Con 120 milioni di persone e un aumento di 2,3 milioni all'anno fino a diventare la maggioranza numerica entro il 2044, le popolazioni multiculturali rappresentano un potente motore di crescita per l'economia futura degli Stati Uniti. Questi consumatori stanno trasformando il mainstream statunitense e stanno attirando l'attenzione di marketer, pubblicitari e creatori di contenuti.
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 afroamericano, Asian-American e 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 collabora e si consulta con importanti interlocutori esterni che contribuiscono a rendere possibili questi rapporti. I membri del nostro Consiglio consultivo esterno sono leader del settore e della comunità che lavorano a stretto contatto con il nostro team di contenuti per produrre questi rapporti. I rappresentanti dei consigli afro-americano, asiatico-americano e ispanico-latino partecipano a tutte le fasi del progetto: Dal brainstorming ideativo e dallo sviluppo della storia fino al lancio. In quanto stakeholder fondamentali della comunità, Nielsen collabora con questi gruppi esterni per garantire che i report siano autentici e rappresentativi delle comunità multiculturali statunitensi che supportiamo.
Di seguito è riportata un'istantanea degli eventi di lancio del rapporto di quest'anno.
ASIATICI-AMERICANI: CULTURALMENTE CONNESSI E IN GRADO DI FORGIARE IL FUTURO
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.
Il rapporto si è concentrato sulle abitudini di consumo degli asiatici-americani, in particolare nelle categorie di alimenti e bevande. Il rapporto includeva anche approfondimenti sulle abitudini di acquisto decisive delle donne asiatiche-americane che sono capofamiglia.
CONSUMATORI AFROAMERICANI SEMPRE PIÙ RICCHI, ISTRUITI E DIVERSIFICATI: LA STORIA NON RACCONTATA
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.
LA NUOVA AVANGUARDIA AMERICANA - LATINOS OVER 50: SANI, RICCHI E SAGGI
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.
