NEWS
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....
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...
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....
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....
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...
How Marketers are Utilizing Artificial Intelligence and Accounting for Data Bias
The business landscape is evolving faster than ever through the use and implementation of artificial intelligence. Since early 2021, companies have been optimizing their processes using AI for customer service, marketing, sales, supply chain, human resources,...
How Latinas Are Reshaping the Beauty Market Through Brand Trust
Latinas are shaking up the makeup industry with an eye-brow-raising increase in demand for beauty products that are outpacing non-Latina spending in the category. For those who are Latinas, this might not come as a shock since one of the many pillars of Latina...
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...