The Future of Retail Growth is Multicultural - ECRM · The Future of Retail Growth is Multicultural...

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The Future of Retail Growth is Multicultural How Hispanics, Asians and the New Mainstream Will Drive Revenues and Profits Into the Foreseeable Future and What Retailers Need To Know To Cash-In.


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1

Today’s Objectives

Who’s Driving the

GROWTH?

Introduction

GEOSCAPE

Business Case Example

WALMART


Geoscape provides data analytics,

technology, and custom research for

companies seeking growth amid a

culturally diverse business environment.

2

Who We Are

Data Analytics

Technology

Research

Digital Audience

Targeting



WHO’S DRIVING THE GROWTH?

Access the New Mainstream

Tel. 1 (888) 211 9353 / Web. www.geoscape.com / Email. [email protected] 4

Population groups Asian, Black, Pacific Islander, and Hispanic account for over 36% of the

United States 2016 population.

U.S. Population: 2016 By Ethnic Group

12.30%

5.50%

18.40%

63.70% 36.20%

Non-Hispanic Asian & Pacific Islander Non-Hispanic Black Hispanic Non-Hispanic All Others


40.7%

55.8%58.4%

13.5%

14.6%14.1%

10.4%

16.6%18.7%35.3%

13.1%8.9%

0%

20%

40%

60%

80%

100%

120%

1990 - 2000 2000 - 2010 2010 - 2016

Pe

rcen

t G

row

th

Growth

Hispanic

Non-Hispanic Black

Non-Hispanic Asian & PacificIslander

All Other Non-Hispanic

5

U.S. Population Growth1990 to 2016

Source: U.S. Census Bureau for 1990 - 2010 and Geoscape for 2016 projections.


24,662,700 Additional Hispanics

– 57% percent of total pop growth

6,244,293 Additional Non-Hispanic Blacks


7,559,112 Additional Non-Hispanic Asian &

Pacific Islanders


43,446,013 More People Overall

– 38.5 Million persons from these three groups

– Contributed 88% percent of total growth

6

During the 16-Year Period: 2000 To 2016


Multicultural population includes

all minority groups excluding

non-Hispanic Whites The darker

shades indicate the heavy

presence of cultural groups

especially in sunbelt areas.

7

Multicultural America by county in 1990


Multicultural population includes

all minority groups excluding

non-Hispanic Whites The darker

shades indicate the heavy

presence of cultural groups in

all areas except those that are

primarily Mid-West rural.

8

Multicultural America by County in 2021


Comparison of this map

showing 1990 census percent

Hispanic population to the

following page’s Geoscape

projected 2021 population

shows large increases beyond

the traditional Latino states of

Florida and the four states

bordering Mexico.

9

1990 Hispanic Population


The two-decade period will see

significant Hispanic population

in the Rocky Mountain region,

Northwestern U.S., and in the

newer Latino growth Midwest

and Southeastern states.

10

Hispanic Population Expansion: 2021


Younger age groups are made up from a more diverse population and vice versa.

Generational Population Shift2021

80.3%74.2%

63.4%

51.5%42.2%

7.7%10.0%

12.4%

12.8%

13.7%

3.7%5.0%

6.1%

7.6%

5.5%

7.6% 10.1%16.3%

24.5%

31.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Age 75+ Boomer 1946-65 Gen X 1966-80 Millennial (Gen Y)1981-97

Age 0-4

Non-Hispanic White Non-Hispanic Black Non-Hispanic Asian Hispanic


Life Stage Population Comparison 2016

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

0-17 Youngsters 18-24 College Agers 25-54 Prime Workforce 55-64 Pre-Retirees 65+ Retirees

White Hispanic Black Asian


Hispanics by Country of Origin

Note: The US Census Bureau includes a large category of Hispanics of “unknown” origin; Geoscape® has developed a model to accurately attribute Hispanic population by origin.

66.70%

10.10%

3.60%

3.20%

3.70%

2.40%

2.00%

3.70%

2.90%

1.60%

33.3%

Puerto Rican

Salvadoran

Dominican

Cuban

Guatemalan

Colombian

Other South Am.

Other Central Am.

Other Hispanic

Other HispanicsMexicans


English dominant (nearly

no Spanish) Born in US;

3rd+ generation, few

Hispanic cultural

practices

Tendencies:

Watch Comedy Central

Single-never married

Work in tech

Shop at Whole Foods

14

CultureCode®

Hispanicity™

Segment Profiles

Americanizado LatinoamericanaNueva Latina AmBi-Cultural Hispano

English preferred (some

Spanish) Born in U.S.;

2nd generation Some

Hispanic cultural

practices; often “retro-

acculturate”

Tendencies:

Students

Work in sales &

marketing

Watch MTV

Shop at Costco

Bi-Lingual (equal or

nearly) Immigrant as

child or young adult

Many Hispanic cultural

practices

Tendencies:

Living with parents

Boxing fans

HA1 HA2 HA3 HA4 HA5Spanish preferred (some

English) Immigrant as

adult, in U.S. 10+ years

Pre-dominant Hispanic

cultural practices

Tendencies:

Blue collar

Largest families

Late-night Spanish TV

Spanish dominant

(nearly no English)

Recent immigrant as

adult (less than 10

years ago). Primarily

Hispanic cultural

practices Identify with

home country more so

than U.S.

Tendencies:

Least educated

Migrant laborer

Soccer enthusiasts

Least internet use

17% 28.90% 25.60% 15.50% 12.90%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HA1 HA2 HA3 HA4 HA5


English-dominant Born

in U.S.; 3rd+ generation

Few Asian cultural

practices

15

CultureCode®

Asianicity™

Segment Profiles

English-DominantAsian Language

DominantEnglish-Preferred Bi-Lingual

Asian Language

Preferred

English preferred (some

home language) Born in

U.S.; 2nd generation

Some Asian cultural

practices; some “retro-

acculturate”

Bi-Lingual (equal or

nearly) Immigrant as

child or young adult;

Many Asian cultural

practices

AA1 AA2 AA3 AA4 AA5Asian language

preferred (some English)

Immigrant as adult; in

U.S. 10+ years; Pre-

dominant Asian cultural

practices

Asian language

dominant (nearly no

English) Recent

immigrant as adult (less

than 10 years ago);

Primarily Asian cultural

practices; Identify with

home country more so

than U.S.

37.8% 12.2% 19.2% 17.6% 13.0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

AA1

Very Westernized

AA2

Bi-Cultural

Westernized

HA3

Bi-Cultural

HA4

Bi-Cultural Easternized

HA5

Very Asian Identity


Chinese & Taiwanese form the largest Asian country of origin segment followed by slightly

decreasing portions of Indian, Filipino, Vietnamese, and Korean, as smaller Asian countries

like Burma, Bhutan, Nepal, and Thailand now account for nearly 11% of Asian immigrants in

the first half of this decade.

Country of Origin: Asians

Chinese & Taiwanese, 23.8%

Indian, 19.9%

Filipino, 17.9%

Vietnamese, 10.7%

Korean, 9.8%

Other S.E. Asia, 6.8%

Japanese, 5.4%

Other South Asia, 4.1% Other Asia, 1.3%

Mexican



WALMART

Business Case Example


Latino Shoppers


Walmart National Footprint


Counties with 100K+ Total Population


Households 2000 2000 Percentage 2021 2021 Percentage Growth % of Growth

Total Households 72,012,287 100% 89,732,215 100% 17,719,928 100%

White/Other Households 53,691,516 75% 57,510,776 64% 3,819,260 22%

Hispanic Households 7,123,740 10% 14,734,918 16% 7,611,178 43%

Non-Hispanic Black Households 8,815,179 12% 12,306,203 14% 3,491,024 20%

Non-Hispanic AsianPI Households 2,381,852 3% 5,180,318 6% 2,798,466 16%

21.6%

43.0%

19.7%

15.8%

Growth 2000 to 2021

White/Other Households Hispanic Households

Non-Hispanic Black Households Non-Hispanic AsianPI Households

Over 78% of Growth!

Walmart Store Trade Area Report (National)


Houston Multicultural Population %


Multicultural Food at Home Spend


Dominant Country-of-Origin by Neighborhood


Walmart Stores (Houston)



The Future of Retail Growth is Multicultural How Hispanics, Asians and the New Mainstream Will Drive Revenues and Profits Into the Foreseeable Future and What Retailers Need To Know To Cash-In

The Future of Retail Growth is Multicultural - ECRM · The Future of Retail Growth is Multicultural...

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