Research

Many U.S. Hispanics feel culturally connected to both their U.S. and Latino identities, according to Horowitz Associates’ annual FOCUS: Latino report.

For New Generation Latinos, peer-to-peer recommendations are highly valued and sought after. Whether it be in person or virtual, NGLs are leveraging their vast social networks to spread the word (positive or negative) about brands. In fact, NGLs are more likely to forward opinions and info about a brand compared to their Caucasian counterparts.

Consumers can’t seem to get enough video, a passion fueled by video delivered “over-the-top” via the internet to a growing range of devices. More internet-enabled devices are entering the home and being used in front of the TV, helping shift consumers’ digital media habits significantly—and perhaps permanently—from the TV set to other screens.

By Felipe and Betty Ann Korzenny

This book is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.

Forthcoming August 1, 2011

The bi-cultural experience that New Generation Latinos encounter helps shape how they view their role in U.S. society. They have a different “value set” than their Caucasian counterparts that gives them unique attitudes and opinions on education, their career, finances, and much more.

Euro RSCG Tonic announced the release of “Mobile Strategies for Health and Wellness,” the latest in the agency’s series of thought leadership content designed to assist health and wellness brand marketers reach consumers through high-impact creative and innovative channels. Download Report Here.

Women’s control over spending decisions coupled with their gains across the working world and politics, point to women of tomorrow being in a position to exert more influence than ever. Download Repoprt Here.

Through 2050, the United States is projected to remain in third place behind India and China among the world’s most populous countries, according to the U.S. Census Bureau.

Cultural representation in ads is very important to today’s New Generation Latino. They want to see themselves reflected in marketing that targets them, but it’s not an “all Latino or nothing” solution. In fact, there are more important elements to marketing for NGLs than having an “all Latino” cast.