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.