Multiculturalism

Entrepreneur, Dec, 2003 by Nichole L. Torres

Minorities are becoming the majority, according to Census Bureau estimates for the next 25 years. Indeed, multiculturalism is permeating every mainstream area of American life, and no entrepreneur can afford to ignore the trend.

"It's really coming up from the youth market, and it's going to [happen] more and more," says Howard Buford, president of Prime Access Inc., a marketing company in New York City specializing in the African American, Hispanic and gay and lesbian markets. He notes that entrepreneurs who want to target the youth market should add a multicultural element to their message--especially to influence the young, nonminority market.

Multicultural trends are everywhere: Estee Lauder cosmetics recently signed ethnic beauty Liya Kebede as their new spokesmodel. And ethnic recipes and flavors fused, with traditional American fare are hot. "High-end fusion of South American cooking is one of the hottest trends," says Buford. From music to fashion and beyond, expect the multicultural urban influence to reign supreme.