Lowdown: Cultural openness

Edelman, in partnership with consultancies The Futures Co. and Cheskin, sought to uncover how the rise in ethnic identity is shifting behaviors in the US consumer market.

Edelman, in partnership with consultancies The Futures Co. and Cheskin, sought to uncover how the rise in ethnic identity is shifting behaviors in the US consumer market. More than 6,000 participants aged 16 and above, representing African Americans (1,620), Hispanics (1,645), and non-Hispanic whites (3,001), responded. These results reveal the attitudes of all three groups toward intercultural influences on society and their openness to being immersed in intercultural experiences and situations.




SOURCE: “A conversation on how the rise in ethnic identity is shifting behavior in the US consumer market,” released in January 2011. Data was collected in two phases: 20- and 30-minute phone and Web interviews, and a 60- to 75-minute survey, all conducted in the respondent's language of choice.

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