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Much has been written about young multicultural consumers being trendsetters in music and fashion, active users of digital devices and all-around early adopters. But opportunities are being lost by thinking about “trendsetters” in such a narrow way among such a narrow group of consumers. In fact, the idea of “being the first” is more than a mere pop-culture-related behavior, and it applies to older consumers as well as younger consumers within the multicultural markets. This week’s MONITOR Minute takes a look at the early-adoption attitude of African-American and Hispanic consumers ages 50 and older and shows how marketers can leverage their need to “Be the First” to appeal to this influential consumer segment.

They’re Still “Being the First”

Compared to Non-Hispanic White consumers ages 50+, older ethnic consumers are simply more interested in staying abreast of what’s new and interesting in the marketplace and in the world:

• 75% and 77% of African Americans and Hispanics ages 50+ (respectively) say that “being the first to know about new ideas, trends or things that are happening in today’s world” is a sign of success and accomplishment, compared to 52% of Non-Hispanic Whites.(1)

• 66% and 59% of African Americans and Hispanics ages 50+ (respectively) say they choose brands based on the brand keeping them “in the know about what’s new and trendy in the marketplace,” compared to 49% of Non-Hispanic Whites.(2)

• 65% and 59% of African Americans and Hispanics ages 50+ (respectively) describe themselves as being “open to trying new things,” compared to 50% of Non-Hispanic Whites.(3)

• 46% of African Americans and Hispanics ages 50+ agree that they are “usually one of the first people in my group of friends to accept new ideas or try new things,” compared to 34% of Non-Hispanic Whites.(4)

A Means to Empowerment

This “Being the First” mindset is highly linked to the pursuit of personal empowerment. For older ethnic consumers in particular, the pursuit of empowerment is rooted in overcoming adversity and the historical experience of discrimination and its accompanying feelings of disenfranchisement. The mindset is driven by an underlying desire and need for status and respect—both of which matter more to older ethnic consumers than they do to older Non-Hispanic White consumers. Because information is a precursor to control, “being the first” includes not just what older, ethnic consumers own, but also what they know. Being the bearer of premium information positions older consumers to fulfill the role of being sought-after-individuals—not just on products and brands, but on lifestyle issues as well. In fact, older ethnic consumers who self-identify as being one of the first in their group of friends to accept new ideas or try new things are more likely than those who don’t see themselves this way to agree that “family and friends often ask me for information or my opinion on new brands and products” (66% versus 52% among African Americans and 79% vs. 64% among Hispanics).

Implications & Opportunities

• Crown them CIOs (chief information officers). Make older ethnic consumers a key component of your word-of-mouth marketing efforts. Enlist their help while focusing on their critical role as community advisors on “helpful” products and services, especially those that lead to a healthier lifestyle, a better environment and/or a simpler yet equally (if not more) interesting life. In the process, constantly acknowledge their important role as knowledge givers.

• Reward loyalty with insider information. Invite them to create and participate in insider “clubs” where members are informed about product plans, release dates and locations where they can find them; ask them to rate and share comments about your products and plans for the near future.
• Leverage retro icons that are now contributing to the new “cool.” With new takes on old themes (particularly in fashion and music) being adopted by younger generations, give credit where credit is due. Let older consumers know that you know (even if the “new” purveyors of cool don’t) the role they played in some of today’s hottest trends. Use this information to reflect back the way many older ethnic consumers see themselves: as timeless trendsetters and current bearers of experience and insight.

Bottom Line

Being the first to learn about the latest news, products and services is a characteristic of multicultural consumers across age segments. Appealing to older multicultural consumers’ desire to be recognized as “knowledge givers” and trend leaders is a powerful, largely un-tapped way to build brand equity among this key consumer group.

 

Yankelovich Multicultural Marketing Study 2009, The New Realities of Empowerment

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