Wednesday, June 2, 2010

GlobalHue Report Reveals Cultural Map of the New America

SOUTHFIELD, Mich., June 2 /PRNewswire/ -- GlobalHue, the nation's largest multicultural advertising agency, today revealed the results of a new U.S. survey of four major population segments, creating a comprehensive cultural map of a rapidly changing nation and providing marketers with new information on consumers in the New America.

Surveying people in African-American, Hispanic, Asian and non-Hispanic White segments, "Multicultural Nation: Divergence and Convergence in the New America," arrives at three major findings.

First, the research points to increasing complexity within distinct segments, identifying eight subsegments for each of the four segments surveyed. The breakdown of the New America into these 32 subsegments suggests that commonly held assumptions about different groups, from which most marketers operate today, are irrelevant and risky in a rapidly changing and diversified consumer market.

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