Research
AI and Human Enhancement: Americans’ Openness Is Tempered by a Range of Concerns [REPORT]
Developments in artificial intelligence and human enhancement technologies have the potential to remake American society in the coming decades. A new Pew Research Center survey finds that Americans see promise in the ways these technologies could improve daily life and human abilities. Yet public views are also defined by the context of how these technologies would be used, what constraints would be in place and who would stand to benefit – or lose – if these advances become widespread.
Estimates of Undercount and Overcount in the 2020 Census
Census Bureau released results from two analyses about the quality of the 2020 Census counts. While both showed the strength of the count for the total U.S. population, each analysis revealed that the 2020 Census overcounted or undercounted various demographic groups.
Gen Z: Brands Need To Prioritize DEI And Gender Liberation
For someone who has been working in multicultural marketing for almost two decades, the past few years have been transformative. Diversity, equity, inclusion (DEI) and representation in public and private organizations are works in progress. But the momentum is stronger than it’s ever been. The entrepreneur and somewhat skeptic in me, however, wonders if this is just a phase. Will corporate America move on to the next big thing? There are already murmurs that ESG (Environmental, Social and Governance) will be the new focus as DEI demand wanes. By Mario X. Carrasco - ThinkNow
Edelman names Valdes U.S. Head of Edelman Data and Intelligence
Edelman has named Anita Valdes U.S. head of Edelman Data and Intelligence (Edelman DXI). Reporting to Yannis Kotziagkiaouridis, global chief data and AI officer, Valdes will lead the cross-disciplinary Edelman DXI U.S. team and oversee data strategies for the firm’s largest and fastest-growing U.S. clients.
Authentically connecting your brand with Gen Z and Millennials [REPORT]
As the Gen Z audience grows more powerful, how can brands successfully optimize their connection with them... whilst remaining loyal to Millennials?
7 survey design mistakes that hurt the quality of your data
Blunder. Miscalculation. Goof. Whatever verbiage you prefer, a mistake in survey design spells trouble, degrading the accuracy of your data and the subsequent extrapolations that can be made using that information.
Hispanic Audiences Value Local Broadcast TV [REPORTS]
Among Hispanic adults 18+, television (broadcast & cable) had the highest reach of ad supported platforms, with 70.1% reached in one day. Advertisers can reach the majority of this audience with just broadcast TV, a 69.7% reach. Cable came in at 57.7% and was closely followed by social media (56.0%) and streaming programs on TV with advertising (55.0%).
2021 Hispanic Market Guide – Available for Download for FREE
Hispanics are the driving force behind shifts in the American demographic landscape and in popular culture. As consumers demand equality and proper representation coupled with culturally literate, responsible practices from marketers, brands must lead with culture-driven insights and centralize Hispanic marketing as a core practice for achieving sustainable market relevance and growth. To arm them with the cultural insights needed, the Hispanic Marketing Council (HMC) has released its 2021 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.
Closing the Digital Divide for Latinx Consumers [PODCAST]
Lili Gangas, Chief Technology Community Officer, Kapor Center and co-founder of LTX Connect discusses ways tech companies and government can close the digital divide in minority communities and create access to equitable education.
Ruiz named Director of Research at Lopez Negrete Communications
Lopez Negrete Communications announced that Juan Ruiz has joined the agency as Director of Research. Ruiz will bring experience analyzing the Hispanic consumer in the U.S. and help brands understand the growing Hispanic opportunity in the context of their categories.
Collage Group launches Parents & Kids Research Program
This new consumer research offering, created with input from nearly a dozen leading Collage Group member brands, is designed to cover the insights brands need to engage and activate parents and kids across race and ethnicity.
Comcast Advertising and VideoAmp Announce Deal to Integrate Comcast Data into VideoAmp’s Cross-Platform Measurement Solution
Comcast Advertising, a division of Comcast, and VideoAmp, a media measurement and optimization software company, announced that VideoAmp will license and incorporate aggregated viewership data from the Comcast footprint into its currency grade measurement.
Fans are changing the game [REPORT]
Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self.
A relevancy revolution: the importance of Spanish language content
So what does this engagement look like? Latinos today are demanding engaging, fresh, culturally relevant, and nuanced content on trusted platforms that value the unique U.S. Hispanic experience. This is so much more than just serving up “Spanish-language content”. It is our collective demand for meaningful, representative content that delivers a bridge to our culture; serving up a place to feel seen, and be seen in content. Interestingly, it is incredibly difficult to find that special combination outside of the Spanish language ecosystem. By Stacie deArmas, SVP, Diverse Insights & Initiatives
Accurately Portraying Diverse Women and Girls Delivers Significant Sales Lift for Brands [REPORT]
Across gender, language, race and ethnicity, ads with high gender equality metrics scores overall delivered 60% improved sales performance
Consumer behavior shifts and new experiences are broadening fan engagement
Few industries have been immune to the effects of the global pandemic, but the impact has been particularly notable for global sports. While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to simply snap back to a mirror image of its pre-COVID self, particularly with respect to how fans engage with sports content.
Minority-Owned Media Gets A Boost With Nielsen’s New Study
The movement for racial justice over the last two years empowered diverse communities to raise their voices and call for action and advocacy from brands and businesses. The marketing and advertising industry met the call to action by committing to increase investment in diverse-owned media. As agencies and brands readied to invest, they found some bumps in the road. Which media companies are diverse-owned beyond the major players? How do we evaluate the power of diverse-owned media in delivering audiences? What about diverse targeted and diverse operated media companies? By Isaac Mizrahi - Co-President of ALMA Agency
Build trust to build trial: Trustworthy channels can help
A lasting effect of digitization and the pandemic has been the proliferation of consumer choice. From being able to purchase cars and furniture online, to the pandemic’s effect of pushing more shopping into infinite virtual shelves, consumers are facing more options. That vast choice and supply chain strain have affected brand loyalty to some degree, but not to the degree that you might think. And for marketers seeking to grow their brand through new customer acquisition, all that choice means a lot more competition for new buyer
Here are dragons. What is your data map not telling you?
People love to claim that their marketing is data-driven. It makes them sound smart and fiscally responsible. But do we really have all the data we need for a brand building campaign? And could bigger opportunities be hiding off the data map? By Nigel Hollis
MULTICULTURAL MAJORITY HAPPENING FASTER THAN PREDICTED
According to Census 2020 data, America’s demographics are shifting to a multicultural majority faster than anticipated. While 2020 marked the official year that the first full generation of 17 and under was a multicultural majority, the Hispanic Marketing Council (HMC) estimates that this milestone was reached sometime in the middle of the last decade—years ahead of previous predictions. More compellingly, this shift forward means that Americans under 35 could be a multicultural majority as early as next year.
