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Newsletter June 12, 2018

SD* Gen Z , Millennials and U.S. Born Drive Financial Optimism

Gen Zers and Millennials are the most optimistic compared to the other generations while Boomers are significantly less optimistic on how they view their finances for 2018. Additionally, US Born are significantly more optimistic than the larger base of Foreign Born and those born in Puerto Rico and moved to the U.S. ... Read More
Newsletter May 23, 2018

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, an SSG national representative survey of nearly 500 found. There has been a significant rise of households perceiving that their finances will be “Much Better + Better”. Higher consumer spend is expected. ... Read More
Newsletter January 9, 2018

2018 Multicultural Economy Outlook

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons: • The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics • Unemployment rate is at record lows for all MC segments • Personal Income has continued to increase for all MC segments while it has slowed down for WNH. ... Read More
Newsletter November 20, 2017

2016: A Premature Tipping Point in US Growth

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts. ... Read More
Newsletter September 14, 2017

Multicultural Job Growth Slows Down

It is not surprising that the employed population is currently more Multicultural than ever before at 35% of up from 28% in 2012, according to SSG’s analyses of the Bureau of Labor Statistics latest job data. What is surprising is that White Non-Hispanics showed a marked turnaround from five years of consistent trends when Hispanic, African American, and Asian generated around two thirds of all job growth but only 54% of all new jobs created in 2017. ... Read More
Newsletter March 20, 2017

Ten Latina Millennial Nuances

SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. For once Latina Millennials are more upwardly mobile, they show higher environmental consciousness, they are more likely to play and work hard, they are more collective minded yet individualistic, and closely guard how their Latino culture is passed on to the next generation. Moreover, Latina Millennials are more introspective, more concerned about healthier lifestyles, and more focused on how they reflect their confidence through beauty. Not surprisingly, the study found that Latina Millennials also build stronger family bonds, are more digitally connected and have higher trust of the internet. ... Read More
Infographics, Newsletter January 22, 2017

Top 10 Multicultural Millennials DMAs [INFOGRAPHIC]

9 of the 10 Top 10 Multicultural (MC) Millennial DMAs are among the Top 10 Overall Millennial DMAs in the U.S. Of the Top 10 Multicultural DMAs, 6 rank among the Top 10 Hispanic Millennial DMAs, 8 rank among the Top 10 African American DMAs, and 7 rank among the Top 10 Asian/Other DMAs. NY, LA, Chicago and Houston are the most diverse DMAs, ranking on the Top 10 for all Multicultural segments. ... Read More
Newsletter October 5, 2016

10 Ways Gen Zers Are Changing From Millennials

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed many ways in which Gen Zers are heightening beliefs and developing distinct behaviors as opposed to Millennials when they were 13-20 years of age. Among developing traits, the study identified that Gen Z cherish more individual time, have replaced TV with Social Media as their trusted source of choice, are choosing healthier food options yet have higher interest in restaurants, and major shifts in what racial/ethnic segments are exerting more purchase influence on key consumer categories. ... Read More
Publications July 27, 2016

New Study Release – Gen Z -Hispanics vs WNH

Many marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences. ... Read More
Infographics, Newsletter May 18, 2016

The New American Upscale & Luxury Consumer – PART I [INFOGRAPHIC]

100% of America’s Upscale consumers’ growth between 2011 and 2014 came from Multicultural Upscale HHs whereas White Non-Hispanic (WNH) Upscales declined. 28% of Upscale HHs are now Multicultural. Latino Upscale & Latino Affluent growth surpassed the growth of all other racial/ethnic segments, 6x faster than Upscales overall and 2x faster than Affluents overall. Latinos generated 6 in 10 of new Upscale HHs and 1 in 8 new Affluent HHs. African American & Asian/Other Upscales are growing 10x faster than WNH HHs. Vitally to the overall Affluent expansion, Multicultural Affluents grew 60% to 114% faster than WNH Affluents. ... Read More
Newsletter May 23, 2018

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

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Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Press April 12, 2018

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Press January 30, 2018

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]

Newsletter January 9, 2018

2018 Multicultural Economy Outlook

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U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]