” that carries a universal truth is the marketing home run
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NEW MAINSTREAM VALUE PROPOSITIONS ARE EVERYWHERE
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KEY TAKEAWAYS
• With few exceptions, marketing infrastructure is not currently set up to understand or execute against ethnic identity’s rise in U.S. consumer attitudes
– McDonald’s has institutionalized it, General Mills, Pepsi, and Time Warner are moving in this direction
– New metrics/measures are needed– Cultural depth, especially ethnic identity depth is increasing in its
relevance in marketing
• Multicultural marketing doesn’t go away– In some cases, multicultural marketing becomes a leader in a more
holistic branding campaign– In most instances, multicultural marketing can be more
complementary in overall marketing effort
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A SOCIETY WITH MANY LARGE RACIAL/ETHNIC GROUPS IS NOT NECESSARILY A INTRACULTURAL SOCIETY
Between 2000 and 2010, 80% of all population growth came from Hispanics, African Americans
and Asians, which Hispanics representing 52% of that growth alone.*
*Source: Geoscape 20108
LARGE POPULATION SIZE CREATES IMPACT, NOT NECESSARILY INFLUENCE
A Jewish bread product with impact
A Jewish bread product with influence
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CULTURAL OPENNESS DEFINED
Cultural Openness is the degree to which the historic boundaries between ethnic and racial groups are perceived as being highly porous and easily crossed. Such porousness allows people to navigate without self-consciousness and social constraint within and across different cultural groups, absorbing the elements that work within their preferred lifestyle but not necessarily at the cost of pride and participation in their native culture.
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THE 5 MAIN STAGES OF CULTURAL OPENNESS
Intercultural influence is a source of concern, and people who are different are eyed with distrust.
Personally recognize and appreciate the benefits of intercultural influences in their own lives.
Actively pursue and immerse oneself in inter-cultural experiences and situations.
Organically and non-self consciously navigate within and across multiple cultural group boundaries.
Acknowledge and understand the benefits of intercultural influences within society.
1 2 3 4 5
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MULTICULTURAL MARKETING STUDY METHODOLOGY Respondent Recruitment Process:
• Phone-study participants were recruited using a random-digit-dial (RDD) sampling technique and were placed into their appropriate self-selected multicultural sample group, while web participants were recruited from select web panels.
• To achieve the full sample of African-American respondents, we used a geographically enhanced RDD sampling technique that targeted high-density African-American census tracts. The remaining Hispanic respondents were recruited via a Hispanic surname sample list.
Two-phase data collection process: • 20- to 30-minute telephone and Web interviews in respondent’s language of choice
• 60- to 75-minute survey that was self-administered and returned via mail or the Internet, also in their language of choice
The total numbers of participants ages 16+ who completed both phases of the study: • 1,620 African Americans
• 1,645 Hispanics
• 3,001 Non-Hispanic Whites
• The study includes 937 cell-phone only respondents.12
“I am uncomfortable with the changing ethnic makeup of this country.”
Total Agree: 45% (Gen Pop - 2008)
STAGE 1
“One of the best things about America is the cultural diversity you find here.”
Total Disagree: 20% (Gen Pop - 2010)
“I feel I must maintain some sort of allegiance to people with similar ethnic roots to my own because when things get bad, those are the only people you can count on.”
Total Agree: 32% (Gen Pop - 2005)
Intercultural influence is a source of concern, and people who are different are eyed with distrust.
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“Cultural diversity is necessary for progress in our society.”
Total Agree: 58% (US Gen Pop from Global Monitor - 2010)
77%83% 64%“I appreciate the growing influence of other cultures on many of the products we use.” HispanicsAfrican
AmericansNon-Hispanic
Whites
“I appreciate the influence that other cultures are having on the American way of life.”
77%78% 62%
HispanicsAfrican Americans
Non-Hispanic Whites
STAGE 2
Acknowledge and understand the benefits of intercultural influences within society
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“I know a Black person I consider a friend.”64%n/a 80%
HispanicsAfrican Americans
Non-Hispanic Whites
n/a58% 66%
“I know a Hispanic person I consider a friend.” HispanicsAfrican Americans
Non-Hispanic Whites
77%82% 69%“I have learned many new things from people whose race or ethnicity differs from my own.” HispanicsAfrican
AmericansNon-Hispanic
Whites
STAGE 3
Personally recognize and appreciate the benefits of intercultural influences in their own lives
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“Someone in your extended family is from a different race or ethnicity.”
30%47% 32%
HispanicsAfrican Americans
Non-Hispanic Whites
61%68% 48%“I am always looking for different cultural experiences and influences that will broaden my horizons.” HispanicsAfrican
AmericansNon-Hispanic
Whites
42%48% 34%“My taste in food, music, media and entertainment have changed as a result of having friends outside my race/ethnicity.” (among those with friends outside of their race/ethnicity)
HispanicsAfrican Americans
Non-Hispanic Whites
STAGE 4
Actively pursue and immerse oneself in inter-cultural experiences and situations
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37%27% 23%“I see myself as a citizen of the world more so than as a citizen of the United States.” HispanicsAfrican
AmericansNon-Hispanic
Whites
23%29% 14%“Someone in your immediate family is from a different race or ethnicity.” HispanicsAfrican
AmericansNon-Hispanic
Whites
“Less than half of my closest friends are of the same cultural or ethnic background as I am.” (MMS 2007)
36%34% 23%
HispanicsAfrican Americans
Non-Hispanic Whites
STAGE 5
Organically and non-self consciously navigate within and across multiple cultural group boundaries
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65K 64K 68KMean Income 69K 72K
YOUNGER, BUT NOT ONLY THE YOUNG
45 46 44Mean Age 41 40
Ethnicity IndicesNon-Hispanic WhitesHispanicsAfrican Americans
High High Low LowLow Avg High HighLow Low High High
Education Indices High School or LessSome CollegeCollege Graduate or more
Avg Avg Avg Avg LowAvg Avg Avg Avg AvgLow Low Avg Avg High
AvgAvgAvg
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“I feel a need to preserve my family’s cultural traditions.”
46% 58% 67% 78% 77%
THEIR HERITAGE OF ORIGIN REMAINS IMPORTANT AND VALUED
“Feel highly connected to my heritage.” (Top 3 box on an 11 point connected scale)
41% 47% 49% 58% 51%
“I would like to participate in more activities that celebrate my cultural heritage.”
60% 67% 72% 82% 79%
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Degree to which the following types of advertising persuade you to buy or try a new product: Ads that show people of my race or ethnicity (Top 3 box on a 7 point persuades me scale among Non-Hispanic Whites)
20% 16% 20% 25% 21%
I find that I often have a hard time relating to a brand’s spokesperson if that person is not of my race or ethnicity.” (Forced choice versus the opposite sentiment among Non-Hispanic Whites) 28% 16% 5% 6% 3%
Degree to which the following types of advertising persuade you to buy or try a new product: Ads that show the many different cultures and kinds of people in the US (Top 3 box on a 7 point persuades me scale among Non-Hispanic Whites)
13% 18% 26% 36% 34%
MORE RESPONSIVE TO INCLUSIVE VERSUS TARGETED ADVERTISING
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“African Americans are a good group to look to when you want to know about...” (among Non-Hispanic Whites)
How to rally people around a community issue
How to be spiritually fulfilled
New Music
7% 14% 17% 22% 28%
CONDUITS FOR NEW IDEAS AND CULTURAL INFLUENCES
“I am usually one of the first people in my group of friends to accept new ideas or try new things.”
35% 43% 53% 70% 72%
“I like taking the risk of being one of the first people to try a new product or service.”
30% 38% 41% 55% 57%
6% 9% 13% 18% 21%
5% 9% 12% 17% 15%
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GENERAL MARKETING IMPLICATIONS
• Consumers with high levels of cultural openness are less likely to be put off by marketing that is not specifically designed with their particular ethnic group’s sensibilities in mind or that references cultural touch points that are not a part of their culture or ethnicity of origin
• At this point in time, consumers with high levels of cultural openness are the conduit through which cross cultural influence flows from one ethnic consumer segment to another
• In order to assess accurately the pace and current status of the movement towards intraculturalism both in society at large and among their target consumers, marketers need to measure and track cultural openness or run the risk of prematurely abandoning (or holding on too long to) targeted ethnic outreach marketing strategies.
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PHASE 2 RESEARCH GOALS (INITIAL RESULTS EXPECTED MAY 2011)• Consumers with high levels of cultural openness are less likely to be put off by marketing that
is not specifically designed with their particular ethnic group’s sensibilities in mind or that references cultural touch points that are not a part of their culture or ethnicity of origin
• Officially size, benchmark and begin tracking the Cultural Openness stage segments by ethnicity within the US 16+ consumer population
• Produce richer stage profiles that include more depth of information around demo- and psycho-graphics as well as media habits, shopping behavior, and responsiveness to various marketing strategies
• Develop a cultural openness short form that clients can incorporate into their own custom research
• Build consulting platforms based on Cultural Openness that will help our clients enhance their:
o Marketing/Advertising Strategy
o Media Buying
o Brand Positioning
o Product Innovation
o Customer Service23
EXAMPLE:Kia Soul Michelle Wie
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EXAMPLE:DJ Hero Mix2Gether
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EXAMPLE:AT&T MOBILE
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PANEL DISCUSSION
Thank You.
FRANK COOPERSVP and Chief ConsumerEngagement Officer, PepsiCo
MICHELLE EBANKSPresident,Essence Communications
ROBERTO SUROProfessor of Journalism and Public Policy, Managing director of the Annenberg Innovation Lab, University of Southern California
DISTINGUISHED PANELISTS
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THANK YOU for participating and
CONTINUING the conversation…
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