Hispanic Millennials, Gen Xers, and Boomers show differences in cultural orientation and media behaviors. Cultural orientation varied across generations and was most influenced by acculturation and nativity. Hispanic Boomers were the heaviest TV viewers while Millennials and Gen Xers were heavier radio listeners. Younger generations were heaviest internet users. Across categories, Boomers showed greater opportunities versus other Hispanic generations for items like travel, life insurance, and new cars. Gen Xers showed greater opportunities for satellite TV and children's clothing. Cultural orientation among top buyers in categories ranged from highly Hispanic to bicultural.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
The african-american audience has increasingly changed with being much more affluent, Educated and Diverse. Read out more about the African-American Consumers and their purchasing power in this document.
This presentation was given by Environics Research Group (www.environics.ca) Environics Analytics (www.environicsanalytics.ca) and Maple Diversity (www.maplediversity.ca) at the Direct Marketing Breakfast Seminar August 2013
Our Report explores the impact of culture on the Millennial consumption of media, technology, and entertainment - how Social media heavily influences entertainment consumption, how new technology & wearables are making inroads. etc.
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
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
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
Connecting with Latinos: Multicultural, Millennial & Mobile Melinda Gipson
Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.
Leveraging Your Intergenerational Workforce for AVHRAReimi Marden
Leveraging your intergenerational workforce is a hot topic today particularly because we now have five generations in the workplace. This workshop was designed for the Annual Employment Law Update for Human Resource Professionals. Strategies to leveraging the strengths and differences of each generation.
This is a presentation that I gave to the National Parachute Association Conference on the Gold Coast. It looked at what different generations want from their recreation experience and why activities such as sky diving as becoming so popular.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
Our detailed report explores the impact of Asian culture on the Millennial consumption of media, technology, and entertainment.
Some of the topics covered are:
# How social media heavily influences entertainment consumption
# How new technology & wearables are making inroads
# What is the key to pay TV services
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
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
The transcultural female hybrid green papers vol. 1thegarnercirclepr
The Garner Circle PR launches The Green Papers, an ongoing series of white papers analyzing trends and consumer insights that are driving the future of culture and marketing. The Green Papers is authored by agency executives and senior level management.
The Green Papers, published quarterly, will encapsulate the progressive thinking The Garner Circle PR undertakes. The series launches with Volume One titled, "The Transcultural Female Hybrid" which analyzes and explores this psychographic of cultural blurring.
Connecting with Latinos: Multicultural, Millennial & Mobile Melinda Gipson
Joe Camacho, CMO of Sabio Mobile, keynoted Campaign Technology East with an overview of how to reach Latino / Hispanic Voters in your next digital campaign.
Leveraging Your Intergenerational Workforce for AVHRAReimi Marden
Leveraging your intergenerational workforce is a hot topic today particularly because we now have five generations in the workplace. This workshop was designed for the Annual Employment Law Update for Human Resource Professionals. Strategies to leveraging the strengths and differences of each generation.
This is a presentation that I gave to the National Parachute Association Conference on the Gold Coast. It looked at what different generations want from their recreation experience and why activities such as sky diving as becoming so popular.
The IOSR Journal of Pharmacy (IOSRPHR) is an open access online & offline peer reviewed international journal, which publishes innovative research papers, reviews, mini-reviews, short communications and notes dealing with Pharmaceutical Sciences( Pharmaceutical Technology, Pharmaceutics, Biopharmaceutics, Pharmacokinetics, Pharmaceutical/Medicinal Chemistry, Computational Chemistry and Molecular Drug Design, Pharmacognosy & Phytochemistry, Pharmacology, Pharmaceutical Analysis, Pharmacy Practice, Clinical and Hospital Pharmacy, Cell Biology, Genomics and Proteomics, Pharmacogenomics, Bioinformatics and Biotechnology of Pharmaceutical Interest........more details on Aim & Scope).
All manuscripts are subject to rapid peer review. Those of high quality (not previously published and not under consideration for publication in another journal) will be published without delay
Through Children's Eyes - Connecting Experiential Learning to Curriculumn dwyckoff
Through Children’s Eyes is a program designed to educate today’s youth about people with disabilities, the impact of inaccessible environments and proactive ways of dealing with these issues for a more accessible future. The program, initially developed and implemented by Ken Sider, Riverside Elementary School Teacher in Oneonta, NY and Don Wyckoff, Architectural Barrier Specialist at the Catskill Center for Independence, is a comprehensive ongoing disability awareness program. Through Children’s Eyes connects existing New York State curriculum to an experiential component designed to engender empathy as opposed to sympathy regarding people with disabilities. One of its goals is to turn passive awareness of a problem into action plans that result in positive perceptual and behavioral changes among students, as well as staff. In so doing, the result has lead and will continue to lead to better informed citizens prepared to acknowledge and stand up for the rights of people with disabilities; making our communities and our future more accessible.
This program has been replicated at other schools in New York State and beyond and was featured in the National Council on Social Studies (NCSS) Young Learner Magazine. To learn more about how it can be replicated in your school or for additional information about the program
Les Roms dans la Capitale européenne de la culture
Présentes dans toute l’Europe depuis des siècles, et en Provence depuis le XVe siècle, les cultures Roms et Tsiganes, expression de la plus importante minorité européenne, représentent un patrimoine commun historique complexe et vivant. Pour l’année Capitale européenne de la culture, Marseille-Provence 2013 a souhaité, d’une part, mettre en lumière (sans prétendre à l’exhaustivité) les manifestations culturelles, portées parles acteurs du territoire, qui donnent à découvrir des artistes roms ou des propositions d’artistes interrogeant notre regard sur la vie des Roms en Europe.
Dr. Tracy Wilson:the 4G practice comes alive; ParkerVegas; CLA affiliate trackfletch5
Join Dr. Tracy Wilson, master chiropractic communicator as he links the message of innate healing to the use of CLA's Insight scanning and the development of a 4G family practice
Congenital Agenesis Of The Corpus Callosum With Intracerebral Lipoma And Fron...iosrphr_editor
The IOSR Journal of Pharmacy (IOSRPHR) is an open access online & offline peer reviewed international journal, which publishes innovative research papers, reviews, mini-reviews, short communications and notes dealing with Pharmaceutical Sciences( Pharmaceutical Technology, Pharmaceutics, Biopharmaceutics, Pharmacokinetics, Pharmaceutical/Medicinal Chemistry, Computational Chemistry and Molecular Drug Design, Pharmacognosy & Phytochemistry, Pharmacology, Pharmaceutical Analysis, Pharmacy Practice, Clinical and Hospital Pharmacy, Cell Biology, Genomics and Proteomics, Pharmacogenomics, Bioinformatics and Biotechnology of Pharmaceutical Interest........more details on Aim & Scope).
“Hemodynamic and recovery profile with Dexmedetomidine and Fentanyl in intrac...iosrphr_editor
The IOSR Journal of Pharmacy (IOSRPHR) is an open access online & offline peer reviewed international journal, which publishes innovative research papers, reviews, mini-reviews, short communications and notes dealing with Pharmaceutical Sciences( Pharmaceutical Technology, Pharmaceutics, Biopharmaceutics, Pharmacokinetics, Pharmaceutical/Medicinal Chemistry, Computational Chemistry and Molecular Drug Design, Pharmacognosy & Phytochemistry, Pharmacology, Pharmaceutical Analysis, Pharmacy Practice, Clinical and Hospital Pharmacy, Cell Biology, Genomics and Proteomics, Pharmacogenomics, Bioinformatics and Biotechnology of Pharmaceutical Interest........more details on Aim & Scope).
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
What are Hispanic & other Millennials' retail behavior with Food, Beverage & Alcohol?
Discover how they feel about craft, artisanal, and established brands,Learn exactly what influences their food choices,Find out how often they consume specific beverages.
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets.
Black Consumer Project Wave 4 - Media + EntertainmentThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.
The Significance of Racial Identity in the Development of African American Children is a presentation I have done on how a strong sense of belonging to one's ethnic/racial group, an understanding of group history, and participation in group cultural activities contributes to positive child development in African American and Native American children.
How Millennials Use Technology to Get News: Differences by Race and EthnicityJonathan Blum
This study from the Media Insight Project, a collaboration between the American Press Institute and the AP-NORC Center, highlights similarities and differences by race and ethnicity in the technology use and news habits of Millennials.
One of the distinctions of the digital age is that it gives consumers more control over the information they consume, the sources they seek out, and the pathways they use to get it. As the news industry tries to understand the news habits of Millennials, who make up the first digital generation, one important question is whether changing technologies are extending or blurring differences between races and ethnic groups in how news is consumed.
Courtesy of: Associated Press and the American Press Institute
Zandra Zuno, SVP at GolinHarris and practice leader of the agency's multicultural practice, presented an All-Markets Strategy at the Boy Scouts of America NextConnect 'll National Marketing Conference.
The presentation covers:
- The importance of an "All-Markets" strategy
- Insights as to how corporate america is developing its strategies
- 5 things to do at the local council level using the resources Scouting has available
Highlights the demographics related to education levels in San Antonio and the need to collaborate on how local organizations must raise the levels of education before 2040. Presented by Ernest Bromley on March 10, 2009
U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons:
• The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics
• Unemployment rate is at record lows for all MC segments
• Personal Income has continued to increase for all MC segments while it has slowed down for WNH.
This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.
Latina Millennials show distinct nuances versus their Non-Hispanic White counterparts. Latina Millennials are more upwardly mobile, they show higher environmental consciousness, they are more likely to play and work hard, they are more collective minded yet individualistic, and closely guard how their Latino culture is passed on to the next generation. Moreover, Latina Millennials are more introspective, more concerned about healthier lifestyles, and more focused on how they reflect their confidence through beauty. Not surprisingly, the study found that Latina Millennials also build stronger family bonds, are more digitally connected and have higher trust of the internet.
Latina Millennials show distinct nuances versus their Non-Hispanic White counterparts. For once Latina Millennials are more upwardly mobile, they show higher environmental consciousness, they are more likely to play and work hard, they are more collective minded yet individualistic, and closely guard how their Latino culture is passed on to the next generation.
Many marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences in five main areas
Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What's more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention
As Obi-Wan Kenobi said, “It takes strength to resist the dark side. Only the weak embrace it.” Here is why… Companies cutting Hispanic dedicated media allocation, while increasing allocation to English media, tend to suffer a reduction in their sales growth. In fact, the reduction of the growth is sometimes so large that it could wipe out nearly the entire annual growth attained by all competitors in a category.
The Cost of the Dark Side: Across CPG-Retail, Auto and Financial-Insurance Services categories: a five point cutback in Hispanic media allocation yields a reduction in Total Market revenue growth rate of minus 1.8% per year.
What’s the learning? A near proportional balance of opportunity and investments yields incremental growth rates for products and services. Companies that allow their brands to slash meager budgets and continuously under-invest in the Hispanic segment are minimizing their growth potential at their own peril.
Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever. 8 major reasons are driving Multicultural consumers demand ranging from increases in the labor force, FT employment, income, share of Upscale/Affluent, share of aggregate US incremental income, consumer confidence and planned major purchases.
Since 1998, AHAA has been helping its members serve its clients through breakthrough independent studies that
increase understanding of what it takes to win the market,
share new concepts, and identify best practices of marketing to Latinos.
While overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn.
While most Americans are chasing diets and making healthier lifestyle choices, Multicultural consumers are most likely to be generating faster growth for “Better-For-You” products.
Yet, since cuisine and taste preferences are so embedded in our formative culture, ‘wellness’ is in the eyes of the beholder.
In fact, the ‘healthier’ brands that are growing most rapidly are extremely different between Multicultural & White-Non-Hispanic segments.
Hyper-complex categories like healthcare confront consumers with multi-dimensional barriers to adoption. These challenges require marketers to anticipate and properly address the needs of this new wave of adopters. The Affordable Care Act provides a good lesson for complex categories still waiting to mine the growth opportunities these segments offer. These 7 lessons can be adapted to financial, retirement planning, home buying, vacation ownership, life insurance and similar categories.
CPG/Retailers Hispanic Dedicated Media (Spanish/Bilingual/English) skyrocketed between 2010 and 2014. This giant category, spending over $2Bn in Hispanic-centric Media in 2014, outpaced Top 500 advertisers’ peers in Hispanic Media allocation increases shifting 4% of English Ad Spend to Hispanic Media over the period. The study found that a principal reward of shifts from English Media to Hispanic Media comes in the form of increased Total Market topline revenue acceleration. There is a strong direct correlation (@ 99.9% confidence level) between companies’ shifts to Hispanic Media and overall U.S. revenue growth acceleration. Moreover, for every 5 points of shift from English to Hispanic media, companies on average experience a 1.75 points boost in annual revenue growth in the U.S.
In 2015, 9 in 10 of job entrants have been from Multicultural segments (vs. 8% WNH) adding 84% of the US incremental personal income. For every 1 WNH job entrant since 2010 there were 11 Multicultural job entrants. The US Civilian Labor Force (CLF) is now 35% Multicultural. The entire CLF expansion since 2010 came from Multicultural segments while WNH continued to exit the CLF. The 60% of all US job growth came from the Top 10 Total Market states
The fuel behind the American Economy has changed as Multicultural segments continue to drive the growth of overall U.S. employment while White Non-Hispanics drop off the labor rosters. In fact, over a third of the U.S. labor force is now Multicultural, but more importantly, the entire increase in U.S. employment rosters since 2007 pre-recession levels has been generated by Multicultural segments. And, the future gets even more dynamic when one considers that the labor force participation rate for White Non-Hispanics is the only whose decline has accelerated in the last 3 years while that among Hispanics and African Americans has stabilized. Why does this matter to marketers?
Rapid shifts in the Hispanic market, coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI.
SSG for DTC 2014_30 Day countdown to ACA 2 -Growth, Retention & Cost Extended...Santiago Solutions Group
Explore with us how will the second open enrollment: Further shift the face of insured consumers, Redraw market shares, Demand changes in the way insurers, Hospitals, drug retailers and pharma deliver health care solutions
Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers.
ACA exchange brings new consumer: Educational level is vastly less than High School level. Among Hispanics, the preferred language is predominantly Spanish. Exchange eligible is mobile savvy but also likes to transact in-person
Wellness Minded are most likely to go to Dr regularly for check-ups
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
1. Sponsored by:Data Partners:
Targeting the Best
Hispanic Customer:
An AHAA Generational and Cultural Orientation Study
THE NOT SO HIDDEN VALUE
IN GENERATIONAL TRENDS
2. Sponsored by:Data Partners:
Welcome to join in the
Generational & Cultural Orientation
conversation at:
Twitter: @ahaa @ScarboroughInfo
Facebook: AssociationofHispanicAdvertisingAgencies
Hashtag: #ahaaresearch
2
3. Sponsored by:Data Partners:
Introduction
Gaby Alcantara-Diaz
Carlos Santiago
Study Methodology Scott Willoth
What is Cultural Orientation (C.O.)? Jake Beniflah
Media preferences by Generation
& Cultural Orientation
Scott Willoth
Where are Best Customers for Key Categories?
- A look at Gen Y, Gen X & Boomers & Cultural Orientation
Conclusions and Implications
Carlos Santiago
Q&As by Moderator & Live Audience Gaby Alcantara-Diaz
3
Agenda
4. Sponsored by:Data Partners:
2010 - 2012 2013 - 2014
AHAA Research Thought Leadership
Upscale
Phase 2
Total Market
Hispanic ROI
- Finance
& Insurance
4
5. Sponsored by:Data Partners:
Scott Willoth
Dr. Jake BeniflahCarlos Santiago Susan Nuñez
Horacio Gavilan L. Cortes-Vasquez & team
Research Study Team
5
6. Sponsored by:Data Partners: Source: Scarborough Research (based on ACS 2011)
Segment
2011 Total
US Pop
% of
Total US
Pop
2011 US
Hispanic
Pop
% of
Total US
H Pop
Hispanic
% of
Segment
Millennial
(18-29)
51,775,505 26.6% 10,471,236 34.1% 20.2%
Gen X
(30-44)
61,324,756 31.5% 11,533,357 37.5% 18.8%
Boomer
(45-64)
81,667,688 41.9% 8,733,235 28.4% 10.6%
Adults
(18-64)
194,767,949 100.0% 30,737,828 100.0% 15.8%
Context of Study Generations
Impact of Hispanics by Generation -2011
6
7. Sponsored by:Data Partners:
Context
Regardless of Age & Generation,
Hispanics Growing Faster than Non-Hispanics
Source: U.S. Decennial Census 2000-2010
3.3%
2.6%
3.3%
6.0%
4.8%
-0.5%
0.7%
-1.4%
2.5%
1.2%
0-17 18-29 Gen Y 30-44 Gen X 45-64 Boomers 65+ Silent
Population Annual Growth Rate by Generation
2000-2010 CAGR
Hisp NH
7
9. Sponsored by:Data Partners:
Background
• We’re living in an era of tremendous demographic change and
leading companies view Hispanics as an important segment to drive
corporate growth.
• Ongoing need to understand Hispanic consumers cross-culturally.
Culture continues to matter – but which one? For which Hispanic
consumer? And for which categories?
• AHAA conducted the first study that measures the cultural
orientation of Hispanics with implications on category and product
usage
9
10. Sponsored by:Data Partners:
Purpose of the Study
• Uncover new insights that may provide marketers with additional
tools to mine their Hispanic opportunity by exploring specific
category and cultural benefits among Hispanic Millennials, Gen X
and Boomers.
• Some of the questions we set out to answer include:
– Where are the business opportunities by generational segment?
– Is there an Hispanic “best” customer in key product categories?
– How does cultural orientation vary across generational segments?
– How are Hispanics culturally different from each other?
10
14. Sponsored by:Data Partners:
What is Cultural Orientation?
• Cultural orientation is the degree to which individuals actively engage in
certain parts of culture (food, music, language, media, celebrations, etc.)
• Provides marketers with concrete measures on how Hispanics are
adopting the American culture relative to their native culture
• Cultural orientation is different from acculturation, which relies on proxy
variables (i.e., language) – and should not replace it
14
15. Sponsored by:Data Partners:
How Was Cultural Orientation
Measured?
• Used the Bicultural Involvement Questionnaire* (BIQ) comprised
of two subscales (37 items), independently measuring the cultural
orientation toward the Hispanic and Anglo cultures
Hispanic
Anglo
LANGUAGE CULTURE
37 items10 20 7
CHANGE
*Szapocznik, Kurtines, & Fernandez (1980)
Reliability scores were high: .93 (Hispanicism); .89 (Americanism)
LANGUAGE – comfort across at home, at school, at work, with
friends, in general; CULTURE - Food, music, dances, stores,
celebrations, TV programs, radio stations, books and magazines,
websites, volunteering in community organizations
15
16. Sponsored by:Data Partners:
Cultural Orientation by Generational Level
ACOS = Anglo Cultural Orientation Scale
HCOS = Hispanic Cultural Orientation Scale
Millennial Gen X Boomer
• Hispanic Millennials showed a high Anglo Cultural Orientation
• Hispanic Gen X showed similar scores across HCOS and ACOS
• Surprisingly, Hispanic Boomers had a higher Anglo Cultural Orientation
Gen Level
CulturalOrientation
Sig differences were found between 90% and 99% confidence levels for ACOS
across the three groups; and between Mill and Gen X and Gen X and Boomer
No stat sig differences between Millennial and Boomers in HCOS
16
17. Sponsored by:Data Partners:
Cultural Orientation by Acculturation Level
ACOS = Anglo Cultural Orientation Scale
HCOS = Hispanic Cultural Orientation Scale
Low Mod High
• Low acculturated Hispanics scored the highest Hispanic Cultural Orientation
• High acculturated Hispanics showed the highest Anglo Cultural Orientation
Acculturation
CulturalOrientation
NOTE:
Statistically significant differences were found at 95% confidence level
17
18. Sponsored by:Data Partners: ACOS = Anglo Cultural Orientation Scale
HCOS = Hispanic Cultural Orientation Scale
Cultural Orientation by Nativity and Gen
Level
Gen X Boomer
U.S.
Born
Foreign
Born
Gen Y
U.S.
Born
Foreign
Born
U.S.
Born
Foreign
Born
NOTES:
- Statistically significant differences were found at 95% confidence level
- U.S. Nativity levels: Gen Y (65% USb / 35%Fb); Gen X ( 43%/57%); Boomer (46%/54% )
- Study Nativity levels: Gen Y (60%Usb / 40%Fb); Gen X (39%/61%); Boomer (46%/54%)
18
19. Sponsored by:Data Partners:
Main Cultural Orientation Findings -
Summary
• This study found that the cultural orientation varied across Hispanic
Millennials, Gen X and Boomers
• This study found a higher incidence of ‘cultural duality’ across the board
than expected (this may be due to the fact this study measured cultural
orientation across two cultures instead of one)
• Changes to cultural orientation were most pronounced across “place of
birth” and “acculturation,” as expected
19
20. Sponsored by:Data Partners:
Media Behavior Highlights
By Generational Segment
& Cultural Orientation
20
Findings – TV, Radio, Print, Internet
21. Sponsored by:Data Partners:
Heaviest TV Viewers
Percent in First (heaviest) Quintile for TV viewership
• Boomer Latinos are by far the most likely Generational cohort (Hispanic or
Non-Hispanic) to be heavy TV viewers, more than doubling Gen X Hispanics
19.8%
8.2%
25.0%
22.4%
25.8%
21.5%
15.8%
35.6%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
Cultural Orientation Highlights by Generation
Heaviest Hispanic TV viewers gradually become
less HCO over the generations.
n=212 n=54 n=63 n=78
21
22. Sponsored by:Data Partners:
Heaviest Radio Listeners
Percent in First (heaviest) Quintile for radio listening
• Hispanics in Gens Y and X are heavier radio listeners than their Non
Hispanic counterparts.
20.0%
10.2%
17.1%
28.4%
20.2%
17.4%
25.5%
17.7%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
Cultural Orientation Highlights by Generation
Heaviest Latino radio listeners are ACO among
Millenials, but shift to BCO in older generations.
n=206 n=65 n=76 n=58
22
23. Sponsored by:Data Partners:
Heaviest Newspaper Readers
Percent in First (heaviest) Quintile for newspapers reading
• Among both Hispanics and Non-Hispanics, Boomers are far-and-
away heaviest newspaper readers
21.0%
9.2%
14.4%
33.5%
15.7%
12.7%
10.3%
21.4%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
10%
17% 14%
7%
49%
21%
48% 57%
41%
62%
38% 36%
TOTAL Millennial Xer Boomer
HCO BCO ACO
Cultural Orientation Highlights by Generation
Youngest heavy readers are ACO, switches to
BCO among older generations.
n=145 n=27 n=44 n=74
23
24. Sponsored by:Data Partners:
Heaviest Internet Users
Percent in First (heaviest) Quintile for Internet usage
• Not surprisingly, younger generations are heaviest Internet users.
However, drop-off not nearly as precipitous among Hispanics.
22.2%
32.9%
20.1%
17.5%
15.1%
19.3%
16.9%
11.5%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
Cultural Orientation Highlights by Generation
Heavy Internet users are most likely to be ACO,
with exception of Xers, where BCO
predominates.
n=149 n=57 n=53 n=39
24
25. Sponsored by:Data Partners:
Best Customers Across
Categories
By Generational Segment
& Cultural Orientation
25
Findings – Millennials, GenXers, Boomers
26. Sponsored by:Data Partners:
LatinoMillennials18-29vNH
• Baby food (164)
Movies - opening
weekend (141)
• Wireless - plan to
switch (140)
• Satellite/Pay TV (124)
Foreign travel (122)
• Children
clothing/shoes (125)
• Eco friendly: Save
water (115)
• Game/toy stores (108)
LatinoXers30-44vNH
• Wireless - plan to
switch carrier (163)
• Children
clothing/baby food
(143)
• Computer - plans to
buy (139)
• Satellite/Pay TV
(117)
• Eco friendly: Save
water (116)
• Foreign Travel (113)
• Cold & flu Meds
(111)
• Footwear (104)
LatinoBoomers45-64vNH
• Wireless - plan to
switch carrier (172)
• Foreign travel (137)
• Cold/flu Meds (123)
Greater Opportunities in Hispanic vs.
Non-Hispanics by Generational Segments
26
27. Sponsored by:Data Partners:
Latino Boomers:
Greater Opportunities
vs. Other Hispanic Generational Segments
27
Food:
Coffee and nuts
Auto:
New car, car insurance
Own 3+ vehicles
Coupons:
Newspaper & in-store circulars
Health:
Prescription drugs mainly because of high blood pressure, arthritis, diabetes, & digestive disorders. Specialist
see more: ophtalmologiest, cardiologist, & podiatrist. Health insurance
Financial: Own property. Life Insurance.
Major Credit & Deparment store cards,
Investments in money market & mutual funds
Travel:
Domestic &
Foreign trips
Demographics:
Married, Full-time job
Other Purchases:
Glasses & contacts; dry cleaners
Civic: Registered to vote: Democrats.
Contribute $ to religious orgs. Energy efficient
devices (windows, light bulbs)
28. Sponsored by:Data Partners:
Auto: New Car Purchasers
Q: Any vehicle new bought/leased (HHLD)
• NH are more likely to buy a new car.
• Latino Boomers show 35% higher incidence than Latino Millennials.
51.3%
39.1%
48.5%
56.3%
37.3%
32.7%
34.8%
44.3%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
H Boomers 35% More likely to
have bought new car v. H Millennials
Cultural Orientation Highlights by Generation
40% of H Boomers new car buyers are Bicultural
Oriented while 45% for H Xers, 43% for Millennials
n=379 n=89 n=135 n=155
28
29. Sponsored by:Data Partners:
Financial: Life Insurance
Q: Life insurance coverage: Yes
• Life insurance coverage is 73% more likely among Latino Boomers
than Latino Millennials although incidence remains lower than NH
61.8%
45.6%
64.9%
68.4%
36.6%
26.7%
36.1%
46.1%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
Cultural Orientation Highlights by Generation
Hispanics with Life Insurance policyholders’ Cultural
Orientation skews Anglo Oriented among Millennials
and fairly balanced between Anglo & Bilingual Oriented
among Boomers
n=347 n=72 n=118 n=157
29
30. Sponsored by:Data Partners:
Travel: Foreign Trips
Q: Any trip outside continental U.S. past 3 years
• Hispanics are more likely to travel abroad than NH
• Latino Boomer generation 22% more likely than Latino Millennials
34.9% 35.0%
37.2% 35.9%
43.9%
41.4% 41.9%
50.2%Non Hispanic Hispanic
Total Gen Y Gen X Boomers
.
40% More likely
to v. NH Boomers
26% More likely to
travel abroad v. NH
Most
Likely
Buyer
Cultural Orientation Highlights by Generation
Hispanic foreign travelers’ Cultural Orientation
skews somewhat Bicultural Oriented across all
generational segments yet most Hispanic Oriented
among Xers
n=459 n=158 n=145 n=156
30
31. Sponsored by:Data Partners:
Hispanic Gen Xers:
Greater Opportunities
vs. Other Hispanic Generational Segments
31
Food:
QSR & C-stores.
Yogurt, tortillas, coffee, baby food, energy/nutrition bars, &
ready to eat cereal.
Auto:
2 vehicles
Health: Rx drugs. cold/flu,
allergies, children meds.
Maternity care & pediatrics.
Demographics: Blue Collar,
married. FT job. Dual Earners.
Financial:
Credit Cards or debit
card
Other Purchases: Children clothing, game/toy,
cosmetics/perfume/skin care, furniture, shoes, sport
attire/equiptment, home accesories.
Civic: Not as registered to vote.
Tech/Entertaiment:
Movie goers. High tech devices and plan to buy more.
Median users of internet, smartphone & apps.
Travel:
Airline & lodging
reservations online
32. Sponsored by:Data Partners:
Tech/Entertainment: Satellite TV
Q: Any Satellite TV (HHLD)
• Overall Hispanic show higher incidence of Satellite TV subscription, Latino
Xers 68% more likely than Latino Millennials
27.5%
24.4%
29.2% 28.9%
31.3%
20.2%
34.1%
30.9%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
14% More likely to
subscribe v. NH
Most
Likely
Buyer
68% More likely to
subscribe v. H Gen Y
Cultural Orientation Highlights by Generation
Hispanics satellite TV subscribers’ Cultural Orientation is
fairly even among Xers and skew more Bicultural
Oriented across Millennials and Boomers
n=27 n=80 n=105 n=92
32
33. Sponsored by:Data Partners:
Children’s clothing
Q: Bought Children’s clothing past 12 months
• Xers surpass other Generational segments in purchases of children’s
clothing.
• Overall, Hispanics show 32% higher incidence than NH
27.0%
28.4%
45.4%
21.0%
35.7% 35.4%
47.0%
25.4%
Non Hispanic Hispanic
Total Gen Y Gen X Boomers
32% More likely
to buy v. NH
Most
Likely
Buyer
Cultural Orientation Highlights by Generation
Children’s clothing buyers Cultural Orientation skew
varies: Anglo Oriented among Millennials, fairly
distributed among Xers and Bicultural Oriented
among Boomers
n=379 n=126 n=163 n=90
33
34. Sponsored by:Data Partners:
Hispanic Millennials:
Greater Opportunities
vs. Other Hispanic Generational Segments
34
Food: C-stores. Candy, frozen
pizza, spirits, packaged meat, QSR,
ice cream, yogurt
Auto:
Used car
Coupons:
E-mail & internet
Health: Health club. Maternity
care, OB/GYN. ER user.
Financial:
Debit card, check cashing & checking account
Demographics:
Not married. Employed PT.
Sales/office jobs. College courses.
Other Purchases: Infant, music/video, furniture, sport
equipment, office supplies. Online purchases.
Civic:
Rechargeable batteries
Tech/Entertaiment:
Hight tech devices; plan to buy more blue ray, HDTV, tablets.
Avid users of internet, smartphone & apps
35. Sponsored by:Data Partners:
Tech/Entertainment: Movies
Q: Usually seen movies in opening weekend at a theater past
• Hispanics are nearly twice as likely as NH to go to movies on opening weekend.
• Hispanic Millennials are twice as likely as Latino Boomers
8.8%
15.8%
11.1%
6.7%
16.2%
22.2%
17.1%
11.3%
Non Hispanic
Hispanic
Total Gen Y Gen X Boomers
84% More likely to
attend v. NH
Most
Likely
Buyer
40% More likely
to attend v. NH Y
Cultural Orientation Highlights by Generation
Hispanics heavy movie goers’ Cultural Orientation skew
more Bicultural Oriented across Millennials and Xers but
evenly balanced between Anglo & Bilingual Oriented
among Boomers
n=176 n=74 n=68 n=34
35
36. Sponsored by:Data Partners:
Furniture
Q: HHLD plans to buy Furniture in next 12 months
• Hispanics Millennials are 41% more likely to plan to buy furniture than
Hispanic Boomers
13.5%
19.2%
18.1%
11.6%
19.0%
22.0%
20.7%
15.6%
Non Hispanic
Hispanic
Total Gen Y Gen X Boomers
40% More likely to
buy v. NH
Most
Likely
Buyer
41% More likely v.
Hispanic Boomers Cultural Orientation Highlights by Generation
Furniture shoppers Cultural Orientation skews Anglo
Oriented among Millennials, Hispanic Oriented
among Xers and Bicultural Oriented among
Boomers
n=209 n=78 n=83 n=48
36
38. Sponsored by:Data Partners:
Conclusions
• Cultural orientation varied across Hispanic Millennials, Gen Xers,
and Boomers; in other words, study showed that Hispanics are
culturally diverse
• Surprisingly, the study found a level of cultural duality across all
Hispanics – not just Millennials
• The “best” Hispanic customer varied by category, suggesting that
the best opportunity for each category can be found in different
generational segments and specific Cultural Orientation
38
39. Sponsored by:Data Partners:
Implications
• Hispanics already lead in incidence and growth in many categories
where they could effectively lead Total Market efforts for marketers, i.e.:
– Maternity & Baby/infant/children: food, meds, clothing, footwear, toys,
games, OTC and Rx, etc.
– Tech & entertainments: wireless, Pay TV, smartphones, computers, tablets
– Leisure: Foreign travel
• Understanding Hispanic generational differences and product usage
can help define targeting priorities for product and service marketers
• Understanding Cultural Orientation and media usage among target
category users by generational segments and cross-culturally may
allow marketers to increase conversions and deepen engagement with
their most promising Hispanic niche
39
40. Sponsored by:Data Partners:
Opportunities for Hispanic Marketers
• Expand the “one-size-fits-all” (i.e., homogeneous) cultural view of
Hispanics and target the specific category cultural orientation
consumer profile – not just the segment that is culturally ‘Hispanic’
• Use generational marketing to understand the diversity among
Hispanics and drive marketing effectiveness
– This study can help pave the way for deeper analysis by marketers for
their specific categories and should be used as a starting point
40
42. Sponsored by:Data Partners:
What’s Next on AHAA’s
Generational & Cultural
Orientation Calendar?
AHAA will:
• Publish an in-depth full-version of this study for AHAA Members-
only in August
• Host a webinar for Members-only that would uncover additional
study findings and insights in August
If you’re not a member of AHAA, please contact info@ahaa.org
42
43. Sponsored by:Data Partners:
Deck available at AHAA Research page:
http://ahaa.org/default.asp?contentID=27
Continue the
Generational & Cultural Orientation
conversation at:
43
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