Diverse Age Groups:

*Youth and Young Adultsyouthb1

  • Children and teenagers represent an important demographic to marketers because they influence their parents’ buying power, and will mature into adult consumers.
  • Today’s children have more decision-making power within the family than previous generations (They often nag or pester parents into buying something they may not otherwise buy).
  • X and Y generations (y=born after 1980, x=born between 1965 and 1980) are labeled the E-generations for the new technology driven pastimes.

* Baby Boomers:HEADSHOPS2/C/06DEC96/MN/DF

  • Age group born between 1946 and 1964, make up market of 76 million people, and 28% of population.
  • They grew up in an age of prosperity (unlike their parents)
  • As a result from growing up in the 60s and 70s, they tend to be “rather active, socially conscious bunch”.

*Seniors:

  • Men and women 65 years or older. Heavy upsurge in the senior population will peak at 50 million in 2010.
  • They vote in great numbers than their juniors and are more intense readers of newspapers and magazines.
  • They are very health-conscious, out of self-interest, and want to know about medical developments. 42-15765479

Race Population in 2005:hispanic-indian1

~White:  198.4 million=67

~Hispanic:42.7million=14.5%

~Black: 36.3 million= 12.2%

~Asian: 12.4 million=4.1%

~Native American: 2.6 million=1%

~More than one race: 4 million=1.2%

5 basic concepts that should be considered when developing a communications campaign for multicultural consumers:

  1. Organize a team with an understanding of the customs and values of the various demographic groups you are trying to reach.
  2. Understand that consumers of diverse cultural backgrounds respond better to messages that are culturally relevant.
  3. Remember that consumers of diverse cultural backgrounds are extremely loyal and once your products and services become a part of their lives, there is a very good chance you will keep them.
  4. Use the primary language of the audience. A large portion of you target audience prefers to communicate in their primary language, even if they have strong English skills.
  5. Use spokesperson that represents the audience. Spokesperson must be a good communicator and be sensitive to the issues that are important to the audience.

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