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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

10 Ways Gen Zers Are Changing From Millennials

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

Hispanic Affluence & Influence Steadily on the Rise

Beyond the expected fact that incomes continued to rise for Asian Americans and Hispanics at the fastest rate among racial/ethnic segments in the U.S. is a hidden jewel for marketers. Latino Upscale & Affluent Household formation continued to increase 2.4 times faster than White Non-Hispanics’. First, Hispanic Affluent Households, earning over $100K annually, have expanded at 9.2% annually since 2011, twice the 4.5% rate of Affluent expansion seen by White Non-Hispanics. Second, looking at “Upscale” households, the pace of increase has been so phenomenal that Hispanics accounted for 1 in 2 new Upscale Households formed in the U.S. since 2011. Third, in 2015, the median income for Hispanics rose to $45K, the largest rate of growth after Asian Americans at 3.1% annually since 2011. ... 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

Hispanic Gen Zers Influence Larger Purchases

All Gen Zers are hugely influential on their families and friends purchases especially across categories that directly impact their image such as in apparel, athletic shoes, school supplies, as well as in categories reflecting their taste preferences such as eating out, fast food and candies. The main difference uncovered by SSG’s Gen Z 1.0 is that Hispanic Gen Z has much greater influence than their counterparts on larger purchases like cars, trucks and technology products. ... Read More

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences in their family life. The first key insight we uncovered was that Hispanic Gen Z are more likely to see their parents as friends than their White NH Gen Z counterparts. Hispanics are much closer to their families and are more likely to feel comfortable telling parents about everything going on in their lives. As a whole, Gen Z prefers to tell their problems to their friends. However, Hispanic Gen Zers rely less on friends while they go to their parents and family more often. ... Read More

Culture Plays Major Role in Hispanic Gen Z’s Lives. Not So for White NH Gen Z

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 that the most substantial difference between Hispanic Gen Z and White Non-Hispanic (WNH) Gen Z was the manifestation and importance of culture (or lack thereof) in Gen Zers’ lives.

Hispanic Gen Zers are as deeply American as their White non-Hispanic peers. Nevertheless, even those living in emerging areas of the country and third generation homes, feel a greater attachment towards Hispanic culture.

... Read More

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

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

The Dark Side Of Cutting Hispanic Media Allocation

As Obi-Wan Kenobi said, “It takes strength to resist the dark side. Only the weak embrace it.” Here is why… Companies cutting Hispanic dedicated media allocation, defined as advertising buys in any Hispanic-dedicated media channel regardless of language whether Spanish, Bilingual or English, while increasing allocation to English media (Non-Hispanic-centric), tend to suffer a reduction in their sales growth. In fact, the reduction of the growth is sometimes so large that it could wipe out the average growth of the category as is the case in the Consumer Packaged Goods & Retail category. The Cost of the Dark Side: Across CPG-Retail, Auto and Financial-Insurance Services categories: AHAA’s study demonstrated that a five point cutback in Hispanic media allocation yields a reduction in Total Market revenue growth rate of minus 1.8% per year. ... Read More

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

forbes

Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

Complete infographic Capture4

Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

6456457 - extended family relaxing at home together

In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]

Culture Plays Major Role in Hispanic Gen Z’s Lives. Not So for White NH Gen Z

6671501 - casual group of friends isolated over a white background

A new Quant-Qual study by Santiago Solutions Group, titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and […]