Multicultural Firms Are Fueling New Boom of U.S. Businesses [INFOGRAPHIC]

3 in 10 US firms are now led by Multicultural owners. In fact, M/C businesses generated the entire increase in US firms since 2007. Hispanic & African American firms expanded the most especially in sectors like Health Care/Social Assistance. Hispanic firms lead in Administrative & Support and Transportation, AA firms lead in Health care & social assistance, and Asian firms lead in Accommodation & Food Services.

‘Perfect Multicultural Storm’ for Health Insurers & ACA Exchanges

The healthcare industry is entering a confluence point where Multicultural segments represent the largest segments of eligibles and ‘Invincibles’ yet only few health insurers and marketplaces have built successful multicultural engagement-acquisition methods. Effectively tapping this opportunity is a requirement for boosting growth and reducing costs. Health Net, Aetna, Cigna and Humana “weathered the storm” excelling in acquiring new exchange eligible Multicultural consumers while UnitedHealth grabbed significantly less than their fair share of Hispanic growth. Florida attained the leading Hispanic enrollment rate among large Hispanic states. On the eve of the third open enrollment period, it is clear that insurers who can effectively figure out the nuances of educating, influencing, signing up and serving multicultural customers are poised to accelerate their growth and win significant share.

The Multicultural Economy: 2015 Mid-year Report

In 2015, 9 in 10 of job entrants have been from Multicultural segments (vs. 8% WNH) adding 84% of the US incremental personal income. For every 1 WNH job entrant since 2010 there were 11 Multicultural job entrants. The US Civilian Labor Force (CLF) is now 35% Multicultural. The entire CLF expansion since 2010 came from Multicultural segments while WNH continued to exit the CLF. The 60% of all US job growth came from the Top 10 Total Market states

Where Is the Baby Boom Coming From? [INFOGRAPHIC]

The U.S. is seeing its first Baby Boom since the Great Recession started. The 2014 Baby Boom is different than what the US has seen previously as it is driven by older moms, it is increasingly Hispanic and Asian American. This Boom is also concentrated in 10 states where the vast majority of Boom babies are Multicultural. Yet, this Boom is a newborn and fertility rates among younger Millennials, especially Latina Millennials, are yet to improve.

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We guide clients to focus their resources toward the highest ROI growth opportunities by using advanced research techniques, sizing opportunity projectable of US segments, applying innovative statistical modeling and predictive analytics, which distinguish similarities, nuances and insignificances.

Leveraging client-side experience and consulting, we arm you with intelligence, drivers to purchase, and strategic pathways aligned with the highest ROI options for Total Market success.

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Putting ACA Priority Where The Growth Is: Formulas & Insights from ACA Winners – DTC Conference

Carlos Santiago will be presenting at the Multicultural Health National Conference with Dr. Esteban Lopez, President of Southwest at BCBS Texas.

Health Insurers have sky-rocketed their Hispanic dedicated efforts increasing their share of Hispanic media AdSpend from 3% in 2010 to over 14% in 2014. To gain new consumers, ”winning” insurers are “putting their money where the growth is.” - Fort Lauderdale, FL, Oct 12-13, 2015

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5 Reasons Why ACA Acquisitions Falter

Hispanics and African Americans represent half of the remaining exchange eligibles but continue to lag significantly behind the enrollment rate of the White Non-Hispanics — with Hispanics 37 percent below and African Americans 16 below where they should be. Five major barriers still stand in front of health insurers: (1) Lack of Trust in the Government, (2) Poor Value, (3) Ineffective Messaging, (4) Poor Cultural & Language Relevancy, and (5) Lackluster Customer Experience. These barriers will add critical pressure to getting engagement, acquisitions and retention going effectively in the 3rd Open Enrollment round.

Segmented Approaches May Go The Extra Mile For Wellness Opportunities in CPGs [INFOGRAPHIC]

“Healthier-outlook” consumers of different cultures differ in shopping preferences –their perceptions of “healthy” brands are so different that there are no commonalities among the top 5 breakfast Brands across segments. They also choose to shop in different retailers beyond Whole Foods & Trader Joe’s.
Segmenting by Wellness Segments & Scores based on healthy attitudes & good behaviors is a valuable growth planning tool, as Brands with higher Wellness Scores experience higher growth rates than brands with lower Wellness Scores.

Multicultural Millennial Digital Decision Journey [INFOGRAPHIC]

Millennials are intense users of digital & mobile in their Path-To-Purchase journey. Hispanics over-index Total Market in digital Evaluation actions but lag a little In-Store while African Americans especially over-index in the Experience phase.

Hispanic AdSpend Allocation Soars

The top 500 U.S. advertisers increased Hispanic media spend by $3Bn or 63% since 2010 jumping from $4.3B to $7.1B vs. only a 3% increase in English media Ad Spend. Consequently, the share of ad spend allocated to Hispanic dedicated efforts increased to an all-time high of 8.4% of U.S. top 500 marketers’ expenditures in TV, Radio, Print and FSIs vs. 5.5% in 2010.