Marketers like McDonald’s cannot ignore the stunning diversity of cultures that reshape mainstream society. Ethnic minorities spend more than $600 billion a year on products and services, so firms must tailor products and communications strategies to their unique needs. And this vast market continues to grow: Immigrants now make up 10 percent of the U.S. population and will account for 13 percent by 2050. The U.S. Census calculates that by 2042, Americans who identify themselves as Hispanic, Black, Asian, American Indian, Native Hawaiian, and Pacific Islander will together outnumber non-Hispanic whites. Furthermore,