Starcom Mediavest Grop & Telemundo announce ‘Beyond Demographics Latino Identity’ study.

Starcom MediaVest Group (SMG), in collaboration with Telemundo Communications Group has announced the Beyond Demographics Latino Identity study aimed at providing advertisers with a deeper understanding of Latino consumers in the U.S. The U.S. Latino marketplace-a robust and highly complex community with an estimated population of 45 million and buying power of more than $860 billion-is the nation’s fastest growing segment.

Inspired by SMG’s umbrella “Beyond Demographics” initiative to drive transformational change in the advertising industry’s view and value of multi-cultured consumers, the Latino Identity project launched recently at the Westin Times Square in New York City. The first phase included the assembly of the Beyond Demographics Latino Identity Leadership Consortium-an esteemed group of cultural translators (those who straddle the world between U.S. and Latino identity) charged with initiating the dialogue that builds the framework of the study, due this fall.

“Our mission is to spark the conversations that begin our exploration into the Latino experience in the U.S. and really capture the richness of the community,” said Monica Gadsby, CEO of SMG Multicultural, a division of Starcom MediaVest Group. “As the face of America changes, the ‘general market’ is increasingly a multi-cultured market, and we share a commitment with Telemundo to provide our clients with a more accurate depiction of the total-market experience.”

Jacqueline Hernandez, Chief Operations Officer for Telemundo, said: “Looking at the U.S. Latino market, there is no question that this is a powerful consumer. It is also the fastest growing segment made up of a variety of psychographic sub-segments. Together with Starcom MediaVest Group, this research project will allow us to gain unique insights into the U.S. Latino consumer-their mindset, what they want, when they want it and how they want it conveyed.”