Meet the Royaltons

Abstract

In 2006 we were looking for a succinct way to describe the people who made up the emerging affluent ethnic segment of the market. To describe these consumers as “minorities” seemed inaccurate. After all, the niche markets—the wealthy African Americans, Hispanics, and Asians that Andrea’s company, Diversity Affluence, helps marketers to reach—were quickly becoming the collective majority.

Royalton (roi-el-ten) n. An affluent ethnic consumer of any non-White ethnicity.