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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.

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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

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

8 Jolly Reasons Why 2015 Is The Biggest Multicultural Holiday Ever!

Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever. 8 major reasons are driving Multicultural consumers demand ranging from increases in the labor force, FT employment, income, share of Upscale/Affluent, share of aggregate US incremental income, consumer confidence and planned major purchases. ... Read More

Multicultural Firms Are Fueling New Boom of U.S. Businesses [INFOGRAPHIC]

3 in 10 US firms are now led by Multicultural owners. In fact, M/C businesses generated the entire increase in US firms since 2007. Hispanic & African American firms expanded the most especially in sectors like Health Care/Social Assistance. Hispanic firms lead in Administrative & Support and Transportation, AA firms lead in Health care & social assistance, and Asian firms lead in Accommodation & Food Services. ... Read More

5 Reasons Why ACA Acquisitions Falter

Hispanics and African Americans represent half of the remaining exchange eligibles but continue to lag significantly behind the enrollment rate of the White Non-Hispanics -- with Hispanics 37 percent below and African Americans 16 below where they should be. Five major barriers still stand in front of health insurers: (1) Lack of Trust in the Government, (2) Poor Value, (3) Ineffective Messaging, (4) Poor Cultural & Language Relevancy, and (5) Lackluster Customer Experience. These barriers will add critical pressure to getting engagement, acquisitions and retention going effectively in the 3rd Open Enrollment round. ... Read More

Multicultural Firms Are Fueling New Boom of Business

3 in 10 US Firms are now led by Multicultural owners. Multicultural Businesses generated the entire increase in us firms since 2007 and Multicultural firms’ revenue is growing at nearly twice the pace of WNH firms. The 5 most diverse sectors are Transportation, Other Services, Healthcare & Social Assistance, Administrative & Support, and Accommodation & Food Services. ... Read More

‘Perfect Multicultural Storm’ for Health Insurers & ACA Exchanges

The healthcare industry is entering a confluence point where Multicultural segments represent the largest segments of eligibles and ‘Invincibles’ yet only few health insurers and marketplaces have built successful multicultural engagement-acquisition methods. Effectively tapping this opportunity is a requirement for boosting growth and reducing costs. Health Net, Aetna, Cigna and Humana “weathered the storm” excelling in acquiring new exchange eligible Multicultural consumers while UnitedHealth grabbed significantly less than their fair share of Hispanic growth. Florida attained the leading Hispanic enrollment rate among large Hispanic states. On the eve of the third open enrollment period, it is clear that insurers who can effectively figure out the nuances of educating, influencing, signing up and serving multicultural customers are poised to accelerate their growth and win significant share. ... Read More

7 Multicultural Marketing Lessons from Obamacare to Hyper-Complex Categories

Hyper-complex categories like healthcare confront consumers with multi-dimensional barriers to adoption. These challenges require marketers to anticipate and properly address the needs of this new wave of adopters. The Affordable Care Act provides a good lesson for complex categories still waiting to mine the growth opportunities these segments offer. These 7 lessons can be adapted to financial, retirement planning, home buying, vacation ownership, life insurance and similar categories. ... Read More

Ten Latina Millennial Nuances

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SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. […]

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

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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]

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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

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