Monday, June 21, 2010

New Messaging Needed to Reach 'New Majority'

NEW YORK (AdAge.com) -- Ask most major marketers what their primary concerns are today, and you'll inevitably get back responses such as digital, cause marketing and multicultural marketing. But those three areas are far from mutually exclusive as the world becomes increasingly blended.


"Within the next three decades, Hispanics, African-Americans, Asians and other minorities, as well as young consumers, will become the country's new majority," Jeff Bewkes, Time Warner's chairman-CEO, recently said in an internal memo calling for a company-wide revamp of multicultural initiatives under the heading, "The Multicultural Key to Our Growth."


But beyond the sheer numbers -- there are 103 million Hispanics, Asians and African-Americans that currently make up one-third of the U.S. population, and are projected by 2042 to become the majority of the nation's population -- this new majority will be a young, diverse group that consumes media very differently.


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