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The mistake companies make when marketing to different cultures

from Harvard Business Review

Smart consumer businesses are unanimous on the critical importance of "multicultural" growth opportunities. In the U.S., this is especially true now that Millennials — about 43 percent of whom are not white, according to Pew Research—make up a growing slice of most consumer markets. And it will be even more important for the generation that follows the Millennials; in 2011, non-Hispanic white births dipped under 50 percent for the first time. more


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