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B8508 - Special Topic: Cross-Cultural Marketing (Session 2 of 4)

In 2019, multicultural consumers make up 40% of the U.S. population, with a combined spending power of $3.7 trillion. 92% of population growth from 2000 – 2019 came form multicultural consumers. In 2045, the census projects that the U.S will become ‘majority minority’ – a reality that is already true of Gen Z and many individual DMAs, including Los Angeles, Dallas and Miami. Clearly, understanding the unique characteristics and drivers of these cultural segments is essential for any 21st century marketer. What are the pros and cons of these approaches?
Professor Amy Gomez, PH.D
Amy is a cross-cultural marketing specialist and inclusive culture builder with over 20 years experience helping Fortune 500 companies and leading not-for-profits communicate effectively with diverse consumers. She leads Klick’s Cross-Cultural Marketing capability, the world’s largest independent commercialization partner for life sciences, and spearheads the company’s Diversity, Equity and Inclusion initiatives. Amy is an adjunct professor at City College's BIC Program, where she teaches Cross-Cultural Marketing. She holds a Master’s degree from the University of Pennsylvania and Ph.D. from Stanford, and is fluent in English, Spanish and Italian. She has worked with a wide variety of health and non-health clients, including Johnson & Johnson, Pfizer, The American Heart Association, Janssen, Merck, Nestle, Citibank, HBO, Marriott and Progressive Insurance.