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NEW YORK A multicultural marketing survey suggests that both African Americans and Hispanics have strong trust in brands.
The Yankelovich Monitor Multicultural Marketing Study, released yesterday, found that both groups are increasingly reconnecting to their respective roots, which holds implications for savvy marketers who want to maintain their brand message in front of these consumers.
“The ability to reach African Americans and Hispanic consumers in a way that truly strikes a chord and connects with their deep-seated cultural values and beliefs is critical,” said Sonya Suarez-Hammond, director of multicultural marketing insights at research firm Yankelovich, Chapel Hill, N.C,
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