An understanding of diversity is crucial when developing mailing list strategies for ethnic marketing. The concept of the melting pot is being replaced by a new social framework. A “melting pot” signifies all cultures and people blending into one similar group, but now America’s ethnic groups are maintaining their individuality … while blending into American society. Therefore, it is important to tailor your marketing message to appeal to the shared cultural norms, values, traditions, and beliefs of the ethnic households that you seek to reach.
With this first chart below you’ll note that some of the original ancestors of America are strongly represented in America’s total population.
However, Non-Hispanic Whites, the slowest growing group, are likely to contribute less and less to the total population growth in this country … thus less and less to your long-term sales potential. America’s future population will come from other ethnic groups.
AFRICAN AMERICAN HOUSEHOLDS
The Black population is estimated to increase to increase over 20 million by 2030, and double it’s population by 2050. Currently there are 35 million African Americans in the United States and about 13 million African American households. The average size of each African American household is 3.2 people compared to the U.S. average of 2.6 people. An average household spends $23,642 annually. According to U.S. Census data, 85 percent of African Americans live in metropolitan areas with the majority living in the top 20 metropolitan areas. This population segment is expected to grow nearly twice as fast as the rest of the population over the next fifty years. The median age of African Americans is 30, nearly six years younger than the median age of the total population.
Other Interesting Tidbits
43% own their own home
64% of households took at least one vacation within the past year
$33 billion was spent on new cars last year
$3.8 billion was spent on consumer electronics last year
23% hold a bachelors degree or higher
Hispanics and Latinos constitute 15.8% of the total United States population, or 48.4 million people, forming the second largest ethnic group, after non-Hispanic White Americans (a group composed of dozens of sub-groups, as is Hispanic and Latino Americans). Hispanic and Latino Americans are the largest of all the minority groups, but Black Americans are the largest minority among the races.
The Hispanic growth rate from 2000 to 2007 was 28.7% … about four times the rate of the nation’s total population (at 7.2%). The projected Hispanic population of the United States for 2050 is 102.6 million people, or 24.4% of the nation’s total projected population on that date. In other words, you need to start mailing to Hispanics now if you wish to earn part of this humongous sale’s potential.
ASIAN AMERICAN HOUSEHOLDS
SOUTH ASIAN HOUSEHOLDS (95% Indians & Pakistanis)
Indians are the third largest in the Asian American population. According to the US Census Bureau, between 1990 and 2000, the Indian population in the US grew 130% — 10 times the national average of 13%, the highest for any Asian American community, and among the fastest growing ethnic groups in the United States. The Asian Indian population in the United States is about 2,700,000.
Indians along with other Asians, have one of the highest educational qualifications of all ethnic groups in the US. Almost 67% of all Indians have a bachelor’s or high degree (compared to 28% nationally and 44% average for all Asian American groups). Almost 40% of all Indians in the United States have a master’s, doctorate or other professional degree, which is five times the national average. According to the 2000 U.S. Census, Indian American men had “the highest year-round, full-time median earnings ($51,094)”, while Indian American women had a medium income of $35,173.
MARKETING TIPS WHEN USING ETHNIC MAILING LISTS
Three common mistakes with conventional ethnic marketing:
1. Lumping all individuals of your target audience into one undifferentiated group.
2. Communicating to your target audience with one general message.
3. Thinking of diversity as merely translating your message into different languages.
Three common steps for successful ethnic marketing:
1. Recognize the cultural uniqueness of your target group.
2. Recognize the cultural beliefs, symbols, and practices of your target group.
3. Value differences in languages, accents, practices, and social conduct.