New Growth Strategies During Slow Economic Times

South Hackensack, NJ
June 20th, 2012
E-Tech June Newsletter
by Candace Kennedy candace@ethnictechnologies.com

Non-Traditional Growth Strategies During Slow Economic Times

During this time of economic uncertainty, we marketers immediately start to strategize. We ask “What are the most recession-proof industries to target?” and “How can I enable my clients to not only stabilize, but actually thrive in this environment?”

It is up to us, as the marketing experts, to answer these questions, and find real life viable solutions for our customers. In these tough times, we all need to think outside of the box and go beyond traditional multicultural marketing (which is) to Hispanic and African American groups.

This means targeting the influential and educated Asian American market.

Asian Americans have the highest income, best education and are the fastest growing racial group, now exceeding Latinos. They are more likely than any other racial or ethnic group in America to live in mixed neighborhoods and to marry across racial lines. Asians have surpassed Hispanics as the largest wave of new immigrants to the United States, pushing the population of Asian descent to a record 18.2 million and helping to make Asians the fastest-growing racial group in the country, according to a study released Tuesday by the Pew Research Center.

According to the 2010 U.S. Census Community Survey – of the 4.27 million increase in the U.S. population from 2006 to 2010, 2.08 million can be attributed to South Asian and Asian Americans. They are also the fastest growing segment in the state of New Jersey, and 36% of the people in San Francisco County are of this ethnicity. According to the 2010 Census Figures, the median household income of the South Asian population is $78,315 and the Filipino population is $72,548. These numbers are rather elevated in comparison to the mainstream white population, which is estimated at $51,429.

Consider the following:

With over $300 billion in spending power, Asian Americans are a powerful force in the USA consumer market today. Over 36% of Asian Internet users have made more than 5 purchases using the internet over a period of 12 months, compared to 13.6% of Hispanics and 12.4% of African Americans -- the two largest of the ethnic populations in the U.S. Over 74% of Asian American Internet users access the net each day. Therefore, they are more likely to have a college degree and a higher average income than any other ethnic group. Media preferences for Asian Males between the ages of 25-54 are the Internet and online ethnic newspapers. Asian Males spend 58% more time on the Internet than any other ethnic group of males in the same age range. About 38% of Asian Americans read their daily news online, over 26% seek financial information on a typical day and 30% of them seek political news and information on a daily basis. These percentages are much higher than any other ethnic group including Caucasians in the U.S. and Canada. The language preferences during Asian Americans online visits list English as the most popular at over 37% (this may be attributed to their higher education levels and income status). Chinese is second at 14%, Japanese is 9% and Korean is 4%.  

These numbers are hard proof that there are new and different opportunities for multicultural marketing in 2012 and beyond. Reaching previously overlooked populations, who are thriving even in the current economic climate, can greatly increase your ROI. These diverse and growing ethnic groups offer tremendous potential to virtually every marketer and every brand out there.

In future newsletters, we will cover issues relating to the top Ethnic Groups within the Asian communities, including Chinese, Japanese, Korean, Vietnamese, Indian, and Filipino.

The E-Tech Crew is on the road again!

Details:
10/15 - Ask the Experts

10/17 - Multicultural Segmentation Plenary Session

National Minority Health Awareness Month

South Hackensack, NJ
April 11th, 2012
E-Tech April Newsletter
by Candace Kennedy candace@ethnictechnologies.com

The National Minority Quality Forum launched the first National Minority Health Month in April 2001. Its goal is to inform and educate emerging minority populations about disease prevention and cure. Scheduled events are designed to increase the understanding of diverse cultural differences within the context of prevailing health-related values and beliefs. A national focus on disparities in health status is essential to implement changes in health care delivery. Health care is a cultural construct, arising from beliefs about the nature of disease and the human body. These integrated human behavior patterns include language, customs, and beliefs. Cultural issues are at the core of wellness, health service treatment and preventive interventions. They influence how the patient and the health care provider perceive illness, disease, causes and cures. Proven over time and still one of the best ways to reach these populations is direct mail.

Some “minority populations” are emerging as the majority in major geographic areas. By 2050, the Census reports, the United States will have no clear majority population group. Our national tapestry will continue to be woven with diverse cultural, ethnic, and racial threads. Unfortunately still, at times, these groups experience poorer disease control and limited health care options. They have the highest rates of disability and premature death. Recently the University of Texas and Brigham and Women’s Hospital both found that Hispanic women can be at three times the risk for a pre-term baby delivery. Similar statistics for African American mothers. Cancer is the second leading cause of death for most racial and ethnic minorities. It is the number one killer for Asians. African American men are over twice as likely to die from prostate cancer as White men are. Black women are more likely to die of breast cancer than any other group; Hispanic women have the highest incidence rate for cervical cancer.

These statistics reflect genetic variations, environmental factors, and the cultural and linguistic traits that create and influence specific health behaviors. However, even when minorities have similar levels of access to care, health insurance and education, they often receive poor quality care. This may be a result of inadequate patient to provider communication or provider discrimination.

One objective of National Minority Health Month is to develop a clearer understanding of cultural competence. This ability to value and incorporate the cultural differences of diverse populations can create a health care system that serves the unique needs of populations whose cultures may be different from the prevailing culture. This month also addresses the issues surrounding minority under-representation in interventional and observational clinical trials. Recruiting and retaining participants remains a problem due to lack of cultural competency by the provider and distrust of the health care system by minority group members. Hispanics are particularly affected because they are the largest minority group without medical insurance. These influencers affect valid analysis and outcomes of the studies and dilute what constitutes effective and safe care for these groups. The cornerstone of this campaign is overcoming minority group barriers through community awareness, education and involvement.

The costs (financial and human) associated with patient noncompliance are staggering and very well documented. Understanding ethnicity, language preference and country of origin can influence -- for the positive. New technologies and applications are coming, but true understanding and respect of these populations are what will continue to make a difference. National Minority Health Month hopes to raise awareness of disparity and the need to include all groups in health care education, policies, and programs. Inclusion of marginalized groups in the decision making process creates a health care system that benefits all groups well into this century and beyond -- plus it can be good business as well.