Press Releases

June 4, 2009

WHAT IS YOUR MULTICULTURAL INTELLIGENCE?

David Morse publishes Multicultural Intelligence, Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation.

Dear Friends and Colleagues,

I take great pride in sharing with you the news that my book Multicultural Intelligence is now out. It’s been a long road to get here.

I’ve tried to provide some answers to the questions I often get asked. Or questions I ask myself. Will Hispanics and Asian Americans assimilate like earlier immigrants did? Is it important to target African Americans in marketing communications now that Barack Obama is president? Is it worth the risk of marketing to gays? Where do people of mixed race or ethnicity fit in? What is the future of multicultural marketing in today’s America?

I certainly don’t claim to have the answers. My hope is that I might stimulate some discourse about things that don’t often get talked about. Ultimately, I’ve tried to make the book an enjoyable, easy read. After all, we’re all busy.

I do hope you enjoy this book.

Sincerely,

David

Some comments from colleagues...

Multicultural Intelligence is a refreshing, mind-expanding, provocative and arguably shocking trip down multicultural marketing lane. Morse dares to take on topics of contention and multicultural taboos directly and passionately such that you really get it and you get it in such a way that you feel exposed and compelled to follow his code for multicultural marketing. If you thought you'd read all you needed to read on multicultural marketing, you're in for quite an eye-opener.

Terry Soto, President, About Marketing Solutions
Author of Marketing to Hispanics

David Morse is making an important contribution in assembling the cultural diversity of our country in a coherent set and providing important rules for marketers to work with. I strongly recommend this book as a must read for those dealing with multicultural marketing and students of the subject. I plan to make it a required reading for my course on Multicultural Marketing Communication.

Felipe Korzenny, Ph.D., Professor and
Director, Center for Hispanic Marketing Communication
Florida State University

Multicultural Intelligence is a refreshing balance between storytelling and strategic wisdom. Morse takes us on a journey into the hearts and minds of multicultural America, because he has spent valuable time in the space in a personal way. He has listened to the stories of consumers and is now sharing those voices. At the same time, he includes highly practical “how-tos” for marketers large and small to make sense of multicultural America from a business standpoint. This is a must read for anyone who is ready to embrace the reality of consumers today and well into tomorrow—that they are from a variety of cultures that call for targeting beyond the historical “general market” paradigm.

Rochelle Newman-Carrasco, President/CEO, Enlace Communications

David Morse speaks truth to power in this smartly written, comprehensive cultural marketing book. Morse's no-nonsense layering of keen insights with history and facts unleashes new perspectives about America's changing population. You will be smarter and wiser about the multicultural segments and LGBTs after reading this book. Get ready to take notes for that big presentation because what you need is here!

Pepper Miller, The Hunter-Miller Group, Inc.
Author of What's Black About It?

Marketers: ignore this book at your peril. With amazing clarity, Mr. Morse lays out the landscape of multicultural marketing, past, present, and future. This book has opened my eyes to new vistas and opportunities in the world of entertainment, but it equally applies to anyone who wants to communicate effectively with the New America.

Bob Tzudiker, Screenwriter

David Morse brings us up to date on the cultural shifts taking place in American society. A must-read for anyone who is trying to understand these cultural shifts and what they mean for marketing.

Sanford "Sandy" Gross, Executive Vice President, NovaMex

Morse's observations are eye opening and sometimes provocative. Whether you agree with him or not, his book is a must read for anyone who hopes to succeed in marketing in an ever changing segmented America.

Roberto Orci, President, Acento

David delivers an easy to read and thorough understanding of the multicultural consumer. He provides prescriptive guidance by illustrating some how have succeeded and others who have made serious mistakes. An important read—I highly recommend it.

Jonathan Weiner, Vice President
Consumer and Customer Strategy and Insights
Del Monte Foods

David Morse gives marketers a chance to learn more about multicultural opportunities through the eyes of a researcher and explorer. As a dedicated researcher and author who has devoted a great deal of time toward unraveling the myths and preconceptions of ethnic and other multicultural consumers, David brings it all together in this book in an entertaining and enlightening manner.

Bill Imada, President, IWGroup, Inc.

Ordering Information...

To see a complete table of contents including a list of the Eight Rules, follow the link: Multicultural Intelligence or visit www.paramountbooks.com.

Special quantity-discount pricing available from PMP. Call 888-787-8100 for more information.

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May 7, 2009

Study Reveals Nuances of African Immigrant Market

May 7, 2009 (Los Angeles, California) – African immigrants are a distinct and multifaceted group that is growing in number in the U.S. These consumers prioritize connections to friends and family in their native countries and cling to native traditions, including food, music, and entertainment. Insights into the African immigrant experience in the U.S. come from an exciting new study by Los Angeles-based multicultural research firm New American Dimensions in conjunction with The African Chamber of Commerce, Dr. Bruce Corrie, The Minneapolis Foundation and Aguilar Productions. Based on focus groups in Los Angeles, New York City and Minneapolis and a survey of 393 African immigrant adults in California, Minnesota, Washington D.C. and New York, this study captures unique insights into this highly educated and successful group. The study is complemented by a video snapshot, which brings cultural insights to life through African immigrant voices.

Highlights of the study, which are available at www.newamericandimensions.com ( video ) and www.usafricanchamber.org  include:

• The African immigrant consumer market in the U.S. is a unique market segment that is largely untapped. Within this market, there is an underserved Islamic market segment with its own distinct perceptions, preferences and needs. Marketers have an opportunity to deliver culturally appropriate products to this sub-segment, especially in the food and beverage and finance categories.

• African immigrants tend to shop for products recommended by family and friends. Supermarkets lead the list of stores patronized by African immigrants. Discount stores and low-end department stores are the top shopping venues for clothes and accessories.

• Most African immigrants have their own checking and savings accounts and about two-thirds have credit cards. They also tend to have auto and medical insurance.

• Email and international calls are heavily used for keeping in touch. Younger Africans are also social networkers.

• African immigrants spend more hours watching English language media than African language media, probably due to availability of in-language options. Younger immigrants are high consumers of English-language movies. Overall, CNN tops the list of favorite English-language TV channels, followed by ABC, Fox and NBC. Yahoo and Facebook top the list of favorite websites.

• Most African immigrants own a personal computer and a DVD player. Almost all Africans interviewed own cell phones.

• African respondents emphasized the need to give back to their community. Most send money to relatives back home on a regular basis.

Most African immigrants own a personal computer and a DVD player. Almost all Africans interviewed own cell phones.

"There are over 1.4 million Africans living in the U.S. and these consumers possess very high educational attainment and incomes. Additionally, this is a segment with a powerful sense of identity and pride in being African”, said David Morse, President and CEO of New American Dimensions, a firm which provides customized multicultural consumer research.

“USACC is the leading advocate organization for African businesses and entrepreneurs. This is a growing consumer segment within the multicultural market – one that cannot be overlooked”, said Martin Mohammed, President of the U.S. African Chamber of Commerce.

This study was commissioned by Martin Mohammed of the African Chamber of Commerce and led by David Morse and his team at New American Dimensions of Los Angeles and Dr. Bruce Corrie, Dean of the College of Business and Organizational Leadership at Concordia University, Saint Paul, Minnesota. The Minneapolis Foundation was the major funder of the study. Minneapolis-based Aguilar Productions is the major promoter of the study.

About New American Dimensions

New American Dimensions (NAD) is a multicultural marketing consulting, research, and trends company based in Los Angeles, California. Its aim is to be nothing less than a rich resource of actionable marketing intelligence for its clients--helping them shape effective strategies leading to greater success by capturing the rapidly expanding markets of U.S. ethnic consumers and emerging youth markets. David Morse, NAD President & CEO, presented highlights of this study on April 28 at Aguilar Productions’ 5th Annual Multicultural Marketing Conference in Minneapolis.

About the U.S. African Chamber of Commerce

The United States African Chamber of Commerce is the leading organization for African Entrepreneurship and exists to promote African Economic Development within the United States and abroad. The organization works toward four primary goals:

• National representation for African immigrants in the U.S.
• Linking the work of African chambers and trade organizations across the United States and creating local access to economic development services for African immigrants
• The development of current and accurate market information on Africans in the United States
• Promoting International Business and Trade with Africa

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March 16, 2009

ASIAN INDIANS IN THE U.S.
- Study Shows Indian Immigrants Embrace Dual Identity in U.S. -

LOS ANGELES, March 12, 2009 – Many Asian Indians play a balancing act between celebrating their rich Indian culture and embarking on new experiences in the U.S. On one hand they are eager to embrace American culture, and on the other they hold dear to the traditions and values of their roots. Although 40% expressed that they will one day return to live in India, as the second largest group among Asian immigrants, many Asian Indians consider the U.S. their home. These insights come from an exciting new comprehensive study by Los Angeles based Asian American advertising agency interTrend Communications and multicultural research firm New American Dimensions. From multiple focus groups in Los Angeles to an extensive Internet survey of 458 Indian immigrant adults, this study captures unique insights into the daily lives and thoughts of this highly acculturated and successful group. The study is supplemented by a video snapshot of Asian Indians in Los Angeles to affirm and personify the findings from the research. 

Highlights of the study, which are available at www.newamericandimensions.com and www.intertrend.com  include:

• Though relatively new to the U.S., first-generation Indians show many signs of advanced acculturation. However, they often go through an intense retro-acculturation later on life as they begin to realize the uniqueness of their culture.

• American individualism is championed by this group. They respect this value, as it allows them a greater freedom to succeed. Females appreciate this land of opportunity as it creates more possibilities for them to get ahead in life.

• Although highly acculturated and proficient in English, most express the desire to preserve their native culture through food, music, entertainment and language, and to pass it along to the next generation.

• Though they use a lot of media in English with American content, they still consume a considerable amount of Indian media both in-language and in-content. The younger segment (18-34 yr.) consumes the most Indian media, including TV, Radio and Internet; while the 44-54 group reads the most Indian newspapers.

• The majority feel they are portrayed positively in U.S media which helps them feel comfortable and at-ease with non-Indians.

"Approaching three million in number, and with a household income which is the largest of any Asian segment in the United States, this is a consumer group that can't be ignored," said David Morse, President and CEO of New American Dimensions, which provides customized multicultural consumer research.

Julia Huang, CEO of interTrend Communications, states, "Many Fortune 500 companies, such as State Farm Insurance have recognized Asian Indians as a vital part of American culture and have begun a meaningful dialogue with them.  This segment's rate of acculturation, high income levels, advanced education, and success in the managerial workforce has proven to make effective marketing efforts a win-win situation"

About interTrend Communications

interTrend Communications, Inc. has been building relationships, building brands for nearly two decades. As the leading, 100% minority owned, full-service marketing agency targeting a wide range of Asian American segments, interTrend offers marketing solutions that not only touch millions of Asian consumers across the nation but have also greatly influenced the general market. Through traditional practices as well as the excitement of new media, interTrend helps F100 companies establish strong brand leadership positions.

About New American Dimensions

New American Dimensions is an ethnic marketing consulting, research, and trends company based in Los Angeles, California. Its aim is to be nothing less than a rich resource of actionable marketing intelligence for its clients--helping them to shape effective strategies leading to greater success by capturing the rapidly expanding markets of U.S. ethnic consumers and emerging youth markets. NAD is established on the premise that innovative, pioneering marketing solutions are required for companies to effectively win the hearts and minds of America's burgeoning diverse consumers.

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July 29 , 2006

Los Angeles, CA - July 26, 2006 - A new study on the cultural influence of Asian American youth released by New American Dimensions and interTrend Communications reveals that Asian American youth are increasingly generating some of the key trends in pop culture being embraced by the rest of mainstream American youth culture. According to results of the study, "Made in America: Asian American Teens and Echo Boomers," Asian American young people are likely to see themselves as trendsetters in three distinct cultural categories-technology and gadgetry, anime and manga, and video-gaming.

Based on a fifteen-minute survey conducted with 538 Asian American teens and "echo-boomers"-between the ages of 14 to 28 years-the study demonstrates that today's Asian American youth demographic inhabits a wide variety of cultural worlds and is engaged in a broad spectrum of media, entertainment, and cultural activities. The research was conducted online across the country and through in-person survey intercepts administered in Los Angeles, San Francisco, and New York.

In the study, 62 percent of respondents were U.S.-born and 38 percent were born outside the U.S. Differences emerged between both groups in their involvement in trends within popular culture. Among the major findings identified by the study are:

• Respondents identify (1) technology/gadgetry, (2) anime/manga, and (3) video-gaming as the top three primary areas of popular culture where they are driving overall trends in the U.S. marketplace. Close to 80 percent of respondents identify "technology/gadgets" and "anime/manga" as the top two areas where Asian Americans are influencing trends, while 72 of respondents cite "video gaming" as the third major area. Other areas Asian American youth cite a high degree of influence is in "food and culinary arts" and the visual arts.

• Hip Hop and Alternative music are the dominant musical genres favored among U.S.-born Asian American youth. A diverse array of musical genres forms the listening habits of Asian youth-but with distinct differences according to their acculturation levels and generation. While first-generation (born outside the U.S.) respondents preferred "Pop/Top 40" music, second-generation Asian Americans (U.S. born) exhibited a strong preference for Hip Hop and Alternative music. Among the latter, sixty-two percent of respondents identify "Hip Hop/Rap" as their favorite music genre, followed by 51 percent who favor "Alternative / Indie" music.

• Asian American youth are more likely to identify and seek out trends through word-of-mouth messaging than through any other media channel or network. This is particularly true for second-generation Asian Americans who indicate they are twice as likely as their first generation counterparts to learn about trends via word of mouth. Among the first-generation cohort, television holds the greatest influence in helping them learn about new trends according to the survey.

"It's not completely surprising that Asian Americans wield a tremendous influence in areas like video-gaming and manga," states Thomas Tseng, Principal & Co-Founder of New American Dimensions, who oversaw the research study. "Anime and Manga constitute a growing $4 billion business in the U.S. and is embraced today by millions of American kids across the color spectrum. As ambassadors and curators of this subculture, Asian American youth really shape the contours of this space and spread it to the rest of their peers."

"These results contrast with previous research we have conducted among Hispanic youth," according to David Morse, President of New American Dimensions. "Whereas many second-generation Hispanic kids often exhibit their pride through their language and culture, Asian American youth seem to assert their pride in how they are shaping mainstream American culture."

This study, "Made in America: Asian American Teens and Echo-Boomers," will be presented at the conference "IMPRINT: Urban Youth Unabridged" (www.imprint-life.com) on Wednesday, July 26, 2006 at the Japanese American National Museum. George Takei will be the opening speaker, while the rest of the conference will feature a mix of live panels, presentations, and performers-including Roy Lee of Vertigo Entertainment, Jim Farley from Toyota Motor Sales, Eric Nakamura from Giant Robot, Gonzalo Perez from MTV, John Hiler from Xanga.

"IMPRINT intends to show advertisers and marketers the influence and impact of trends beyond the Asian segment," says Julia Huang, CEO of interTrend Communications. "It's important for the attendees to get a first hand look at those individuals influenced by the Asian experience and how their 'imprint' is being seen in the mainstream pop culture."

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May 9, 2005

CAROLINA ECHEVERRIA JOINS NEW AMERICAN DIMENSIONS AS PRINCIPAL & CHIEF STRATEGIC OFFICER

Hiring Will Augment Company’s Marketing Intelligence Capabilities With Strategic Planning Services

Ms. Carolina Echeverria is Principal and Chief Strategic Officer at New American Dimensions. In her new capacity, she is responsible for directing New American Dimensions strategic consulting services and is also a seasoned professional in Hispanic marketing research. She was formerly a Partner at Cheskin Research where she spent 10 distinguished years as a successful Hispanic marketing research and communications consultant.

Ms. Echeverria began her career in marketing and communications research in Mexico. While obtaining her masters degree from the Universidad Iberoamericana in Mexico City, she was also the President of NEXT! Visión Corporativa, a marketing and communications firm specializing in consumer goods. Prior to starting that company, she was engaged in research within both public policy and corporate settings as a Research Manager for the Instituto de Proposiciones Estratégicas as well as a Business Communications Manager for American Express in Mexico.

Since moving to the U.S. in 1995, Ms. Echeverria's work has evolved with the U.S. Hispanic market's ever changing needs and trends. Her understanding of research and humanistic psychology has become a trademark in the way she approaches client projects. Over the past decade, she has consulted for numerous fashion and retail companies, food and beverages, financial services, healthcare, and automotive brands in order to launch successful marketing strategies. Her projects include the renowned Yankelovich/Cheskin Multicultural Monitor, which explored in-depth the acculturation and segmentation of U.S. multicultural consumers.

"We are extremely enthusiastic about Carolina joining the ranks of New American Dimensions," says David Morse, President & CEO of New American Dimensions. "She has clearly proven herself as one of this industry's shining stars and having an accomplished veteran like her on board favorably positions our business for continuing the rapid growth path we started two years ago."

"Carolina greatly enhances our Hispanic market expertise and allows us to extend our reach into other marketing services beyond research," according to Thomas Tseng, Principal& Co-Founder of New American Dimensions. "Our belief has always been that research should be the anchor that undergirds any ethnic marketing endeavor. With Carolina, we can now match our 'market intelligence' gathering to strategic planning."

Ms. Echeverria lives with her husband and daughter in Northern California, and operates out of New American Dimensions' San Francisco offices.