Multicultural consumers are influential.
There's an elephant in the Beauty Brands' room: an unprecedented level of ethnic, cultural, and religious diversity in developed markets. Along with ethnic minority consumers' rising incomes, it is profoundly impacting lifestyles and shopping behavior within Western societies.
Multicultural consumers are digital natives.
The New Mainstream Consumer is Multicultural, Digital, and highly Connected with Emerging-Market Consumers, representing +85% of the world population.
Understand Gen Z -the first generation of true digital natives and compromised primarily of people of color- means understanding multicultural consumers.
In other words, your Gen Z problem is a multicultural problem.