Strategies for a Diverse World
An exploration and analysis of America’s increasingly diverse consumer population, and the implications for marketers hoping to connect with this new mainstream.
“Marketing to the New Majority is a must for those entrusted with selling products and services in the 21st Century. David and Ola have succinctly presented the realities of the data, the limitations of the current go-to-market strategies — and most importantly, they’ve given us the tools for honest self-assessment of our own readiness to play and win in this new and exciting era of diversity. This book is mind opening and game changing.”
— MCGHEE WILLIAMS OSSE, CO-CEO, BURRELL COMMUNICATIONS GROUP
“These authors succeed twice. Through their painstaking analysis of the 2010 Census data, they alert us to the truth of a new and ultra-complex America. And then they guide us through those complexities: putting up danger signs in front of marketing pitfalls and highlighting the new opportunities. From now on, no US marketing strategy should be signed off until the lessons of this conscientious book have been fully absorbed.”
— SIR MARTIN SORRELL, CHIEF EXECUTIVE, WPP
“Marketing to the New Majority reminds marketers how important it is to develop and nurture a personal relationship with current and prospective consumers, and proposes a model for how organizations can be structured to meet the needs of a multicultural marketplace. Marketers must balance messages and approaches that allow their brands to reach and connect with a diverse world.”
— BEATRIZ PEREZ, CHIEF MARKETING OFFICER, COCA-COLA NORTH AMERICA
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