Being First

Yankelovich:

"Being the First": An Ageless State of Mind in the Multicultural Marketplace
Much has been written about young multicultural consumers being trendsetters in music and fashion, active users of digital devices and all-around early adopters. But opportunities are being lost by thinking about "trendsetters" in such a narrow way among such a narrow group of consumers. In fact, the idea of "being the first" is more than a mere pop-culture-related behavior, and it applies to older consumers as well as younger consumers within the multicultural markets. This week's MONITOR Minute takes a look at the early-adoption attitude of African-American and Hispanic consumers ages 50 and older and shows how marketers can leverage their need to "Be the First" to appeal to this influential consumer segment.

They're Still "Being the First"
Compared to Non-Hispanic White consumers ages 50+, older ethnic consumers are simply more interested in staying abreast of what's new and interesting in the marketplace and in the world: