Marketing to the New Majority

Strategies for a Diverse World

David Burgos and Ola Mobolade

Palgrave Macmillan Trade

Today, diversity is the default, not the exception. “Minorities” are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the “general market” as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown’s vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.


Praise for Marketing to the New Majority

“These authors succeed twice. Through their painstaking analysis of the 2010 Census data, they alert us to the truth of a new and ultra-complex America. And then they guide us through those complexities: putting up danger signs in front of marketing pitfalls and highlighting the new opportunities. From now on, no US marketing strategy should be signed off until the lessons of this conscientious book have been fully absorbed.” –Sir Martin Sorrell, Chief Executive, WPP

Marketing to the New Majority challenges today’s model of multicultural marketing as 'niche', and offers new direction for more effectively engaging the diverse mainstream consumer market.  Companies who want to accelerate growth need to heed these authors’ advice.” –Jim Stengel, former Global Marketing Officer, Procter & Gamble

“Finally, a fresh perspective on the actual make-up of the increasingly 'ethnic' U.S. marketplace, how best to reach this new American majority and an honest view of the corporate and agency paradigm and initiatives that often fall short of addressing actual market needs. This analysis goes beyond the traditional ethnic segmentations and marketing tactics and addresses life stage and psychographic behavioral drivers - It provides insightful marketing recommendations from both the consumer and agency perspective- all-in-all, a very comprehensive, thought-provoking and fresh perspective.”--Yvonne Montanino, Sr. Manager, Multicultural CMI, Unilever

“When we all look back at this time in defining and servicing the New General Market, we can all say Marketing to the New Majority was the definitive  resource that pulled everything together and advanced the conversation as to why we should seek to understand and  invest in the New General Market. It is a must read!” –Jeffrey Bowman, Practice Lead, OgilvyCULTURE

“The numbers are in...and they cannot be ignored.  112 million “ethnic” Americans; 36% of the country; 50% of the under 18’s!  This new book provides a treasure trove of strategies that are guaranteed to provide brands with a competitive advantage.  Marketing to the New Majority has earned a place on the desk of every marketing person in the USA.” – Robert Barocci, CEO, Advertising Research Foundation

Marketing to the New Majority sheds light on the deep insights and cultural nuances that drive relevance in communicating with U.S. Hispanics.  It is a must read for marketers and agencies looking to effectively advertise to this important and growing consumer segment.  In an increasingly competitive business environment, this book provides a wealth of innovative thinking to help brands develop high-impact growth strategies.” -Graciela Eleta, SVP Brand Solutions, Univision Network

“David Burgos and Ola Mobolade have made an important contribution with Marketing to the New Majority. Their work should resonate with marketers in most companies and help them to develop well designed strategies for a diverse society. An emerging diverse majority requires a better understanding of how to relate to consumers that view the world from different perspective.”–Felipe Korzenny, Ph.D., Director Center for Hispanic Marketing Communication, Florida State University, and Co-Author of "Hispanic Marketing: Connecting with the New Latino Consumer."

"Too often marketers are hampered in their efforts to successfully build brand awareness in so-called minority consumer groups because the companies they work for continue to view their customers as an homogeneous general market. This book will make the marketers job easier. It is dense with insights into the realities of the growing diversity of the contemporary marketplace-and the statistics that underpin them."--Andrea Hoffman, CEO-Diversity Affluence and author of Black is the New Green

Reviews from Goodreads



  • David Burgos and Ola Mobolade

  • David Burgos is Vice President of Millward Brown and the head of the Multicultural Practice at Millward Brown, one of the world’s leading market research agencies. He is an industry expert in market segmentation, new product development, and brand and communications research across the U.S. and Latin America. David is the Co-Chair of the Advertising Research Foundation's Multicultural Council and a past recipient of the ARF’s Great Mind Award for his contribution to the marketing research industry. A former professor, and co-author of the book, “Ciudad de los Reyes, de los Chavez, los Quispe," David speaks frequently about the changing face of multicultural markets at conferences and industry events. David holds an MBA from Esan University in Peru. He currently resides in the Chicago suburbs with his wife Adriana and two children, Lorenzo and Renata.

    Ola Mobolade is managing director of Firefly Millward Brown, the company’s qualitative research division. Her clients include dozens of industry powerhouses.

  • Ola Mobolade


Available Formats and Book Details

Marketing to the New Majority

Strategies for a Diverse World

David Burgos and Ola Mobolade