This Packaged Facts report assesses the consumer behavior and buying power of the 32 million women—primarily Hispanics, African Americans, and Asian Americans—who make up the multicultural women’s population. The report begins with an in-depth demographic profile of multicultural women, including their role in the workplace, educational achievement, and social values. The report presents a comprehensive overview of the attitudes and behavior of multicultural women consumers as a whole and then provides separate chapters analyzing the Hispanic, African American, and Asian American segments of the market. An overview of marketing and advertising trends in the multicultural women’s market and an assessment of media usage by multicultural women are provided. The final section includes a projection of the buying power of multicultural women through 2008 and an analysis of key trends and opportunities driving the multicultural women’s market.

In the mid-21st century, the demographic landscape of America will permanently change as non-Hispanic Whites cease to be the country’s dominant group and today’s “minority” groups become the majority. Ongoing changes in the women’s market show how the fundamentals of this demographic revolution are already in place. Between 1995 and 2003 the population of multicultural women grew five times faster than the number of non-Hispanic White women. By 2008 an estimated 36 million multicultural women will wield buying power of $1 trillion and will have a profound impact on the market for goods and services designed for women and their families.

Report Methodology
The information in The U.S. Market for Multicultural Women is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Discover how the purchasing decisions of multicultural women differ. Find out about how marketers and advertisers are adjusting their strategies to appeal to multicultural women. Understand the impact of acculturation on Latinas and Asian American women. Learn about the unique economic role of African American women.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is interested in reaching a market estimated to be worth more than $1 trillion by 2008, you will find this report invaluable, as it provides a comprehensive package of information and insight about African-American, Hispanic and Asian women not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the African, Hispanic and Asian women, and those who meld ethnicities. Contributing to that understanding will be a complete analysis of data from published and trade sources, a detailed discussion of the multicultural women market based on Simmons data, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

• Marketing Managers
  identify market opportunities and develop targeted promotion plans for multicultural women.
• Research and development
  professionals stay on top of competitor initiatives and explore demand for products targeting ethnic women.
• Advertising agencies
  working with clients in the industries targeting women of color to help understand the product buyer to develop messages and images that compel multicultural women to purchase these products.
• Business development executives
  understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians
  provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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