Bicultural consumers such as Asian Americans or Hispanic Americans are the fastest growing demographic in the U.S., and one of the challenges marketers face is how to build brands that resonate with consumers who have assimilated norms from different cultures and are able to code-switch between behaviors in response to social cues.
'Paradox brands' hold strong appeal for bicultural consumers
- PhysOrg
- 1. 12 2021 (21:36)