INSIGHTS & PRESS
Cultural Inclusion Isn’t a Campaign, It’s a Strategy
Carlos Santiago on Building Trust, Loyalty, and Business Growth at Cannes Lions 2025 At Cannes Lions 2025, Carlos Santiago (CEO of SSG, Co-Founder of AIMM, and Co-Architect of the Cultural Inclusion Accelerator) delivered a clear message to the global marketing...
POV: What the Pew LGBTQ+ Report Means for Inclusive Brands This Pride Month and Beyond
At SSG, our national study with Target 10, “From Blocked to Unlocked: Unlocking Growth Through Authentic LGBTQ+ and Ally Engagement*,” was conducted in 2024 with over 1,600 LGBTQ+ and ally respondents through both quantitative and qualitative research. The study found...
Understanding Credit Card Usage Among Hispanics Americans: Treads, Challenges, and Opportunities
Credit card usage among Hispanic Americans has experienced notable growth in recent years, reflecting broader trends in financial inclusion and economic mobility. However, significant disparities persist compared to other demographic groups, presenting both challenges...
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...