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This article is by Lisa Sherman, president and CEO of the Ad Council. "Difference is not deficit. For those of us in the communications industry, attending to our differences helps us craft messages with meaningful impact. Across industries, doing so makes us stronger. And as individuals, it can help us flourish... 
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Sandra Diaz's insight:
Hispanics are creating businesses at 15 times the national rate today, and the more than 4 million Hispanic-owned businesses in the U.S. have hauled in $661 billion in combined yearly revenue in 2015 (+22% vs. 2012).
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To better understand how the influence of other cultures affects Millennial shopping habits, a recent Nielsen study focused on the largest Millennial multicultural group—Hispanic Millennials
Sandra Diaz's insight:
When it comes to grocery, Latino Millennials are true to their heritage, attracted by cultural touch stones of smell, taste and familiarity. But while these young Latinos value their roots, they’re also open to other cultures.
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As the cultural demographic shift continues to transform the face of America, business leaders are taking a closer look at their Diversity & Inclusion (D&I) efforts and asking, ‘What really should our D&I efforts be solving for?
Sandra Diaz's insight:
"D&I is no longer just a numbers game, nor just another politically correct workplace initiative; it’s about bridging the opportunity gaps that will continue to widen if we continue to ignore the message the marketplace is clearly telling us: that it’s becoming less about the business defining the individual and much more about the individual defining the business."
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It's no question that the tech industry is made up overwhelmingly of men. And as far as ethnicities go, whites and Asians tend to dominate the field. Give
Sandra Diaz's insight:
Benchmarking data: though Google, Facebook, Microsoft, Twitter and Apple have made strides on diversity, 79% to 87% of the its tech employees were men. Together, Hispanics and Blacks together were under 6% of tech employees (except at Apple where they were 15%).
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New research from BabyCenter shows that consumers love diversity in advertising. But there isn't much of it behind-the-scenes, which came up during a recent
Sandra Diaz's insight:
Diversity pays off: 80% of parents feel more positively toward brands that showcase a variety of families in their marketing. Additionally, 41% said they’d be more inclined to purchase something from one of those brands.
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From
ktar
A new report says 2015 saw the biggest one-year rise in Hispanic homeownership in more than a decade.
Sandra Diaz's insight:
Hispanic homeownership across the United States rose from 44.5% at the start of 2015 to 46.7% at the end of the year.
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N.W.A. are a mainstay of hip-hop, and represent an important part of African American cultural history, but their significance transcends race. Evidently, the marketing team behind Straight Outta Compton, the recent biopic about the group, they don't, and you shouldn't even expect white people to know who they are.
Sandra Diaz's insight:
Critique from a non-ethnic writer is that the ethnic trailer features music as protest art while the non-ethnic trailer focuses more on violence
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How Hispanic Gen Z Will Change Everything - 03/17/2016
Sandra Diaz's insight:
Gen Z (those under 20) represent 25.9% of the U.S. population or 83 MM - 23.5% are Hispanic, 93% of which are U.S. born.
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Northwestern Mutual-sponsored Harris Poll shows Hispanics recognize urgent need for financial plan
Sandra Diaz's insight:
Insights on catering to Hispanic needs for financial planners to grow business - since 43% of upscale Hispanics invest (vs. 54% of upscale non-Hispanics) there's room for growth.
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Though 53% of Hispanic millennials listen to some Spanish radio, marketers are failing to leverage the popularity of the medium.
Sandra Diaz's insight:
Live radio is valuable to engage Hispanic Millennials as they strongly connect with the on-air DJ/personalities.
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From
qz
In the moving acceptance speech she delivered after winning the Emmy for the lead role in a drama, Viola Davis succinctly summed up the problem facing women of color in the television industry. "The only thing that separates women of color from anyone else is opportunity,” she said. “You cannot win an Emmy for roles that are simply...
Sandra Diaz's insight:
Latinas made up just 4% of female characters on prime-time television this year. Under-representation is severe, given that Women overall get only 40% of speaking roles on all broadcast, cable, and Netflix programs.
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As the customer marketplace changes, liquor companies vie for minority markets.
Sandra Diaz's insight:
Case studies on engaging culturally diverse consumers with affluent Jews as a key market
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Content marketers: Here's why a "total market" approach is essential to multicultural marketing in 2016 (and beyond).
Sandra Diaz's insight:
"The world is more diverse now than at any other time in history, and we have to stay relevant by using a diverse and inclusive lens on every campaign, every promotion, every story and every piece of content. Diversity extends beyond strict definitions of language, race and ethnicity; instead, it embraces a true cultural movement."
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If your company operates on a global scale, you might find yourself running into problems with colleagues on other continents. If that’s the case, it’s time to and reevaluate how your company handles cross-cultural communication.
Sandra Diaz's insight:
Tips from new MIT Professional Education course: “When miscommunications arise, people may attribute it to someone being lazy, unresponsive or evasive, when really it boils down to simple cultural differences that can be addressed on both ends.”
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We all know how the saying goes: “it doesn’t matter what you look like on the outside. It’s what’s on the inside that counts.” This may be true for some but, according to our recent beauty study in partnership with Vital Findings, for Latinas, what’s on the outside is also important because it empowers her... Read more »
Sandra Diaz's insight:
Latinas’ exploratory nature and the high standards Hispanic culture places on beauty plays a role on beauty routines, which means Latinas end up using more beauty products. In fact, 96% of Latinas say they need at least one product before leaving their home vs. 24% of non-Hispanics who are willing to leave their home with nothing on.
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The key to selling products to an ethnically diverse audience may not be as obvious as you think.
Sandra Diaz's insight:
A recent study found that brands that are more symbolic of U.S. culture (like Levi's Jeans or Harley Davidson) are less likely to benefit from in-language advertising.
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"Black consumers make a significant contribution to the bottom lines of CPG’s in the snack marketplace according to a new study from the Video Advertising Bureau (VAB). The study called “Insights on Black Consumers; Treats & Sweets” details how Black consumers spend more than the overall market in this category and it identifies the media that influence their snack purchases."
Sandra Diaz's insight:
Black households are almost twice as likely to buy various types of snack food each week. Nearly 30% of households with children buy candy once a week, versus 18% of Non-Hispanic White.
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Hispanic Marketing Success Starts With Corporate Leadership - 03/08/2016
Sandra Diaz's insight:
"Hispanics are 17% of the U.S. population, but only 3% of C-Level, 4% of EVP, 6% of VP business executives"
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Unilever Goes '100%' All-In For Hispanics - 03/10/2016
Sandra Diaz's insight:
"Latinos are highly connected online, and social channels are where they’re engaging with brands"
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From
ktar
A new report says 2015 saw the biggest one-year rise in Hispanic homeownership in more than a decade.
Sandra Diaz's insight:
Hispanic homeownership across the United States rose from 44.5% at the start of 2015 to 46.7% at the end of the year.
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Sandra Diaz's insight:
Hispanics are 91% more likely to be driven by “great tasting” than non-Hispanics. They want full-flavored, delicious snacks and drinks, and are willing to pay a premium for them.
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Only 2% of financial planners are African American, and the Association of African American Financial Advisors is trying to change that.
Sandra Diaz's insight:
Good stats on how retirement security problems facing so many Americans are much more acute among minority groups.
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There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work.
Sandra Diaz's insight:
What works? The basics of ad development... "Get to know the audience, who they are and what they care about—then, build a story that speaks to them (and not the stereotype), and one that is woven around your brand."
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The growth in the [multicultural] population size is driving advertisers to build a well-rounded strategy. The multicultural millennial affinity for and familiarity with the capabilities of
Sandra Diaz's insight:
It is important to market to specific multicultural needs and passions since the mobile medium is so personal
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"Reprogramming personal bias requires active incorporation of those who are different from us. When crafting campaigns, we must make sure that the diversity in the room represents the sociocultural depth and breadth of our audience."