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“When you put a Latina, determinada, a hacer algo (determined, to do something)….get out of the way,” said Chiqui Cartagena, Univision’s SVP of Political and Advocacy Group and author of Latino Boom II at the 13th annual Latinas & Power Symposium, a daylong conference that has become the largest gathering of Latina professionals in the... Read more »
Sandra Diaz's insight:
The panelists discussed how Latino culture can affect financial planning. Since Hispanics tend to live in larger, multigenerational households, that means Latinas are looking for tailored products and services to address those needs. Mass Mutual recently acted on this insight by launching Valora Life, a new term life insurance product that allows Hispanic families affordable coverage options.
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At last year’s Restaurant Leadership Conference (RLC), we launched our Trailblazers initiative in partnership with The NPD Group. The program recognizes chains that are organizing their businesses and marketing activities in order to meet the needs of the 57 million Hispanic consumers in the United States. This year, we returned to RLC to celebrate our... Read more »
Sandra Diaz's insight:
DineEquity’s Applebee’s business grew by +7% and sales increased by +9%. In 2015 according to NPD CREST. Key points included: adapt to population trends, look for the white space, shift media weight to Hispanic, leverage existing resources and understand Hispanic similarities with the overall population
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Sandra Diaz's insight:
Control tactics, such as testing or grievance systems, do not help diversity at work, but other initiatives such as targeted college recruitment, mentoring programs, self-managed teams, and task forces have boosted diversity in businesses.
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Multicultural marketing is becoming increasingly important as the American market gets more diverse every day. In this presentation, you'll learn tips from bra…
Sandra Diaz's insight:
Kudos to the ANA for these tips based on Kleenex, Toyota, Union Bank, Tylenol and Wells Fargo case studies
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Native Grill & Wings, Whatburger work to grow this group’s visits
Sandra Diaz's insight:
These brands are focusing on family meals and
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Sandra Diaz's insight:
Ways include: clarifying the time frame, understanding different cultural perceptions of time, adding cultural buffer time, and ask to see actual work more frequently
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Like it or not, demographics in the U.S. are changing: Millennials have overtaken Baby Boomers as the largest generation in the country, Asian-Americans are the fastest-growing segment of the population and, by 2050, whites will no longer be in the majority.
Sandra Diaz's insight:
“This trend of influence by Hispanics and multiculturals is not only bolstering the growth of Mexican import beer, but expanding the American consumer’s taste palette (more sweet, more flavor). This in turn is why innovation is so critical in the beverage category and most recently has driven a resurgence in the flavored beer category, though at the expense of cider.”
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A new survey shows Hispanic-Americans are severely underserved by the financial services market. Many Hispanics say they would work with an advisor if contacted.
Sandra Diaz's insight:
Six in 10 Hispanic small-business owners have not been approached by a financial advisor and as a result, four in 10 lack life insurance coverage or any estate planning.
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Hispanic millennials will account for 44% of the Hispanic electorate. Youth, Naturalizations Drive Number of Hispanic Eligible Voters to Record 27.3 Million
Sandra Diaz's insight:
The large footprint of Latino millennial eligible voters reflects the oversized importance of youth in the U.S.-born Latino population.
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Knowing that 61% of U.S. Hispanic Millennials have shopped at a Hispanic supermarket once in the past year is helpful, but it’s only one layer of insight. A second layer, among many others, highlights that 51% of Hispanic Millennials are drawn to Hispanic grocers because they have a panadería.
Sandra Diaz's insight:
Younger Latinos, who are open to other cultures, are still equally drawn to Hispanic grocers as are all other Hispanics
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Research found that the top conversation drivers were retirement (22%) and how to protect one’s family (13%).
Sandra Diaz's insight:
Nuances include a "carpe diem" mentality, hunger for educational messages that uplift and inspire their community & lack of financial conversations in the home even among affluent Hispanics
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Winning multicultural consumers may be the key in making virtual reality mainstream.
Sandra Diaz's insight:
Virtual reality purchase intent is about 20% higher for multicultural groups, who are also more likely to buy to escape reality and use the latest tech.
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From Apple to Marriott, battle to attract diverse talent is intensifying.
Sandra Diaz's insight:
Publishing diversity audit data, capturing diversity information beyond race and ethnicity, making employee affinity groups accountable to the CEO, community involvement and college recruitment are best practices pursued by these companies
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The Trillion-dollar Latino Entrepreneurial Opportunity - 06/30/2016
Sandra Diaz's insight:
When engaging Hispanic entrepreneurs, speak to family and control: Eighty-nine percent of Latino entrepreneurs start a business to provide financially for their families. Seventy-nine percent start a business to be their own boss versus fifty-seven percent for all business owners. Seventy-six percent start a business to have more control over their lives and time versus fifty-three percent for all business owners.
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Multicultural marketing can communicate directly with a specific niche market and creates loyal, lifelong brand advocates but it can also repel groups of people from your product forever.
Sandra Diaz's insight:
Avoid pitfalls by conducting marketing research on your new brand name, ensuring that someone on your team is the voice of reason and do creative testing for your translations.
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How technology helps marketers become more precise in targeting culturally diverse groups.
Sandra Diaz's insight:
The limitations of traditional programmatic buying have made social-media sites like Facebook and Twitter more critical for marketers looking to reach multicultural audiences. Streaming media services also provide a wealth of targeted data
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Sandra Diaz's insight:
One key stat: 66% of U.S. Hispanics say they pay attention to online ads, almost 20 percentage points more than the general online population.
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Feeding Latina Millennials' Global Appetite - 06/02/2016
Sandra Diaz's insight:
Sophia Sano, a Latina millenial persona from the next wave of the Hispanic Millennial Project study, loves the dishes made by her mami, her tías and her abuelita, but she also likes to experiment, integrating the flavors she’s sampled from cultures as varied as Indian, Chinese, Italian or Korean.
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"In one of the most watched Ted Talks of all time, fashion model Cameron Russell said, ”I won a genetic lottery and I am the recipient of a legacy.” By legacy—she means “health, youth, symmetry and all that we are biologically programmed to like”—but also a legacy that values tall, slender figures and white skin."
Sandra Diaz's insight:
Fashion brands are generally out of touch with millennial YouTube and social media behavior telling them that white and skinny is no longer the only definition of beautiful.
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According to a survey of top U.S. companies, there is some good news regarding the strides multi-cultural women are making in today’s workforce.
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Minority smartphone owners tend to rely more heavily on their phone than whites do for internet access, according to our recent report on smartphone adoption.
Sandra Diaz's insight:
Blacks and Hispanics reach for their phones more often than whites when it comes to looking up information about health conditions, jobs or educational content. However, there is little difference between these groups in using phones for online banking or getting information about real estate or government services.
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The most recent wave of the Hispanic Millennial Project provides an in-depth view into the social media and mobile lives of Hispanic Millennials. While they are heavy users of technology, they still show significant differences in social and mobile behavior with big implications for marketers trying to engage with them.
Sandra Diaz's insight:
One of the many interesting insights: only 30% of Hispanic Millennials use LinkedIn, which is by far the lowest of any Millennial group.
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![The New American Upscale & Luxury Consumer – PART I [INFOGRAPHIC] | Santiago Solutions Group | Multicultural Marketing | Scoop.it](https://img.scoop.it/0paEqFnz0_Kg8oGI6qBAnjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
100% of America’s Upscale consumers’ growth between 2011 and 2014 came from Multicultural Upscale HHs whereas White Non-Hispanic (WNH) Upscales declined.
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![[INFOGRAPHIC] U.S. Hispanics: Hollywood's Lucrative Audience | Multicultural Marketing | Scoop.it](https://img.scoop.it/IavAo4AiRx52-_-NIN91Xzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Inclusion is different than Diversity. Diversity is generally about meeting representation quotas while Inclusion involves seeking out multiple perspectives and treating them equitably. It is also about considering the impact of an ad on different audiences.