How to Market When Everyone is a Minority Part 2

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Part 2 of "How to market When Everyone is a Minority" at Planning-ness

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  • Destiny of US is to be a country of predominantly “brown” people. By 2050 30% of Us will be Hispnaic
  • Hispanics have accounted for one half of nation’s growth Hispanic growth rate (24.3%) was more than three times the growth rate of the total population (6.1%)
  • B
  • Hispanics are highly concentrated in key dmas, in some of which they represent the single largest group
  • yet growth is expanding beyond the “typical” established Hispanic areas
  • In fact, the Hispanic-origin population would contribute 45 percent of the population growth from 2010 to 2030, and 60 percent from 2030 to 2050. By the time a child born in 2010 reaches College, he or she will be one of 31% of the population. Will that child feel like any sort of minority given that we know that today’s HYA already feels like they make up 40% of the population in the US? Perhaps not, but while we cannot predict what changes come to Hispanic families in the next 20 years, we know that the reality of Hispanic families TODAY. And we know that today’s hispanic families have values and approaches to child rearing that are very different from their non hispanic counterparts/
  • How to Market When Everyone is a Minority Part 2

    1. 1. How to Market When Everyone Is a Minority Larissa Acosta Eva Hasson Alma DDB Y&R Israel Planning-Ness 10/19/09
    2. 2. “ Demography is Destiny” Auguste Comte 19 th Century Philosopher
    3. 4. Hispanic population growth is redefining the “face” of the US
    4. 5. Hispanics have accounted for one half of nation’s growth
    5. 6. Racial and Ethnic Composition of the US in 2010 US Census Projections: Ad Age White Paper, 2008
    6. 7. 32% in top 3 markets 51% in top 9 markets source: synovate 2008 <ul><ul><li>Hispanics are highly concentrated in key dmas, in some of which they represent the single largest group </li></ul></ul>
    7. 8. 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%
    8. 9. Among <16, Hispanics becoming less of a minority everyday Source: US Census
    9. 10. The next generation of Hispanic consumers is growing up bilingual, bicultural, even multicultural
    10. 12. 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.
    11. 13. Acculturation is a Personal Choice spanish dominant unacculturated english dominant acculturated <ul><ul><li>acculturation process compromised due to the latinization of the US & the “critical mass” status reached by hispanics </li></ul></ul><ul><ul><li>no longer a linear process when it comes to how hispanics relate to a particular category </li></ul></ul>
    12. 14. Hispanics today are rapidly adopting emerging media and technologies while still embracing their traditions and heritage
    13. 15. They can be part of your mainstream target, yet can also be considered a unique market segment
    14. 16. . Successful Hispanic marketing programs need to consider three insight touch-points Language Preference Cultural Relevance Category Behavior
    15. 17. <ul><li>Family is the Core </li></ul><ul><li>Adapting and Preserving </li></ul><ul><li>Sacrificed Parenting </li></ul><ul><li>Shopping Unit </li></ul><ul><li>Cultural Tension </li></ul><ul><li>Immigrant Experience </li></ul><ul><li>Social Extroverts </li></ul>
    16. 18. Some Basic Principles <ul><li>Avoid brand schizophrenia </li></ul><ul><li>Think big picture first, then segment </li></ul><ul><li>Knowledge is power </li></ul><ul><li>Question Conventions </li></ul><ul><li>Beware of all Translations </li></ul><ul><li>Choose “experts” wisely </li></ul><ul><li>Take calculated risks </li></ul>

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