Multicultural
ANA’S AIMM Research reveals Consumers want Brands to commit & not back down from Diversity & Inclusion Practices [INFOGRAPHIC]
If a brand backtracks on their support for social causes, 77% of consumers would either immediately stop purchasing or look to purchase other brands more supportive of their views, according to a new study. Most of them (76%) will not return to that brand or will only return if the brand changes its practices, found a new report in which more than 9,000 consumers were surveyed.
The 5 Best Practices in Hispanic Marketing
Any smart, modern marketer knows there is no question that the U.S. Hispanic population continues to grow and evolve rapidly. Some even realize that this consumer segment is the primary growth driver for their categories and brands. In fact, according to a recent report from UCLA Center for the Study of Latino Health and Culture, if the U.S. Latino population were its own country, the GDP would be the world's fifth largest, outpacing even the United Kingdom, France, and India. What's more, out of the world's top 10 largest GDPs, U.S. Latino GDP would be the second-fastest growing from 2020 to 2021, second only to China.
Latino and Latinx/e: Finding a Solution for a Challenge That Is Dividing Our Community
There are many studies that show that the number of people within the LATINO/HISPANIC community who use the term "Latinx/e" is less than 5%. Yet, I've seen articles asking the community to accept the term, while the community has expressed it LOUD AND CLEAR that it's not happening. Marketers know that IF YOU DON'T KNOW or UNDERSTAND your target audience, it's over. Using the term LATINX/E for the Latino community is the same thing. While many are trying to make it STICK, my recommendation to ALL MARKETERS is to stay away from the term until the COMMUNITY agrees on how this term should be used, not the 5%. By Luis Solís
Why Radio Can’t Afford To Ignore The Multicultural Majority
This week, the Hispanic Marketing Council unveiled It’s Time: The Growing Power of the Multicultural Majority. This research reveals that non-Hispanic whites (NHW) between the ages of 13 and 49 are now more influenced by Hispanic, Black, and Asian cultures than ever before. This pivotal shift has important implications for radio, audio, and audio advertising industries as they navigate an increasingly multicultural audience. Courtesy of Radio Ink
ANA announces 2023 Multicultural Excellence Award Winners
Now in their 23nd year, the awards recognize client-side marketers and their agency or media partners who produced multicultural and inclusive advertising campaigns between June 2022 and June 2023. The winners of this year’s competition, open to both ANA members and nonmembers, were announced last night during a dinner celebration at the annual ANA Multicultural Marketing & Diversity Conference in Las Vegas.
Is Hispanic Advertising Now Victim of a Wolf in Sheep’s Clothing?
Over the last month, data and research reports have validated the ongoing momentum of several trends about the U.S. Hispanic consumer audience. The common take-away? This segment continues to be the primary growth-driver across many business verticals, categories and brands. Perhaps most profound and compelling, a recent report from the UCLA Center for the Study of Latino Health and Culture: If the U.S. Latino population were its own country, the GDP would be the world’s fifth largest, outpacing even the United Kingdom, France, and India. What’s more, out of the world’s top 10 largest GDPs, the U.S. Latino GDP would be the second-fastest growing from 2020 to 2021, second only to China. Additionally, the latest Claritas Hispanic Market report shows Latinos are adding 4,021 people per day to the U.S. population, offsetting population daily declines in the non-Hispanic White segment (-2,340) and far outpacing the gains in African American/Black and Asian/Pacific Islander segments, at 918 and 828 added per day, respectively. In short, the Latino purchasing power and consumerism is showing no signs of plateauing, let alone declining. By Louis Maldonado
New Guidelines to help Marketers start investing in Diverse Media Suppliers
The ANA and the 4A’s released a new set of guidelines designed to help companies increase their advertising and marketing investments in diverse media suppliers.
Navigating the Beer Industry’s Crossroads: Balancing Erosion and Growth
In the realm of corporate America, the interplay between brand erosion and growth is an intricate dance that shapes the journey of iconic names like Budweiser and Bud Light. As we ponder the ever-evolving beer landscape, a powerful lesson surfaces — one that underscores the significance of embracing cultural trends for enduring, long-term growth. This perspective resonates deeply, especially for those of us devoted to multicultural communities. By: Gabriela ‘Gaby’ Alcantara-Diaz, Founder, President of Semilla Multicultural, Inc.
2022 LDC U.S. Latino GDP Report [REPORT]
As a summary for the economic performance of Latinos, the 2020 U.S. Latino GDP is extraordinary. The total economic output (or GDP) of Latinos in the United States was $2.8trillion in 2020, up from $2.1 trillion in 2012, and $1.7 trillion in 2010. If Latinos living in the United States were an independent country, the U.S. Latino GDP would be the fifth largest GDP in the world, larger than the GDP's of the United Kingdom, India or France.
Soccer’s Next Frontier: Latinas
With the ninth edition of the FIFA Women’s World Cup taking place this summer in Australia and New Zealand, women and sports will once again be in the global spotlight. By Natalie Boden - CEO and Founder, BODEN
Arguments for and against linguistic purity and its implications for marketing to Hispanics in the US.
Second to Mexico, the US has the second largest population of Spanish speakers (Tompson, 2021). Due to this extensive mix of cultures, there is a unique melding of languages. This has created many arguments for and against keeping the Spanish language in its separate and pure form, however, using an informal naturally evolved form of the Spanish language can benefit marketers by providing emotional appeals to reach a wider audience and bridge the cultural gap. By Stephanie Snopek - Center for Hispanic Marketing Communication, School of Communication at Florida State University
Cultivate Meaningful Growth – Empowering Your Business with Culture Marketing Strategies for Upwardly Mobile Hispanic Consumers
By Gaby Alcantara Diaz - Semilla According to Ipsos' findings on Hispanic wealth in America, Hispanics are gaining substantial wealth. Currently, one in five Hispanic adults is considered affluent, with a similar ratio observed among affluent individuals from the Gen Z population. This is in comparison to one in fifteen affluent boomers/seniors. Despite many of these households being raised in middle-class backgrounds, nearly one in four grew up in poverty. Nevertheless, they have achieved upward mobility, with their household spending surpassing their non-Hispanic white counterparts by 16% annually. In total, Hispanic households possess a staggering $12.8 trillion in net worth.
The New Latino Consumer: The impact of Afro-Latinos in the Hispanic/Latino consumer market
As one begins to explore the Hispanic identity, one realizes that there have been debates throughout history as to whether we should consider this group of individuals as a racial or ethnic group, when many members of this community identify as both. When it comes to Afro-Latinos, this unique subgroup of individuals holds a unique place in the Hispanic community for many reasons, one being the unique positioning they hold in being considered Black and Hispanic. Although we can conclude that not all individuals that identify as Afro-Latino may identify as Black, and vice versa, this unique subgroup of the Hispanic/Latino identity is one of the many “new” Latinos in the market. By Derrick Raphael Pacheco - Department of Educational Leadership and Policy Studies, Florida State University
Examining the Racial and Ethnic Diversity of Adults and Children
The 2020 Census shows the overall U.S. population in 2020 was more racially and ethnically diverse than it was a decade earlier. But how racially and ethnically diverse were different age groups within the population?
Lopez Negrete Communications Honored with Two Coveted District 10 Mosaic Awards
Lopez Negrete Communications was announced as a 2023 Mosaic Award winner by the American Advertising Federation Tenth District. The agency garnered an award in the Diversity and Inclusion Integrated Campaign category for their work on Walmart “Together Somos Más,” Unilever "Nos Inspiras Tú," and Mattress Firm "Hablemos de tu Descanso” and also won the Mosaic Talent in Advertising Content Creation.
Third Generation Latinx Brands and CPG: A New Era of Hispanic Marketing
The Latino community in the United States is changing rapidly, and this shift is reflected in the evolution of Latinx brands. The first generation of Latinx brands emerged in the 1980s, coinciding with the first large Hispanic immigration boom in the country. Many of these brands sold products from Latin America and marketed to Hispanic immigrants in their native language. Goya, established in New York City in the 1930s by a Spanish immigrant, is an example of a first-generation Latinx brand.
Jo Muse passes
Jo Muse was born on a red dirt road in Holly Springs, MS to a son and daughter of cotton farmers. Penniless and with the promise of fair wages by Henry Ford their family moved to Detroit MI when he was two. The family went from welfare to work in the auto business. What Jo learned from his parents was applying oneself through poverty, hard work, failure and misfortune. Upon moving to California he fulfilled his dream of creating his own advertising agency named Muse Cordero Chen, Inc., the first multicultural ad agency. Muse would go on to be one of the best known and awarded minority ad men in history.
HMC honors Molson Coors with 2023 Marketer of The Year
The Hispanic Marketing Council (HMC) announced that Molson Coors is the winner of the 2023 HMC Marketer of the Year Award, joining an elite list of organizations that have received the award, including AARP, Ford, Kellogg’s, McDonald’s, Nestlé, Sprint, State Farm, Toyota and Walmart. Molson Coors CMO Sofia Colucci will accept the award at HMC’s 2023 Annual Summit on April 27 in New York City and discuss how leading with in-culture Hispanic insights and investing in original multicultural work has paid dividends.
PepsiCo launches Greenhouse Accelerator Program: Juntos Crecemos Edition to Identify and Uplift Emerging Hispanic-Owned Food and Beverage Start-Ups
PepsiCo, Inc. announced the launch of its Greenhouse Accelerator Program: Juntos Crecemos (Together We Grow) Edition. This year marks the eighth year of the Greenhouse Accelerator program, and the first-ever Hispanic edition, which focuses on driving growth of emerging Hispanic-owned food and beverage businesses through collaboration and innovation.
The Marketing Community’s Support of Diverse Suppliers [REPORT]
This research is based on a survey of the ANA database of certified diverse suppliers serving the marketing/advertising industry. We wanted to hear from these diverse suppliers to learn: how interest from the marketing/advertising community in supporting diverse suppliers changed in the past year; how investment from the marketing/advertising community changed in the past year; top challenges for diverse suppliers.
