Total Market and Hispanic Millennials: New Data Provides a Look at the Future of the Hispanic Market

1. Total Market and Hispanic
Millennials
New Data Provides a Look at the
Future of the Hispanic Market

2. Introduction
Jose R. Villa
President / Senior Strategist
Sensis
@jrvilla

3. Two hot topics in Hispanic market
Total Market Approach Hispanic Millennials

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. 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. HISPANIC MILLENNIALS

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. 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

10. 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

11. 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

12. EMERGING HISPANIC MARKETS

13. 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.

14. 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.

15. TWO HISPANIC MARKETS 
TWO HISPANIC MARKETING MODELS

16. 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

17. … so back to the Total Market
Approach question
Which model makes sense for the
future?

18. Two Models for the Two Markets
“Fusion”
Mega-Markets
Cross-cultural
Emerging
Markets
Multicultural
(ethnic-specific)

19. 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

20. Thank You
Jose R. Villa
President / Senior Strategist
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com

21. APPENDIX

22. Top 10 “Fusion” Mega Markets

23. Top 15 Emerging Markets