Understanding The Influentials
Unlocking The Power Of Culture
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
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
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
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