Trends
Hispanic homeowners narrow home value gap to smallest margin on record
Zillow research shows Hispanic homeowners making strides in narrowing the home value gap with white homeowners over the past two years, regaining ground lost during the pandemic. The gap is now the narrowest ever observed.
Latinos are Leading America’s Economy— With or Without Your Support
Data doesn’t lie. U.S. Latinos now generate an astounding $3.6 trillion GDP, making us the 5th largest economy in the world, bigger than India, the U.K., and France. And we’re not slowing down. Our GDP is growing faster than any other country except China, positioning us to surpass Germany by 2027 and reach $5.7 trillion by 2029. Yet, despite this staggering economic power, Latinos remain grossly underrepresented in leadership, media, boardrooms, and investments. By Beatriz Acevedo - CEO/Cofounder SUMA.
Baby Boomers’ big digital shift
Baby Boomers are the world’s wealthiest generation, however, brands are failing to keep up with their increasingly digital media habits, according to WARC Media’s latest Global Advertising Trends report, ‘Baby Boomers’ big digital shift’.
A Profile of the Nation’s Hispanic-Owned Businesses
About 7.1% of the nation’s 5,681,118 employer firms (businesses with at least one paid employee) in the United States were Hispanic-owned in 2021 and the construction sector had the largest number of Hispanic-owned businesses, according to the U.S. Census Bureau.
TV Ads on Spanish-language Networks Outperform Ads on English-language TV by 31%, per EDO
EDO has released a report revealing that ads airing in the Spanish-language media environment have outperformed ads on English-language TV by 31% in the past year — a 24% increase over the previous period.
Kamala Harris Leads Among Latino Voters, but Republicans Gain Favorability as Election Day Nears
Entravision, AltaMed, and BSP Research have revealed key findings from Week 4 of the 2024 National Latino Voter Tracking Poll, offering critical insights into the preferences and attitudes of Latino voters as Election Day nears.
Put Your Money Where Your Campaign Is: Hispanic Voters Are the Key To the 2024 Election
With nearly a month remaining until November 5th, you surely must know by now that Latino voters are truly up for grabs in this year’s election. News story after news story continues to show how both Democrats and Republicans need to win over Latino voters to have any chance at winning. Our voters make up a large portion of the electorate in critical swing states like Arizona and Nevada and could be the margin of victory in states like Georgia and North Carolina IF campaigns deign to connect with them. And yet, neither party has made a concerted and heartfelt effort to do so. By: Kathy Whitlock, VP of Strategy and Insights at TelevisaUnivision
TelevisaUnivision Consumer Strategy & Insights Delivers Critical Research About Spanish-Speaking Voters in Key Battleground States
TelevisaUnivision Consumer Strategy & Insights, in collaboration with Opiniones Latinas, recently conducted a unique survey of Hispanic likely voters in the key seven battleground states that will decide the Presidential Election (Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania, Wisconsin). Thirty percent (30%) of voters conducted the interview in Spanish. Among the sample, 42% speak Spanish at home. The majority, 62%, reside in immigrant households with themselves, their parents or grandparents, or someone in the household being an immigrant.
Fortune or fiction? The real value of a digital and AI transformation in CPG
A new McKinsey analysis quantifies the impact that digital and AI can have on consumer goods businesses and where consumer-packaged-goods executives should focus their efforts.
AI Report 2024 [REPORT]
ThinkNow is increasing its reach into Latin America. The market research company has expanded its Spanish language panel offerings to Argentina and Colombia, further solidifying its dominant position in LatAm markets.
Engaging Hispanic Consumers: Cultural Depth and Strategic Connection
Hispanic consumers are a vital demographic in the U.S., blending traditional values with modern influences. To truly connect with this dynamic group, brands need to go beyond surface-level engagement and tap into the depth of their cultural and personal identities. By Sylvia Vidal - Senior VP of Insights
The importance of being bilingual
Bilingual people seem to have a lower incidence of Alzheimer's disease and dementia. Or so claim them neurologists. By Gonzalo López Martí - Creative Director
Trials & Spotify Reveal Key Strategies for Effective Podcast Advertising [REPORT]
In a world filled with distractions, podcast listeners continue to stand out for their unwavering passion and active engagement, which marketers can benefit from as well. MAGNA, the media investment and intelligence unit of IPG Mediabrands, in collaboration with Spotify released a study on preferences and how podcast listeners consume content. The study, titled “How to be in Podcasts,” offers a playbook on how brands can maximize their impact in the podcast realm.
Harnessing AI-Powered Synthetic Sample to Enhance Diversity in Market Research
Once seen as an industry resistant to change, market research has embraced transformative technologies in recent years, with AI leading in reshaping traditional methods. Yet, diversity in the data remains elusive, presenting both an opportunity and challenge for researchers. As the founder of ThinkNow, a company at the forefront of multicultural insights, I’ve witnessed firsthand how critical accurate representation is in understanding diverse consumer behavior. By Mario Carrasco - Co-Founder & Principal
Latino Voter Engagement on the Rise as Economic Concerns Dominate according to Week 3 of 2024 National Latino Tracking Poll
Entravision, alongside AltaMed Health Services and BSP Research, has released the third wave of findings from the 2024 National Latino Tracking Poll.
𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗟𝗮𝘁𝗶𝗻𝗼 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗧𝗲𝗿𝗺𝘀
The search for a unifying Latino identity in America has evolved significantly. By Mercedes Sullivan - VP, HR Storefront
How do you feel when companies send you direct marketing materials in Spanish without checking if that’s your preferred language first?
Many companies are incorporating Spanish-language marketing into their strategies to better connect with Hispanic audiences. However, while this can foster a sense of inclusion, it can alienate certain groups if not done thoughtfully. A recent study conducted by Ingenium Research involving 158 Hispanic consumers across the U.S. reveals how Spanish-language marketing is perceived based on language dominance and age. These findings highlight the importance of understanding the diversity within the Hispanic market and language's impact on marketing efforts. By Maria Lucia Parra- I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
Exploring the Growing Influence of the Hispanic Market in the U.S. [REPORT]
The U.S. Hispanic market has evolved into one of the most significant and dynamic consumer segments for American businesses. With over 63.5 million Hispanics comprising 19.1% of the U.S. population, the demographic is both large and influential. Beyond sheer numbers, the unique cultural values, preferences, and trends within this group offer businesses immense growth potential. ThinkNow's "Hispanic Market Today" report explores how the Hispanic community is reshaping the demographic landscape and creating new opportunities for companies across industries.
SeeHer Releases Its First-Ever Campaign: “She Matters: Bottom Line”
The Association of National Advertisers’ SeeHer, the global movement dedicated to ensuring accurate representation of all women and girls in media, marketing, advertising, and entertainment, today released its first campaign highlighting the economic spending power of women and girls and how they are a growth multiplier for brands. Created in partnership with creative advertising agency Curiosity, the new campaign, “She Matters: Bottom Line,” focuses on the spending power and economic impact of women and girls through the lens of Generation Alpha.
Mid-Year Consumer Outlook: Guide to 2025 Reveals Catalysts to Change in Key Verticals Across Industries
NielsenIQ has released its much-anticipated Mid-Year Consumer Outlook: Guide to 2025 report, identifying macro catalysts across industries. The forward-looking study found consumers remain determined and resilient despite the uncertainty, providing a strategic roadmap for retailers looking to win over consumers over the next 12–18 months and beyond.
