INSIGHTS & PRESS
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,...
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...
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: 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...
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...