Consumer markets around the world are becoming increasingly multicultural. Immigrant populations learn to coexist with members of their new host cultures by learning the language, beliefs, customs and traditions of their new environment through a process known as acculturation. Although people’s understanding of the acculturation process is fairly well established, the effects socio-cultural changes in the host country can have on the consequences of the acculturation process is not. As a result of this, marketers may be operating under antiquated beliefs as they devise their strategies for dealing with these newly diverse consumer markets.