Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum. Millennials were not created equal in political outlook, mindset, consumer behavior or brand predisposition. Demographically, half of Latina Millennials and Non-Hispanic White Millennial Women are married but two-thirds of Latinas have children vs only half of those Non-Hispanic. Yet, demographics is only at the surface of any segmentation.
The crux of persuasion is in psychographics. As we expand our understanding of mindsets, attitudes and culture, we enhance the opportunities for effective communications. Recently, Santiago Solutions Group (SSG) applied statistical tests to thousands of mindsets and attitudes contrasting Latina Millennials and their Non-Hispanic White counterparts. We identified pillars of significant nuances and magnified them through our archive of Millennial research across categories.
For once we found that Latina Millennials are more upwardly mobile, more optimistic and determined to advance their social and financial status. In respect to career progression, Latina Millennials have a stronger drive to get to the top of their professions while also more passionate about having fun in their lives –play and work hard!
Reflecting their Latino culture, Latina Millennials are more collective minded that Non-Hispanic Millennial women but, interestingly, they are also more individualistic taking time for themselves and balancing self-interest with the benefits of their unit. Latina Millennials are also carrying the mission of guarding their heritage and culture, irrespective of language, and ensuring their cultural values and rituals are passed on to their children.
Not surprisingly, Latina Millennials nourish more intense family bonds. For example, our Gen Z 1.0 research revealed that for Latina Moms it is extremely important to transcend typical parental roles and be able to create deep friendships with their children especially their daughters. Latina Millennials are also thirsty for seeing themselves, inclusive of their ethnic identity, reflected in positive roles in the media even though only 1% of all media roles are played by Latinas. That media invisibility is one of the impetus energizing Latina Millennials to show their best and express their inner confidence in their external beauty. Indeed, Latina Millennials take beauty more seriously and express their individuality through their mastery of beauty since an earlier age.
We also found fascinating that two national movements associated with Non-Hispanics are largely led by Latina Millennials. Latina Millennials show higher Environmental ideology, higher awareness of environmental issues, concern about global warming and the kind of planet that we leave to our children. Likewise, Latina Millennials are more engaged in the Healthy Movement in ways such as preparing more meals from scratch, seeking more ways to live healthy including exercising and not relying on medicines at the first sign of discomfort.
Bottom line, it is about the heart. It is about emotions. It is about how consumers view and respond to their world and the many choices of brands available to them. No generation is all the same. Speaking in homogenous ways would certainly miss segment relevancies. Weaving Latina Millennial nuances in dedicated Hispanic efforts and new-mainstream messaging can boost effectiveness and marketing ROI.
See the slide show HERE