Abstract
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.
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.
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