Trend Forecaster Andrea Hoffman Advises to Tap The 'Royaltons,' Affluent Ethnic Buyers as New Niche Market

HAMBURG, NJ - January 9, 2007: Building market share is a burning issue for automakers, particularly those who are U.S.-based. Trend forecaster and marketing guru Andrea Hoffman will discuss a new marketing approach targeting affluent ethnic consumers, which she dubs the "Royaltons" for their untapped economic power.

Hoffman, CEO of Diversity Affluence, a marketing consultancy designed to reach this audience, will speak on "Changing Perceptions, Driving Business," at the Automotive News World Congress in Dearborn, Michigan, on Wednesday, January 17, 2007. Hoffman was invited to participate on the panel, "Marketing Tomorrow: Reaching the Right Buyer" during the North American International Auto Show.

"As diversity populations grow and cultures merge, a shift in how strategies are written, how marketing budgets are allocated and how plans are executed is a business imperative," explains Hoffman. "Today, 13 percent of American households have an annual income of $100,000 or more, compared with just four percent a decade ago, according to the U.S. Census 2000. Increasingly, a greater proportion of that total belongs to members of diverse ethnic populations."

"Of the 38.3 million African-American households, more than five million report income of $100,000 or more," Hoffman noted. "Contrary to what most marketers may believe, this is about the same percentage as for the overall U.S. population. Forty-three percent of African-Americans own their homes, and more than one million hold advanced degrees. African-American enrollment at elite universities is at a high of nine percent."

Diversity Affluence aims to be the voice of, and advocate for the affluent ethnic consumer. Diversity Affluence is the first consultancy of its kind, helping brands to effectively target and engage affluent ethnic classes, including Asian Americans, Hispanic Americans, African Americans, Russian Americans and others, with the help of seasoned trendsetters, futurists, luxury marketers and diversity consultants.

In founding Diversity Affluence, Hoffman combined her advocacy of diversity initiatives with a background in luxury brands. She has worked with BMW of North America, Mercedes-Benz USA, Alliance Capital Management, 20th Century Television, the National Council of La Raza, ABC's American Latino Media Arts Awards, Hachette Filipacchi Media, Gibson Musical Instruments and NASCAR Cafe, among others. For more information about Diversity Affluence visit www.diversityaffluence.com.