Research

According to a study by the Hispanic Marketing Council (HMC), 54 percent of Dads said, “I’m the boss in the family,” but only 5 percent of Moms agreed. HMC also asked teens ages 13-17: 28 percent of them said Dad was the boss, 34 percent said Mom, and 28 percent said Dad and Mom were co-bosses as a unified team. Non-Hispanic Black teens were more likely to say Mom was the “boss”—49 percent compared to 31 percent for non-Blacks.  By HMC Research Chair Nancy Tellet

Both members of unmarried, opposite-sex couples living together were more likely than opposite-sex married couples to be employed, according to estimates from the U.S. Census Bureau’s 2010 and 2020 America’s Families and Living Arrangements annual tables packages.

The summer of 2021 will be vitally important, as students and families try to recover from the isolation, trauma, and learning loss the pandemic caused. Yet a new study that looks in-depth at summer learning in 2019 and 2020 finds that Latinx student participation in programs remains low, despite some recent growth and remarkably high parent satisfaction. Just 44% of Latinx families with children report that their child was involved in a summer learning program in 2019 – an increase from 39% in 2013 and 29% in 2008. But while 2.7 million Latinx children took part in a structured summer experience in 2019, nearly 4.4 million more would have been enrolled if a program were available to them, their parents said.

Consumer habits shifted dramatically in March 2020 in response to stay-at-home orders and the shuttering of offices across the nation amid the COVID-19 pandemic. There were reports of people traveling less, workers gaining unprecedented freedom to work from anywhere and consumers ordering more products online.  But did these lifestyle changes affect industries in the same way?

Seven crucial elements of a first-party and data-centric advertising strategy

WFA is launching the world’s first-ever global census of the marketing and advertising industry, designed to provide hard data on the people who are working in the profession.

Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults

Data-based insights help TV networks make strategic decisions around promo loads, promo saturation, and use of sister networks.

People have challenged each other’s views for much of human history. But the internet – particularly social media – has changed how, when and where these kinds of interactions occur. The number of people who can go online and call out others for their behavior or words is immense, and it’s never been easier to summon groups to join the public fray.

Frost & Sullivan’s recent analysis, Transformative Mega Trends in the United States through 2030, examines the complex intersections of social, education, work, political, economic, and urbanization trends set to converge in the next decade.

Stay at home orders across the globe has had an immediate impact on consumers. Streaming times are at an all-time high, food delivery services are at max capacity, and almost all of us have become gamers. While it is true that immediate consumer behaviors have changed during stay at home orders, the real question marketers are grappling with as mandates are slowly lifted is if the disruption in purchase routine will affect consumer behavior long-term, and if so, how.  By Mario Carrasco / ThinkNow

As part of the launch of The Visibility Project, P&G and GLAAD also announced findings from the “LGBTQ Inclusion in Advertising and Media, Advertiser and Agency Perspectives” study.

NBCUniversal, MAGNA, and Identity revealed Deconstructing Diversity Today, a new research study that explores the full spectrum of diversity, and the role that brands play in acknowledging and amplifying cultural identification.

Six-in-ten Americans say they are very familiar with their origins. Black and Hispanic adults feel more connected to roots than White adults

U.S. consumers purchased barbecue-related consumer packaged goods (CPG) items at a faster clip this past April than they did over the same period in 2019, according to new analysis from NCSolutions (NCS). Also, consumers spent more in April 2021, compared to March 2021, than is typical at this time of year on a range of barbecue-focused products.

According to researcher Jason Dorsey, Gen Z is “the most photographed generation in the world’s history.” Gen Z members 17 and under are also the first multicultural majority generation in America as of 2020, with Hispanics being the largest multicultural segment at roughly half.  Our country’s changeover to a multicultural majority continues with all persons under 35 by 2028 and all persons under 50 by 2033.  By: Nancy Tellet, Research Chair, Hispanic Marketing Council (HMC)

Nielsen has responded to the Media Rating Council (MRC)’s Monday news release regarding a confirmed understatement by as much as 6% of the Total Usage of Television (TUT) by Persons 18-49 during the ratings measurement company’s February 2021 measurement period.  By Adam Jacobson / Radio TV Business Report

As marketers continue leaning into new tools and technologies to prepare for a world without third-party cookies, much of the conversation about adaptation has focused on planning and targeting. These are obviously critical aspects of any marketing strategy, but it’s important to not exclude the need for accurate measurement as changes in the digital media environment accelerate.   

A follow-up to last year’s COVID-19—A Hispanic Perspective, this report is comprised of information gathered through a variety of sources, including digital activity and social listening. Developed to provide a snapshot of the “mood” of the market, the report identifies fact-based opportunitiesfor brands to make culturally relevant connections, as well as pitfalls they should avoid.

The U.S. Census Bureau released the first population counts from the 2020 Census.