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A Guide to Marketing Resources

Marketing to Hispanic Americans

Pew Research Center Hispanic Trends
Many reports dealing with demographics, labor, employment, income, and housing as well as changing opinion polls

Latina Power Shift
2013 Nielsen report on Hispanic women consumers
State of the Hispanic Consumer: The Hispanic Market Imperative
A 2012 Nielsen report on the emerging Hispanic market
The New American Consumer
A 2012 Experian report on the state of the Hispanic consumer marketplace

AHAA The Voice of Hispanic Marketing
Reports from a trade organization for promoting the Hispanic marketing and advertising industry.

Marketing to African Americans

Powerful.Growing.Influential. The African-American Consumer
Learn about the African-American Consumer. Understand the key drivers for purchasing habits, likes and dislikes, preferences, behaviors and value of culture and community.
The African-American Consumer 2013
Nielsen report on the African American consumer
African-American Shopper Analysis
This report provides vivid insights into the attitudes, behaviors and motivators of African Americans shoppers.

Reaching Black Consumers
A variety of studies and profiles, including psychographics and population segments.

Multicultural Marketing

Mintel Academic (Formerly Mintel Oxygen) This link opens in a new window
Provides consumer market reports including information on consumer trends and recent market developments. Also provides current news articles on related market activity. First time users need to create an individual user name and password. The database requires that you accept terms by clicking on "I agree" before each session.

Multicultural Economy
From the Selig Center at the University of Georgia highlights the buying power of different groups:
The New Metro Minority Map: Regional Shifts in Hispanics, Asians, and Blacks from Census 2010

Marketing to Other Groups

Significant, Sophisticated And Savvy: The Asian American Consumer
2013 Nielsen report on the Asian American consumer market
State of the LGBT Consumer
A look at what lesbian, gay, bisexual and transgender households buy