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Bad Bunny, Super Bowl LX, and the Business of Culture
Bad Bunny’s run from Grammy triumph to Super Bowl halftime headliner is more than a pop culture moment; it’s a case study in how culture‑first decisions unlock growth. It shows that when brands know who drives growth and what resonates, culture‑first choices can...
Pet Holiday Spending, New Year’s Reset, & Why Pet Brands Need Deeper Consumer Insight
Holiday spending has become one of the clearest behavioral signals of pet humanization in the U.S. - proof that pets are treated as full family members and intentionally included in household rituals and budgets. Recent consumer data shows that this humanized...
Clarity in Chaos: SSG’s Inclusive Growth Strategy for 2026
When Carlos Santiago, CEO of Santiago Solutions Group (SSG), opened his remarks at the 2024 AIMM Member Forum, he voiced what many across the industry had been feeling: “This year has stretched all of us like no other year in 30 years.” Budgets contracted....
Clarity in Chaos: How Culturally Inclusive Marketing Restores Growth Certainty
Marketers today have more tools and data than ever, but less certainty about how to utilize them effectively. The issue isn’t information—it’s insights and growth-focused actions. Economic volatility, cultural polarization, and organizational misalignment have made...
The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month
Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture...
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 inclusion 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....