A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed many ways in which Gen Zers are heightening beliefs and developing distinct behaviors as opposed to Millennials when they were 13-20 years of age. Among developing traits, the study identified that Gen Z cherish more individual time, have replaced TV with Social Media as their trusted source of choice, are choosing healthier food options yet have higher interest in restaurants, and major shifts in what racial/ethnic segments are exerting more purchase influence on key consumer categories. … Read More
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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