Eight in 10 Americans (80%) believe that one of the best aspects of the U.S. is its cultural diversity, according to The Futures Company and Cheskin Added Value. Many Americans have members of another race/ethnicity as part of their extended families, including 47% of Blacks, 32% of non-Hispanic Whites, and 30% of Hispanics.
Most — 82% of Blacks, 77% of Hispanics, and 69% of non-Hispanic Whites — have “learned many new things” from a member of a different race/ethnicity. More than a third of Hispanics (37%), 27% of Blacks, and 22% of non-Hispanic Whites view themselves more as citizens of the world than as citizens of the U.S.
Diversity affects more than Americans’ world views — it has an impact on the products they buy. Most appreciate the growing influence of other cultures on the products they use, including 83% of Blacks, 77% of Hispanics, and 64% of non-Hispanic Whites. [Marketing]
Source: “Influence of Ethnic Identity on Consumer Behavior,” Cheskin Added Value, Stephen Palacios, EVP, 11 Madison Ave., 12th Fl., New York, NY 10010; 917-860-0517; spalacios@cheskin.com; www.cheskin.com. Price: Call for information.
The Futures Company/Yankelovich, Sonya Suarez-Hammond, VP Multicultural Insights, 400 Meadowmont Village Circle, #431, Chapel Hill, NC 27517; 919-932-8858; ssuarez-hammond@yankelovich.com; www.yankelovich.com.
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