NEWS
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...
Navigating Hispanic Health in America: Top 5 Lessons Learned
Santiago Solutions Group, Inc (SSG) is excited to attend Xpectives.Health’s Annual Summit. We will share findings driving cultural resonance in pharmaceuticals and healthcare communications. The Hispanic community is expected to gain 8 million in population by 2028 at...
The Need for Equal Female Representation in all STEM Fields Continue
The month of March celebrates National Women’s Month and International Women’s Day – a time where we can reflect on the accomplishments that could not have happened if it weren’t for women. This month also sheds light on the gaps that still exist today in working...
GenZ Propels LGBTQ Market Beyond Niche to Mainstream
A recent study on sexual orientation reveals interesting trends. According to data from the 2022 output of the Gallup Poll, findings show that LGBT identification remained steady from 7.1 to 7.2 percent from 2021 to 2022 respectively. As seen through past trackers of...
Health and Wellness Attitudes Shared by Black, Hispanic, and Asian Segments
In today’s society, health and wellness have become a priority for Americans. However, at Santiago Solutions Group, we know that consumer’s views on health and wellness are largely dependent on their background, culture, and overall access to care. Healthcare and...
Historic Moments at the 2023 Grammys Celebrates Multicultural & Inclusive Segments, but Viewers Still Feel the Need for Improvement
The beginning of each year is traditionally filled with award shows throughout all industries to celebrate the past year’s accomplishments. On February 6, 2023, the 65th Annual Grammys Awards was broadcasted live exclusively on CBS and streamed on Paramount+. There...
GenZ has Spoken for Coachella 2023
Throughout the 2010s, Millennials dominated the music festival scene. Among the most prominent and noteworthy music festivals is Coachella. Coachella is a music festival that is held once a year during the month of April in Indio, California, where thousands of...
Generational Nuances in Home Improvement Attitudes
Generational attitudes about home improvement and home ownership have evolved over the last several years, especially after the Covid-19 global pandemic. In SSG’s previous article published in November 2022, “Multicultural Consumers Have Driven Home Improvements...
Top 10 Cultural Relevancy & DEI Marketing Learnings of 2022
2022 brought many new learning opportunities for the Multicultural and Inclusive marketing industry. Specifically, the Cultural Inclusion Accelerator™ (also known as CIA) has conducted groundbreaking research around topics surrounding the impact of culture and brand...
LGBTQ+ Fear Being Out at Work While Their Expectations of Brands Rise
Throughout the past few years, society has made a concerted effort to be more inclusive of LGBTQ+ people. However, a new study from WPP shows us that we still have a long way to go, with only 40 percent of LGBTQ+ people disclosing their sexuality to work colleagues....
Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural (MC) segments are leading the growth in the Home Improvement category, despite the spike in the price of building materials. Multicultural segments account for 60% of the share of growth, with Hispanics accounting for 39%, Blacks for 9%, and Asians for...