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Hispanic Gen Z Consumers want more Bilingual Content as they Reclaim Latino Heritage
While past Hispanic generations often focused on assimilation with the general population, as the Gen Z Hispanic adult population grows, a dominant trend is emerging. Hispanic GenZ are becoming more comfortable reclaiming their heritage and engaging with Spanish and...
Gen Z Social Media Trends Continue to Influence CPG Industry with ‘#GirlMath’
When it comes to capturing the attention of GenZ consumers, keeping up with the latest social media trends is worth every marketer’s time. A recent Ad Age article “Girl Math TikTok Trend — How Brands Can Get It Right”, discusses the idea of “#girlmath”, where users...
The Drum: Study shows strong consumer support for LGBTQ+ representation in advertising
ORIGINALLY PUBLISHED BY THE DRUM ON AUGUST 23, 2023 Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced. Amid all the controversy over LGBTQ+ advertising,...
Exploring Diversity and Inclusion at Lollapalooza 2023: Progress & Room for Improvement
Lollapalooza is well-known as one of the most popular music festivals in the United States. Since 2005, it has been held annually in Chicago in early August and attracts over 200,000 attendees each time. The idea of Lollapalooza was to bring unique musical acts...
What Will Happen to Multicultural & Inclusive Twitter Users Now With the Introduction of Threads?
Twitter has some new competition with the arrival of its much more friendly and attractive younger sister – Threads. Consumers and advertisers have seen a wide array of changes take place on Twitter since Billionaire investor and Tesla CEO Elon Musk purchased it for...
Gen Z Remains Frustrated with the Performative Allyship of Brands During Pride Month
June is Pride Month, a time to celebrate and support members of the LGBTQ+ community. However, many GenZers have conflicted feelings on the authenticity of brands’ allyship and advertising during Pride Month. In a study conducted by Reach3 Insights right after 2022...
Will Cannes Lions 2023 Validate the Link Between DEI-Driven Strategies & Brand Growth?
At the 70th anniversary of Cannes Lions, the International Festival of Creativity 2023 is continuing to bring the industry the latest and greatest campaigns and creative strategies, while highlighting the world’s marketing industry leaders. In an article published by...
Multicultural Segments Lead ALL New Job Growth
Santiago Solutions Group analysis of the Bureau of Labor Statistics shows that all race/ethnic segments for unemployment in April 2023 are lower than even pre-pandemic 2019 April levels. According to NPR, these low unemployment rates are a wonderful surprise...
The Rise of Black and Hispanic Pet Ownership in the US
Pets have been a beloved part of American households for generations and as the population of the United States continues to become more diverse, Multicultural segments are increasingly participating in pet ownership. In fact, the American Pet Products Association...
Webinar Recap: Cultural Inclusivity in Healthcare & Pharma Advertising
Learn cultural inclusivity best practices from an SSG healthcare and pharma advertising study utilizing the Cultural Inclusion Accelerator’s CIIM & DEIB tools, which measure cultural relevancy and DEIB reflections in ads. The quali/quant study assessed 57 ads...
Webinar: Increasing Equity and Impact Through Targeted & Diverse-Owned Media
Increasing Equity and Impact Through Targeted & Diverse-Owned Media Thursday, May 25, 2023 at 1:00pm EST For decades, Multicultural & Inclusive segments have been severely under-invested through targeted mediums and content (endemic and non-endemic). The...
Sales Growth for Pharmaceuticals & Healthcare Is Possible with Multicultural Marketing
In the month of April, the culture experts at Santiago Solutions Group, Inc (SSG) participated in the Xpectives.Health 2023 Summit in Boston, MA where industry experts in pharmaceuticals, healthcare, insurance, agencies, and more gathered to discuss the latest...