Rising costs prompt behavioral and attitudinal changes that may lead to brand discovery and switching. It remains clear that consistency of service and quality are relevant value propositions.Â
The US population is becoming increasingly diverse, with substantial growth in multiracial, Asian and Hispanic communities. Younger generations are more diverse and exhibit strong interest in cultural heritage and representation. These demographic and cultural shifts have had significant implications for brand loyalty. While loyalty continues to be driven by high-quality customer service and personalized experiences, authentic cultural representation and social responsibility initiatives are emerging as decisive factors.
US economic conditions and sentiment are increasingly bifurcated between the “haves” and “have-nots,” and understanding these in targets is crucial for predicting consumer behavior. Stark differences exist between multicultural consumers, which should be acknowledged when formulating a brand loyalty strategy.
This Report covers multicultural American consumers’ behaviors and attitudes toward brand loyalty. For the purposes of this report, “multicultural” refers to adults who identify as Asian/Pacific Islander, Black or Hispanic.
Hiro joined Mintel in 2024. He draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
Current discussions on corporate diversity initiatives should not distract brands from long-term consumer trends of diversifying race, ethnicity and culture.
Hiro Takemasa
Senior Consumer Lifestyles Analyst
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