Research
Americans’ Dismal Views of the Nation’s Politics [REPORT]
Americans have long been critical of politicians and skeptical of the federal government. But today, Americans’ views of politics and elected officials are unrelentingly negative, with little hope of improvement on the horizon.
Marketers Balance the Promise and Peril of Generative AI
While juggling concerns such as the volatile economy and the increasingly complex management of customer relationships, marketers now have the added responsibility of figuring out how to harness the power of the hottest technology around — generative AI — while confronting the myriad challenges it presents. AI has ignited great enthusiasm among many brand managers who envision it as a vehicle to make their work more efficient, innovate new kinds of ad content, and improve the all-important customer experience. Yet making it a part of their day-to-day operations remains a work in progress.
2020 Census Data for Nearly 1,500 Detailed Race and Ethnicity Groups, Tribes and Villages
The U.S. Census Bureau released 2020 Census population counts and sex-by-age statistics for 300 detailed race and ethnic groups, as well as 1,187 detailed American Indian and Alaska Native (AIAN) tribes and villages.
Latinos’ Views of and Experiences With the Spanish Language [REPORT]
Most U.S. Latinos speak Spanish: 75% say they are able to carry on a conversation in Spanish pretty well or very well. And most Latinos (85%) say it is at least somewhat important for future generations of Latinos in the United States to speak Spanish.
Underrepresentation For Hispanic Audiences In Consumer Data Sets
Truthset released results detailing how the overall data industry is currently underrepresenting the Hispanic population in the United States.
Latinos in the U.S. have the fifth-largest GDP in the world [REPORT]
The findings of the latest U.S. Latino GDP Report, produced annually by the UCLA Center for the Study of Latino Health and Culture and California Lutheran University’s Center for Economic Research and Forecasting, show that even amid ongoing COVID-19 pandemic conditions in 2021, the U.S. Latino GDP grew by an inflation-adjusted 7.1%, surpassing the $3 trillion mark for the first time.
Worried About the End of the Cookie? Turn to Your Own Data
As we countdown to our last year with browser cookies, many marketers are still concerned about achieving marketing performance in a post-cookie world.
Public Has Mixed Views on the Modern American Family [REPORT]
Trends in marriage and fertility along with shifting social norms and important legal changes have reshaped the American family.
The Importance of All-Party Data in a Cookieless World
Why brands need to leverage third-, second-, first-, and zero-party data to overcome a shifting marketing landscape
Bilingual U.S. Hispanic Speakers More Likely to Pay for Popular Streaming Services Compared to Spanish-Only Speaking Counterparts
App Science announced that it has released audience insights comparing bilingual and Spanish-only U.S. Hispanic streaming audiences. The findings in the Report provide unique analysis into how bilingual (English and Spanish) and Spanish-only speaking Hispanics may differ from each other. It highlights the unique preferences among Hispanic subgroups, providing audience data to help brands deliver a more targeted, relevant message within their ads to these audiences.
Black, Hispanic and Latina Women Report Increased Confidence in Investing Knowledge and Build Generational Wealth
Black, Hispanic and Latina women have gained confidence in their investing knowledge in recent years and are investing to build generational wealth, according to new research from J.P. Morgan Wealth Management. J.P. Morgan surveyed 1,000 investors to uncover investing trends within Black, Hispanic and Latino communities.
Streaming Reaches Milestone as Top Choice for U.S. Hispanic Viewers; Spanish-Language Dominant Audiences Continue to Embrace Broadcast Television [REPORT]
Nielsen released new data showcasing a milestone among U.S. Hispanic audiences. Hispanic adults' total time spent on streamed content surpassed 50% (50.7%) in July 2023, which is 13% higher than the general population at 37.7%. Spanish-language dominant viewers continue to turn to broadcast channels, at just under 30%. In a new report, Hispanic Audience in Focus: Trust in media - the key factor driving the shift to streaming, Nielsen found that trust plays a pivotal role in steering Hispanic audiences toward streaming platforms. In a recent Hispanic sentiment study,1 more than half of Hispanic audiences indicated that quality and trust in media content are very or extremely important.
ARE YOUR MARKETING STRATEGIES READY FOR THE MULTICULTURAL MAJORITY?
For the first time, Americans 25 and under are a multicultural majority, with the 35-and-under segment estimated to reach that milestone by the end of this year. In addition, the Gen Z multicultural majority generation has reached adulthood, joining Millennials and together forming a multicultural super-segment. These two transformative generations are wielding enormous power and influence on today’s American mainstream. Just how much? The Hispanic Marketing Council (HMC) will have those answers and more with its latest study, “IT’S TIME: The Growing Power of the Multicultural Majority.” On October 4, HMC will host a free event in New York City to reveal the top insights of the study and host a Q&A session—the event also will be live streamed. For more information, and to register for the in-person event or the simulcast.
The Video World is Growing FAST: the Longtail of CTV Expands its Reach
Comscore, Inc. released its 7th annual State of Streaming report, which shows a 21% increase in the number of CTV hours per household watched, rising almost 2B year-over-year in 2023, up from 9.6B to 11.5B (May ‘22-May ‘23) with ad supported services capturing the bulk of new viewing.
Observing Hispanic Heritage Month
The period from September 15th to October 15th is Hispanic Heritage Month, a time for celebrating, with a special attentiveness, the achievements of Hispanics and for elevating the causes that are most important to their communities. Of course, this isn't work that can be confined to a single month, and, in recognition of that fact, the 2022 Multicultural Excellence Awards honored marketing to and on behalf of the Hispanic community that took place across the year.
A better way to build a brand: The community flywheel
How are market leaders building and activating brands in the 2020s? To understand today, we must first look to the past.
More Unmarried Women Than Unmarried Men in the U.S.
The odds of finding a potential mate in the United States were in men’s favor in 2019; there were 89.8 unmarried men for every 100 unmarried women, according to a new U.S. Census Bureau analysis.
5 Fragrance Consumer Trends You Should Know [INFOGRAPHIC]
Fragrance usage in the U.S. is slightly up over last year, driven mostly by Gen Z. Understanding who fuels the latest trends can help you align to consumer behavior and unlock business growth. Our Fragrance Consumer Report tells the most complete story to inform your strategies.
Inclusive Beauty Report 2023 [REPORT]
We have released a new report – Inclusive Beauty Report 2023, the report explores how consumer demands for products that align with their cultural values and personal beliefs have transformed the beauty industry. Based on a nationally representative online survey of 2,800 respondents, the report examines differences in preferences for cosmetics and beauty products across ethnicity, age, income and gender.
Will AI boost DEI efforts in advertising or destroy them?
Several years ago, I launched a website called rentaminority.com where — clue is in the name — you could quickly and easily rent a minority. If you were a multinational corporation who’d realized, in a panic, that your conference panel or client meeting consisted entirely of white men, you could go on my site and, with just a couple of clicks, order the minority of your choice to make your organization look more woke. It was like an Uber for diversity.
