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The Multicultural Economy: 2015 Mid-year Report

In 2015, 9 in 10 of job entrants have been from Multicultural segments (vs. 8% WNH) adding 84% of the US incremental personal income. For every 1 WNH job entrant since 2010 there were 11 Multicultural job entrants. The US Civilian Labor Force (CLF) is now 35% Multicultural. The entire CLF expansion since 2010 came from Multicultural segments while WNH continued to exit the CLF. The 60% of all US job growth came from the Top 10 Total Market states ... Read More

Where Is the Baby Boom Coming From? [INFOGRAPHIC]

The U.S. is seeing its first Baby Boom since the Great Recession started. The 2014 Baby Boom is different than what the US has seen previously as it is driven by older moms, it is increasingly Hispanic and Asian American. This Boom is also concentrated in 10 states where the vast majority of Boom babies are Multicultural. Yet, this Boom is a newborn and fertility rates among younger Millennials, especially Latina Millennials, are yet to improve. ... Read More

Segmented Approaches May Go The Extra Mile For Wellness Opportunities in CPGs [INFOGRAPHIC]

“Healthier-outlook” consumers of different cultures differ in shopping preferences –their perceptions of “healthy” brands are so different that there are no commonalities among the top 5 breakfast Brands across segments. They also choose to shop in different retailers beyond Whole Foods & Trader Joe’s. Segmenting by Wellness Segments & Scores based on healthy attitudes & good behaviors is a valuable growth planning tool, as Brands with higher Wellness Scores experience higher growth rates than brands with lower Wellness Scores. ... Read More

Multicultural Millennial Digital Decision Journey [INFOGRAPHIC]

Millennials are intense users of digital & mobile in their Path-To-Purchase journey. Hispanics over-index Total Market in digital Evaluation actions but lag a little In-Store while African Americans especially over-index in the Experience phase. ... Read More

Exploding Growth in Food: “Healthier With Tasty Hispanic Flair”

Brands that innovate by combining “Better for You” alternatives combined with some ethnic flair tend to achieve 3 to 5 times faster buyer growth than the mere Total Market (TM) 0.3% average. In other words, Healthy-minded consumers want to join in on the fun, and innovative brands are helping them bake the cake and eat it too…literally! The three big high buyer growth, high wellness score winners for Total Market are: Organic everything, Ready-to-serve dips, and Ethnic Ready to Eat. What this means is that growth will not come from just adding a jalapeño flavor to your product, but it MUST also be good for you (Organic Spicy Nachos Chips….please!). ... Read More

The New Multicultural Economy: 2014-2015 Trends

The fuel behind the American Economy has changed as Multicultural segments continue to drive the growth of overall U.S. employment while White Non-Hispanics drop off the labor rosters. In fact, over a third of the U.S. labor force is now Multicultural, but more importantly, the entire increase in U.S. employment rosters since 2007 pre-recession levels has been generated by Multicultural segments. And, the future gets even more dynamic when one considers that the labor force participation rate for White Non-Hispanics is the only whose decline has accelerated in the last 3 years while that among Hispanics and African Americans has stabilized. Why does this matter to marketers? ... Read More

2015 Multicultural Economy Expansion In A Total Market World [INFOGRAPHIC]

In the 10 states that constitute half of the consumer Buying Power and the US GDP, Multicultural (M/C) segments are near HALF of the overall population, they generate over 90% of the population growth and almost 40% of the growth in Buying Power, that’s why we call them the ‘Top 10 Total Market (TM) States’. Over 75% of the U.S. newly employed & incremental personal income generated in the entire U.S. in 2014 was also generated by Multicultural; concentrated in White & Gray collar jobs. ... Read More

Gen Z Is Now, Kid! [INFOGRAPHIC]

Our nation’s future is here. Boosted by Hispanic & Asian births & immigration, Gen Z will be the first American generation that is equally Multicultural and White Non-Hispanic. In the top 10 Total Market (TM) states, 6 in 10 Gen Z are of Multicultural background vs 4 in 10 in the other 40 states. Half of all Gen Z reside in the Top 10 TM states. ... Read More

Seven 2014 Millennial Economic Power Insights You Can’t Forget [INFOGRAPHIC]

Multicultural Millennials are already the majority in the top 10 Total Market states. While the last ‘class’ of Millennials turned 18 years of age in 2014, the U.S. Millennial adult population continues to expand due to positive net migration, mostly from Multicultural Millennials. Multicultural Millennials also generated HALF of the incremental Millennial income in the U.S. reflecting that they are behind Gen Y’s economic tipping point. This accelerating power has catapulted their confidence yet they are purchasing in Value retail formats.   ... Read More

Hispanic Digital Decision Journey [INFOGRAPHIC]

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