According to results of a new survey from the Pew Research Center, released December 2008 (http://pewresearch.org/), most Americans value diversity and favor living in communities with a variety of income levels, political views and ethnic groups.
Data from the U.S. Census Bureau and The Nielsen Company, however, paints a somewhat different picture of how communities actually live—a portrait of a country still separated by race, ethnicity, political orientation and a wide range of other factors.
This dichotomy between what consumers say and what they actually do poses a challenge to marketers. While national advertising and promotion must reach and appeal to a wide range of consumers in a highly diverse marketplace, there is also a need for more locally-targeted advertising and promotion that speaks to the sentiments of varied consumer segments.
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