Technology that probes for more meaningful group insights.
Multicultural consumers are 38 percent of the population, and growing. Stirista tracks over seven million names with cultural affiliation, with an unparalleled 99 percent coverage and unrivaled accuracy, and we’re growing too. We’re growing in the depth and detail of our data as well as in the sheer volume of our records.
The rules of multicultural marketing have changed. So have the terms.
An important term today is ambicultural. The ambis, for short, see themselves as having multiple cultural identities. Marketers now need strategies that go beneath surface characteristics to understand a group’s vision of themselves. The who, not the what.
Our successful campaign on behalf of South Carolina Governor Nikki Haley, whose background is Indian, went beyond the basics of “Asian” or even “Indian” ethnicity and focused on specific messages for cultural sub-groups within the Indian diaspora.
- Assimilation level