ABSTRACT
In Chapter 10, the author introduces the concept of multicultural myopia, when marketers ignore or don’t understand the impact of the demographic changes in America on their respective businesses.
The 2020 Census has demonstrated that Americans under 17 years old are already a minority-majority when it comes to diverse segments and that the White Caucasian population is declining.
The author also comments on how diverse consumers want to retain a sense of cultural identity, challenging the old established idea of America as a “melting pot” of cultures driven by the process of assimilation of diverse segments towards one common mainstream culture.
The chapter ends with a case study from Prudential Financial.
