Trends
Current Financial State of the U.S. Latino Community
mitú, in partnership with premier multicultural marketing and communications agency The MRKT, released the second edition of the mitú InTell Series of studies focusing on the current financial state of the US Latino population. Some of the discoveries indicate that Latinos lead in certain aspects when compared to the general population, such as in the use of financial technology and in the early adoption of cryptocurrencies and NFTs but fall behind in other aspects including home ownership and in the use of banking products and services.
Moms & Media 2022 [REPORT]
77% work outside the home, up from 58% in 2021.Moms continue to embrace the hands-free assistance provided by voice tech for their on-the-go routines, as 50% now own a smart speaker. Moms who own smart speakers have an average of 2.8 in their households.
Shopping Amid Inflation Adds to Consumer Stress
he latest round of research conducted by Vericast found that 50% of all consumers and 64% of Millennials indicated that making spending decisions along with rising prices due to inflation are negatively impacting their mental health. Over a quarter agree that inflation is also influencing their decision to seek appropriate care.
The Vast Majority of Americans Like Their Neighbors
Nearly nine out of ten Americans (86 percent) like their neighbors, a sentiment that remains high across all major demographics including age, sex, race and even political party, according to results from a national Xcelerant omnibus survey conducted on behalf of Fathom Realty, a national, cloud-based, real estate brokerage.
5 Questions advertisers want answered [REPORT]
Advertisers need to track their entire ad spend with comparable metrics across platforms to get the full performance picture.
More than half of Americans in their 40s are ‘sandwiched’ between an aging parent and their own children
As people are living longer and many young adults are struggling to gain financial independence, about a quarter of U.S. adults (23%) are now part of the so-called “sandwich generation,” according to a Pew Research Center survey conducted in October 2021. These are adults who have a parent age 65 or older and are either raising at least one child younger than 18 or providing financial support to an adult child.
The great American demographic shift
In this edition of Author Talks, McKinsey Global Publishing’s Christopher Friedmann chats with Justin Gest, an author and associate professor of policy and government at George Mason University, about his new book, Majority Minority (Oxford University Press, March 2022). The United States is approaching a precedented milestone, where the current racial majority will comprise less than half of the population, as historically marginalized minority groups grow in size. It’s an opportunity, Gest says, to examine the demographic constructs that divide society and to foster progressive, inclusive nationalism. An edited version of the conversation follows.
FOLLOW THE GROWTH: Engage The U.S. Hispanic Audience To Achieve DEI at Scale [ VIEW WEBINAR HERE FOR FREE]
The 2020 Census made it crystal clear that the time to act is now. Companies who aren’t engaging Hispanics with targeted efforts are at risk of being left behind. At the same time, brands and their agencies are dealing with the complex challenges of finding premium supply, achieving scale, and doing all of that in a culturally-relevant way. Join this C-suite panel as they discuss the challenges and opportunities they face in activating Hispanic audiences for critical business growth.
Maybe U.S. Consumers Won’t Turn Fuelish [REPORT]
There is no doubt that the Federal Reserve will increase the target range for the fed funds rate later this month as higher energy prices are making the central bank’s problems even worse. The February consumer price index was up 0.8%, in line with our forecast and an acceleration from the 0.6% gain in each of the prior two months. Food prices were up 1%, while energy jumped 3.5% in February. Excluding food and energy, the CPI increased 0.5% after rising 0.6% in January.
Consumer Confidence Rising Among U.S. Hispanics
Despite a higher cost of living from rising inflation, the Hispanic population in the United States was more optimistic about its finances heading into the new year than it was at the end of 2021.
State of Play report reveals that streaming is the future, but consumers are currently overwhelmed by choice [REPORT]
Nielsen released its inaugural State of Play report, which highlights the increasing boom of video content in both linear and streaming in recent years. Overall, Americans increased their average weekly time streaming video by 18%, with a year-over-year increase from 143.2 billion streamed minutes to 169.4 billion between February 2021 and February 2022.
Hispanic American Wealth Surges in Record Time
Hispanics are capturing a piece of the American dream as a record number of Latinos move into the middle class. It is estimated that by 2030, the number of Hispanics in the United States will increase from 18% to 30%. As the population has grown, the poverty rate among Latinos has dropped to the lowest levels in recorded history, according to Census data. Median income, however, continues to rise. Hispanics are becoming an immigrant success story similar to those of Irish, Italian, and Asian descent who’ve chosen to settle and thrive in the U.S. Income Growth
Young women are out-earning young men in several U.S. cities
Women in the United States continue to earn less than men, on average. Among full-time, year-round workers in 2019, women’s median annual earnings were 82% those of men.
Rise in Women on Boards of VC-Backed Private Companies
Him For Her and Crunchbase released the third annual Study of Gender Diversity on Private Company Boards which revealed that women now hold 14% of seats on the boards of the most heavily funded private companies.
2022 Digital media trends: Toward the metaverse [REPORT]
This year’s Digital media trends survey revealed that media companies in the United States are now feeling more turbulence from the deeper currents shaping consumer behavior. After 15 years of growth, streaming video on-demand (SVOD) services have successfully unbundled video, lowered costs to consumers, and ignited fierce competition among providers. Top SVOD services are consolidating content and taking the competition for subscribers into global markets. But they face greater pressure to attract and retain subscribers who have grown savvier about their subscriptions and more cost-conscious.
Over Two-Thirds of the Nation’s Counties Had Natural Decrease in 2021
In 2021, all counties in Delaware, Maine, New Hampshire and Rhode Island experienced natural decrease. Some counties also experienced population declines attributable to migration. Counties with net international migration loss (more people moving out of than into the country), were most frequently found in California (41.4%), Oregon (27.8%) and Mississippi (23.2%). States with the highest percentages of counties with net domestic migration loss (people moving from one area to another within the United States) were Alaska (80.0%), Louisiana (71.9%) and Illinois (65.7%).
The Immigrant Archive Project collects the stories of coming to call the U.S. home [PODCAST]
The Immigrant Archive Project, a collection of oral histories from the nation's immigrants, will be housed at the Library of Congress. NPR's Debbie Elliott speaks to archive founder Tony Hernandez.
U.S. Online Audio Listening Grows and Podcast Habits Reflect a Return to Work and School [REPORT & INFOGRAPH]
Seventy-three percent of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021. This jump was primarily driven by listeners age 35+, as the number of those age 35+ who listen to online audio monthly increased by 13% year over year. Weekly online audio listening also rose to 67% of the U.S. 12+ population, up from 62% in 2021.
Financial Issues Top the List of Reasons U.S. Adults Live in Multigenerational Homes [REPORT]
Multigenerational living has grown sharply in the U.S. over the past five decades and shows no sign of peaking.
Women Are More Likely to Consider Buying from Brands with Good Track Records on DEI
Brands today are keenly focused on diversity, equity, and inclusion initiatives both internally—with strategies to ensure a more equitable and diverse workforce—and externally, with consumer-facing initiatives to create products and advertising that are more inclusive of a diverse America. And a big part of America’s diversity is female.
