Dengan jumlah 120 juta jiwa, dan meningkat 2,3 juta jiwa setiap tahunnya untuk menjadi mayoritas pada tahun 2044, populasi multikultural secara kolektif mewakili mesin pertumbuhan yang kuat untuk ekonomi AS di masa depan. Konsumen ini mengubah arus utama AS dan menarik perhatian para pemasar, pengiklan, dan pembuat konten.
Nielsen’s Diverse Intelligence Series is a collection of comprehensive reports focused solely on U.S. multicultural consumers’ unique consumption and purchasing habits. These reports feature insights detailing behaviors of Afrika-Amerika, Asian-American dan Hispanic/Latino consumers and serve as a cultural guidepost about multicultural communities across the U.S. The insights in the reports help clients stay ahead of the latest trends and marketing opportunities necessary to grow and strengthen business opportunities in multicultural communities.
Nielsen bermitra dan berkonsultasi dengan para pemangku kepentingan penasihat eksternal yang penting yang membantu mewujudkan laporan-laporan ini. Anggota Dewan Penasihat Eksternal kami adalah para pemimpin industri dan komunitas yang bekerja sama dengan tim konten kami untuk menghasilkan laporan-laporan ini. Perwakilan dari dewan Afrika-Amerika, Asia-Amerika, dan Hispanik/Latino berpartisipasi dalam semua fase proyek: Mulai dari curah pendapat dan pengembangan cerita hingga peluncuran. Sebagai pemangku kepentingan komunitas yang penting, Nielsen berkolaborasi dengan kelompok-kelompok eksternal ini untuk memastikan bahwa laporan-laporan tersebut otentik dan mewakili komunitas multikultural AS yang kami dukung.
Di bawah ini adalah cuplikan acara peluncuran laporan tahun ini.
ASIA-AMERIKA: TERHUBUNG SECARA BUDAYA DAN MENEMPA MASA DEPAN
Nielsen hosted media briefing events in Los Angeles and New York in June for the launch of the third report on Asian-American consumers in the Diverse Intelligence Series. About 30 in-language media outlets attended both sessions to get an inside look at the findings from the Asian-Americans: Culturally Connected and Forging the Future report. These briefings offered Nielsen an opportunity to connect with Asian-American journalists, representing Vietnamese, Korean, Chinese and Filipino media outlets in the U.S. These one-on-one media sessions with highly respected and trustworthy Asian-American publications, such as The Asian Journal, Sing Tao Daily and New Tang Dynasty TV, help build awareness of Nielsen among the Asian-American community.
Laporan ini berfokus pada kebiasaan konsumsi masyarakat Asia-Amerika-khususnya dalam kategori makanan dan minuman. Laporan ini juga mencakup wawasan tentang kebiasaan belanja wanita Asia-Amerika yang menjadi kepala rumah tangga.
KONSUMEN AFRIKA-AMERIKA YANG SEMAKIN MAKMUR, BERPENDIDIKAN DAN BERAGAM: KISAH YANG BELUM TERUNGKAP
In September, the 45th Annual Congressional Black Caucus’ 2015 Legislative Conference in Washington, D.C., served as the backdrop for the release of the fifth report on African-American consumers in the Diverse Intelligence Series. This year’s report, Increasingly Affluent, Educated and Diverse – African-American Consumers: The Untold Story, focused on the consumption habits of an often forgotten segment of the Black population—those who make $75,000 or more. The report also discussed the rising influence of Black culture on mainstream America. About 75 journalists, community leaders and conference attendees attended a press event during the conference. Nielsen also joined members of the Black Caucus, industry and community leaders in four panel discussions during the conference. The report supported discussions on topics including education and Historically Black Colleges (HBCUs), economic issues, Blacks in entertainment and Black youth in the arts.
GARDA DEPAN AMERIKA YANG BARU - LATIN 50+: SEHAT, KAYA DAN BIJAKSANA
Nielsen, along with AARP and the Hispanic Federation, held a robust conversation about Latino Baby Boomer and Greatest Generation consumers with about 100 influencers in New York to culminate a month-long celebration of Hispanic Heritage Month in October. The discussion centered on the latest report on Hispanics in the Diverse Intelligence Series: The New American Vanguard – Latinos 50+: Healthy, Wealthy and Wise. This year’s report illustrated the importance of Latinos 50+ in Hispanic households and their vital role in today’s economy with regard to their purchasing habits and political importance. A panel of guests, which included thought leaders from AARP, John Jay College and The Hispanic Federation continued dialogue about the report’s findings.
