Understanding Ethnic and Cultural Subcultures in US Marketing

Subculture

A segment of a larger culture whose members share distinguishing values and patterns of behavior.

Ethnic subcultures

Those whose members' unique shared behaviors are based on a common racial, language, or national background.

Black Americans

13% of the US population with $1.4 trillion in buying power, characterized by younger demographics and lower education and income levels compared to white Americans.

Event marketing

Creating or sponsoring an event that has a particular appeal to a market segmentation.

Hispanic

A person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.

Hispanic Americans

Largest ethnic subculture in the US with $1.5 trillion in buying power, characterized by distinct regional living patterns.

Acculturation

The degree to which an immigrant has adapted to his or her new culture, highly related to language use.

Asian Americans

The highest educated and highest income group among ethnic subcultures, with $1.2 trillion in buying power.

Traditionalists (Asian Americans)

Older, retired individuals with strong ties to their original culture.

Established (Asian Americans)

Older conservative professionals who are well educated with strong incomes and weak identification with their original culture.

Living for the moment (Asian Americans)

Younger individuals with moderate identification with their original culture, bilingual, materialistic, and impulsive shoppers.

American Indians

Close to 570 tribes each with its own language and traditions, with a buying power of $118 billion.

Asian Indian Americans

Well educated and affluent individuals fluent in English, most retain cultural ties to their Indian backgrounds.

Arab Americans

Younger, better educated individuals with higher than average income, often tired of negative stereotyping.

Cuban Americans

Smallest Hispanic group at 4%.

Mexican Americans

Largest Hispanic group at 62%.

Family orientation (Hispanic Americans)

Extended family plays an important role across generations.

Masculine culture (Hispanic Americans)

Husband-dominant household decision making.

Tech-savvy (Asian Americans)

Heavy internet users among the most diverse group.

Immigration impact

Immigration has accounted for over 1/3 of the US population growth over the past several decades.

Brand loyalty (Black Americans)

Black consumers are brand loyal and prefer to buy locally.

Stereotypes in marketing (Black Americans)

Careful use of stereotypes is important when marketing to black consumers.

Youth trend (Hispanic Americans)

Emerging trend among Hispanic youth.