Insight Session Front End

Capturing the Multicultural Consumer Market Drives Growth

August 26, 2019

8:00AM - 9:00AM

Boston Convention and Exhibition Center, Room 151

Mariko Carpenter

Vice President, Strategic Community Alliance, Nielsen

Mariko S. Carpenter is the Vice President of Strategic Community Alliance at Nielsen, the world’s largest consumer research company with more than 40,000 associates across 106 countries.

Today, multicultural consumers account for 43% of the buying power in top 10 markets and they are expected to drive 92% of the total U.S. population growth in the next 5 years. What does this mean for consumer brands?

Nielsen data and insights reveal that culturally fluent brands are succeeding and reaping the rewards when marketing to the ever-growing diverse U.S. consumer market. In this age of empowered customers, brands must establish real connections with multicultural audiences if they want to remain relevant in the future. In this session, we will be sharing valuable data and insights that will help brands to understand this market and provide a 360 view of multicultural consumers; how they interact with brands, their devices and the values that drive their purchase decisions.