Millennial Latina Uniqueness Differences with White NH Part2F

LATINA MILLENNIAL
NUANCES
Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
KEY MINDSET DIFFERENCES BETWEEN MILLENNIAL
LATINAS & NON-HISPANIC WHITE WOMEN
0 3 . 2 7 . 1 7
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- Part 210

QUANT-QUALI
METHODOLOGY
Santiago Solutions Group conducted a deep statistical
analyses of mindsets per GfK MRI’s Survey of the
American Consumer. The review of hundreds of
mindsets identified important nuances (90-95%
confidence level) between Millennial Latinas & Non-
Hispanic White Millennial Women.
These major distinctions were further contextualized
with insights from our vast quant-quali work among
Millennial Women and recent Gen Z-Millennial Moms
research.
2

3
INTENSE FAMILY
BONDS
Latina Millennial Moms are most likely to
establish ties with their children that cross
over to deep friendships especially with
their daughters; staying connected with
immediate and extended family is of
extreme importance for Latina Millennials
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic
06

4
Despite near invisibility in the media, Latina Millennials want to find their
persona, ethnic and cultural identity reflected on positive media roles by
celebrities of same background
INTROSPECTIVE
07

5
MASTERS OF
BEAUTY
To feel fully confident to succeed in
their many roles, Latina
Millennials are more adept at
studying, exploring, sharing, and
carving ‘me’ time to project their
best image at all times –
embracing true beauty from the
inside out
08

6
HYPER DIGITAL
Latina Millennials depend even more
than their counterparts on smartphones,
they are super tech savvy, they have
higher trust and rely more on internet as
the main source of info
09

Latina Millennials are more health conscious
than their counterparts –with intentions and
actions- as they are more likely to:
• Look for healthier lifestyles
• Prepare more food from scratch/semi-prepared
• Follow regular exercise routine
• Check nutritional labels before buying
• Try natural solutions rather than meds
7
HEALTHY MOVEMENT
DRIVERS
10

8
About SSG
We guide clients’ growth strategies leveraging advanced
consumer research, marketing & sales analytics, ‘size of the
prize’ scenario planning, innovative segmentations and
predictive modeling.
Our end goal is to enhance clients’ marketing effectiveness and
sustainable total growth through actionable & ‘ownable’
business and consumer segments insights.
By leveraging Client-side and Consulting experience, we arm
clients and agencies with intelligence, drivers to purchase,
customer journeys and strategic pathways across marketing Ps
aligned with the highest ROI options for Gen Z, Millennial,
Multicultural, Hispanic, African American, Asian American and
Total Market.
Santiago Solutions Group
@Carlos_SSG
818.509.5901
@Santiago_Group
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Carlos@SantiagoSolutionsGroup.com
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