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New Study Release – Gen Z -Hispanics vs WNH

Many marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences. … Read More

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The New American Upscale & Luxury Consumer – PART I [INFOGRAPHIC]

100% of America’s Upscale consumers’ growth between 2011 and 2014 came from Multicultural Upscale HHs whereas White Non-Hispanic (WNH) Upscales declined. 28% of Upscale HHs are now Multicultural. Latino Upscale & Latino Affluent growth surpassed the growth of all other racial/ethnic segments, 6x faster than Upscales overall and 2x faster than Affluents overall. Latinos generated 6 in 10 of new Upscale HHs and 1 in 8 new Affluent HHs. African American & Asian/Other Upscales are growing 10x faster than WNH HHs. Vitally to the overall Affluent expansion, Multicultural Affluents grew 60% to 114% faster than WNH Affluents. … Read More

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Unique Differences Between ACA Uninsured Eligible Multicultural & WNH [INFOGRAPHIC]

Hispanic & African American Affordable Care Act eligibles standing in the sidelines differ from White Non-Hispanics (WNH) in some significant ways. Understanding and reflecting some of these nuances in plan design, acquisition and retention efforts may prove more effective than insurers’ ‘one-size-fits-all’ attempts. For instance, Hispanics considering signing on for ACA tend to be family-focused Millennials who have higher propensity to act in healthy ways than ACA eligible WNH but are just as likely to consider themselves their ‘own doctor’ or feel like ‘doctors know best’. In contrast, ACA eligible African Americans have the strongest faith outlooks as well as fully trust doctors and are less likely than any other population to see themselves as their ‘own doctor’. … Read More

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Hispanic Gen Z Major Nuances vs WNH Gen Z [INFOGRAPHIC]

Key Latino GenZ Trends vs. Millennials at same lifestage: Gen Z shows higher Chicoismo, deteriorating relationship with parents, decreasing level of self-image, harder to save & afford, enjoying education more, even more digital lives. … Read More

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WHO WE ARE

Santiago Solutions Group is a strategy, analytics & research consulting firm. We guide clients’ growth strategies leveraging advanced consumer research, marketing & sales analytics, ‘size of the prize’ scenario planning, innovative segmentations and predictive modeling.

Our end goal is to uncover actionable & ‘ownable’ consumer segments insights that enhance clients’ marketing effectiveness and advance sustainable total growth.

By leveraging Client-side and Consulting experience, we arm clients and agencies with intelligence, drivers to purchase, customer journeys and strategic pathways across marketing Ps aligned with the highest ROI options for Millennial, Multicultural, Hispanic and Total Market.

What We Do ... Read More

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family closeness. Marketers will continue to win by using Culture, Values and Identity as major relevance platforms to connect brands at a deeper level with Hispanic Gen Zers. ... Read More

The Dark Side Of Cutting Hispanic Media Allocation

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As Obi-Wan Kenobi said, “It takes strength to resist the dark side. Only the weak embrace it.” Here is why… […]

Gen Z Is Now, Kid! [INFOGRAPHIC]

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Our nation’s future is here. Boosted by Hispanic & Asian births & immigration, Gen Z will be the first American […]

Focus on Hispanic Market May Pay Off – Insurance & Investment Journal

November 18, 2015.- The Insurance & Investment Journal by Mathieu Carbasse. According to the AHAA study, financial services companies and […]

Hispanic ad spend boasts higher ROI than English-language placements: AHAA – Luxury Daily

November 17, 2015.- Luxury Daily by Forrest Cardamenis. Spanish-language advertisements contribute more to the growth of the automotive sector than […]