MADELIFE
media usage has informed an
array of trends and practice in
recent decades. Nielsen suggests
in its report that multicultural mil-
lennials’ buying habits, specifically,
have inspired successful, popular
cultural trends.
no longer be minimized. You don’t
have to love us, but you have to
understand us.
Understanding diversity is key to
understanding us. Millennials have
uniquely varied experiences,
opinions, identities and as a result,
an even more unique outlook on
diversity. The statistic that seems
to appeal most to researchers,
however, is our cultural diversity.
The Nielsen report points out that
42% of millennials are of
African-American, Asian-American
and Hispanic heritage. Not only
are we culturally diverse, Niel-
sen points out, but we are hyper
aware the role that culture plays in
our lives.
“The ambicultural multicultural
Millennial expression of culture
is interwoven into all aspects of
their lives, and this group takes
extra steps to maintain its critical
connection to their culture,” the
reports states.
While we haven’t been credited
with much, millennials are often
deemed tech-savvy and influential
in the digital space. Our social
To spell out its point, Nielsen
identified major metropolitan
areas where we live and the c
onsumer goods categories where
we spend our money, as well as
those categories with high-growth
potential. It was interesting to
see overlapping categories, such
as Greeting Card/Party Needs/
Novelty for African-American
and Asian American millennials
and Dried Vegetables and Grains
for Asian American and Hispanic
millennials. It was also compelling
to see that multicultural millennials
had in certain categories, such as
the 80% share African American
millennials have in Ethnic Hair and
Beauty Products.
This sort of research is just the
beginning. At MADE, we know the
power that we hold as
multicultural millennials, and we
want to share it with the world.
This year, we will be conducting
some research of our own. In the
call-out box, you will find a link to
our first survey! Please participate
so that we can continue to keep
others informed on who we are.
run the
facts!
Help us share insights on where
Multicultural Millennials spend
their coins by completing this
survey.
Click here to
take our survey
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