mitú and ThinkNow Research Launch Cultural Identity Scale to Disrupt Content Creation Paradigm

LOS ANGELES, May 23, 2017 /PRNewswire/ -- Today mitú announced the launch of its Bidimensional Identity Measure (BIM), a new method for marketers to measure how multicultural consumers identify themselves. The BIM was born out of mitú's first empirical study, "A New Scale to Measure Multigroup Ethnic and American Identity in the U.S." in partnership with ThinkNow Research.

For the first time, the BIM allows brands to unlock unique insights into how multicultural audiences self-identify with their American and their specific ethnic cultures. The BIM model has implications for content marketers trying to reach diverse audiences in America by empowering deeper and more informed content creation based on how consumers see themselves and the world around them.

The growth in multicultural, multiracial, and multiethnic populations in the US is changing the demographic landscape by historic proportions. African-American, Asian-American, and Hispanic-American consumers currently account for 38 percent of total US population. These groups will be the majority of the population by 2044, and multiple-race Americans will account for almost 25 percent of growth by 2040.

"This finding signifies a major shift in multicultural models that have long been outdated," says Mario X. Carrasco, Co-Founder and Principal, ThinkNow Research. "We are excited to have contributed to the development of the Bidimensional Identity Measure (BIM) as it represents a more accurate way to measure how multicultural consumers identify themselves."

The BIM is a tool that mitú is leveraging to develop more effective, segment-based insights across virtually every business category. These insights help mitú create more relatable and engaging "in-culture content."

This study shifts conventional thinking from a dominant ethnic culture to a posture that blends a variety of cultures (ethnic and American), and suggests that a 'one-size-fits-all' approach may not maximize targeting effectiveness.

"The 'bucketing' of US multicultural consumers and comparing them to the 'mainstream' (non-Hispanic whites) is an oversimplification," said Dr. Jake Beniflah, the lead researcher for the mitú study. "This new scale measures the identity of 21st century multicultural America — and it looks very nuanced. As such, brands have an opportunity to activate these differences to drive more effective content marketing," added Dr. Beniflah.

mitú's CMO, Danny Johnson, adds, "Clearly, times are changing and new metrics are needed to keep up with the reality of a massively multicultural America. We believe our study will help us create better and more engaging content solutions for our brand partners."

It's not about labeling a generic pool of people; it's about deeply understanding cultural and ethnic experiences that make people who they are -- to help brands more effectively target 21st century multicultural America.

About mitú 
Our audience is the 200% - youth who are 100% American and 100% Latino - they inspire us to create authentic, culturally relevant stories. We reach a massive, cross-cultural audience who will soon be the majority of youth in the U.S. We drive over 700M content views including over 140M video views a month.

mitú is the leader in connecting brands, content buyers, and creators to Latino youth in America. Our investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. mitú is headquartered in Santa Monica, CA and has operations in Miami, New York, Chicago, and Bogotá, Colombia. For more information, visit www.wearemitu.com.

About ThinkNow Research
Headquartered in Burbank, Calif., ThinkNow Research is the leading multicultural market research agency in the U.S. The award-winning firm integrates Hispanic, African-American and Asian consumer insights into custom market research for corporations and government agencies looking to thrive in a changing economic environment. ThinkNow Research is wholly dedicated to multicultural research and owns and operates one of the largest and most representative Hispanic online panels in the country, DigaYGane.com. Visit www.thinknowresearch.com to learn more or request a consultation.

SOURCE mitú

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