Tag Archives: Newsletter

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

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

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

‘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

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

Hispanic AdSpend Allocation Soars

The top 500 U.S. advertisers increased Hispanic media spend by $3Bn or 63% since 2010 jumping from $4.3B to $7.1B vs. only a 3% increase in English media Ad Spend. Consequently, the share of ad spend allocated to Hispanic dedicated efforts increased to an all-time high of 8.4% of U.S. top 500 marketers’ expenditures in TV, Radio, Print and FSIs vs. 5.5% in 2010. ... 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

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]

2018 Multicultural Economy Outlook

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U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]

Multicultural Economy Outlook 2018

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]