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Marketing to the New Majority: Strategies for a Diverse World Hardcover – August 2, 2011

5.0 out of 5 stars 3 customer reviews

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Editorial Reviews


“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 challenges today's model of multicultural marketing as 'niche', and offers new direction for more effectively engaging the diverse mainstream consumer market. Companies who want to accelerate growth need to heed these authors' advice.” ―Jim Stengel, former Global Marketing Officer, Procter & Gamble

“Finally, a fresh perspective on the actual make-up of the increasingly 'ethnic' U.S. marketplace, how best to reach this new American majority and an honest view of the corporate and agency paradigm and initiatives that often fall short of addressing actual market needs. This analysis goes beyond the traditional ethnic segmentations and marketing tactics and addresses life stage and psychographic behavioral drivers - It provides insightful marketing recommendations from both the consumer and agency perspective- all-in-all, a very comprehensive, thought-provoking and fresh perspective.” ―Yvonne Montanino, Sr. Manager, Multicultural CMI, Unilever

“When we all look back at this time in defining and servicing the New General Market, we can all say Marketing to the New Majority was the definitive resource that pulled everything together and advanced the conversation as to why we should seek to understand and invest in the New General Market. It is a must read!” ―Jeffrey Bowman, Practice Lead, OgilvyCULTURE

“The numbers are in...and they cannot be ignored. 112 million "ethnic" Americans; 36% of the country; 50% of the under 18's! This new book provides a treasure trove of strategies that are guaranteed to provide brands with a competitive advantage. Marketing to the New Majority has earned a place on the desk of every marketing person in the USA.” ―Robert Barocci, CEO, Advertising Research Foundation

Marketing to the New Majority sheds light on the deep insights and cultural nuances that drive relevance in communicating with U.S. Hispanics. It is a must read for marketers and agencies looking to effectively advertise to this important and growing consumer segment. In an increasingly competitive business environment, this book provides a wealth of innovative thinking to help brands develop high-impact growth strategies.” ―Graciela Eleta, SVP Brand Solutions, Univision Network

“David Burgos and Ola Mobolade have made an important contribution with Marketing to the New Majority. Their work should resonate with marketers in most companies and help them to develop well designed strategies for a diverse society. An emerging diverse majority requires a better understanding of how to relate to consumers that view the world from different perspective.” ―Felipe Korzenny, Ph.D., Director Center for Hispanic Marketing Communication, Florida State University, and Co-Author of "Hispanic Marketing: Connecting with the New Latino Consumer."

“Too often marketers are hampered in their efforts to successfully build brand awareness in so-called minority consumer groups because the companies they work for continue to view their customers as an homogeneous general market. This book will make the marketers job easier. It is dense with insights into the realities of the growing diversity of the contemporary marketplace-and the statistics that underpin them.” ―Andrea Hoffman, CEO-Diversity Affluence and author of Black is the New Green

About the Author

David Burgos is Vice President of Millward Brown and the head of the Multicultural Practice at Millward Brown, one of the world's leading market research agencies. He is an industry expert in market segmentation, new product development, and brand and communications research across the U.S. and Latin America. David is the Co-Chair of the Advertising Research Foundation's Multicultural Council and a past recipient of the ARF's Great Mind Award for his contribution to the marketing research industry. A former professor, and co-author of the book, "Ciudad de los Reyes, de los Chavez, los Quispe," David speaks frequently about the changing face of multicultural markets at conferences and industry events. David holds an MBA from Esan University in Peru. He currently resides in the Chicago suburbs with his wife Adriana and two children, Lorenzo and Renata.

Ola Mobolade is managing director of Firefly Millward Brown, the company's qualitative research division. Her clients include dozens of industry powerhouses.


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Product Details

  • Hardcover: 256 pages
  • Publisher: St. Martin's Press (August 2, 2011)
  • Language: English
  • ISBN-10: 0230111653
  • ISBN-13: 978-0230111653
  • Product Dimensions: 6.4 x 1 x 9.5 inches
  • Shipping Weight: 15.5 ounces
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #581,811 in Books (See Top 100 in Books)

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Top Customer Reviews

By Marta Insua on October 24, 2011
Format: Hardcover Verified Purchase
Burgos and Mobolade have nailed the most comprehensive, updated and seriously sourced approach to the new reality of unprecedented diversity in America. With no old preconceptions or easy recipes, they came up with a must read for anyone interested in intelligent targeting. And for the same token, they put together a very easy to read and entertaining book.
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Format: Hardcover Verified Purchase
This is a great 'crash course' on the state of multicultural marketing in the United States with a valuable snapshot of of international multicultural marketing as well. Great for anyone in the marketing world who realizes that straight translations and providing culturally relevent marketing efforts are not hitting the mark with the top three segments (Hispanic, African American, Asian). If you know you need to do something in this space and don't how, or if you're already doing it and you know you're not where you need to be, then read this book. I read it on the plane on a business trip. It sits on my desk at work in my collection of highly recommended books.
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By Patrick McCoy on December 27, 2013
Format: Hardcover Verified Purchase
exactly what i needed. I don't know what else to write for this required analysis, but thank you for the book.
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