In a new study, the Nielsen Company looks at how multicultural communities are becoming the become the norm for the millennial generation, and what this says about the next consumer.

“Multicultural consumers are in their prime family-building years and are making product choices and brand attachments for the long term,” the study says. “The youth and life expectancy of multicultural consumers translates into more years of effective buying power and a better long-term return on marketing and advertising dollars invested.”

The survey primarily studied the consumption patterns of “multicultural consumers” in the U.S. — African-Americans, Asians, Latinos — and compares them to non-Hispanic whites. Nielsen highlights that these communities are young, mobile savvy, culture-driven shoppers who are in their prime for starting families. They are making important decisions about “brand identity” which marketers should take into account.

In its glossary, the study introduces a new term employed throughout the 36-page report. “The New Mainstream” describes the “emerging multicultural U.S. marketplace” in which “it is no longer a valid business strategy to assume that ethnicity and race will eventually become irrelevant and dissolve into a homogenous ‘general market.’”

Here are some of the study’s illuminating finds:

Latinos have the most years (56.5) of effective buying power, nearly 20 years more than non-Hispanic whites.

Multicultural consumers spend more on and shop with wider needs when its come to health and beauty care.

Asian-Americans buy more organic food and spend more free-time online than any other. Latinos are the most likely to make socially-informed shopping decisions.

African-Americans reported the highest percentage of pride in their cultural heritage.