美国的多元文化人口已达 1.2 亿，并以每年 230 万的速度递增，到 2044 年将占美国人口的大多数。这些消费者正在改变美国的主流，并引起营销人员、广告商和内容创作者的关注。
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 非裔美国人, Asian-American 和 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.
尼尔森与重要的外部咨询利益相关者进行合作和咨询，帮助我们完成这些报告。我们的外部咨询委员会成员都是行业和社区领袖，他们与我们的内容团队密切合作，共同制作这些报告。非裔美国人、亚裔美国人和拉美裔美国人理事会的代表参与了项目的所有阶段：从创意集思广益、故事开发到发布。作为重要的社区利益相关者，尼尔森与这些外部团体合作，以确保报告的真实性和对我们所支持的美国多元文化社区的代表性。
以下是今年的报告发布活动剪影。
亚裔美国人：文化相连，共创未来
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 亚裔美国人：文化联系与开创未来 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.
报告重点关注亚裔美国人的消费习惯，尤其是食品和饮料类。报告还深入分析了作为一家之主的亚裔美国妇女的果断购物习惯。
日益富裕、受过良好教育和多样化 - 非洲裔美国消费者：不为人知的故事
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.
美国新先锋--50 岁以上的拉丁裔：健康、富有和智慧
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.
