Unleash
America’s Full
Potential
America’s Full
Potential
Meaningful Brands™ 2024
Special report – US diversity
Special report – US diversity
Fact highlight
42%
of the US population is diverse today
And in 10 years, demographics show that it will pass 50%, making the US one of the most diverse nations in the world
About
In a decade’s time, half of the US population will be diverse
What does this mean for brands? Even in an era of hyper-targeting, diverse audiences often find themselves overlooked. Without an understanding of these consumers, communications fall flat or miss the mark completely.
The crux for brands to remain or become meaningful to these audiences lies in understanding these diverse consumers, microcommunities, and their behaviors. And it will pay off. Brands that champion diversity authentically resonate most profoundly.
Facts
44%
of the diverse audience believe brands should prioritize satisfying
individual needs before taking on a wider role in society
And brands that can foster connections within communities and “help people
connect with others” overindex compared to the non-Hispanic whites segment
Facts
54%
of diverse consumers wouldn’t care if most brands disappeared tomorrow
Brands need to immerse themselves into the richness of audience cultural differences. Otherwise, communications fall flat
Facts
47%
of the diverse cohorts have a optimistic view of the world
Compared to 36% of non-Hispanic whites. With the younger segments (18–35) driving this positive take on the future and reaching 52%
Facts
50%
say they are personally affected by one or more crises
That’s a higher proportion compared to non-Hispanic whites, where only 3 in 10 express a similar sentiment
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