C Squared: Be Meaningful to Today’s Multicultural Consumer

With today’s Zoom, social distancing, and WFH, we miss talking all things branding with fellow industry professionals. This letter was designed to provoke an exchange of thought between the cognitive and creative in modern branding. We hope you’ll read and take something away from it.

Through our years of experience in brand strategy and design, we’ve spoken with several brands that want to better understand the ever-evolving multicultural U.S. consumer. With the latest release of the U.S. census data, that task is more challenging than ever – in fact, US citizens who identify as two or more races has grown by 276%.

To explore this data point’s impact on brand strategy, we fielded a consumer survey of (125) self-identified multi-racial people to better understand their cultural perceptions of brands.

Click through to read a couple of our observations on multicultural consumers