Multicultural Marketing
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A Mere 12% Of Companies Are Truly Inclusive -- Here's How To Fix That

A Mere 12% Of Companies Are Truly Inclusive -- Here's How To Fix That | Multicultural Marketing | Scoop.it
Many companies acknowledge the importance of building a diverse team. But if employees of different backgrounds don’t feel like they belong, those efforts won’t pay off. While 71% of organizations aspire to have an inclusive culture, only 12% meet that goal, according to a new study by Deloitte.
Sandra Diaz's insight:

Deloitte found that businesses with inclusive cultures were twice as likely to meet or exceed their financial goals.

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Key facts about how the U.S. Hispanic population is changing

Key facts about how the U.S. Hispanic population is changing | Multicultural Marketing | Scoop.it
A drop-off in immigration and a declining birth rate has curbed overall growth of the Hispanic population and slowed the dispersion of Hispanics through the
Sandra Diaz's insight:

Despite slowing growth rates, Latinos still accounted for more than half (54%) of total U.S. population growth from 2000 to 2014.

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‘Duck Dynasty’ vs. ‘Modern Family’: 50 Maps of the U.S. Cultural Divide

‘Duck Dynasty’ vs. ‘Modern Family’: 50 Maps of the U.S. Cultural Divide | Multicultural Marketing | Scoop.it
Americans have been clustering themselves into cultural bubbles just as they have clustered in political bubbles.
Sandra Diaz's insight:

TV show fandom regional skews matter as much to brand sales as to politics.

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The Hispanic Market 'Long Tail': Five Hidden Growth Opportunities For U.S. CMOs To Win In 2017

The Hispanic Market 'Long Tail': Five Hidden Growth Opportunities For U.S. CMOs To Win In 2017 | Multicultural Marketing | Scoop.it
While some advertisers still question whether it is worth having dedicated efforts toward this growing segment, progressive and innovative brands are already looking into new “niche sub-segments” within the Hispanic segment as well as opportunities that have become attractive enough on their own, thus repeating the concept of “Long-Tail” marketing.
Sandra Diaz's insight:

Long tail opportunities include Hispanic millennials, 55+ year olds, households $100K+, non-Mexican Hispanics and emerging Hispanic markets in the U.S.

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If someone doesn’t like immigrants, ask them this question

If someone doesn’t like immigrants, ask them this question | Multicultural Marketing | Scoop.it
Surprisingly, the truth works sometimes.
Sandra Diaz's insight:

Researchers point to the importance of bringing to light the facts to dispel perception that issues related to immigration are worse than they really are. 

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Black model points out lack of diversity in fashion, one fierce photo at a time

Black model points out lack of diversity in fashion, one fierce photo at a time | Multicultural Marketing | Scoop.it
African model Deddeh Howard recreated nine fashion brands' advertisements that feature white models.
Sandra Diaz's insight:

“With this Black Mirror project I hope to show the world that it is time for all of us being seen.” – Liberian model Deddeh Howard

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Why Focusing On Cross-Cultural Consumers Is Essential For The Growth Of Your Brand

Why Focusing On Cross-Cultural Consumers Is Essential For The Growth Of Your Brand | Multicultural Marketing | Scoop.it
Multiculturalism is no longer optional, but a foundational factor in business and marketing. Put another way, if your brand isn’t focused on reaching multicultural consumers, you are overlooking more than half of potential customers.
Sandra Diaz's insight:

21 of the 25 most-populated U.S. counties are already majority multicultural, requiring a marketing approach that is not siloed but instead leverages personal interest in other cultures.

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New Multicultural Millennial Study Reveals Attitudes of Young Consumers on Advertising and Influence

New Multicultural Millennial Study Reveals Attitudes of Young Consumers on Advertising and Influence | Multicultural Marketing | Scoop.it
Sandra Diaz's insight:

"On advertising, 72% prefer when brands speak directly and specifically to their respective ethnic group, and more than 82% would like to see more brands focus their marketing and advertising on minorities".

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Multicultural TV Marketing: Touch, Don’t Reach, Your Audience

Multicultural TV Marketing: Touch, Don’t Reach, Your Audience | Multicultural Marketing | Scoop.it
A panel of marketers at The Diversity Discussion shared tips for tapping into a multicultural audience.
Sandra Diaz's insight:

These TV Networks chose a targeted approach to engage the featured segment instead of the traditional total market approach of pursuing reach with a broader appeal. 

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Forbes Welcome

Forbes Welcome page -- Forbes is a global media company, focusing on business, investing, technology, entrepreneurship, leadership, and lifestyle.
Sandra Diaz's insight:

Brands should take active roles in preserving local aspects (traditions, culture, partners) and fulfilling expectations that they can do a better job than governments in making the world a better place

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Meet the Hispanic Holiday Shopper: Bringing Brands MORE - UnivisionUnivision

Meet the Hispanic Holiday Shopper: Bringing Brands MORE - UnivisionUnivision | Multicultural Marketing | Scoop.it
In my last post, I introduced you to the Hispanic consumer: the consumer that brings brands MORE. Now I’d like to drill down a bit and explore how this consumer brings brands more during the all-important Holiday shopping season. For many Hispanics, celebrations and shopping go hand-in-hand, which is a plus for your brand. Hispanics love... Read more »
Sandra Diaz's insight:

Hispanics can drive significant holiday volume since they celebrate both American holidays and country of origin holidays

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TV's making progress on diversity, but it's motivated by money

TV's making progress on diversity, but it's motivated by money | Multicultural Marketing | Scoop.it
"The color that's relevant here is green," says 'Power' producer Courtney A. Kemp.
Sandra Diaz's insight:

“People have begun to recognize how much money they can make by targeting underserved audiences”

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JPMorgan ChaseVoice: Latino-Owned Businesses May Be The U.S. Economy's Best Bet

JPMorgan ChaseVoice: Latino-Owned Businesses May Be The U.S. Economy's Best Bet | Multicultural Marketing | Scoop.it
They’re called LOBs for short, but they’re working on a fastball. Latino entrepreneurs are starting small businesses faster than the rest of the startup population and becoming a bigger part of the total U.S. market every day. Estimates are that they will make up 29 percent of the U.S. population [...]
Sandra Diaz's insight:

"If Latino owned businesses grow as fast as the U.S. average, they could add $1.4 trillion (or almost+8%) to the $18 trillion U.S. economy".

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Five Ways CMOs Can Pursue Hispanic Marketing And Avoid Trump-Supporter Backlash

Five Ways CMOs Can Pursue Hispanic Marketing And Avoid Trump-Supporter Backlash | Multicultural Marketing | Scoop.it
CMOs need to think about engaging Hispanics as another opportunity to deliver personalization.
Sandra Diaz's insight:

Current events have CMOs asking two questions: are the rewards of Hispanic-focused initiatives worth the risk and how can their brands avoid backlash by those who see catering to Hispanics as un-American?

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What Trump gets wrong about Hispanics in the U.S.

What Trump gets wrong about Hispanics in the U.S. | Multicultural Marketing | Scoop.it
Hispanics injected $1.4 trillion into the U.S. economy in 2016. That’s larger than the GDP of Mexico.
Sandra Diaz's insight:

Lexus case study on how luxury brands can profit from the growth of U.S. Hispanic HH $100K+

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Garcia is now the sixth-most-common surname in the U.S.

Garcia is now the sixth-most-common surname in the U.S. | Multicultural Marketing | Scoop.it
Sorry, Millers, there are now more Garcias in the U.S. That’s just one finding from a recent report from the U.S. Census Bureau on the mix of the country’s most common last names. The numbers show significant growth of predominantly Hispanic surnames. The 2010 data collected and analyzed by the…
Sandra Diaz's insight:

U.S. Census Bureau fun fact: 3 of the Top 10 U.S. Last Names are Hispanic Surnames.

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Univision's latest drama is behind the scenes: It's losing young Latino viewers to the competition

Univision's latest drama is behind the scenes: It's losing young Latino viewers to the competition | Multicultural Marketing | Scoop.it
The media giant's struggles come at an inopportune time: as the company's owners prepare for a sale
Sandra Diaz's insight:

Content needs to reflect the viewers' experience - or else, they will turn to other outlets. This principle applies even to Hispanics.

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Meet The Woman Who Helped Hundreds Succeed In STEM

Meet The Woman Who Helped Hundreds Succeed In STEM | Multicultural Marketing | Scoop.it
Recent studies show that diverse groups of scientists may be more successful in problem solving than homogenous groups. It’s troubling, then, that onl
Sandra Diaz's insight:
“People think diversity is just a number you have to achieve,” Maung-Gaona says. “It’s not about that — it’s about culture of belonging and access to opportunities, and so much more.”
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Branded Video Amplification: 5 Things You Need to Know (Learning from the REI-Vix Campaign)

Branded video content and its amplification over social media lies at the very heart of successful marketing to the millennial population. Social video is at the center of the VIX and REI Partnership. Vix, a recently introduced Batanga Media property and REI, the specialty outdoor retailer are partnering for the production and distribution of a…
Sandra Diaz's insight:

Targeting multicultural millennials, working with artists for content and sharing, and amplification through social media.

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Millennials and Branded Content: 8 Infallible Ways Brands Can Connect with Millennials

Millennials and Branded Content: 8 Infallible Ways Brands Can Connect with Millennials | Multicultural Marketing | Scoop.it
Engaging the Millennial consumer is crucial to Corporate America's marketing plans. Branded content plays a key role in this effort. Get the research substantiating branded content efforts and read about 8 surefire ways brands can connect with millennials (Partner Message).
Sandra Diaz's insight:

Ways include making the content valuable and interesting by being more familiar and telling the story of the brand.

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The Case For Localizing Content For The Untapped Hispanic Market

The Case For Localizing Content For The Untapped Hispanic Market | Multicultural Marketing | Scoop.it
The Case For Localizing Content For The Untapped Hispanic Market - 12/02/2016
Sandra Diaz's insight:

According to a recent Lionbridge-International Customer Management Institute study, 60% of customers expect service from a brand to be delivered in their native language, and the expectation is that content will be available in their local languages as well. 

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Marketing Insights from the Savings Mindset of Multicultural Consumers: 83% Seek Out Deals and Offers While In-Store

Marketing Insights from the Savings Mindset of Multicultural Consumers: 83% Seek Out Deals and Offers While In-Store | Multicultural Marketing | Scoop.it
Sandra Diaz's insight:

"Hispanic consumers are the leaders in searching for savings. 69% spend over two hours each week looking for deals versus 55% of all survey respondents".

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auto-hispanic-growth-luxury-v2.png (4687x2719 pixels)

auto-hispanic-growth-luxury-v2.png (4687x2719 pixels) | Multicultural Marketing | Scoop.it
Sandra Diaz's insight:

Infographic on how U.S. Hispanics are fueling luxury automotive growth – Hispanics are 52% more likely to buy luxury as their first new vehicle and are more likely to lease.

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Influencer Marketing in Cultural America - Latinum Network

Influencer Marketing in Cultural America - Latinum Network | Multicultural Marketing | Scoop.it
The following post is a condensed version of a presentation showcased at our 2016 Executive Roundtable, which is available on our member’s only website. To obtain the full report, learn about our Executive Roundtable series, or inquire about our membership, contact us here. The U.S. cultural fabric is more diverse than ever. As such, the definition of culture … Continued
Sandra Diaz's insight:

Good framework to think through how to best leverage culture for engagement. It recommends focusing marketing efforts on people who are open to other cultures and have the desire to spread their own.

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Driving Relevance and Inclusion with Multicultural Marketing | Facebook Newsroom

Driving Relevance and Inclusion with Multicultural Marketing | Facebook Newsroom | Multicultural Marketing | Scoop.it
By Christian Martinez, Head of Multicultural The power to connect with people on Facebook through diverse speech is incredibly meaningful. When I was a child, most people got their information from a handful of TV stations and newspapers. Each had one set of ideas and one set of ads targeted to everyone.  But now each of us […]
Sandra Diaz's insight:

“Everyone benefits from access to content that’s more relevant to them. But this is especially critical for people who choose to affiliate with ethnic communities.”

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