Diversity Marketing Data

DIVERSITY MARKETING DATA

Although estimates vary wildly, the U.S. gay and lesbian population is probably somewhere between 7 and 25 million.
According to statistics, 75% of gays take airplane trips each year -- that's four times more than the national average. Simmons Market Research Bureau, New York
One group that is usually overlooked are the nearly 2 million Native Americans or American Indians.
An estimated 43 million Americans have disabilities.
When marketing to African Americans, keep in mind that they value self image, style, elegance and intellect.
"Style, whether portrayed in a fancy hat, a screaming new automobile, a worldly characteristic, or an articulate phrase reaches the spirit and soul of African Americans". B. Mikael Wagner, Promotions West
When designing educational materials, adapt issues so they are culturally relevant to the market and its segments.
African Americans in the U.S. purchase 21% of automobiles.
In the U.S., Hispanics and African Americans watch more television than the general public. B.B.D.O. Advertising, New York
African Americans listen to the radio the equivalent of about 1 day per week or 24 hours.
More than 70% of African Americans read community based news and publications.
African Americans account for more than 11% of the readership of all magazines although they are only seen in 3% of all magazine ads.
African Americans represent 12% of the total U.S. population.
African Americans have a $300 billion spending power.
By the year 2010, there will be more than 17 million Asian/Pacific Islanders in the United States. U.S. Census Bureau
The majority of Asian/Pacific Islanders are quite affluent and have a median household income approaching $40,000.
Asian/Pacific Islanders have a high college completion rate of 39%, compared to about 17% for the general population.
Although there are underlying similarities among Asian cultures, marketers must sub-segment the community.
There are more than 25 million Hispanics in the United States.
An estimated 80% of Hispanics listen to the four national Hispanic radio networks and more than 300 stations with Spanish language programming. Only 16% listen to primarily English language radio.
Culture is what gives us our identity and the code of conduct that we live by.
Culture is a learned behavior that distinguishes members of a society and includes what the group thinks, says, and does.
A great strategy to appeal to ethnic and minority customers is through social marketing, benefiting a cause that's important to the group you wish to reach.
When developing a promotional campaign to reach an ethnic or minority community, hire a consultant with experience from that community or a multicultural research team.
Along with observing what people do and how they do it, we need to also look at demographics (age, income, gender), geographics (region, city, state, & neighborhood), ethnographics (cultures), and psychographics (personality characteristics).
Around 75 million baby boomers, born between 1945 and 1964, will shape the country's buying behavior, as well as its social and political direction, at least until 2039.
Hispanic American residents in the US. will reach 39 million by the year 2010.
By 2020, Asian/Pacific Islander U.S. residents will reach 22 million.
Whites in America still make up 70% of the total population, but that percentage is declining.
Nearly 1 of every 4 Americans claims African, Asian/Pacific Islander, Hispanic or Native American ancestry.
Today, there are more than 55 million women in the workforce.
Today, single parents head nearly 10 million households.