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First
multicultural millennial study released by IMAGES USA, The Futures
Company
(February 23, 2010) Millennials, those born between 1979 and 1993, are a generation of optimistic leaders, more concerned than previous generations about making a difference in the world they've inherited. However, according to a new study released by IMAGES USA and The Futures Company (formerly Yankelovich, Inc.), a closer look shows African- American and Hispanic millennials surpass their White peers regarding concerns with community involvement, and their ability to effect positive change in the world. While the study, the first of its kind targeting the multicultural millennial, finds 81 percent of millennials feel the severity of world events are causing them to get more involved in effecting change in the world, African-American and Hispanic millennials are more motivated to make those changes than Whites of the same age. Taking a closer look the study shows African American (84%) Millennial males are more interested than White (58%) Millennial males in getting involved with their communities. "Multicultural Millennials: The New Generation Coming of Age," based on data from The Futures Company's 2009 millennial poll of 2,500 consumers, explores the degrees to which multicultural millennials, also known as "Generation Y," differ from their White counterparts regarding community, the environment, economic issues, retention of cultural heritage, and consumer trends. "Branding now involves more tangible involvement at a community level and commitment to making a difference," said Juan Pablo Quevedo, IMAGES USA Director of Marketing Research and Strategic Insight. "Ideas that help to solve real problems are the "new cool." They grew up at the speed of digital and are quick to hold brands accountable for immediacy of response." To that point, as consumers, multicultural millennials are clear on their affinity for and loyalty to brands that support African-American and Hispanic communities and understand culturally relevant nuances and triggers. The majority of African American (88%) and Hispanic millennials (87%) agree that companies making a sincere effort to be a part of the Hispanic and African American communities deserve their loyalty. However, their enthusiasm is tempered by their belief that "very few brands and companies genuinely care about the state of my community." "The multicultural millennial has a surprising and unique value system, and a different set of decision-making criteria around brand choices, said Ricki Fairley-Brown, IMAGES USA CMO. She continued, "As the Millennial Generation will soon eclipse the size of the Baby Boomers, this dynamic group of consumers will drive the future growth of brands. Marketers would be remiss to not embrace them." For more information or to purchase the entire "Multicultural Millennials: The New Generation Coming of Age," story, please contact IMAGES USA at 2010MillennialStudy@imagesusa.net. IMAGES USA is a leading full-service multicultural marketing communications agency headquartered in Atlanta, Georgia. Founded in 1989, IMAGES USA offers marketing expertise to clients wanting to reach, motivate and influence African-American, Hispanic and Asian consumers. The agency's client roster includes Amtrak, Sara Lee, AARP, National Black Arts Festival, International Speedway Corporation, Brown-Forman, LifeLock, Teach for America, and Scientific Games. The agency currently ranks No. 6 on Black Enterprise Magazine's list of Black owned advertising agencies. Additional information on IMAGES USA, including award-winning work and recognitions, can be found at www.imagesusa.net. The Futures Company is a consultancy created through the merger of Henley Centre HeadlightVision and Yankelovich. It specializes in futures and trends, in future-facing research and innovation, and in segmentation, quantitative analysis and modeling. We work with leading private sector companies and public sector organizations around the world. We have offices in London, Raleigh, New York, Mumbai and Delhi, and an intelligence network in 28 countries worldwide. We are part of the WPP Group. Go to Target Market News homepage RECENT STORIES Black TV Ratings for Week of February 15 - 21 Winter Olympic games are must-see TV for everyone except black viewers New weekly syndicated radio show, Cafe Mocha, targets African American women Magic Johnson says discussions with JPC didn't reach 'definitive agreement' TV One high def added more than 4 million HD households last year Munson Steed, 'Rolling Out' publisher, named director of Madison Ave. Initiative Lee Moss Media signs Web ad deals with Procter & Gamble, Census Bureau Celeste T. Harwell named to Director of Fashion sales post for Essence Black Cable TV Ratings for Week of Feb. 8 - 14 NBA All-Star weekend takes title of most watched for cable's Top 25 Tiger Woods makes a public apology in his first on camera appearance Black TV Ratings for Week of February 8 -14 Beyond opening event, Winter Olympics get cold shoulder from black viewers |
15th Annual Edition 'Buying Power of Black America' report breaks down billions in expenditures  (January
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that
African-Americans...Story continued...  _________________________________________________________________________________________ |
