By Mario X. Carrasco Programmatic media buyers know that multicultural audiences are a rapidly growing and vital market segment. However, advertisers also know that targeting these audiences can be challenging, especially for those lacking cultural competence. Cultural competence is essential for programmatic media buyers aiming to reach multicultural audiences effectively while avoiding costly mistakes. What … Read more
Total school enrollment experienced a growth of 1.3 million from 2021 to 2022, reaching a total of 75.2 million students enrolled, according to new data from the 2022 Current Population Survey (CPS). This marked the highest enrollment count since 2019 of 76.1 million students, from which it was not significantly different. Since 2020, school enrollment … Read more
Results from the 2023 Workplace Wellness Survey published today by the Employee Benefit Research Institute (EBRI) and Greenwald Research found that 74% of American workers are moderately or highly concerned about their workplace well-being. In addition, nearly three-quarters of the workers reported a similar level of concern about their emotional well-being or mental health and … Read more
By Emily Field, Alexis Krivkovich, Sandra Kügele, Nicole Robinson, and Lareina Yee This is the ninth year of the Women in the Workplace report. Conducted in partnership with LeanIn.Org, this effort is the largest study of women in corporate America and Canada. This year, we collected information from 276 participating organizations employing more than ten … Read more
Gray Television, Inc. announced the promotion of Jason Hall to Vice President of Spanish Media Sales, GrayTV Telemundo Station Group. For the last 14 months, Jason has served as the Senior Director of Spanish Media Sales guiding advertising sales growth for GrayTV Telemundo Station Group, which is comprised of 42 Telemundo affiliate markets, including eight … Read more
A recent study using neuroscience and cognitive research has found that audio ads consistently drive higher levels of engagement compared with other media formats. Not only that, but this high level of engagement persists whether the audience is listening to music or podcasts. These results highlight the strength of audio as a medium. When used … Read more
DFW International is one of the largest and most innovative airports in the country. It is constantly looking for ways to transform the way people travel in order to lower the stress that naturally comes when navigating any airport. The goal is to deliver a better experience for the passenger. One of the things that … Read more
MAGNA, the investment and intelligence arm of IPG Mediabrands, today announced the release of a study conducted in partnership with Teads, the global media platform, and Project Drawdown, a nonprofit focused on climate solutions, entitled Sustainability Speaks: Breaking the Barrier of Climate Communication via the MAGNA Media Trials program. To uncover data about consumers’ perceptions … Read more
By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells Multiculturals are Fortune 500 companies target sweet spot and the core growth customer to futureproof their business given the majority of consumers under 45 are Multicultural or Multi-racial, rising to 48% of the total population over next decade, and their prime earning years. They … Read more
Hyundai Motor America with Lopez Negrete Communications will introduce the 2024 top-of-the-line midsize SUV, Palisade, to Latino consumers with “¿Viste?” (Did You See It?) an innovative new campaign aimed at savvy Latinos. With its perfect blend of utility, value and luxury, the Palisade promises to transform the way Hispanic families travel. The campaign will consist … Read more
NTERTAIN announced a joint venture with Chemistry Cultura, a minority-certified marketing agency with clients including Carnival, Comcast, Heineken, Microsoft and NFL (a joint client of NTERTAIN). The two companies offer disparate products and services, but combined go-to-market with a 360° offering helping brands engage the booming U.S. Latino marketplace. “Music is one of the most … Read more
Hispanic Heritage Month celebrates a U.S. population of 64 million that’s diverse, growing and constantly changing. But can a single term like Hispanic or Latino describe a group with such varied ancestry and geographic origin? Mark Hugo Lopez from the Pew Research Center and Cristina Mora from UC Berkeley’s Department of Sociology join John Yang … Read more
A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands looking to improve their agency model with just 11% of respondents believing their current agency model fits their future needs, while 24% believe it is unfit for future purpose. Media Agency Models The survey shows that flexibility, speed and integrated … Read more
With an ever-expanding media landscape, audience preferences are pivotal. Creators and distributors want to engage audiences, and brands seek relevant content opportunities where their messages can truly resonate. Any meaningful engagement with audiences requires a deep understanding of people, but building meaningful relationships with Hispanic audiences can be more complex. That complexity stems from the … Read more
They don’t want one thing or another—they want both, but in different ways. Today’s consumers don’t fit into neat segments. They’re living in a world of “ands,” to cite a phrase that we’ve been using to describe the seemingly contradictory shopping behaviors of people across the globe. The phrase very much applies in the United … Read more
In the latter half of the 20th century, a theory emerged—and is still promoted today—that the cultural orientations of Hispanic and Asian immigrants and their descendants would diminish as they “became more acculturated.” A new study by the Hispanic Marketing Council (HMC) shows the opposite is true: non-Hispanic white (NHW) 13-to-49-year-olds have been more influenced … Read more
By Daniel Sokol – EVP, Digital Solutions / eContent Digital In an age where each customer is evolving into a ‘Segment of One,’ brands must pivot from simplistic translations and stereotypical portrayals. The Hispanic culture, with its rich tapestry, should be seen as an asset from which to draw from, not a challenge to avoid. … Read more
Monthly podcast listenership among Latinos increased by 52% since 2020, nearly four times faster than the rate among the general U.S. population, according to the fourth annual Latino Podcast Listener Report. Thirty-eight percent of U.S. Latinos age 18+ are monthly podcast listeners in 2023, a record high, compared with 25% in 2020. U.S. Latino weekly … Read more
The U.S. economy is continuing to grow even as labor disputes across the country and uncertainty created by Congress add to the ongoing challenges of inflation and high interest rates, NRF Chief Economist Jack Kleinhenz. ”As Gilda Radner used to say on Saturday Night Live, ‘If it’s not one thing, it’s another,’ ” Kleinhenz said. “This … Read more
For more than 70 million workers in the U.S. without a bachelor’s degree, the opportunity for upward economic mobility is often a monumental challenge. And at a time when many businesses are clamoring to acquire top talent, workers who are skilled through alternative routes, or STARS, are being outright ignored for higher-wage jobs. This so-called … Read more
