Publications

  • New Study Release – Gen Z -Hispanics vs WNH sliderMany marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences. ...Read More
  • The Multicultural State of Health & Wellness: 7 Keys to Accelerate ACA Enrollment & Retention MN Conf-SliderPost 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What’s more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention ...Read More
  • Capitalizing on a Multicultural Appetite for Healthy Choices Better for you-PICWhile most Americans are chasing diets and making healthier lifestyle choices, Multicultural consumers are most likely to be generating faster growth for “Better-For-You” products. Yet, since cuisine and taste preferences are so embedded in our formative culture, ‘wellness’ is in the eyes of the beholder. In fact, the ‘healthier’ brands that are growing most rapidly are extremely different between Multicultural & White-Non-Hispanic segments. ♦ Presented @ Multicultural R360 ...Read More
  • Total Market Healthy Movement: WellnessSpectrum Brand Awards_SliderEight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG). The session reveals how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers. ...Read More
  • Total Market Consensus Denitions – What is TM? What TM is NOT? Total Market thumbnail-AHAAJust a few months ago, through AHAA’s TM Benchmark Study, many respondents viewed the industry in distress the concept of Total Market appeared to have multiple personality disorder. This deck summarizes the Total Market Approach (TMA) consensus definition and two important additions –What is TMA and What is Not TMA. deliverable of the AHAA’s Client Roundtable in collaboration with the ANA. It shares a Kimberly Clark case study on the criteria for when to apply it, it covers 3 Client-Agencies working models and concludes with priorities for the continuation of this critical marketing approach initiative. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights. ...Read More
  • AHAA Total Market Roundtable Reports for AHAA Conference Total Market-AHAA_ConferenceAHAA: The Voice of Hispanic Marketing in collaboration with the ANA and other marketing associations engaged advertisers and agency partners to investigate the evolving multicultural marketing practice – the widespread segment-specific model and the emerging practice of total market approach. This deck as presented at AHAA’s 2014 Conference in Miami, covers the outputs of Phase 2 of this initiative: A consensus Total Market Definition to aid the marketing to consider and successfully apply the desired model, based on consistent criteria. This is a portion of an overall playbook with standard guidelines for improved marketing impact that AHAA & ANA have been collaborating on. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights. ...Read More
  • AHAA Total Market Benchmark Study Total MarketNovember 4, 2013.- AHAA releases preliminary findings on emergence of “Total Market” approach at the ANA Multicultural & Diversity Conference. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy. Are Segment Strategies still valid? ...Read More
  • The ROI of Multicultural Market Multicultural Webinar13 Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree. ...Read More
  • Driving Total Market Growth for Manufacturers and Retailers at Retail 360 Man growthIn this session, Santiago Solutions Group will show how to build a Total Market growth plan that is fueled by Hispanics & Millennials insights. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances across key consumer trends: changing palates, the health craze including organic foods, and private label vs. brands. ...Read More
  • Driving Total Market Growth Retail360-LogoSantiago Solutions Group will be hosting an informative and interactive session at this year’s Hispanic Retail 360 conference in Las Vegas on Thursday, August 15th at 3:30pm. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances to ensure relevance. ...Read More
  • Hispanic Generational and Cultural Orientation Trends InfographicHow can marketers identify the different business opportunities within the generationally diverse Hispanic population? This custom study from Scarborough, commissioned by AHAA and AARP, highlights how marketers can reach Hispanic Millennials, Generation Xers and Baby Boomers more effectively by embracing cross-generational differences and cultural orientation. ...Read More
  • Hispanic Allocation Impact on Revenue Growth Series: Part III Tech, Telecom & Entertainment – AHAA Study TechTelecomPart3July 17, 2012.- This is the third part of the study commissioned by AHAA’s Research Committee and developed and executed by Santiago Solutions Group (SSG), a growth strategy consultancy. While Hispanics accounted for 17% of the population in the US, they also contributed to 34.8% of the growth in the Tech-Telecom-Entertainment consumer base. During 2006-2010, the Hispanic consumer base in the Tech-Telecom-Entertainment category grew 3 times faster than the Non-Hispanic consumer base. ...Read More
  • Hispanic Allocation Impact on Revenue Growth Series: Part II CPG Sector – AHAA Study AhaaCPG2March 7, 2012.- The second part of Santiago Solutions Group’s study reveals there is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. All companies have growing challenge of balancing competing needs: holding on to “General Market,” finding new growth, and capturing fair share of growth markets. There is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. Get recorded AHAA Webinar: ‘CPG Hispanic Allocation’ ...Read More
  • 2011 Advertising Budget Alignment: Part I – AHAA Study October 2011.- A study developed and executed by Santiago Solutions Group for AHAA (Association of Hispanic Advertising Agencies) reveals that Hispanic Advertising allocations equate to Corporate Revenue Growth. ...Read More
  • US Latinos’ Perceptions & Actions Around Immigration Debate: Law Enforcement, Lifestyle and Voting Impact July 14, 2010. The US Latinos’ Perceptions & Actions Around Immigration Debate is a special June 2010 Wave of LatinoMetrics co-sponsored by the Hispanic Federation/LULAC. The study is designed as a deep dive into the perspectives and actions of US Hispanics around Immigration Reform, Arizona SB 1070 and the advent of similar laws in 22 states across the country.The goal was to accurately understand how the entire Latino community perceives these issues. LatinoMetrics study focused on significant sociological anchors from a US Latino perspective. ...Read More
  • Does a Well-Resourced Hispanic Corporate Strategy Translates into Shareholder Value Creation? February, 2006. SSG presents Phase I study findings. Its strategic framework focuses on quantifying the core target segment’s upside revenue potential vis-à-vis its acculturation trigger points through an array of proprietary methodologies. ...Read More
  • Santiago Solutions Group Releases Credit Card Sector Supplement to Customer Service Impact Study A research study completed by the SSG indicates that high quality customer service in Spanish leads to loyalty and retention in the Credit Card Sector ...Read More
  • 2010 Hispanic PR & Social Media Marketing May 12, 2010. Dallas, TX. Carlos Santiago was a panelist in a session on Measuring ROI in Hispanic Social Media Marketing Campaigns. Carlos presented the case study for a recently-completed Cause-Related Integrated Marketing Program. This program, Espíritu de Progreso Latino, for Chivas Regal® Scotch Whiskey, achieved measurable ROI results in retail activation, volume growth and brand perception. ...Read More
  • Practical insights of Measurement-Rich Successful Social Media May 12, 2010. Dallas, TX. Carlos Santiago panelist in session on the Do’s and Don’ts of Hispanic Social Media Measurement. ...Read More
  • Santiago Solutions Group Releases Insurance Sector Supplement to Customer Service Impact Study A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the insurance sector. ...Read More
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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 […]