In the Two of a Kind song “All Over This World,” the singers open with, “All over this world, all over this world; People are alike, but not the same; All over this world.” As more consumers embrace a more globalized world, the United States is seeing an increasing influence from other cultures. These multi-cultural consumers are impacting not only how consumer packaged goods (CPG) companies bring new products to market, but how they market, manage and merchandise existing brands.
“Multi-cultural consumers are transforming the U.S. mainstream,” says Eva Gonzalez, executive director of diverse consumer insights for New York-based Nielsen. “Propelled by the twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers.”