When Barack Obama took the oath of office last January, he redefined America – not just this country and its brand, but its constituency as well. In many ways he is living proof of a phenomenon that demographer’s have been predicting for quite some time: descendents of the early settlers will be a minority by 2050 (then, a correction last year – 2042), and traditional minorities, will be the majority.
What does that mean to marketers, to brands, to this country, to the long-held American ethos?
I believe that it means that maybe we should put technology aside for a moment, and focus on the American consumer for a bit. We should identify how he/she has changed over the last four decades (and will continue to change), what he/she looks like (not just demographically, but psychographically), how he/she behaves, and alas – how connected he/she is to a network? Regarding the all important network, we should also identify the network’s composition, how he/she interacts with said network (off-line, on-line, linguistically, culturally), and how we marketers can connect with the network via the consumer.
Continue reading “Come on up: The rise of multicultural marketing”
The presidential inauguration is upon us, and even if you are not one of the over four million people planning to travel to the nation’s capital, you can still actively participate in the festivities. During the election season, candidates and especially the Obama campaign confirmed the power of emerging media (notably social media) to engage citizens (see our report, 
Tuesday has brought a perfect trio of tech stories to feature. A mix of good news on the economic horizon, Australia’s exotic travel for blogging trade, and a new appointee to the FCC from the incoming President elect. Check out these top three glorious stories:
With the 2009 Presidential Inauguration approaching, we wanted to share 