Rudy Bozas - Marketing to Multicultural Millennials
Upcoming SlideShare
Loading in...5
×
 

Rudy Bozas - Marketing to Multicultural Millennials

on

  • 87 views

Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial ...

Marketing to Multicultural Millennials - Rudy Bozas, President of Pólvora Advertising, Multicultural Marketing, from the Animal Agriculture Alliance Stakeholder Summit Titled Cracking the Millennial Code Stakeholder Summit, May 8 - 9, 2014, Crystal City, VA, USA.

More presentations at http://www.trufflemedia.com/agmedia/conference/2014-cracking-the-millennial-code

Statistics

Views

Total Views
87
Views on SlideShare
85
Embed Views
2

Actions

Likes
0
Downloads
5
Comments
0

1 Embed 2

http://www.slideee.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • (ASK HOW MANY HAVE A MILLENNIAL LIVING WITH THEM – GET READY, CUZ THEY ARE NOT LEAVING ANY TIME SOON!) <br />
  • are more racially and ethnically diverse than any previous generation () and

Rudy Bozas - Marketing to Multicultural Millennials Rudy Bozas - Marketing to Multicultural Millennials Presentation Transcript

  • Marketing to Multicultural Millennials A Brave New World
  • MILLENNIALS ARE ABOUT 77 MILLION STRONG Source: Nielsen Pop. Facts 2013
  • They are the most racially and ethnically diverse generation Nearly 20% Hispanic Nearly 15% African American 5% Asian Source: Nielsen Millennials – Breaking the Myths 2/14
  • 71% of Millennials say they appreciate the influence of other cultures on the American way of life (compared with 62 percent of Boomer)
  • They live primarily in the West and SW but with concentration in Urban Areas 1. Austin, TX (16%, 120) 2. Salt Lake City, UT (15%, 117) 3. San Diego, CA (15%, 117) 4. Los Angeles, CA (14%, 109) 5. Denver, CO (14%, 109) 6. Washington, DC (14%, 109) 7. Houston, TX (14%, 108) 8. Las Vegas, NV (14%, 108) 9. San Francisco, CA (14%, 107) 10. D/FW, TX (14%, 106)
  • They won’t leave the nest! • Nearly 31% still live with parents • Hispanics are even higher at 45% • 2/3s are not planning to move out “until they are ready” Source: Nielsen Millennials – Breaking the Myths 2/14 & Pew Hispanic Center
  • Multicultural Millennials put importance in taking care of family. • Being a good parent is most important goal in life – 63% • 55% it’s their responsibility to take care of and elderly parent Source: Nielsen: Newswire 2.18.14
  • Millennials care about programs that help them manage their well-being & make healthier choices. Source: Nielsen: Newswire 2.18.14
  • 9
  • They are savvy shoppers always on the lookout for a good deal – never compromising in quality. BUT
  • They also want the latest and greatest products and tend to make impulse purchases.
  • Millennials are less committed to traditional grocery channels for acquiring food; more open to specialty, online & big box channels. -10 +5 +3 Millennials
  • Good-Doer Generation
  • “Millennials who got burned by the recession feel a resentment to consumerism” – Robbie Blinkoff, Consumer anthropologist
  • 47% say that they buy a brand every month because they support a cause.
  • M-Ms are more likely to spend more for goods and services from companies that implement programs to give back to society.
  • Over 60 % are also willing to pay more for a product if it’s good for the environment.
  • & Hispanic Millennials are 66% more likely to connect via mobile than non-Hispanic white Millennials Twice as likely to own a tablet Source: Pew Hispanic Center’s Latinos and Digital Tech. Study
  • The top 20 apps among M-M are either retail or discount focused.
  • Social media also impacts their relationship with brands: • They are more engaged in activities such as ratings of products & services. • Millennials are far more likely to favor brands that have Facebook pages and mobile devices.
  • Millennials are avid users of technology. When interacting with companies via social media, they want to feel like they have a personal, direct interaction with the brand. In return, they will advocate and endorse that brand.
  • M-M’s are “Foodies”
  • 5 out of 10 refer to themselves as “FOODIES” They want stay on top of current food trends and seek out new places with unique flavors & great atmosphere Source: Nielsen. Millennials – Breaking the Myths. February 2014
  • 14% of Millennials are 1st generation 12% are 2nd generation strong ties to their family’s home country recipes Source: Nielsen. Millennials – Breaking the Myths. Feb. 2014 Multigenerational households are also more prominent in these cultures, making moms and grandmas big influencers.
  • Food is not just about nourishment for M-Ms: • It’s about self-expression and entertainment • It’s about personal storytelling • They publish pictures of what they eat • They follow food celebrities on Twitter, & discover new places and brands to eat Source: Nielsen. Millennials – Breaking the Myths. February 2014
  • Multicultural Millennials are informed consumers who actively look at the ingredients and nutritional information of the products they eat. Ingredient Tracing Transparency  
  • “Facts do not cease to exist because they are ignored.” -- Aldous Huxley
  • In short - Multicultural Millennials are: • The fastest growing segment of the population • With cultural differentiations that make them unique • Consumers with a conscience • They look for authentic relations with brands • But they want you to provide it in a convenient way • Remember – technology is at their fingertips
  • Q&A
  • PolvoraAdvertising.com @PolvoraAds /PolvoraAdvertising