Research
Earning trust as gen AI takes hold: 2024 Connected Consumer
In this fifth edition of Deloitte’s Connected Consumer study,1 we continue to report on US consumers’ digital lives. The Deloitte Center for Technology, Media & Telecommunications surveyed nearly 4,000 US consumers in June 2024, asking them about their tech-device and -services spending, online activities, perspectives on digital life, digital boundaries, data privacy and security concerns, use of generative AI, and trust in tech companies.
How Music is Listened to in the U.S.
What do listeners in the U.S. spend 74% of their average daily audio time listening to? MUSIC! For as much attention as is given to podcasts and other spoken-word audio sources in the press, we want to remind you that three-quarters of daily audio time is spent listening to music.
WARC Teams With Audacy To Address ‘Audio Investment Gap’
Fresh research, released by WARC Advisory in partnership with audio content creation and distribution company Audacy, seeks to destroy “the barriers behind the audio investment gap” by tackling several “misperceptions” driving what the company that recently emerged from bankruptcy protections says are “driving the under-utilization of audio by marketers.” By Adam Jacobson
Latino Wealth Journey [REPORT]
The biggest opportunity within the wealth accumulation journey for Hispanics/Latinos lies with Emerging Affluents, according to a new report The Latino Wealth Journey: Understanding How to Expand Multigenerational Wealth Accumulation from Morgan Stanley’s Institute for Inclusion (NYSE: MS) and Hispanic Executive.
2024 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
25TH EDITION OF HMC HISPANIC MARKET GUIDE: A comprehensive Playbook to help Marketers STOP Latino Coating & Reach Hispanic Market with Authenticity [DOWNLOAD GUIDE For Free]
On the heels of launching its #STOPLATINOCOATING campaign, the Hispanic Marketing Council (HMC) has released its highly anticipated 2024 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with U.S. Latinos, currently positioned as the fifth largest global economy. This year marks the 25th edition of the market guide, which has served as a valuable resource for the industry and a vehicle for helping brands tap into the Hispanic opportunity.
2024 Hispanic Market Overview Report- DOWNLOAD for FREE
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2024 Hispanic Market Overview – titled “Authentic - Keeping it Real” To download click on image or CLICK HERE
4 in 5 Gen Z Employees Say They’re Victims of Generational Stereotypes, Costing Them Jobs and Promotions
Generation Z (Gen Z) knows they’re considered hard to work with, and they’re frustrated about it.
Overwhelming Consumer Support for Inclusive & Diversity Initiatives
More than 8 in 10 consumers are comfortable or neutral on inclusive marketing practices, according to a new study. In fact, more than half of consumers (56%) would support or strongly support a brand that creates ads representing all groups. In comparison, only 10% (all others were neutral) would not support a brand that creates inclusive advertising, according to a new report where more than 12,000 consumers were surveyed.
America’s News Influencers [REPORT]
In the heat of the 2024 election, news influencers seemed to be everywhere. Both Republicans and Democrats credentialed content creators to cover their conventions – and encouraged influencers to share their political messages. Influencers also interviewed the candidates and held fundraisers for them.
2024 Visibility Perceptions in Advertising Report Finds Supermajorities of Industry Leaders Support LGBTQ Inclusion
GLAAD released the findings of its 2024 Visibility Perceptions in Advertising, based on a survey of 200 decision-makers and marketing executives from advertisers and advertising agencies to understand perceptions, commitments, and challenges to featuring the LGBTQ community in advertising.
Less Than Half of U.S. Family Households Include Children Under 18
About 39% of U.S. family households this year included the householder’s children under 18, according to new U.S. Census Bureau estimates.
Nearly Two-Thirds of U.S. Households are Family Households
Newly released estimates from the U.S. Census Bureau’s historical America’s Families and Living Arrangements tables show that about 64% of households were classified as family households in 2024. This marks a significant change from 50 years ago, when 79% of households were family households. Family households are defined as those that include at least one person related to the householder by birth, marriage or adoption.
Multicultural Healthcare Disparities to Inform Inclusive Strategies [REPORT]
Republica Havas Health & M3 MI have released their latest Executive Report, "Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies"– a vital guide for healthcare professionals aiming to address the unique needs of multicultural communities and advance health equity.
Cultural Insight: The Missing Link in Marketing Strategy
Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing. By Gabrielle Christina - Florida State University - Hispanic Marketing Communication
Differences between code switching and Spanglish, and implications for advertising to Hispanics
Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken. By Katherinne Peralta / Florida State University
A look at the state of affordable housing in the U.S.
Housing affordability has emerged as a key issue in this year’s U.S. presidential election. Both Democrat Kamala Harris and Republican Donald Trump have talked about what they would do to increase the supply of affordable homes and people’s ability to buy them, though their plans have little in common.
The Crucial Role of Insights-Based Research in Engaging the U.S. Hispanic Market
As the U.S. Hispanic market continues to grow and diversify, understanding and connecting with this vibrant segment has never been more critical for brands. Insights-based research is the key to unlocking the cultural nuances, values, and behaviors that drive decision-making among Hispanic consumers. By leveraging these insights, brands can develop strategies and campaigns that resonate deeply and authentically with the Latino audience. At Culture IQ, we specialize in providing the insights needed to guide your success in this dynamic market.
Record Latino Voter Engagement and Shifting Political Sentiments Highlighted in Final Week of the Nation’s Only Weekly Latino Voter Poll [REPORT]
Entravision, AltaMed, and BSP Research have unveiled Week 8 findings from the 2024 National Latino Voter Tracking Poll, showcasing record engagement and significant insights into Latino voters' perspectives as Election Day approaches. With 84% of registered Latino voters already casting their ballots or expressing near certainty to vote, the poll highlights unprecedented enthusiasm, as early voting among Latinos has doubled in just the past week. Despite this strong participation, the data also reflect growing anxieties, with many Latino voters concerned about potential election disputes and their community's place in America. Additionally, the findings show intensified Democratic outreach efforts, outpacing Republican engagement, and a clear preference for Kamala Harris among Latino voters, indicating key shifts in support and political sentiment within the community.
ANA unveils Loyalty Marketing Report highlighting growing Importance, Challenges, and Fraud Concerns
The Association of National Advertisers (ANA) and HUMAN Security (HUMAN) have released a new report on loyalty marketing, revealing the increasing significance of loyalty programs for brands in the current marketing landscape. Loyalty marketing, which rewards customers for repeat purchases or interactions with a brand, has become a key strategy for companies seeking to deepen customer relationships and drive long-term value.
