We recently published the new 尼尔森年度汽车营销报告：推动与多元文化消费者的联系. This year’s report highlights the dynamic preferences of multicultural consumers across generations, empowering marketers to create car research and buying experiences that meet the unique needs, questions and desires of U.S. multicultural consumers.
“This is a pivotal moment, both for brands and our country. Across the nation, U.S. multicultural communities are standing up, speaking out and demanding to be heard. Racial justice is top of mind for these consumers, who are holding marketers accountable. It’s past time that brands pay attention,” says Stacie de Armas, VP Strategic Community Alliance and Consumer Engagement, Nielsen.
在尼尔森，我们的职责是为品牌和市场营销人员提供所需的资源，帮助他们更好地了解消费者的行为，尤其是在这些行为因大流行病和种族不公抗议而不断迅速改变的情况下。同样重要的是，我们要利用自己的声音，成为那些代表性不足的人，特别是黑人、西班牙裔美国人和亚裔美国人的代言人和盟友。
"德-阿玛斯说："黑人生命至上运动揭开了黑人和其他有色人种面临歧视或被忽视的日常领域的面纱。
通过更具包容性的广告和营销策略，我们可以开始消除长期以来根深蒂固的偏见，并赞美多元文化消费者为我们的文化和经济带来的丰富性。
STACIE DE ARMAS
VP STRATEGIC COMMUNITY ALLIANCE AND CONSUMER ENGAGEMENT, NIELSEN
虽然黑人、西班牙裔和亚裔美国消费者受到大流行病和种族不公正的影响尤为严重，但他们的购买力却空前强大。通过现在就与这些消费者建立联系，品牌可以与这个拥有 4.25 万亿美元--而且增长速度超过全国平均水平--的群体建立长久的关系。
The report identifies an opening for auto marketers: multicultural consumers are less entrenched in their car preferences and are aware of 10-20% fewer car brands than the general population. During the car buying process, Hispanic and Black consumers add more brands than anyone else, making them more receptive to advertising efforts even for brands that aren’t top-of-mind at the beginning.
然而，在当今的环境中，广告的风险非常高。消费者正在用显微镜观察每一条信息，并要求营销人员负起责任。虽然有些营销人员可能会觉得使用更广泛的信息传播方式更安全，尤其是在广告预算紧张的情况下，但更精确的传播方式能带来更多价值和效率。
“Now is not the time for brands to sit on the sidelines,” de Armas said. “Avoiding the topic, sticking to general messaging, and keeping your marketing strategy unchanged perpetuates the myth that all our experiences are equal. This is not only less effective, but is a contributing factor to the discrimination that infiltrates the buying experiences of multicultural consumers. Instead, we must understand and acknowledge the differences that exist in the process and address them. This report aims to uncover those.”
从社交到广播收听，尼尔森的研究强调了其中的差异和具体策略，使营销人员能够与黑人、西班牙裔和亚裔美国消费者建立有意义的联系并避免失误。
尼尔森承诺加倍努力，为公众、媒体和商界提供更多有关黑人社区和其他有色人种在媒体、体育和文化领域的经济实力和影响力的信息，本报告就是尼尔森承诺的一部分。
