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Why the Term ‘Latinx’ Hasn’t Taken Off Among Latins — And Likely Never Will

At first blush, the word Latinx –the gender-neutral, non binary term used to describe the nation’s diverse Hispanic population– seems ubiquitous.  It pops up regularly in press releases, in news headlines, in social media posts, in campaign mailings. But scratch below the surface, and you find little substance under the semantics. Courtesy of Billboard Magazine.

¿Acculturation? [Results from Survey of HispanicAd readers]

Our Friends at ThinkNow posed the following:  ”Acculturation has long been used in media research among Hispanics respondents but it is time to revisit it use. Acculturation assumes a linear progression towards American culture.  American culture becomes increasingly shaped by diverse audiences”.  We asked our readers at HispanicAd and the results are in.

2021 media trends [REPORT]

The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.

2021 Trust Barometer [REPORT]

After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Adding to this is a failing trust ecosystem unable to confront the rampant infodemic, leaving the four institutions – business, government, NGOs and media – in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.

The New Hispanic Media Landscape [REPORT]

The Hispanic audience is diverse and nuanced in their language use, preferences, and media use. As the population grows, so does the importance of advertisers understanding Hispanic media behavior.

The 2021 Multicultural Marketing Growth Imperative: The Collision of Covid, Technology and Census

The threat of Covid, social distancing and ‘cancel culture’ has prompted reflection, deleting what’s unnecessary, and changing the status quo from consumers shifting values, lifestyle and priorities to companies permanently going to flexible work schedules, more equitable D&I practices, and re-focusing on key growth areas, led by Multicultural and Digital marketing. My prediction for 2021 is that companies finally do Multicultural marketing right, and allocate the commensurate fair share of budget, resources and attention to this business imperative.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

Wade Davis Shakes Up Univision’s C-Suite In A Major Way

Searchlight III UTD and ForgeLight‘s acquisition of a majority stake of Univision Holdings formally closed. As such, Searchlight, a private investment firm founded by CEO Wade Davis, and associated entity, ForgeLight — an operating and investment company focused on the media and consumer technology sectors — are now the holders of shares in Univision previously held by Madison Dearborn Partners, Providence Equity Partners, TPG, Thomas H. Lee Partners, and Saban Capital Group.  As expected, Davis assumed Univision’s Chief Executive chair from Vince Sadusky.  What wasn’t expected: a major house cleaning in Univision’s C-Suite.  By Adam R Jacobson – Editor-in-Chief, Radio + Television Business Report

Understanding Marketing Mix Modeling [REPORT]

We have seen a continuous change in consumer behavior in these fast-changing times. Yet marketers still have to make the right decisions when it comes to marketing investments in unpredictable situations. In order to make the right decisions, there is a renewed recognition of the importance of accurately and sustainably measuring marketing activities. MMM is an ideal solution that can be used continuously to help your business in these challenging times.

Acquisition Of Majority Stake in Univision Complete

New ownership, in partnership with Televisa, will enhance Univision’s digital presence, deepen relationships with Hispanic audiences and communities, and create market-defining content for the next generation of Spanish-speaking viewers

 

2020 Hispanic Market Guide available for download – FREE

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.

The Minority-Majority Shift. Two Decades That Will Change America. The Seven Learnings Every CMO Needs In Their Plans

2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment.  By Isaac Mizrahi –  Co-President / ALMA

Re-Evaluating Media for Recovery: Understanding the true value of media for growing brands during challenging times [REPORT]

Re-Evaluating Media for Recovery and like the 2018 paper, Re-Evaluating Media, before it, this report commissioned by Radiocentre aimed to identify the truth about media effectiveness for 10 different media types. It also set out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands. This is more relevant than ever in these most uncertain of times.

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