Nielsen Analysis Examines the Multicultural 'Super Consumer'
Diverse consumers are growing in number and importance to companies across the board.
A new Nielsen report, “The Multicultural Edge: Rising Super Consumers,” takes a closer look at the increasingly important diverse consumer. The latest report “suggests that by understanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends,” according to the press release on the findings.
“Super consumers” are “emotionally and economically engaged […] the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of sales,” according to the report.
Nielsen
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