There is a clear demand for multicultural influence in the lives of American adults, according to a recent study conducted by The Harris Poll. More than three-quarters of Americans (78%) agree they love trying new things outside of their own culture. This desire for novelty and variety is even higher among Millennials, of which 84% love the exposure to different cultures.
The study surveyed 2,034 U.S. adults aged 18 and over. Participants completed the survey online between June 7-9.
What people eat
One place where consumers look to fulfill their desire for multicultural influence is in what they eat. About one quarter of all U.S. adults (26%) say it’s at least very important that the foods they buy and consume contain multicultural flavors. Millennials place more importance on buying and consuming multicultural flavors than any other generation, with 32% saying it’s at least very important. Among those ages 35-44 and 45-54, 27% each find it important, while only 20% of those age 55-64 and 21% of adults ages 65 and over feel the same.
However, multicultural flavor is still not as important as other factors when purchasing and consuming food. Locally sourced ingredients, for example, are at least very important for 36% of American adults, followed by organic or natural ingredients (32%). Buying foods with multicultural flavor is seen as equally important as purchasing from a company with a strong social purpose (26%).
What people buy
Adults are also seeking multicultural influence in the brands they buy. When it comes to shelling out extra money, about one third of adults (32%) say they would pay more for a brand that understands multicultural needs. Among Millennials, however, the proportion jumps to nearly half (47%) who are willing to open their wallets a bit further. As for where adults are going to shop, about half (49%) agree they would shop more at a retailer that offers a wider selection of multicultural products, with 65% of Millennials agreeing they would shop more where there is a wide selection of multicultural products.