© KANTAR FUTURES 2016

As Kantar Futures has stated before: Polycultural America is NO POLYTOPIA. Confrontation is in fact the state of the union. Polycultural America is more divided than ever, polarized on key issues such as the protection of minority groups, gun policy, immigration, healthcare and other key issues. This polarization results in a hostile environment in which those who feel vulnerable are uniting with like-minded individuals in search of support, security and a sense of hope.

• How can you effectively reach a very diverse and diversified market?

• What do you need to learn about each minority group’s needs and aspirations in order to effectively connect with them?

• Do the current approaches—such as the total market or the targeted strategy—work in isolation in this kind of environment? Or is another strategy required?

THIS CONTEXT OF FRAGMENTATION AND POLARIZATION CREATES NEW QUESTIONS FOR MARKETERS, SUCH AS:

POLYCULTURAL FRAGMENT

OUTLOOK 2017 ED NATION

FIVE IMPERATIVES:

1

2

3

4

5

Strategic

Integrated

Invested (& Targeted)

Color Brave

Future-Forward

A MARKETER’S STRATEGY IN THIS ENVIRONMENT: TOTAL + TARGETED

?

• Consumer identities become increasingly complex and multi-faceted, with a demand for more personalized products, messaging and service.

• The next paradigm: Microculturalism – where “my culture” will be the norm and much more relevant than group culture or national culture.

• Marketers will need to use big data to create hyper-personalized consumer experiences in order to avoid losing relevance. M u l t i c u l t u r a l i s m

CONSUMER BAROMETER: Identifying the state of minority consumers today to guide targeted marketing strategies

FUTURE PROOFING YOUR BRAND FOR POLYCULTURAL AMERICA

SUCCESS & SUSPENSE

2T

P o l y c u l t u r a l i s m M i c r o c u l t u r a l i s m

African AmericanLGBTQ HispanicAsian

AmericanLow-income White (non-Hispanic)

DISTRESSED & DEFENSIVE

EMERGING FROM INVISIBILITY TENSION & INSPIRATION MOBILIZED IN

ADVERSITY

Life Direction + Optimism in the Future

© KANTAR FUTURES 2016

THE OUTLINE

02A MARKETER’S STRATEGY IN A SEGMENTED SOCIETY/MARKETPLACE: TOTAL + TARGETED

0103

0405

THE BIG PERSPECTIVE: THE STATE OF POLYCULTURAL AMERICA IS A FRAGMENTED NATION

CONSUMER BAROMETER: TODAY’S ACUTE NEED FOR TARGETED MARKETING REQUIRES UNDERSTANDING THE MOOD AND NEEDS OF MINORITY CONSUMERS:

POLYCULTURAL AMERICA TRENDS: WHAT IS HAPPENING IN THE CONSUMER MARKET? 4 NEW TRENDS IN:

FUTURE PROOFING YOUR BRAND FOR POLYCULTURAL AMERICA

• The (not so) invisible minority: State of Low-Income White America• State of LGBTQ• State of Asian American• State of AA• State of Hispanic

• Food & Beverage: Food I.D. • Financial services/Health: Alternative Access• Retail: (Real) Social Shopping• Community/Family: CommUNITY

• The evolution from multiculturalism to polyculturalism to microculturalism

• Microculturalism: what brands are on the right path?