U.S. Market for Multicultural Women: How African-American, Latina and Asian-American Women Are Driving Change in the American Consumer Economy, The, 2nd Edition

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Published Sep 1, 2009 | 232 Pages | Pub ID: LA2118701

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Many Americans marveled in 2009 as an African-American woman assumed the duties of First Lady and a Latina donned the robes of a Supreme Court Justice. Yet, historians likely will find that Michelle Obama and Sonia Sotomayor were not only icons for multicultural women of their own generation in the first decade of the 21st century, but also were precursors of an emerging wave of increasingly empowered multicultural women in the decades to come.

Already accounting for nearly a third of the women’s population, multicultural women will be in the majority in a little more than 30 years. Barely 20 years from now, multicultural women will predominate among 25- to 44-year-old women—those most heavily engaged in the life tasks of building careers, forming households and families and raising children.

Black, Hispanic, Asian-American and other multicultural women already wield buying power in excess of $1 trillion and are the primary decision-makers in the vast majority of their homes. This completely new Packaged Facts report provides marketing executives with a roadmap to tap into the growing economic clout of multicultural women.

The first chapters of the report provide an overview of market trends and opportunities and the buying power of multicultural women. The report continues with chapters on demographic trends affecting the multicultural women’s market, including population growth and economic and social trends. The next section of the report provides an in-depth analysis of the consumer behavior of multicultural women. It includes chapters on how multicultural women spend leisure time and manage and spend money. Other chapters profile their shopping behavior and their attitudes and behavior with respect to fashion, health and wellness and car ownership. The last chapter of the report analyzes media usage patterns and receptivity to advertising.

Read an excerpt from this report below.

Research Methodology

This report is based on information collected directly from firms active in the multicultural women’s market as well as a comprehensive analysis of relevant industry and trade publications. The principal primary research source used in the report is the Experian Simmons Winter 2009 National Consumer Study. Census Bureau sources include the latest available population estimates and projections as well as data from the 2007 American Community Survey and March 2009 Current Population Survey. Other U.S. Government sources include the Consumer Expenditures Survey of the Bureau of Labor Statistics and the Office of Immigration Statistics.

About the Author

Dr. Robert Brown and Ms. Ruth Washton have written more than 30 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.

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