Research

As 2020 census workers begin knocking on the doors of millions of U.S. households that have not returned their census questionnaires, four-in-ten U.S. adults who have not yet responded say they would not be willing to answer their door, according to a new Pew Research Center survey.

The issue has bubbled up recently in both, Hispanic Agencies and clients and HispanicAd is only too happy to address it.  The term “LatinX” is used as a self-identifier by only around 2% of the total U.S. Hispanic population. So, 98% of the Hispanic population self-identifies as Latino, Latina and/or Hispanic. So why is the term being used in advertising and marketing conversations as a term to categorize or represent all US Hispanics instead of “Hispanic” or “Latino”?  By Marcelo Salup - Principal at CEO Analytics, LLC - Increasing customer retention & revenues through advanced statistics & algorithms

Following decades of rising population and affluence compared with the central cities, the luster of the nation’s large suburbs has diminished since 2000. Though the suburban population continues to increase at a relatively healthy clip, a range of indicators show that large suburban counties are lagging the gains of their urban core counterparts. Compared with 2000, suburban populations are now less engaged in the labor market, experiencing declining household incomes and seeing housing stock value that has not kept pace with that of the central cities.

As this blog nears the end of its existence I cannot help but reflect on the different themes that run through its 14 years of content – don’t worry, this is not another post about the importance of perceived difference to brand growth – however, it is a related subject: how often brand marketers get led astray by data.  by Nigel Hollis

The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts.

As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.