The Emotional and Rational Mindsets of Multicultural Consumers

Why Understanding the fluid intersection of emotion and rationality is key to connecting with multicultural consumers

UWG partnered with Kantar Futures to research the key drivers that shape multicultural consumer messaging expectations and behavior. The “Both Head and Heart” white paper was developed to gain a deeper understanding of how and when cultural context can be leveraged to more effectively communicate with multicultural consumers.

 

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