Multicultural Millennials have a cultural radar that’s on high alert, uniquely attuned to minority representation in media. However, diversity alone isn’t enough to drive interest in programming. An in-depth study by Viacom’s Marketing and Partner Insights (MPI) team on multicultural (non-white) Millennials aimed to better understand this growing demographic. They are 36.7M strong in the U.S., where the population will become majority-minority by 2044.
Representation Matters, But It’s Not Enough