The "big three" American ethnic subcultures

Ethnic subculture is a self-perpetuating group of consumers who share a common cultural or genetic ties, where both its members and others recognize it as a distinct category. African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the United States 

Hispanics live in large, traditional, married-with-children families with lots of participation from grandparents. They’re moving to the suburbs, tend to be community oriented, and have high aspirations for their children’s.  By doing all this, they tried to create identity for themselves. These are different from the mainstream culture since families are closer and have a bigger impact on decisions. Especially the grandparents play a bigger role. Key issues to reach the Hispanic market are consumers’ degree of acculturation into mainstream American society and the recognition of important cultural differences among Hispanic subgroups.  

African Americans comprise a significant racial subculture. The differences we do observe more likely are the result of differences in income, the relatively high concentration in African Americans, but these differences continue to diminish as African Americans move up the economic ladder. There are clearly some differences between blacks and whites in consumption priorities and market place behaviors that demand marketers’ attention. Companies tried to target African Americans different from the mainstream. One example is Procter & Gamble program “My Black is Beautiful” for African Americans after the company found after doing some research that these women think mainstream media does not represent them very well. There are several different companies that launch different campaigns to attract African Americans to their market and to set them apart of the mainstream.

Asian Americans are known from being the most affluent, best-educated, and most likely to hold technology jobs of any ethnic subculture. All this are non-consumption things that set them apart from the mainstream and express their values and lifestyles. Asian Americans are known for trying hard in school and always be updated with new technologies. Asian Americans are much more likely than average Americans (mainstream) to buy high-tech gadgets. This consumption characteristic help them express their lifestyles. Also, not only are Asian consumers the most frequent shoppers of all racial and ethnic groups, but they are also the most brand-conscious.  Almost 43% of them say they always look for a brand name when they shop (Solomon pg. 494). Also Asians are more concerned about keeping their appearances. More than a 26% say they buy what they think their neighbors would approve of. This is higher than any other subculture or the mainstream culture.