The white paper "Activating the New American Mainstream" by the CMO Council and Geoscape explores the unique characteristics and buying behaviors of multicultural market segments in North America. The report finds that these consumers are different in nearly every way from the average American consumer, with their priorities, shopping habits, engagement methods, and overall buying journeys being distinct. The increasing influence of minority populations in the region is leading many marketers to adapt their strategies to reach these consumers in their native languages and win their business and loyalty. The report also highlights that more than one-third of the American population is Asian-American, African-American, or Hispanic, and these groups will make up nearly 130 million of the total U.S. population by 2020. Furthermore, the report notes that Hispanics were responsible for nearly half of the growth in consumer spending from 2013 to 2014. Overall, the report emphasizes the importance of understanding and reaching the multicultural market in order to effectively engage with the new American mainstream.
