Nielsen, Ethnifacts Introduce Intercultural Affinity Segmentation to Drive Understanding of U.S. Cultural Landscape

Nielsen (No. 41 on the DiversityInc Top 50 Companies list) and EthniFacts, a leading cross-cultural insights provider, announced the launch of the Nielsen Intercultural Affinity Segmentation. This new segmentation combines the power of Nielsen Homescan Panel with EthniFacts’ CulturSort cross-cultural survey to understand the consumers, regardless of race and ethnicity, who demonstrate that they can think, act and buy outside of their root culture.


Through integration into Nielsen’s proprietary consumer and shopper marketing tools, including Homescan, Spectra and Total Shopper View, consumer packaged goods (CPG) marketers are able to measure and apply “total market metrics” across various cultures.

With the Nielsen Intercultural Affinity Segmentation, five key segments based on mindset, behavior and opportunity will be used to help marketers gain a deeper understanding of today’s intercultural consumer in the U.S. These five segments are:

– Monoculturals: Consumers who do not experience or participate in diverse lifestyles or tastes other than their root culture.

– Sideliners: Consumers who are aware of but generally uninvolved in diverse tastes and preferences, and often experience more opportunity and less avoidance of diverse experiences.

– Explorers: Consumers who experiment with and have tried diverse tastes and preferences on a limited basis.

– Enthusiasts: Consumers who are exposed and embrace diverse tastes and preferences. They are practicing, but not leading these experiences.

– Ambiculturals: Environment and lifestyle leaders, these consumers are considered influencers with effortless affinity to diverse tastes, preferences and high desire to share experiences with others.

Beyond tracking the products that are resonating with consumers across various cultural segments, the Intercultural Affinity Segmentation also helps brands move away from traditional demographic-only models. For marketers, this means truly understanding and addressing cultural segmentation across U.S. consumers of all races and ethnicities.

With this tool, doors to expanded opportunities are opened, offering CPG a broader view into measuring what resonates for the total multicultural influenced consumerincluding non-Hispanic whites. This includes identifying the best distribution channels for those products, tracking marketing results by affinity across ethnic/racial groups uncovering potential cross-promotion opportunities and identifying trends in the highest intercultural affinity segments that may soon spread to all consumers.

“The Intercultural Affinity model is about majority marketing, not minority marketing. With over half of the U.S. population under the age of 50 now living in multicultural or blended householdsthose that include multiple races and ethnicitiesthis model provides a truer picture of the American mainstream,” said Mike Lakusta, CEO and Founding Partner at EthniFacts. “By identifying not only the mindset, but also the behavior and opportunity to buy outside one’s root culture, marketers can effectively activate Ambiculturals and other high intercultural affinity consumers who are most likely to be the influencers with the highest desire to share their diverse tastes and preferences and lead a product to going viral.”

Given the projected rise of multicultural consumers and multicultural influenced consumers in the U.S. in the decades ahead, these groups represent a significant spending power and should be high on brand marketers’ radars as the growth drivers of the future. Understanding and connecting with these audiences is critical for brands seeking to remain relevant in the years ahead.

The Nielsen-EthniFacts Hispanic Segmentation is currently available in the U.S.

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