Research
How Brands Should Navigate Recession Anxiety on Social Media
For brands, 2025 has posed a critical moment. Economic uncertainty has become a constant backdrop to consumer life, and it's showing up online as recession anxiety, shaping what people post, how they shop, and whom they trust. From the return of "victory gardens" as emblems of resilience to the continuing spread of #recessioncore memes on TikTok, social media is where collective anxiety is meeting cultural expression.
Audio Brings Better Moods, Joy, Coping to Gen Z [REPORT]
The Gen Z Audio Report includes a new online survey of more than 2,000 listeners ages 13-24 and reveals not only how Gen Z discovers new content and what they consume, but how audio enhances their lives.
Median Age in 192 Metro Areas Higher Than National Median of 39.1
Between April 2020 and July 2024, the median age rose in 329 of the nation’s 387 metro areas. At the same time, 47 metro areas experienced a decline in median age — many of which were in the South, including some in Florida.
Even States Like Florida With High Median Ages Have Counties Younger Than the National Median
Many assume Florida is one of the nation’s oldest states and Utah to be among the younger. But while a retirement magnet, not every corner of the Sunshine (or any other) state is “old” or, for that matter, “young.” Some older states like Florida have counties with much younger populations, while some counties within the youngest states like Utah are graying fast. In both instances, these intra-state discrepancies are driven by migration patterns combined with the numbers of births and deaths.
From 2023 to 2024, the Hispanic or Latino population increased by 1.9 million; this gain was larger than the change for all other race and ethnicity groups combined.
The U.S. population age 65 and older rose by 3.1% (to 61.2 million) while the population under age 18 decreased by 0.2% (to 73.1 million) from 2023 to 2024, according to the Vintage 2024 Population Estimates released today by the U.S. Census Bureau.
Diversity, Equity and Inclusion 2025 CHAPTER TOOLKIT [REPORT]
In recent years, diversity, equity and inclusion (DEI) initiatives have faced challenges across various sectors, from corporate boardrooms and state legislatures to educational institutions and government agencies Amid debates over affirmative action and diversity metrics, the need for robust DEI policies remains critical These discussions underscore the complexities of integrating diverse perspectives and the ongoing necessity for constructive dialogue
POV: What the Pew LGBTQ+ Report Means for Inclusive Brands This Pride Month and Beyond
At SSG, our national study with Target 10, “From Blocked to Unlocked: Unlocking Growth Through Authentic LGBTQ+ and Ally Engagement*,” was conducted in 2024 with over 1,600 LGBTQ+ and ally respondents through both quantitative and qualitative research. The study found that 67% of LGBTQ+ individuals and 60% of allies are more likely to engage with advertising that reflects multiple aspects of their identity, including race, gender, and sexuality. Marketing does more than drive sales. It shapes perception, signals inclusion, and influences belonging.
The Experiences of LGBTQ Americans Today [REPORT]
June 26, 2025, marks 10 years since the Supreme Court ruled in Obergefell v. Hodges that the right to same-sex marriage is guaranteed across the United States. The decision, which represented a major change in U.S. family law, reflected shifting public opinion on same-sex marriage. In 2004, 31% of Americans supported it, while 60% opposed. By 2015, 55% supported same-sex marriage, while 39% opposed. And support has continued to grow: In 2023, 63% of Americans expressed support for same-sex marriage.
Beyond Trends: How Gen Z Spending Habits Are Reshaping the Market
Forget everything you thought you knew about consumer loyalty – Gen Z is rewriting the rules with every purchase. Recognizing this trend, many brands are now leveraging marketing-to-Gen-Z strategies to better connect with these digital natives. Born into an era of constant connectivity and social change, they hold unique expectations. They demand authenticity, transparency, and ethical practices from the brands they support. Unlike previous generations that trusted traditional advertisements and in-store experiences, Gen Z spending habits rely heavily on digital interactions and peer recommendations. This shift compels businesses to adopt holistic marketing strategies that integrate ethical stances, digital ecosystems, personalized engagement, and strong financial sensibility.
Language of the Heart: Code-Switching as Culture, Strategy, and Belonging
Language practices like code-switching, bilingualism, and Spanglish are completely intertwined with personal and collective identity among U.S. Hispanics; oftentimes, these linguistic practices are signals of belonging, adaptation, community building. By Alexa Ramos - B.A. in Literature, Media, and Culture Florida State University, Class of 2024 - M.S. in Applied American Politics and Policy Florida State University, Class of 2025
How Language Usage Influences Hispanic American Consumer Behavior
For most Hispanic Americans, language is a crucial marker of their identity. According to our research, “both the behavior and perceptions of consumers who speak more than one language might change depending on the language in which the interaction takes place”. By Hector Rodriguez & Sean Happel
Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising
Language is a fundamental element in developing thought, identity, and behavior. Among U.S. Hispanic populations, language serves as a communication tool and a conduit of culture, memory, and emotional resonance. In this essay, I explore two language-related topics that are crucial to understanding Hispanic consumer behavior and marketing communication: (1) whether language influences how Latino consumers behave in the marketplace, and (2) the implications of the Sapir-Whorf hypothesis. By Madison Pellicer
Mainstream Media and the Spanish Language: Change, Representation, and Expression
The origin of the Spanish language in media dates back to 1598. The definition of “media” at the time was much narrower and included newspapers, manuscripts, and performing arts. It was at this time that conquistador Juan de Oñate’s men improvised a performance based on their adventures in New Mexico. This marked the first European-style live theater performance to take place north of the Rio Grande (Wilkinson, 2016). Since then, the media has always played a powerful role in the lives of Hispanics. By Meghan Bannister & Samantha Humphrys
The Growing Hispanic Market: From Workers to Consumers
Over time, the U.S. workforce has experienced a demographic evolution. The workforce has become a melting pot of people, just like the country itself. The workforce of the U.S. is comprised of more and more minorities, such as Hispanics. Furthermore, there is a positive association between the rise in Hispanic workers and Hispanic buying power (Korzenny, Chapa, Korzenny, 2025). This implication is one that marketers must be proactive in responding to. By Samantha Humphrys
Critical Essay on Hispanic Consumer Trends in the U.S.
Are Hispanic Brands Taking Over the Grocery Store Shelves? For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry. By Sofia Martinez
¿Como se dice? bilingualism and how it has impacted advertising and the media
Many of us have been exposed to code-switching in the media from a very young age without realizing it. From cartoons teaching us basic survival Spanish on Nickelodeon to Netflix shows based on actual events, centering on a Colombian drug lord. There is an increasing number of cases in mainstream media that explore bilingual communication methods. Media is one of the building blocks of culture, and culture is a primary inspiration for advertising. Therefore, it is a natural progression for practices in the Hispanic marketing community to reflect the bilingual nature of the media. In this analysis, we will delve into the impact of code-switching on Hispanic audiences in both advertising and the media, as well as its influence on consumer behavior. By Piper G. Hadsell
Neuroresearch and Online Eye Tracking: Redefining Digital Ad Effectiveness
In a digital environment where attention spans are measured in seconds, traditional metrics like clicks and views offer an incomplete picture. They tell us what users did but not what they saw, felt, or understood. Which parts of the creative actually registered with them? Did the ad spark interest, confusion, or indifference?
Differences in Work Arrangements Among Hispanic and Non-Hispanic Populations
Hispanic or Latino workers are projected to become a larger portion of the civilian labor force in the coming decade and new American Community Survey (ACS) tables on characteristics of workers show how they differ from workers in other groups.
What Brands Must Know About U.S. Fans Ahead of the 2026 FIFA World Cup
The largest sporting event in history, the 2026 FIFA Men's World Cup, kicks off across North America. For brands, it's a once-in-a-generation chance to build campaigns that authentically tap into the unique appeal of World Cup soccer and break into mainstream culture during a tournament projected to generate up to $40.9 billion in GDP.
Reconnecting with LGBTQ+ audiences
Joining in Pride celebrations each June is one opportunity for marketers to build their connections with LGBTQ+ communities. But building brand trust and loyalty with LGBTQ+ consumers requires support beyond Pride Month.
