Com 120 milhões de pessoas e um aumento de 2,3 milhões por ano para se tornar a maioria numérica até 2044, as populações multiculturais representam coletivamente um poderoso motor de crescimento para a futura economia dos EUA. Esses consumidores estão transformando o mainstream dos EUA e chamando a atenção de profissionais de marketing, anunciantes e criadores de conteúdo.
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 afro-americano, 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.
A Nielsen faz parcerias e consultas com importantes partes interessadas externas que ajudam a tornar esses relatórios possíveis. Os membros do nosso Conselho Consultivo Externo são líderes do setor e da comunidade que trabalham em conjunto com nossa equipe de conteúdo para produzir esses relatórios. Representantes dos conselhos afro-americano, asiático-americano e hispânico/latino participam de todas as fases do projeto: Desde o brainstorming de ideias e o desenvolvimento de histórias até o lançamento. Como partes interessadas vitais da comunidade, a Nielsen colabora com esses grupos externos para garantir que os relatórios sejam autênticos e representativos das comunidades multiculturais dos EUA que apoiamos.
Veja abaixo um resumo dos eventos de lançamento do relatório deste ano.
ASIÁTICO-AMERICANOS: CULTURALMENTE CONECTADOS E FORJANDO O 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 Asiático-americanos: culturalmente conectados e construindo o futuro 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.
O relatório concentrou-se nos hábitos de consumo dos asiático-americanos, especialmente nas categorias de alimentos e bebidas. O relatório também incluiu insights sobre os hábitos de compra decisivos das mulheres asiático-americanas que são chefes de família.
CADA VEZ MAIS AFLUENTES, EDUCADOS E DIVERSIFICADOS - CONSUMIDORES AFRO-AMERICANOS: A HISTÓRIA NÃO CONTADA
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.
A NOVA VANGUARDA AMERICANA - LATINOS COM MAIS DE 50 ANOS: SAUDÁVEIS, RICOS E SÁBIOS
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.
