Demographic trends in Southern California have changed the ethnic landscape and transformed
the region into a multicultural society. These changes have created new and frequently
unrecognized communications challenges for local water utilities.
In 1998 Metropolitan Water District of Southern California (Metropolitan), the regional
wholesaler of supplemental supplies, initiated the first of a series of consumer research projects
to determine the information needs and preferred forms of communications of its changing
consumer base. In 2001 Metropolitan rolled out its first communications program specifically
targeting Latino consumers and in 2002 developed a pilot program targeting Asian consumers.
The research projects and pilot programs have led to greater insights into communicating in a
multicultural environment. While consumers may have common concerns about their drinking
water independent of ethnicity, ethnic background can influence the reasons consumers have
specific beliefs and behaviors and the way in which messages are perceived. Includes 4 references.
| Edition : | Vol. - No. |
| File Size : | 1
file
, 280 KB |
| Note : | This product is unavailable in Ukraine, Russia, Belarus |
| Number of Pages : | 14 |
| Published : | 06/15/2003 |
