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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

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

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

Hispanic Gen Z Major Nuances vs WNH Gen Z [INFOGRAPHIC]

Key Latino GenZ Trends vs. Millennials at same lifestage: Gen Z shows higher Chicoismo, deteriorating relationship with parents, decreasing level of self-image, harder to save & afford, enjoying education more, even more digital lives. ... Read More

The Dark Side Of Cutting Hispanic Media Allocation

As Obi-Wan Kenobi said, “It takes strength to resist the dark side. Only the weak embrace it.” Here is why… Companies cutting Hispanic dedicated media allocation, defined as advertising buys in any Hispanic-dedicated media channel regardless of language whether Spanish, Bilingual or English, while increasing allocation to English media (Non-Hispanic-centric), tend to suffer a reduction in their sales growth. In fact, the reduction of the growth is sometimes so large that it could wipe out the average growth of the category as is the case in the Consumer Packaged Goods & Retail category. The Cost of the Dark Side: Across CPG-Retail, Auto and Financial-Insurance Services categories: AHAA’s study demonstrated that a five point cutback in Hispanic media allocation yields a reduction in Total Market revenue growth rate of minus 1.8% per year. ... Read More

8 Jolly Reasons Why 2015 Is The Biggest Multicultural Holiday Ever!

Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever. 8 major reasons are driving Multicultural consumers demand ranging from increases in the labor force, FT employment, income, share of Upscale/Affluent, share of aggregate US incremental income, consumer confidence and planned major purchases. ... Read More

Financial-Insurance Services & Auto Hispanic Media Allocation Trends 2010-14

While overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn. ... Read More

Where Is the Baby Boom Coming From? [INFOGRAPHIC]

The U.S. is seeing its first Baby Boom since the Great Recession started. The 2014 Baby Boom is different than what the US has seen previously as it is driven by older moms, it is increasingly Hispanic and Asian American. This Boom is also concentrated in 10 states where the vast majority of Boom babies are Multicultural. Yet, this Boom is a newborn and fertility rates among younger Millennials, especially Latina Millennials, are yet to improve. ... Read More

Segmented Approaches May Go The Extra Mile For Wellness Opportunities in CPGs [INFOGRAPHIC]

“Healthier-outlook” consumers of different cultures differ in shopping preferences –their perceptions of “healthy” brands are so different that there are no commonalities among the top 5 breakfast Brands across segments. They also choose to shop in different retailers beyond Whole Foods & Trader Joe’s. Segmenting by Wellness Segments & Scores based on healthy attitudes & good behaviors is a valuable growth planning tool, as Brands with higher Wellness Scores experience higher growth rates than brands with lower Wellness Scores. ... Read More

Gen Z Is Now, Kid! [INFOGRAPHIC]

Our nation’s future is here. Boosted by Hispanic & Asian births & immigration, Gen Z will be the first American generation that is equally Multicultural and White Non-Hispanic. In the top 10 Total Market (TM) states, 6 in 10 Gen Z are of Multicultural background vs 4 in 10 in the other 40 states. Half of all Gen Z reside in the Top 10 TM states. ... Read More

Multicultural Segments Growth Surges 58%; White NH Decline Accelerates

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Non-Hispanic White Segment Decline Accelerates. Multicultural segments jumped 2.8M from 2016 to 2017 compared to a 1.8M increase from 2015 […]

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, […]

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 […]

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 […]