How to Market When Everyone Is a Minority Larissa Acosta Eva Hasson Alma DDB Y&R Israel Planning-Ness 10/19/09

“ Demography is Destiny” Auguste Comte 19 th Century Philosopher

Hispanic population growth is redefining the “face” of the US

Hispanics have accounted for one half of nation’s growth

Racial and Ethnic Composition of the US in 2010 US Census Projections: Ad Age White Paper, 2008

32% in top 3 markets 51% in top 9 markets source: synovate 2008 Hispanics are highly concentrated in key dmas, in some of which they represent the single largest group

Hispanics are highly concentrated in key dmas, in some of which they represent the single largest group

state 2006 vs. 1990 alabama 113,890 362% alaska 37,548 111% arizona 1,803,378 162% arkansas 141,053 610% california 13,074,156 70% colorado 934,413 120% connecticut 391,935 84% delaware 53,835 240% d.c 47,774 46% florida 3,646,499 132% georgia 703,246 546% hawaii 99,663 22% idaho 138,870 162% illinois 1,886,933 109% indiana 300,857 205% iowa 114,700 251% kansas 237,426 153% state 2006 vs. 1990 kentucky 85,938 291% louisiana 124,481 34% maine 13,529 98% maryland 337,341 170% massachusetts 511,014 78% michigan 393,281 95% minnesota 196,135 264% mississippi 53,381 235% missouri 164,194 166% montana 23,818 96% nebraska 130,304 252% nevada 610,052 390% new hampshire 29,872 164% new jersey 1,364,696 84% new mexico 860,688 49% new york 3,139,456 42% north carolina 593,896 674% state 2006 vs. 1990 north dakota 10,637 128% ohio 267,750 92% oklahoma 247,450 187% oregon 379,038 236% pennsylvania 526,976 127% rhode island 117,701 157% south carolina 151,289 395% south dakota 16,773 219% tennessee 194,706 495% texas 8,385,139 93% utah 286,113 238% vermont 7,135 95% virginia 479,530 199% washington 581,357 171% west virginia 16,767 98% wisconsin 258,696 178% wyoming 35,729 39%

Among <16, Hispanics becoming less of a minority everyday Source: US Census

The next generation of Hispanic consumers is growing up bilingual, bicultural, even multicultural

47 mm hispanics in US 43% prefer spanish 33% prefer english 25 different cultures represented constantly changing – immigration constantly adapting – acculturation? chasing the american dream maintaining connection to their heritage sources: us census bureau, simmons ncs unified study, nielsen ue Instead of a Gringo nation with subtle flavors of Hispanic culture– the US is becoming an urban youth dominated pan-Latin pastiche.

Acculturation is a Personal Choice spanish dominant unacculturated english dominant acculturated acculturation process compromised due to the latinization of the US & the “critical mass” status reached by hispanics no longer a linear process when it comes to how hispanics relate to a particular category

acculturation process compromised due to the latinization of the US & the “critical mass” status reached by hispanics

no longer a linear process when it comes to how hispanics relate to a particular category

Hispanics today are rapidly adopting emerging media and technologies while still embracing their traditions and heritage

They can be part of your mainstream target, yet can also be considered a unique market segment

. Successful Hispanic marketing programs need to consider three insight touch-points Language Preference Cultural Relevance Category Behavior

Family is the Core Adapting and Preserving Sacrificed Parenting Shopping Unit Cultural Tension Immigrant Experience Social Extroverts

Family is the Core

Adapting and Preserving

Sacrificed Parenting

Shopping Unit

Cultural Tension

Immigrant Experience

Social Extroverts

Some Basic Principles Avoid brand schizophrenia Think big picture first, then segment Knowledge is power Question Conventions Beware of all Translations Choose “experts” wisely Take calculated risks

Avoid brand schizophrenia

Think big picture first, then segment

Knowledge is power

Question Conventions

Beware of all Translations

Choose “experts” wisely

Take calculated risks