Reaching Multi-Influentials: Latina, Black and Asian Women
Cultural drivers can encourage stronger connections with multi-influentials -- the Latina, Black and Asian women's segment, according to The Vox Collective, and The 85% Niche. "Women are not monolithic and marketing to women does not mean marketing to White women alone," states Miriam Muley of The 85% Niche. "The 'multi-influentials' will provide gender, diversity and life stage insights and strategies to corporations interested in taking marketing to women to the next level."
The "multi-influentials" refer to women of multicultural background living in the U.S. as well as women in emerging consumer markets throughout Latin America, Asia, Africa, the Caribbean and the Middle East. In the U.S. alone, this group is over 50 million and growing, and controls over $1 trillion in purchasing power. This segment, which is also 35% of the overall women's market, presents unique growth potential for brands as its population increase, at 20% annually, surpasses the non-Hispanic White women's population growth of only 1.1%. Notably, between 2000 and 2007, nearly 9 out of 10 of all females born or immigrating to this country were of color. The "multi-influentials" will help corporations navigate the exponential growth and buying power of this market.
"Multicultural women in the U.S. and around the world have great influence in key household buying decisions; what differs are the unique cultural triggers they respond to," says Muley. "Our goal is to expand the dialogue about women's marketing in a way that naturally and strategically combines gender and cultural marketing."
Roberto Ramos, pesident and CEO of The Vox Collective, said, "Our goal is to help brands better understand the cultural and lifestyle triggers that influence the decisions of this important and growing segment. Women of color have the added ability to perceive life, both as outsiders and insiders of the mainstream American tapestry, and of their own cultures, a perspective of great value to brands poised for growth around global multiculturalism."