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November 2, 2016

Bridging the cultural divide for bicultural consumers

Smart Business Pittsburgh

Multicultural consumers make up almost 40 percent of the U.S. population, and by 2044 they’re expected to become the majority group, according to Nielsen. This growing multicultural population is impacting brand perception, leaving companies wondering how they can market themselves and their products to a more culturally diverse audience.

The first thing marketers need to consider is that members of these ethnically diverse populations may be at different stages of assimilation into the host culture, meaning they will have varying degrees of receptiveness to bicultural marketing efforts.

Bicultural people are those who identify equally with both their home and host cultures, and bilingual ads — ads involving the blending of words from the home language — can be extra appealing to the bicultural population under certain circumstances...