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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
Sour...
71% of Millennials say they appreciate
the influence of other cultures on the
American way of life
(compared with 62 perce...
They live primarily in the
West and SW but with
concentration in Urban Areas
1. Austin, TX (16%, 120)
2. Salt Lake City, U...
They won’t leave
the nest!
• Nearly 31% still live
with parents
• Hispanics are even
higher at 45%
• 2/3s are not planning...
Multicultural Millennials
put importance in
taking care of family.
• Being a good parent is
most important goal in life
– ...
Millennials care about
programs that help them
manage their well-being &
make healthier choices.
Source: Nielsen: Newswire...
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 bo...
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 ow...
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
product...
Millennials are avid users of technology.
When interacting with companies via social
media, they want to feel like they ha...
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 uni...
14% of Millennials are 1st generation
12% are 2nd generation
strong ties to their family’s
home country recipes
Source: Ni...
Food is not just about
nourishment for M-Ms:
• It’s about self-expression
and entertainment
• It’s about personal
storytel...
Multicultural Millennials are informed consumers
who actively look at the ingredients and
nutritional information of the p...
“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...
Q&A
PolvoraAdvertising.com @PolvoraAds /PolvoraAdvertising
Rudy Bozas - Marketing to Multicultural Millennials
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Rudy Bozas - Marketing to Multicultural Millennials

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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

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  • (ASK HOW MANY HAVE A MILLENNIAL LIVING WITH THEM – GET READY, CUZ THEY ARE NOT LEAVING ANY TIME SOON!)
  • are more racially and ethnically diverse than any previous generation () and
  • Transcript of "Rudy Bozas - Marketing to Multicultural Millennials"

    1. 1. Marketing to Multicultural Millennials A Brave New World
    2. 2. MILLENNIALS ARE ABOUT 77 MILLION STRONG Source: Nielsen Pop. Facts 2013
    3. 3. 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
    4. 4. 71% of Millennials say they appreciate the influence of other cultures on the American way of life (compared with 62 percent of Boomer)
    5. 5. 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)
    6. 6. 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
    7. 7. 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
    8. 8. Millennials care about programs that help them manage their well-being & make healthier choices. Source: Nielsen: Newswire 2.18.14
    9. 9. 9
    10. 10. They are savvy shoppers always on the lookout for a good deal – never compromising in quality. BUT
    11. 11. They also want the latest and greatest products and tend to make impulse purchases.
    12. 12. Millennials are less committed to traditional grocery channels for acquiring food; more open to specialty, online & big box channels. -10 +5 +3 Millennials
    13. 13. Good-Doer Generation
    14. 14. “Millennials who got burned by the recession feel a resentment to consumerism” – Robbie Blinkoff, Consumer anthropologist
    15. 15. 47% say that they buy a brand every month because they support a cause.
    16. 16. M-Ms are more likely to spend more for goods and services from companies that implement programs to give back to society.
    17. 17. Over 60 % are also willing to pay more for a product if it’s good for the environment.
    18. 18. & 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
    19. 19. The top 20 apps among M-M are either retail or discount focused.
    20. 20. 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.
    21. 21. 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.
    22. 22. M-M’s are “Foodies”
    23. 23. 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
    24. 24. 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.
    25. 25. 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
    26. 26. Multicultural Millennials are informed consumers who actively look at the ingredients and nutritional information of the products they eat. Ingredient Tracing Transparency  
    27. 27. “Facts do not cease to exist because they are ignored.” -- Aldous Huxley
    28. 28. 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
    29. 29. Q&A
    30. 30. PolvoraAdvertising.com @PolvoraAds /PolvoraAdvertising
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