The U.S. consumer market is both increasingly diverse and increasingly connected.

Our population is rapidly shifting from a white majority to one that is both racially and culturally mixed. The advent of wi-fi has led to an explosion in digital devices, profoundly altering the way we now interact. It’s changed our habits and created all sorts of new expectations.  From a marketing standpoint, all this has completely altered the playing field. 

Successful companies are embracing both diversity and the digital age.

• They’re capitalizing on the enormous opportunities for growth by becoming more interactive and more innovative.
• They’re seeking ways to better understand and engage the multicultural market.
• They’re building consumer satisfaction and loyalty by establishing a two-way conversation that enables them to develop and refine their products and services.
• They're crafting their messages based on an informed understanding of our complex and ever-evolving community.
  

To survive in this fast-changing economy, it's increasingly essential for companies to recognize the importance of the multicultural audience – and the many factors that make it fascinating and unique.  With the multicultural community so active in digital media, there's an enormous opportunity to connect across a variety of platforms and to become both better informed and more responsive.

Companies that cultivate a culture of curiosity and ongoing connection not only benefit by becoming more competitive in the larger market; they also develop a skill set that enables them to forge stronger bonds with their existing customers.