CHICAGO -- As mainstream baby boomers age, they will be buying differently and buying less. Ethnic consumers, on the other hand, will be reaching their prime buying years, said Andrew Erlich, president of Erlich Transcultural Consultants, Woodland Hills, Calif.
But brand marketers aiming toward the ethnic consumer of the future will face hurdles, he added.
For example, there are segments within segments. The Hispanic population includes Mexican, Central and South American, a