10 Most Influential Total Market States Part IV: Multicultural Millennials [INFOGRAPHIC]

In 2013, a majority (52%) of Millennials in the Top 10 Total Market (TM) states were of Multicultural background compared to 1 in 3 of Millennials in the remaining 40 states. These 10 states fueled 59% of the U.S. Millennial growth since 2010 and represented 53% of all U.S. Millennials. Multicultural Millennials generated the vast majority (77%) of the Millennial growth between 2010 and 2013 in these top 10 TM states, growing 2.4 times faster than White NH Millennials.

Hispanic Digital Decision Journey [INFOGRAPHIC]

Hispanics’ Digital Path to Purchase offers brands similar opportunities for personalized and localized engagement & loyalty as the overall market.

Capturing The Right ‘Healthy-Driven’ Shoppers For Your Brand

Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers. We will delve into the mind and choices of the increasingly health conscious breakfast shopper as we take a planning roadmap with varying degrees of healthy lifestyles as a barometer.

Millennial Force Speeds Ahead

Millennials are now increasingly optimistic about their own future value and stability.They are obtaining employment at a significantly higher rate than total population, managing to sustain these jobs and, even still, avoiding risky investment decisions. Millennials are now at the most accessible point since the recession for durable purchases.

Recent News


We guide clients using advanced research, projectable opportunity sizings , innovative modeling, and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk.

Leveraging client-side experience and consulting, we arm you with intelligence, ownable insights to purchase, strategic pathways aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys.

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Will the Real Total Market Please Stand Up? Q&A session from AHAA’s Webinar on 09/24/14

Q: CARLOS, the conclusions of this webinar, says that, for marketers to succeed they need to recognize that growth segments must be targeted with culturally relevant communications resulting from a single strategic voice. Honestly, that is what some of us have been saying for a long time in justifying the need to targeted marketing communications. However, the total market conversation currently being had by most clients and general market agencies is … [inferring] that ethnically focused agencies need to... ... Read More

New Study Confirms That ‘Healthier’ Brands Gain Buyers At A Faster Pace

SSG’s new decision-guiding, data-rich tool has identified an unexpected factor which contributes to brand growth: Higher brand growth rate is associated with the choices of higher wellness-minded consumers. The more health-minded consumers perceive your brand to be, the higher the growth rate your brand tends to attain.

Tapping Into Consumers’ Healthy Movement Through A Total Market Insights Approach

With a goal toward accessing Total Market strategies through the growing healthy-driven movement, SGG has launched SSG Wellness Spectrum™ powered by GfK MRI, an advanced analytics tool designed to incorporate wellness propensities & consumption insights to ground Total Market strategies across segments.

Healthy-Minded Shoppers Across Cultural Segments Disagree on Healthy Brands Choices

Despite commonly accepted notions of “healthy” among consumers, SSG’s recent analysis of “Healthy Breakfast Brands” revealed that there were no common brands among the top 2 “Healthiest Breakfast Brands” among various multicultural segments: Hispanics, Millennials, African Americans and White Non-Hispanics.

2014 Wellness Brand Awards In Breakfast Category

The wellness brand winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. Brands’ wellness scores were measured by aggregating the wellness scores of its specific purchasers and then the 240 brands were ranked from highest wellness score to lowest across Total Market, Millennial, Hispanic, African American, and White Non-Hispanic segments.