As multicultural consumers edge closer and closer to becoming the majority in America -- they already represent the greatest growth opportunity for brands -– the desire to assimilate is being overtaken by an interest in cultural heritage. This is happening not just among more recent arrivals, but among younger, second- and third-generation multicultural consumers raised in the United States. Here we see a trend of "retro-acculturation," as people become increasingly interested in knowing more about their roots.
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