1. TARGET AUDIENCES AND INCLUSION

2. ETHNIC GROUPS 36.3 percent of Americans are people of color Important groups to consider are as follows: –African Americans –Hispanic Americans –Asian Americans –Native Americans –Arab Americans

3. AFRICAN AMERICANS 12.6 percent of the population Trendsetters Brand loyal Teens spend more on clothing, shoes and video games

4. HISPANIC AMERICANS 16.3 percent of the population Not just from Mexico Prefer ads in Spanish Spend more on phones, apparel and groceries Have larger families (3.5 per household) Tradition is important 1/3 less than 18 years old

5. ASIAN AMERICANS 4.8 percent of the population 52 percent older than 25 have bachelor’s degrees and high-paying jobs Spend more on housing, education, vehicles, insurance and pensions Variety of languages and cultures Family and traditions important Inappropriate to call attention to oneself

6. NATIVE AMERICANS Less than 1 percent of population Images portrayed often offensive

7. ARAB AMERICANS Diverse backgrounds Most of the community in U.S. is Christian More than 70 percent in white collar jobs More than 40 percent have bachelor’s degrees Stereotypes since 9/11 offensive

8. OTHER GROUPS 50+ market Disabilities LGBT market