Multicultural

• Within that trillion dollar, incredibly diverse, and extremely powerful truth lies the opportunity for a brand's growth and a connection to an amazingly brand loyal consumer market segment. The Multicultural market should not be viewed as niche, "add on" or a good place for incremental dollars but rather one that is viable, significant and often stand-alone. viva Partnership's commitment to Multicultural marketing is undeniable and our goal is to leverage our deep understanding of this segment to our client's benefit.
• Slightly over one third of all total consumers (35.6%) in the US are classified as being non-white/ethnic and possessing a total combined buying power of $1.4 Trillion dollars [Source: Selig Multicultural Economy Study - 2008].
• We pride ourselves on understanding the nuances and idiosyncrasies that exist within the diverse multicultural markets and keep tabs on those elements which spill over the cultural divide and changes mainstream music, art, fashion, speech and other facets of contemporary living. These consumers don't live in a vacuum. They are subject to the same advances in technology and media availability as their general market counterparts but consume them in different degrees and for varying reasons. viva acts as a guide, a defender and evangelizer of this all-important consumer segment.