Slider

2016: A Premature Tipping Point in US Growth

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts. … Read More

Slider

Multicultural Job Growth Slows Down

It is not surprising that the employed population is currently more Multicultural than ever before at 35% of up from 28% in 2012, according to SSG’s analyses of the Bureau of Labor Statistics latest job data. What is surprising is that White Non-Hispanics showed a marked turnaround from five years of consistent trends when Hispanic, African American, and Asian generated around two thirds of all job growth but only 54% of all new jobs created in 2017. … Read More

Slider_combined2

Ten Latina Millennial Nuances

SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. For once Latina Millennials are more upwardly mobile, they show higher environmental consciousness, they are more likely to play and work hard, they are more collective minded yet individualistic, and closely guard how their Latino culture is passed on to the next generation. Moreover, Latina Millennials are more introspective, more concerned about healthier lifestyles, and more focused on how they reflect their confidence through beauty. Not surprisingly, the study found that Latina Millennials also build stronger family bonds, are more digitally connected and have higher trust of the internet. … Read More

Slider

Top 10 Multicultural Millennials DMAs [INFOGRAPHIC]

9 of the 10 Top 10 Multicultural (MC) Millennial DMAs are among the Top 10 Overall Millennial DMAs in the U.S. Of the Top 10 Multicultural DMAs, 6 rank among the Top 10 Hispanic Millennial DMAs, 8 rank among the Top 10 African American DMAs, and 7 rank among the Top 10 Asian/Other DMAs. NY, LA, Chicago and Houston are the most diverse DMAs, ranking on the Top 10 for all Multicultural segments. … Read More

Recent News

Categories:

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

ANA’s New Alliance Helps Step Up Game in Multicultural Marketing –PORTADA

Nov 11, 2017. Portada by Gretchen Gardner.- A year ago the Association for National Advertisers took an important step in encouraging the industry's progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing." A year later, the group is working cooperatively, transparently, and methodically to set the ground works for a marketing industry that better reflects today's diverse audiences. ... Read More

AIMM Announces 2018 Multicultural Marketing Priorities – HispanicAd.com

Nov 11, 2017. HispanicAd.com.- The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities […]

Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report

October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health […]

Leveraging Latina Millennial Nuances

Mosaic Hztal

Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy […]

Ten Latina Millennial Nuances – Part 2

Latina Mill_part2_480x220pixels

In this part 2 of Latina Millennial Nuances a deep dive into their mindsets and that of their Non-Hispanic counterparts, […]