As a sociologist by background, I have a natural tendency to want to ascribe many behaviors to the individual’s cultural and ethnic context, but I am reminded, daily, that our personal preferences stem from a number of places, including income, personality, gender, age, life experience, lifestyle. So in our practice, while we advise clients to look at multicultural consumers as a specific segment; not all people fitting a single ethnicity and cultural identify are the same.
We also advise them not to put them in a labelled box that is so tightly wound around culture and ethnicity that they forget that in the end, they’re just dealing with people making choices.
We all are.
Sounds simple enough – at least in theory right?