Catering to Differences

It is dangerous to make "absolute" statements about certain groups of people. You always have to leave room for the exceptions.

However, it is also important to look at research and see what the trends are:
Study of Consumer Beliefs Reveals Cultural Differences Racial and ethnic groups have wide ranging views of marriage, social networking, brands, and more, according to the Florida State University Center for Hispanic Marketing. Understanding those attitudes and how they vary by age and gender within groups can help marketers improve their effectiveness in targeting emerging majorities.

Brands
Blacks are most likely to indicate that brands are important to them, followed by non-Hispanic Whites and Asians, in contrast to Spanish-preferring Hispanics to whom brands have little relevance. English-preferring Hispanics are effectively neutral. Although most research suggests Hispanics prefer to buy brands they're familiar with, this study finds that Hispanics don't define themselves by those brands. Attitudes towards brands vary little by age or gender within groups.

Social/cultural influences
Spanish-preferring Hispanics and Blacks have a positive attitude toward multiculturalism, suggesting they prefer to see advertising that reflects not only their own cultures but also that of a wide variety of cultures. Conversely, English-preferring Hispanics, non-Hispanic Whites and Asians have a negative attitude toward social and cultural references. Older Blacks and English-preferring Hispanics are more likely than their younger counterparts to prefer social and cultural references.

Social networks
Spanish-preferring Hispanics have the most positive attitude toward social networking, non-Hispanic Whites have the most negative attitude, and the other groups are neutral. Younger non-Hispanic Whites still have a negative attitude toward social networks, but less so than their older counterparts. Younger English-preferring Hispanics, Blacks, and Asians have a slightly positive opinion of social nets, whereas their older counterparts have a slightly negative opinion. There is no difference in Spanish-preferring Hispanics' attitudes by age -- older and younger are overwhelmingly favorable toward social networks, making the sites a logical medium to reach the group.

Sports
Asians and English-preferring Hispanics are the most likely to have favorable attitudes toward sports and a vested interest in following teams and results, while Blacks are neutral and Spanish-preferring Hispanics and non-Hispanic Whites have negative associations with sports. In all groups, men are considerably more likely than women to have a favorable opinion of sports.

Marriage
Asians have the most positive attitude toward marriage, followed by non-Hispanic Whites and English-preferring Hispanics. Older English-preferring Hispanics are less likely than their younger counterparts to have a positive opinion of marriage. Spanish-preferring Hispanics and Blacks have negative attitudes toward marriage. Women are more likely than men in those groups to have a negative opinion of marriage. Meanwhile, non-Hispanic White, Asian, and English-preferring Hispanic men are more likely than women in those groups to have a positive opinion of marriage.

(Source: Marketing to Emerging Majorities, 05/09)

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