Multicultural Consumers and Millennials Are Ready to Fuel the Next Cycle of Brand Growth

Chapter 32 discusses how multicultural youth will power the next growth cycle for brands in America and presents highlights from a Kantar research study on this topic. The study touches on critical issues such as biculturalism, how multicultural youth perceive brands, the importance of understanding cultural identity, how relevant the usage of Spanish is for these consumers, and how multicultural youth impact the broader population. Furthermore, the study also covers the perception of multicultural youth on how important the idea of embracing multiculturalism is for America.