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Study: Multicultural consumers grow in importance

BY DSN STAFF

NEW YORK — Multicultural consumers are growing in importance as the United States increasingly becomes a multicultural country. According to an upcoming study from Nielsen, “The Multicultural Edge: Rising Super Consumers,” multicultural consumers today are leaders in technology adoption.

These heavy consumers over-index against non-multiculturals on smartphone usage (82% compared to 70%), mobile app duration (index of 130) and number of apps used (index of 142).  Individual social media apps were tracked for the report and these multicultural heavy consumers over-indexed non-multiculturals on Facebook (index of 128), Twitter (index of 149) and Instagram (index of 231).

By 2030 all of the nation's population growth will come from multicultural consumers, as 2012 was the first year that non-multicultural mortality exceeded births. Most importantly, the compound effect of relative youth and longer life expectancy translates into extended effective years of buying power for Hispanics (56.5), Asian-Americans (52.3) and African-Americans (42.3), compared to non-Hispanic whites (36.7).

For marketers and advertisers, the many additional years of effective buying power represented by multicultural consumers translates into a better long-term ROI on their marketing and advertising dollars and a chance to align their brand with a fast-expanding pool of empowered tech-savvy shoppers.

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NRF puts Easter spending at $16.4 billion

BY Marianne Wilson

WASHINGTON — The average person celebrating Easter this year will spend $140.62, slightly more than last year’s $137.46, according to the National Retail Federation’s Easter Spending Survey conducted by Prosper Insights & Analytics. Total spending for Easter is expected to reach $16.4 billion.

According to the survey, 45% of those celebrating will purchase clothing, spending more than $2.9 billion on bright colored apparel items for themselves and their families. However, more people plan to buy food for the holiday: 85.7% will purchase food for a family meal or other festivity, spending more than $5.3 billion on Easter fare.  

Children and sweet-tooth craving adults will also purchase candy this Easter: 87.1% of those celebrating say they will buy candy, spending more than $2.2 billion on jelly beans, chocolate bunnies and flavorful chick-shaped Peeps.

Consumers this holiday will also spend $2.4 billion on gifts, $1.1 billion on flowers, $998 million on decorations and $695 million on greeting cards.

With a laundry list of items to buy, 58.6% will head to discount stores to purchase their holiday merchandise. Another four-in-10 (40.7%) will shop at department stores, while 23.8% plan to shop at a local or small business.

Additionally, 21.8% will head to a specialty store like a florist or jewelry store and 18.8% will shop online.

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Walgreens chief medical officer appeals to lawmakers in provider status blog

BY Michael Johnsen

WASHINGTON — Provider status for pharmacists makes sense because of a confluence of factors: An aging America that's increasing demand and an escalating shortage of primary care physicians that's placing a strain on supply, suggested Harry Leider, chief medical officer and group VP for Walgreens, in a blog published Friday by The Hill
 
These factors have come to define the latest healthcare crisis to face Americans: Access.

"Against this backdrop, it’s clear we need to make changes to our system to counter these trends that will only continue to hinder patient access," he wrote. "One viable solution is to promote the important role community pharmacists can play in providing patient care, in the same manner as other non-physician providers like nurse practitioners and physician assistants."  

 
Leider argued for support of the Pharmacy and Medically Underserved Areas Enhancement Act (H.R. 592 / S. 314), which was recently introduced by Reps. Brett Guthrie, R-Ky., G.K. Butterfield, D-N.C., Todd Young, R-Ind. and Ron Kind, D-Wis. in the House of Representatives and Sens. Charles Grassley, R-Iowa, Mark Kirk, R-Ill., Bob Casey, D-Pa. and Sherrod Brown, D-Ohio. "[T]he reality is, healthcare is evolving and the access challenges are very real. In order to meet the access pressures that these changes in the healthcare market are placing on our system, our attitudes as doctors and the policies in Washington need to evolve too," Leider concluded.

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