INSIGHTS & PRESS
Empowering Brands with LGBTQ+ Insights: SSG’s Vision for LGBTQ+ Growth in 2025
In an era where authenticity defines brand success, we at Santiago Solutions Group (SSG) a continuously work to drive meaningful connections between brands and the LGBTQ+ community. By combining advanced analytics, multicultural insights, and a steadfast commitment to...
Inclusivity’s Impact on Growth: How Wicked Became a Cultural Phenomenon
The blockbuster Wicked has given the classic story a new sense of life, proving that diversity drives cultural impact, growth, and consumer loyalty. The film resonates deeply with modern audiences through innovative marketing and meaningful representation, blending...
Gen Z Latinas and Beauty: The Impact of Culture, Tradition, and Social Media
As the beauty and skincare industry evolves, it increasingly reflects the diverse cultural landscape among consumers. Latina skincare highlights the unique blend of tradition, culture, and modern influence that shapes beauty routines across generations. Latina beauty...
Carlos Santiago Named to Out’s 30th Annual Out100 List
The Milestone Issue Honors Changemakers in the LGBTQ+ Community Across Entertainment, Politics, Activism, Sports, and More LOS ANGELES – NOVEMBER 11, 2024 — Carlos Santiago has been selected as one of this year’s honorees on the prestigious 30th annual Out100 list....
Overcoming AI Limitations and Data Privacy Challenges Through Marketing Research
The digital landscape is rapidly evolving, bringing new opportunities and challenges for the marketing industry, particularly in the realms of AI development and data privacy. Carlos Santiago, CEO of Santiago Solutions Groups, Inc. and Co-Founder of ANA AIMM, along...
Beyond the Rainbow: Sustaining Authentic LGBTQ+ Engagement All Year Round
Every June, brands globally roll out the rainbow flags and proudly declare their support for the LGBTQ+ community during Pride Month. But as soon as the calendar flips to July, this enthusiasm often evaporates, leaving LGBTQ+ consumers feeling abandoned and exploited....
Beyond Pride: Embracing Authentic LGBTQ+ Representation 365
In a recent webinar hosted by AIMM, experts from SSG and Target 10 shared, Carlos Santiago and Matt Tumminello, share valuable insights and strategies for brands aiming to authentically connect with LGBTQ+ consumers. The session emphasized the importance of moving...
The Authenticity Imperative: Why Genuine LGBTQ+ Representation is Crucial for Winning Over Gen Z
In the ever-evolving landscape of consumer marketing, one truth has become increasingly clear: authenticity is non-negotiable, especially when it comes to engaging with the LGBTQ+ community and the influential GenZ demographic. As highlighted in a recent webinar...
Voices of Change: How AAPI Creators Are Redefining Music and Media Entertainment
Despite representing just 8% of the U.S. population, the Asian American and Pacific Islander (AAPI) community continues to influence media, music, and entertainment. Asian Americans are the most digitally connected consumer group, with a 22% greater reach of...
Going From Blocked to Unlocked: Advice and Strategies to Authentically Connect with Today’s LGBTQ+ Consumer
Join Santiago Solutions Group and Target 10 for an insightful session on connecting with today’s LGBTQ+ consumer. Learn from the voices of LGBTQ+ and their Allies as they share their expectations of brands marketing to them. Discover essential strategies to avoid the...
The Rise of Bilingual Media Consumption Among US Hispanics
For many Hispanics, Spanish language is regarded as a cultural symbol and expression of their Latinidad. Throughout the last few decades, Hispanic immigration into the US has steadily increased to a present-day population of 62 million US Hispanics. This steady influx...
Elevating Pet Care: Navigating Multicultural Pet Ownership Dynamics & Spending
In the US pet industry, Multicultural pet owners continue to play an increasingly pivotal role in the category of overall pet ownership and spending. Last year, our experts at SSG discussed ‘The Rise of Black & Hispanic Pet Ownership in the US’ – pointing out how...