Top News
People Believe Sustainability is Important, but Perceive Cost and Convenience Barriers [REPORT]
MAGNA, the investment and intelligence arm of IPG Mediabrands, today announced the release of a study conducted in partnership with Teads, the global media platform, and Project Drawdown, a nonprofit focused on climate solutions, entitled Sustainability Speaks: Breaking the Barrier of Climate Communication via the MAGNA Media Trials program.
Multicultural Marketing Excellence Doesn’t Just Happen
Multiculturals are Fortune 500 companies target sweet spot and the core growth customer to futureproof their business given the majority of consumers under 45 are Multicultural or Multi-racial, rising to 48% of the total population over next decade, and their prime earning years. They lead 100% of population, job and HH growth, drive digital and pop culture trends, and decide which brands win. Multiculturals are THE business imperative. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells
Hyundai Motor America and Lopez Negrete Communications Bridge Generations and Cultures in New Palisade SUV Campaign
Hyundai Motor America with Lopez Negrete Communications will introduce the 2024 top-of-the-line midsize SUV, Palisade, to Latino consumers with “¿Viste?” (Did You See It?) an innovative new campaign aimed at savvy Latinos.
NTERTAIN joins forces with Chemistry Cultura
NTERTAIN announced a joint venture with Chemistry Cultura, a minority-certified marketing agency with clients including Carnival, Comcast, Heineken, Microsoft and NFL (a joint client of NTERTAIN). The two companies offer disparate products and services, but combined go-to-market with a 360° offering helping brands engage the booming U.S. Latino marketplace.
Hispanic? Latino? How the language of identity is shifting over time
Hispanic Heritage Month celebrates a U.S. population of 64 million that’s diverse, growing and constantly changing. But can a single term like Hispanic or Latino describe a group with such varied ancestry and geographic origin? Mark Hugo Lopez from the Pew Research Center and Cristina Mora from UC Berkeley’s Department of Sociology join John Yang to discuss.
The Future of Media Agency Models: Change is Coming
A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands looking to improve their agency model with just 11% of respondents believing their current agency model fits their future needs, while 24% believe it is unfit for future purpose.
Nurturing trust: Engaging with Hispanic audiences in a diverse media landscape
With an ever-expanding media landscape, audience preferences are pivotal. Creators and distributors want to engage audiences, and brands seek relevant content opportunities where their messages can truly resonate. Any meaningful engagement with audiences requires a deep understanding of people, but building meaningful relationships with Hispanic audiences can be more complex.
For US consumers, it’s a matter of ‘and’—not ‘or’
Across the country, consumers’ spending habits are evolving—and, in some cases, going in opposite directions at the same time.
R.I.P. GENERAL MARKET: THE MAINSTREAM LEADS WITH CULTURE
In the latter half of the 20th century, a theory emerged—and is still promoted today—that the cultural orientations of Hispanic and Asian immigrants and their descendants would diminish as they “became more acculturated.” A new study by the Hispanic Marketing Council (HMC) shows the opposite is true: non-Hispanic white (NHW) 13-to-49-year-olds have been more influenced by Hispanic, Black and Asian cultures. With the multicultural majority already a reality for Americans under 25 & estimated for all people under 35 by the end of this year, it is safe to say that the construct of a white American “general market” is dead, upending long-held marketing paradigms centered around an increasingly non-existent NHW majority.
The Significance of Cultural Relevance: The Spark That Ignites Brand Loyalty
In an age where each customer is evolving into a 'Segment of One,' brands must pivot from simplistic translations and stereotypical portrayals. The Hispanic culture, with its rich tapestry, should be seen as an asset from which to draw from, not a challenge to avoid. Gone are the days when brands could adopt a laissez-faire attitude. A mere linguistic translation falls short of capturing the essence of culture, values, or identities. By Daniel Sokol - EVP, Digital Solutions / eContent Digital
