Multiracial families

A multiracial family is a family whose heritage, as a group, includes ancestors

from two or more different races.

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Demographics

Currently, the United States Censusrecognizes 5 racial categories.

“Hispanic” is not recognized as a race, but as an ethnicity. And the Census prescribes that Hispanics can be of any race.

Native Hawaiian or OtherPacific Islander

Origins in any of the original peoples of Hawaii or other

Pacific Islands.

White Origins in any of the original

peoples of Europe, the Middle East, or North Africa.

Black or African American Origins in any of the Black racial

groups of Africa.

Asian Origins in any of the original

peoples of the Far East, Southeast Asia, or the Indian

subcontinent.

American Indian Alaska Native

Origins in any of the original peoples of North and

South America.

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7%of the adult American population are

multiracial adults.4 in10 adults

say they have mixed race backgrounds and call themselves multiracial.

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Multiracial adults are also less likely than other adults to be college graduates.

Education

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Psychographics

family & marriageMixed race adults are much more

likely than all married adults to have a spouse or partner who is also

multiracial.

57%political views

of multiracial adults identify with the Democratic Party.

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Behavioristics

U.S. multicultural buying power is growing at an exponential rate compared to total U.S.consumers increasing from 661 billion in 1990 to3.4 trillion in 2014.

marketing

$661 billionin 1990

$3.4 trillionin 2014

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Social Usage

88%76%86%

Asian

Black

smartphones & app usageMultiracial consumers use smartphones and

other devices at higher rates and intensity than the non-multiracial population. Multiracial

consumers especially use popular apps that allow them to express their their cultural and

social identities.

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Mobile Behavior Index for top third of consumers

12 12

3

4

56

7

8

9

1011

6

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Trends

IN PRINTCommercials, print ads, and magazines are expanding their horizons and including multiracial families and children of multiracial couples. Notable multiracial celebrities are actress, singer, and activist Zendaya and comedian Trevor Noah.

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Shows like Modern Family, the Fosters, and Grey’s Anatomy have included and normalized multiracial families on TV. Modern Family not only portrays a multiracial couple, but also includes a gay family who adopted an Asian little girl.

prime time tv children’s booksData shows that the most popular racial portrayal for characters in children’s books is Caucasian. The second most popular portrayal? Animals.However, books portraying multiracial children are getting attention with the#WeNeedDiverseBooks campaign. 7

Brand Connections

Humorous TV ad showed a black father,

white mother, and mixed child. The ad faced severe backlash on social media

accounts accusing the brand of being “anti-white.”

The family reappeared in an ad for the 2015

Super Bowl.

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Ad for 30% off sale faced severe backlash

with people accusing the brand of “white genocide.” Old Navy responded with a

statement that said, “We are a brand with a proud

history of championing diversity and inclusion. At

Old Navy, everyone is welcome.”

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what your brand can do- If possible, include a multitide of races in your advertisements

and promotions.

- Ignore stereotypes, don’t try to reach your audience through them. Don’t back down because of backlash.

- While the negative party will be very loud, the overwhelming majority will be positive.

- Treat the family dynamic the same as any other single race family.

overall, be progressive and inclusive.

sources1 Sky, N. (n.d.). Multiracial Identity. Retrieved November 20, 2016, from http://www.multiracialsky.com/identity.html2 Bureau, U. C. (n.d.). About.45 Chokshi, N. (2015, April 8). Where women have the most economic opportunity and security, in 5 maps.67

Multiracial in America: Proud, Diverse and Growing in Numbers. (2015, June 11)

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The Multicultural Edge: Rising Super Consumers. (2015, March)Tiven, L. (2016, March 19). The Disturbing Lesson Children’s Books Teach Us That You Might Have Never Noticed.Hon, J. (2014, February 25). The Cheerios Controversy: Why Is the Depiction of a Multiracial Family So Contentious?Howard, A. (2016, May 6). Old Navy Interracial Ad Resurrects Heated Debate

Special thanks to our instructors, Jeff Bleitz and Vivian Owen

DesignersPaige CareyMitch HoeftAbril Rojas

Fall Semester 2016ADES 202 Concept & Communication and GDES 239 Graphic Design I

Vivian Owen and Jeff Bleitz InstructorsRingling College of Art and Design