Multicultural Identity Measure Launches

Latino youth audience platform mitú has partnered with Hispanic market specialist ThinkNow Research, to build a tool measuring how multicultural consumers self-identify with both their American and specific ethnic cultures.

African-American, Asian-American and Hispanic-American consumers currently account for 38% of the total US population. The new Bidimensional Identity Measure (BIM) was built on mitú's first empirical study: 'A New Scale to Measure Multigroup Ethnic and American Identity in the US', which it conducted in partnership with ThinkNow Research. In a statement, mitú said the solution helps shift the labeling of a generic pool of people to a deep understanding of the cultural and ethnic experiences that make people who they are, helping brands more effectively target specific consumers.

Jake Beniflah (pictured), the lead researcher for the mitú study, adds: 'The 'bucketing' of US multicultural consumers and comparing them to the 'mainstream' (non-Hispanic whites) is an oversimplification. This new scale measures the identity of 21st century multicultural America. Brands now have an opportunity to activate these differences to drive more effective content marketing'.

Web sites: www.wearemitu.com and www.thinknowresearch.com .