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If you’ve heard about edgy footwear from Greedy Genius, credit the multicultural men who discovered the pace-setting brand first. “Multicultural men, more than any other group, are spontaneous, confident experience-seekers and creators, who find new products, services and trends that compliment their lives,” notes Emanuel L. Basnight, Jr., account planner at Burrell Communications Group. “Their strong sense of individuality combined with diverse interests and high sense of uniqueness allow them to steer culture.” But with young multicultural young men underrepresented in research samples, the advertising industry didn’t ...
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