Tag Archives: Newsletter

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

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

Refining Hispanic ROI [New Research Brief-AHAA Webinar]

Rapid shifts in the Hispanic market, coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI. ... Read More

Will the Real Total Market Please Stand Up? Q&A session from AHAA’s Webinar on 09/24/14

Q: CARLOS, the conclusions of this webinar, says that, for marketers to succeed they need to recognize that growth segments must be targeted with culturally relevant communications resulting from a single strategic voice. Honestly, that is what some of us have been saying for a long time in justifying the need to targeted marketing communications. However, the total market conversation currently being had by most clients and general market agencies is … [inferring] that ethnically focused agencies need to... ... Read More

New Study Confirms That ‘Healthier’ Brands Gain Buyers At A Faster Pace

SSG’s new decision-guiding, data-rich tool has identified an unexpected factor which contributes to brand growth: Higher brand growth rate is associated with the choices of higher wellness-minded consumers. The more health-minded consumers perceive your brand to be, the higher the growth rate your brand tends to attain. ... Read More

2016: A Premature Tipping Point in US Growth

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This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 […]

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 […]