Is 'Multicultural Youth Marketing' a redundancy? 38% of 18-24 year olds are non-white (see chart below).
This generation is famous for its tolerance -- Pew Research reports 94% of the post 1977 born Gen Y approve of interracial dating compared to 84% of Boomers.
Just 17% of 18-29 year olds said that race was important to their vote in the primary compared to 22% of 30-44 year olds.
57% voted for Obama vs 48% for all age groups.
(Pew Research Center, Young Voters in the 2008 Primaries).
Given this kind of evidence, I think there is a case that youth marketing and multicultural marketing are one in the same. Gen M not only desires diversity, they expect it. Recent focus groups we conducted on women and fashion found the appeal of celebrities like Tyra Banks easily cross ethnic boundaries, while Jennifer Anniston is 'every girl' for everyone. No college can afford to not have its multicultural images on display. Perhaps we are stating the obvious, but if so, why are we still talking about 'multicultural marketing'? Perhaps we should just say 'culture aware marketing'?
Is 'Multicultural Youth Marketing' a redundancy? 38% of 18-24 year olds are non-white (see chart below).
This generation is famous for its tolerance -- Pew Research reports 94% of the post 1977 born Gen Y approve of interracial dating compared to 84% of Boomers.
Just 17% of 18-29 year olds said that race was important to their vote in the primary compared to 22% of 30-44 year olds.
57% voted for Obama vs 48% for all age groups. (Pew Research Center, Young Voters in the 2008 Primaries).
Given this kind of evidence, I think there is a case that youth marketing and multicultural marketing are one in the same. Gen M not only desires diversity, they expect it. Recent focus groups we conducted on women and fashion found the appeal of celebrities like Tyra Banks easily cross ethnic boundaries, while Jennifer Anniston is 'every girl' for everyone. No college can afford to not have its multicultural images on display. Perhaps we are stating the obvious, but if so, why are we still talking about 'multicultural marketing'? Perhaps we should just say 'culture aware marketing'?
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