Agency

Recently, Kathy Sheehan of GfK Consumer Trends and I presented highlights from our Decoding Y: Millennials Revealed research partnership in a live webinar.  As I continue on our roadshow with this exciting research, I find myself comparing and contrasting Hispanic and non-Hispanic generation-mates and identifying where Hispanics are leading total market trends.  By Roberto Ruiz / Univision Communications

According to a comprehensive new report, there is a startling contrast in economic prosperity between successful and struggling American communities. America is divided into nine different community profiles, ranging from the successful — the “Affluent Metroburbs” — to the genuinely troubled — the “Endangered Communities.” Fifty percent of the American communities studied are struggling to find their way forward after the Great Recession.

The Hispanic population grew to 53 million in 2012, a 50% increase since 2000 and nearly six times the population in 1970, according to the most recent U.S. Census Bureau data. Meanwhile, the overall U.S. population increased by only 12% from 2000 to 2012. Hispanic population growth accounted for more than half of the country’s growth in this time period.

In response to the rapidly-changing demographics of the nation, marketing professionals have been experimenting with multicultural marketing models and adopting a “Total Market” strategy to realize greater synergy and marketing impact aimed at the new American mainstream. While there are different definitions of Total Market and a lack of standardization, AHAA: The Voice of Hispanic Marketing, in collaboration with a broad coalition of advertisers and general market and cultural marketing associations, has found that marketing firms, as well as clients, are equally clear that the time has come to place multicultural segments at the center of growth strategies, rather than as an add-on or parallel effort.

I have many times said that Google is probably the most useful company in the world.  They are making information availability pervasive and usable. They have a service called Google Trends that traces, in relative terms, the prevalence of searches of specific terms and expressions in their search engine. They do not provide actual frequencies but percentages of a total represented by the tallest point in the distribution and that is equal to 100. 

I thought it would be interesting to check and see how different searches in the United States reflect the sentiment of those who search for multicultural and related marketing topics. The first search I did was for the term “Multicultural Marketing.”By Felipe Korzenny, Ph.D.

Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping, according to BIA/Kelsey’s Consumer Commerce Monitor study.

What are Millennials into right now? How do perceptions of what’s cool differ between Hispanic and non-Hispanic young people? And has what’s cool changed from last year?

By Gonzalo López Martí @LopezMartiMiami

We Latinos are great at fooling around with balls.
Fútbol, pelota, that kind of thing.
Music?
Don’t get us started.
We are also great at producing loud delusional semi-literate political leaders.
However, when it comes to science…

In a meeting held Saturday, February 22nd, at the Parade’s headquarters in the Bronx, the new Board of Directors crafted a new agenda that will re-focus the Parade and its related events on highlighting the rich vibrant Puerto Rican cultural heritage, and advancing positive imagery and empowerment for the community both in Puerto Rico and the United States. Their goal is to make the 2014 Parade for all people by embracing the great diversity of the Puerto Rican diaspora from across the country, as well as individuals of all cultural backgrounds.

The Hispanic Community Health Study/Study of Latinos (HCHS/SOL), the research study of Hispanic/Latino health funded by the National Institutes of Health (NIH), has released initial findings that show significant variations in disease prevalence and health behaviors among groups with different backgrounds.

Dear all,

How are you? As you know, I love you all dearly, even if I don’t show it every day. I have spent my entire career in your presence in some way, shape or form, and I care. I really do.

The local commercial broadcast television and radio industry contributes $1.24 trillion of Gross Domestic Product (GDP) and 2.65 million jobs to the American economy annually, found a new study by Woods & Poole Economics with support from BIA/Kelsey. The analysis, which breaks down broadcasters’ influence on the economy of all 50 states and the District of Columbia, concluded that both television and local radio broadcasting’s economic impact will continue to grow in the coming years.

The majority of consumer packaged goods (CPG) companies are failing to place analytics at the heart of their decision-making process, limiting their ability to improve the customer  experience and gain business advantage, a study by Accenture has found. Accenture’s analysis also suggests that in many cases the problem is compounded by fragmented investment in narrow programs that are not well coordinated and fully optimized.

The National Retail Federation released its 2014 economic forecast today, projecting retail industry sales (which exclude automobiles, gas stations, and restaurants) will increase 4.1 percent*, up from the preliminary 3.7 percent growth seen in 2013. NRF also announced today it expects online sales in 2014 to grow between 9 and 12 percent.

Analysis of recent ACA numbers in California revealed a surprising statistic:  Hispanics and Millennials are signing up for the ACA Exchange at half the rate of Non-Hispanics. While initial assumptions pointed to the highly publicized challenges shared by most consumers during the initial enrollment period, deeper delving by Santiago Solutions Group (SSG) indicates that Hispanics and Millennials share a common problem which affected their low ACA enrollment levels: a Healthcare literacy gap. Growth leaders and insurers are turning their attention toward immediate action plans that can correct this common – and very fixable – problem.  By Santiago Solutions Group

Patterns of global migration have shifted in recent decades and those changes, along with the ups-and-downs of the economy, have also resulted in changes in the flow of remittances —the money that many migrants send back to families in their countries of origin.

Shiv Singh’s role at Visa is twofold: to manage global brand strategy and positioning, but also to evolve the way Visa does marketing. Singh spoke with eMarketer’s Debra Aho Williamson about Visa’s attitude toward real-time marketing and how the company plans to measure the performance of real-time initiatives.

As the first wave of the Digital Generation, Gen Y is truly disrupting the traditional notions of marketing. Brands can partner with Gen Y by understanding what’s important to this culturally diverse and life stage-straddling group, and how digital and mobile permeate their lives.

The use of celebrities is a popular creative approach for brands looking for success in online video. With more than 600 campaigns employing famous faces last year — and with those campaigns garnering more than 2.2 billion views — this was among the most used tactics in 2013.

Hispanics & Multicultural non-Hispanic generated six in ten of all new grocery buyers between 2011 to 2013. Health-Natural stores buyers growth rate was led by Most Acculturated Hispanic segment. Hispanics led in Mass/Discount growth rate. On the other hand, Least Acculturated buyers declined sharply for Hispanic Grocery stores and C- stores. Millennials led in the growth rate of Low-Tier and in the decline of Mid-Tier.