81% of Gen Zers Say Multicultural/Diverse Communities Greatly Shape Brand Preferences, According to Direct Digital Holdings' Research
HOUSTON, April 2, 2024 /PRNewswire/ -- Direct Digital Holdings, Inc. (Nasdaq: DRCT) ("Direct Digital Holdings" or the "Company"), a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC ("Colossus SSP"), Huddled Masses LLC ("Huddled Masses") and Orange 142 ("Orange 142"), today released a new whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. The paper features exclusive research along with insights from industry leaders and academics.
- Brands and agencies need to make this a business priority, and the siloed approach doesn't work anymore."
- Nearly three-quarters (72%) of mainstream consumers say that at least some of their closest connections do not share their race, ethnicity or sexual identity.
- Gen Z consumers, however, were the most likely to say that their connections, at every level, are primarily diverse.
- 1,021 general market interviews among 13+ U.S. consumers, plus an oversample of 1,290 Black, Hispanic/Latin, and AAPI consumers.