6It’s the Culture, Stupid!

When Bill Clinton was running for president in 1992, one of his advisers famously put a sign in the Little Rock campaign headquarters to keep the candidate on message. “It’s the economy, stupid” became something of a slogan for the campaign. Marketers would be wise to do business under a similar banner: It’s the culture, stupid.

All marketing is about culture. And as we have seen, one of the defining characteristics of American culture in the twenty-first century is that it is becoming increasingly diverse. In 2010, for the first time, more than half of all births in the United States were to Hispanic, black, or Asian moms. In fact, ethnic minority groups accounted for more than 90 percent of the country’s population ...

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