What does it mean to be ‘American’ today? It’s no longer Black or White, Hispanic or Asian. Instead, it’s all of the above. America today is a Mash-Up of cultures, languages, races and beliefs. And Mash-Up Americans, a powerful new demographic that crosses traditional verticals, are creating a shift in how we think about the identities and motivations of our audience.
The Mash-Up Americans, a creative studio and media company, named Mash-Up America as the world we live in now and a glimpse of the future. Buzz Marketing Group partnered with The Mash-Up Americans to make sense of this new wave of Americans and harness their potential.
The “total market approach” no longer works as a strategy, nor does segmentation – solely by race or language. Instead, an understanding of the subtleties of a demographic shaped by an array of cultural forces, will yield a more authentic and powerful message to those who straddle multiple cultures and generations. This group is substantial: 43% of Millennials identify as non-White, while 60 million Americans speak a language other than English at home. Diversity and inclusion are not corporate catch phrases; they are powerful reflections of the audience that already exists.
This is just the beginning of a four-part series where we’ll be exploring the meaning and implications of Mash-Up America using original research and insights. We’ll start with defining the Mash-Up American – who they are, what they look, feel and talk like, and how we reach them. We look forward to hearing your feedback on these reports.
This month we shed light on a huge demographic of people who are seemingly untapped by marketers – Mash-Up Moms. To fully understand this group, we surveyed 400+ participants to truly understand how they identify, where they reside and their religious preferences.
Dive in to the results from our study on The Mash-Up Americans 2016: The Mom Edition.
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- On June 23, 2016
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