Nielsen and Ethnifacts Introduce Intercultural Affinity Segmentation

The partnership aims to deliver a deeper understanding of the total U.S. cultural landscape for brand marketers.

Nielsen and cross-cultural insights provider Ethnifacts have launched the Nielsen Intercultural Affinity Segmentation. Harnessing the power of both brands, the segmentation allows the companies to take a deeper look at consumers who think, act and buy outside of their root culture—regardless of these shoppers’ race or ethnic origin.

Through integration of Nielsen’s proprietary consumer and shopper marketing tools– including Homescan, Spectra and Total Shopper View–consumer packaged goods (CPG) marketers can measure and apply “total market metrics” across various cultures.
With the Nielsen Intercultural Affinity Segmentation, five key segments will be used to help marketers gain a deeper understanding of today’s intercultural consumer in the U.S. They are based on mindset, behavior and opportunity.

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These five segments include:

● Monoculturals: Consumers who do not experience or participate in diverse lifestyles or tastes outside of their root culture.
● Sideliners: Consumers who are aware of but generally uninvolved in diverse tastes and preferences. They often experience more opportunity and less avoidance of diverse experiences.
● Explorers: Consumers who experiment with and have tried diverse tastes and preferences on a limited basis.
● Enthusiasts: Consumers who are exposed to and embrace diverse tastes and preferences. They are practicing–but not leading–these experiences.
● Ambiculturals: Environment and lifestyle leaders, these consumers are considered influencers and have a strong affinity for diverse tastes and preferences. They also have a strong desire to share experiences with others.

“This groundbreaking approach to cultural segmentation helps marketers understand the new American landscape, where a majority of the population is either multicultural or highly influenced by multicultural attitudes, products and trends,” said Aret Ratyosyan, product leader of North America buy at Nielsen.

He added that the tool will empower CPG, marketing and retail clients to stay ahead of future trends by identifying what intercultural consumers are buying so they can develop appropriate marketing strategies.

Beyond tracking products that are resonating with consumers across cultural segments, the Intercultural Affinity Segmentation helps brands move away from traditional demographic-only models. For marketers, this means truly understanding and addressing cultural segmentation across U.S. consumers of all races and ethnicities.

With this tool, doors to expanded opportunities are opened, offering CPG’s a broader view into measuring what resonates with the total multicultural influenced consumer–including non-Hispanic whites. This includes identifying the best distribution channels for products, tracking marketing results by affinity across ethnic/racial groups, uncovering potential cross-promotional opportunities and identifying trends in the highest intercultural affinity segments that may soon spread to all consumers.

“The Intercultural Affinity model is about majority marketing, not minority marketing,” said Mike Lakusta, CEO and founding partner at EthniFacts. “With over half of the U.S. population under age 50 living in multicultural or blended households, this model provides a truer picture of the American mainstream. By identifying not only the mindset, but also the behavior and opportunity to buy outside one’s root culture, marketers can effectively activate Ambiculturals and other high intercultural affinity consumers, who are most likely to be the influencers with the highest desire to share their diverse tastes and preferences and lead a product to going viral.”

Given the projected rise of multicultural consumers and multicultural influenced consumers in the U.S. in the decades ahead, these groups represent significant spending power and should be high on brand marketers’ radars as future growth drivers. Understanding and connecting with these audiences is critical for brands seeking to remain relevant in the years ahead.

The Nielsen-EthniFacts Hispanic Segmentation is currently available in the U.S.