ABSTRACT
Further expanding on the previous chapter, the author demonstrates that any company with a go-to-market strategy focused on millennials and Gen-Zers necessarily engages with multicultural marketing.
This is based on the fact that 50% of Gen-Zers and 45% of millennials are from multicultural backgrounds, and together, these two segments represent 40% of the country’s population.
The author presents a relevant study of multicultural youth and discusses its main conclusions. The chapter ends with a case study from Pepsi, demonstrating how brands can engage with today’s multicultural youth in a relevant way.
