Total Market and Hispanic
Millennials
New Data Provides a Look at the
Future of the Hispanic Market
Introduction
Jose R. Villa
President / Senior Strategist
Sensis
@jrvilla
Two hot topics in Hispanic market
Total Market Approach Hispanic Millennials
Total Market Definitions & Debate
Three (actually two) Models Being Debated
• Multicultural Marketing – targeted marketing...
The future?
• But what is the model of the future?
• Need to look at the future of the Hispanic
market:
– Hispanic Millenn...
HISPANIC MILLENNIALS
• Innovative research initiative on U.S.
Hispanic millennials
• Designed to compare Hispanic
millennials to non-Hispanic m...
Research Methodology
Wave 1 Methodology
• ThinkNow Research conducted a nationwide
online survey between March 14-19, 2014...
Spanish is key to reaching Hispanic Millennials
Hispanic Millennials, particularly those that are U.S. born, are most like...
Importance / tension around Latino culture
Fitting in vs. Standing Out
• Hispanic Millennials struggle
with the need to fi...
EMERGING HISPANIC MARKETS
New Hispanic Markets
Emerge
Hispanics are increasingly immigrating to nontraditional
markets outside the Hispanic immigran...
Rapid Hispanic Millennial Growth in the
next 5 years in emerging markets
25% 30% 35%
Insight #3 Hispanic Millennial & over...
TWO HISPANIC MARKETS 
TWO HISPANIC MARKETING MODELS
Emergence of two distinct Hispanic markets…
driven by two different Hispanic Millennials
• New “minority” immigrant-driven...
… so back to the Total Market
Approach question
Which model makes sense for the
future?
Two Models for the Two Markets
“Fusion”
Mega-Markets
Cross-cultural
Emerging
Markets
Multicultural
(ethnic-specific)
Bifurcated Hispanic Marketing Models
Cross-cultural / “Fusion” Mega
Markets
• One marketing program
that leverages ethnic
...
Thank You
Jose R. Villa
President / Senior Strategist
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com
APPENDIX
Top 10 “Fusion” Mega Markets
Top 15 Emerging Markets
NGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
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Total Market and Hispanic Millennials: New Data Provides a Look at the Future of the Hispanic Market

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NGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation

  1. 1. Total Market and Hispanic Millennials New Data Provides a Look at the Future of the Hispanic Market
  2. 2. Introduction Jose R. Villa President / Senior Strategist Sensis @jrvilla
  3. 3. Two hot topics in Hispanic market Total Market Approach Hispanic Millennials
  4. 4. Total Market Definitions & Debate Three (actually two) Models Being Debated • Multicultural Marketing – targeted marketing efforts to specific, clearly defined ethnic groups • Total Market Approach – one marketing program designed to reach all consumers, across general and ethnic markets • Cross-Cultural Marketing – one marketing program that leverages ethnic markets to reach across ethnic and general markets All 3 models are relevant today
  5. 5. The future? • But what is the model of the future? • Need to look at the future of the Hispanic market: – Hispanic Millennials – Emerging Hispanic Markets
  6. 6. HISPANIC MILLENNIALS
  7. 7. • Innovative research initiative on U.S. Hispanic millennials • Designed to compare Hispanic millennials to non-Hispanic millennials as well as their older Hispanic (35+) counterparts • Digs deeper into points of tension, segmentation, and difference between U.S.-born vs. foreign born. www.HispanicMillennialProject.com Introducing the Hispanic Millennial Project
  8. 8. Research Methodology Wave 1 Methodology • ThinkNow Research conducted a nationwide online survey between March 14-19, 2014. • Respondents in each group were weighted to match US Census for gender, age and US region. • A total of n=900 interviews were completed. Qualified respondents were segmented into one of the following three groups: Waves 2-5 • The study and research will be conducted and released in waves in 2014 and early 2015 • Each wave of The Hispanic Millennial Project will focus on a different topic relevant to this segment: – Wave 2: Healthcare (Jul 2014) – Wave 3: Financial Services (Sep 2014) – Wave 4: TBD* (Nov 2014) – Wave 5: TBD* (Jan 2015) We’re looking for suggestions
  9. 9. Spanish is key to reaching Hispanic Millennials Hispanic Millennials, particularly those that are U.S. born, are most likely to indicate they consume media equally in English and Spanish (~ 40%). Even among U.S.-born Hispanic Millennials, only 40% indicate they consume English media mostly or exclusively. Insight #1
  10. 10. Importance / tension around Latino culture Fitting in vs. Standing Out • Hispanic Millennials struggle with the need to fit in with mainstream culture, while trying to maintain their cultural identity. Being Latino • 47% of Hispanic Millennials indicate that they feel close or somewhat close to their culture, while 67% of them state that they want to stand out as a Latino Insight #2
  11. 11. EMERGING HISPANIC MARKETS
  12. 12. New Hispanic Markets Emerge Hispanics are increasingly immigrating to nontraditional markets outside the Hispanic immigrant gateways of Los Angeles, New York, Miami and Chicago. Mexicans have been migrating to nontraditional states in the Southeast and Midwest — Georgia, North Carolina, Ohio, Wisconsin, Nebraska, etc. — and less to traditional areas in the border states and the Southwest.
  13. 13. Rapid Hispanic Millennial Growth in the next 5 years in emerging markets 25% 30% 35% Insight #3 Hispanic Millennial & overall Hispanic population growth in these markets is being driven by foreign-born Hispanic Millennials.
  14. 14. TWO HISPANIC MARKETS  TWO HISPANIC MARKETING MODELS
  15. 15. Emergence of two distinct Hispanic markets… driven by two different Hispanic Millennials • New “minority” immigrant-driven Hispanic population centers in places like Atlanta and Charlotte – Driven by foreign-born Hispanic Millennials • Native-born Hispanic majority markets, like LA and San Antonio, where a new fusion culture is taking hold – Driven by U.S. born Hispanic Millennials
  16. 16. … so back to the Total Market Approach question Which model makes sense for the future?
  17. 17. Two Models for the Two Markets “Fusion” Mega-Markets Cross-cultural Emerging Markets Multicultural (ethnic-specific)
  18. 18. Bifurcated Hispanic Marketing Models Cross-cultural / “Fusion” Mega Markets • One marketing program that leverages ethnic market (insights) to reach across ethnic and general markets • Focus on culture and “crossing over” • Language still relevant Multicultural / Emerging Markets • Targeted marketing efforts to specific, clearly defined ethnic groups • “Separate and distinct” market opportunity well suited for Hispanic-targeted marketing initiatives • Spanish language is key
  19. 19. Thank You Jose R. Villa President / Senior Strategist Sensis @jrvilla /in/JoseVilla ThinkMulticultural.com SensisBureau.com
  20. 20. APPENDIX
  21. 21. Top 10 “Fusion” Mega Markets
  22. 22. Top 15 Emerging Markets

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