Understanding The Influentials

Unlocking The Power Of Culture

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Asian

  • 5% of the US population (16M strong)

  • $986 Billion in buying power

  • 36% of Asian Americans are 18-34 (125i)

  • Most affluent and educated U.S. racial segment

  • Driving influence on key consumer categories

  •   A multiracial identity is the new Asian American mainstream

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Black/African-American

  • 12% of the US population (39M strong)

  • $1.1 Trillion in buying power

  • 32% of African American/Blacks are 18-34 (111i)

  • Culturally-woke and driven by social currency

  • Value how the Black Experience is depicted in media

  • Eager to positively influence the perspective on Black culture

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Latino/Hispanic

  • 17% of the US population (55M strong)

  • $1.7 Trillion in buying power

  • 42% of Hispanic/Latinos are 18-34 (145i)

  • Young, mobile-driven, and culturally pluralistic

  • Holding on to traditions, but redefining their Latinidad

  • Prefer watching content about El Nuevo Latino