Consume in China ::: #ethosinsights

A survey of 1,394 Chinese consumers found 41.8% worsened their impression of foreign brands in the past year, following a run of bad press. 7.7% had an improved impression. 30.8% reduced consumption, while 28.7% bought more foreign goods. 46.6% believed the problem was a small number of foreign brands, 31.7% a large number and 8.5% all foreign brands. In another survey, 53% of Chinese have a negative view of the US, up 9 points since 2011.

Marketers can’t ignore the demographic trends. In the US, 93% of population growth is multicultural, nearing 40% of the population, and one in four babies born is Hispanic. To grow, marketers clearly need a strategy to drive penetration with multicultural consumers.

Despite the statistics, organizations can be reluctant to invest in multicultural marketing because ROI is low and because marketers think they’re reaching these audiences in their general marketing plans...

We loved this @merketoonist cartoon.