The article discusses how understanding ethnic identity is crucial for marketers to target specific consumer groups effectively. Instead of just grouping people based on shared characteristics, it's important to consider the strength of their shared ethnic identity. This sense of identity influences consumer behavior and decision-making. Ethnic groups are not just social groups with shared values, but also provide social capital to their members. Individuals within an ethnic group can have varying levels of ethnic identity and connections to other group members. To understand how ethnicity affects consumer choices, it's essential to grasp how ethnic identity forms and evolves over time.