Marketing to the Future of Multiracial and Other Minority Segments: A Look into Changing American Demographics — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Marketing to the Future of Multiracial and Other Minority Segments: A Look into Changing American Demographics

Name: Elanta Slowek
Major: Marketing
Hometown: Chicago
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

In a nation where the demographics are quickly changing, the majority is becoming the minority and Multiracials are expected to grow 193% in the next 30 years. The marketing question at hand is how to capture this market segment. The significance of this consumer analysis is to understand untapped trends to potentially uncover profitable, but previously ignored market segments. Findings and conclusions were based on the research of marketing and advertising journals along with other sourced business materials about diversity in the workplace; as well as Census and Pew data. This consumer analysis reveals there is a multi-billion dollar market currently being overlooked in many marketing campaigns and this segment is still growing. The overall purpose is to inform companies of this change and to provide understanding for firms to maximize market share, as well as removing false ideologies/stereotypes of the past. Effects of socialization, considering bilinguals in marketing, marketing and branding to the multiracial consumer are just a few of the topics covered in this research.

Poster file