Gen z final report 08-25-16-posted

GEN Z 1.0HISPANICS VS WHITE NON-HISPANICS
Presented at Multicultural Retail 360
By Carlos Santiago
Chief Strategist, SSG
SantiagoSolutionsGroup.com
August 25, 2016SantiagoSolutionsGroup.com©2016 Santiago Solutions Group, Inc.
Aspirations, Stress, Family
& the Influence of Culture
@Carlos_SSG
@MR360Summit

• Methodology
• Executive Summary
• Key Findings
• Culture
• Family
• Marketing
• Implications
TABLE OF CONTENTS
SantiagoSolutionsGroup.com©2016 Santiago Solutions Group, Inc.
2
@Carlos_SSG
@MR360Summit

ABOUT US
We guide clients growth strategies.
We inform our strategies by uncovering concealed
consumer, competitive and marketplace insights.
We uncover these insights and drivers to purchase
by means of innovative qual-quant research,
assessments, opportunity sizings, predictive
modeling and analytics.
Yet, distilling fact-based insights is just the base to
enhance your marketing effectiveness and reduce
investment risks.
We bring powerful launch pads to you by leveraging
multicultural/general client-side and consulting
experience to arm you with unmatched intelligence
and strategic pathways for sustainable successes.
3
@Carlos_SSG
@MR360Summit

OBJECTIVES
& METHODOLOGY
GEN Z 1.0
HISPANICS VS WHITE NON-HISPANICS
4

BORN BETWEEN 1996 – 2013*; IN 2016 GEN Z ARE 3 TO 20 YEARS OLD
Source: SSG analysis for ACS 2014 1-year estimate
78 Million
* New York Times, WJSchroer (socialmarketing.org)
GENERATION Z: AMERICA’S MOST
ETHNICALLY DIVERSE GENERATION
US Population: 319 M
Gen Z comprises 24% of US pop;
33% of Hispanics are Gen Z
24%
14%
5%
5%
52%
24%
This study focuses on
Gen Z ages 13-20 in
2016:
• 25 Million Total
• 6M Hispanics
• 13M White NH
Hisp
White
NH
Other
Asian
AfAm
5
@Carlos_SSG
@MR360Summit

QUANTITATIVE METHODOLOGY
CULTURE
Family
Aspirations
Stressors
Influencers
TEEN MARK
Analyses of GfK MRI Teen study
identifying and grouping of statistically
significant differences (90-95%
Confidence Level) between Hispanics
& White NH
Total: 1,791
HISPANIC: 239
WNH: 1,033
6
SSG’s Quantitative analyses identified 5 differentiators

QUALITATIVE METHODOLOGY
CULTURE
Family
Aspirations
Stressors
Influencers
VIRTUAL
FOCUS
GROUPS
Conducted in TX, NC, CA,
CT, & FL among
Upscale/Affluent HHs
TOTAL: 10 triad groups
HISPANIC: 5 groups
N = 15
WNH: 5 groups
N = 16
PRE-SURVEY
30 Closed & Open
ended questions
targeting participants’
feelings towards the
future, their aspirations,
their family, their
culture, etc.
TOTAL 31
HISPANIC: 18
WNH: 13
COLLAGE
Participants collected
pictures of family,
goals, stressors,
social influences, and
culture
TOTAL 27
HISPANIC: 14
WNH: 13
7
SSG’s Qualitative delved into the 5
differentiators

PEER-BASED RESEARCH TEAM
CARLOS SANTIAGO
GEN Z GROUP LEADERS
North Carolina
GINA
Florida
PETU
California
NICHOLAS
Texas
MAYGEN
Connecticut
DAVID
MARLEY MORROWJ.C. ALVAREZ ARTURO ARZOLA TATIANA BONILLA
8

KEY FINDINGS
GEN Z 1.0
9

CULTURE
GEN Z 1.0
10

HISPANIC GEN Z
ARE VERY PROUD OF THEIR ETHNICITY; THEY FEEL LATIN CULTURE HAS
SHAPED WHO THEY ARE AND MADE THEM UNIQUE
“I like that I have a
lot of cultural
backgrounds in my
family…It makes me
kinda unique.”
“The way people have been
raised in America…people get
what they want…how I was
raised, if you want it you have
to work for it… I have
definitely been raised
differently.”
“We were raised
on being hard
workers and not to
complain about
what we have.”
“Culture is
extremely important
to me…I don’t really
see many people
like me…”
11
@Carlos_SSG
@MR360Summit

HISPANIC GEN Z
IDENTIFY WITH LATIN AND AMERICAN CULTURES BUT HAVE A
GREATER ATTACHMENT TO THEIR HISPANIC CULTURE
“I’m more than just American.”
“My culture has made me the person I am today. My parents
laid a strong foundation for my siblings and I, to ensure that
we were brought up with good morals.”
“My culture makes up who I am. It gives me a history of
past generations who I can reflect on and be proud of.”
“Keeping culture in your family is important. When people
immigrate with each generation the culture gets less and less. It’s
important to keep it. Speaking Spanish and knowing stuff makes
you.”
“I identify as both but the majority of it is towards Mexican. I don’t
feel like America has a unique culture…It’s easier to connect to
my Mexican side…I like the elements of that culture better.”
12
@Carlos_SSG
@MR360Summit

MOST HISPANIC GEN Z
ARE AWARE OF STEREOTYPES OR HAVE FELT THEY WERE TREATED
DIFFERENTLY BASED ON THEIR ETHNICITY
“They think of me differently because of who I am.”
“Sometimes they look down on me because I’m Mexican…like oh, he is going to steal
something.”
“I don’t like that there is a stigma of what it means to be Hispanic.”
“Through the college process being Hispanic is kinda helpful in different ways because
it makes me unique. But I think there are also ways that it is kinda harmful because I
know a lot of people were thinking ‘since she's Hispanic’ maybe she will get more
opportunities or scholarships.”
“People think that because I'm Hispanic that I'm usually lower than them.”
“People assume I know about things that are vaguely Hispanic or they
assume I'm Mexican and when I do correct them sometimes they don't
see the difference.”
13
@Carlos_SSG
@MR360Summit

“We don’t respect
other people’s
cultures… we expect
them to speak
English…”
WHITE NON-HISPANICS
ARE AWARE OF RACIAL INEQUALITY
“I think being a
privileged white
male… I have been
treated differently in
a good way.”
“I have seen how my
brother has been
treated differently…he is
black and Mexican…I
definitely see how my
culture affects how I am
treated.”
“I think there is an
overall ignorance in
American culture that I
would like to see
changed.”
“Many times, there are
instances when ethnic
backgrounds and preconceived
notions play a factor in
someone's decisions. I believe
that being a privileged white
male has given me an unfair
advantage over others in some
cases.”
14
@Carlos_SSG
@MR360Summit

WHITE NON-HISPANIC GEN Z
ARE POLYCULTURAL
“Growing up in a
diverse area,
Hispanic culture has
had a huge influence
in my life.”
“I can identify
with a lot of
cultures.”
“I’m just
American so I
try to get to
learn about
other cultures
more.”
“I have a friend from
school, I spend a lot of
time with his family.
They have evolved my
appreciation for Latin
American/Hispanic
culture. Because of him
I have grown to love his
culture.”
“My friends all
come from
different cultures
and have different
vibes. It’s pretty
cool.”
“Their culture
doesn’t rub off on
me as much as
my culture rubs off
on them. I’m more
open about it.”
“One of my close
friends… when we go
to each other’s houses
their family make
different food I’ve
never tried before. It is
cool to learn about his
culture.”
15
@Carlos_SSG
@MR360Summit

FAMILY
GEN Z 1.0
16

I PREFER TO TELL MY PROBLEMS TO:
Hispanics (solid-inner circle)
WNH (pattern-outer)
HISPANIC GEN Z
ARE MORE LIKELY TO TELL
THEIR PARENTS ABOUT WHAT’S
GOING ON IN THEIR LIVES
“Usually talk to friends but if something is really
bothering me I talk to my mom…she usually has good
advice.”
“I usually talk things out with my parents when I
need advice but most of the time if I need help
with something I talk to my sister because she
is more down to earth.”
“We stay connected and know what’s going on in
each others lives.”
17
@Carlos_SSG
@MR360Summit

HISPANIC FAMILIES HAVE MORE RITUALS WHERE
WNH FAMILIES SPEND TIME WHEN THEY HAVE IT
HISPANIC WNH
18
“We don’t really have a
ritual…we don’t eat
dinner together…we
aren’t all home at the
same time.”
“We always try to have our
meal times together.
Sometimes it’s hard to
coordinate but we do our best.
On Sunday’s we always cook
and have a big meal together.” “I don’t get to see them
a lot… but when we do
spend time together it is
always fun and I wish
there was more of it.”
“Every weekend my
family we gather up
and have dinner.”
“Sunday is family
day”
“Eating is great to
do together– it gives
us time to talk to
each other.”
“I think once
every two
weeks we go to
the movies…
we invite
everyone and
have a great
time.”
“I generally get together
with my parents and
grandparents and have
homemade food.”
@Carlos_SSG
@MR360Summit

GEN Z LOOK UP TO FAMILY MEMBERS AS IDOLS
HISPANIC WNH
19
“My dad because he’s
really successful when
he started with nothing. I
want to be as successful
as him if not more.”
“My Nina or my godmother…she
came to America and started
working to support her family and
eventually got all of her family into
America. She had to provide for
her parents and 10 other siblings.
That fact that has contributed to my
family and my being here; she’s
such a role model.”
“I would say my mom for
the simple reasons she's
independent, she's a
leader… she is audacious
and bold especially
coming from Ecuador and
starting with nothing”
“My dad because
he is confident
and always
knows what he
wants.”
“I idolize my
father because I
respect his
morals and
values.”
“My uncle, because he
is a hard worker and an
honest man… I strive
to be like him.”
“My little brother, he has
down syndrome and that
has shaped me into the
person I am today. He is so
enthusiastic and happy
about life.”
“My dad and my
grandma… I look up to her
because she’s the nicest
person I know…she’s
always happy.”
@Carlos_SSG
@MR360Summit

MARKETING
GEN Z 1.0
20

GEN Z ARE VERY INFLUENTIAL;
HISPANICS INFLUENCE LARGER PURCHASES
Hispanic are have more influence on Cars, Trucks, Digital/Tech, NBA/Soccer purchases
21
HISPANIC MORE LIKELY TO BE SUPER-INFLUENTIAL ON…HISP & WNH ARE EQUALLY LIKELY TO…

Source: SSG Analysis of GfK MRI
Teen Mark Study 2015. Major
differences with 90%
confidence level
@Carlos_SSG
@MR360Summit

HISPANIC WNH
HISPANIC GEN Z FEEL MORE MOTIVATED TO PURCHASE FROM BRANDS
WITH STRONG SOCIAL MISSIONS; FOR WNH IT WAS A BONUS NOT A
MAJOR DRIVER
22
“I know a lot of the shoe
companies they donate
a pair of shoes every
time you buy them but I
can’t think of any I use.”
“I don’t think about that
much…but if there are
two similar products I
might pick the one that
gives to charity.”
“I never really think
about that but if I heard
more about it, it would
probably influence my
decision more.”
“There was a company that I
didn’t use… Pepsi funds planned
parenthood which is something I
don’t stand for. I decided to be
more conscious of companies that
just worry about money and don’t
have morals”
“I care about that kind of
stuff…if a brand does
something I don’t like I
won’t buy from them
anymore.”
“I like American apparel
because they hire
immigrants and makes
their clothes in America.”
@Carlos_SSG
@MR360Summit

MEDIA GREATLY INFLUENCES GEN Z;
SPECIFICALLY SNAPCHAT AND
INSTAGRAM
HISPANIC WNH
23
“I look at Snapchat and Instagram to see what’s trending, what people
are wearing.”
“If my friends are wearing something or I see something on Instagram
I’ll be like I want to wear that.”
“A lot of what is seen in the media can influence young people. For
example, eating disorder rates are rising due to the large amount of
emphasis on being skinny in society and all the thin models being
shown in ads.”
“I think the media has a strong influence on girls in particular,
because of all the highly derogatory language directed towards
women in movies and songs as well as the highly specialized
women in magazines and on television.”
“Social media is a big influence because you want to
do things to show off.”
“[Social media] it is one of the biggest social influences in the world
just because it has so much power and say into what everyone does.”
@Carlos_SSG
@MR360Summit

IMPLICATIONS
GEN Z 1.0
24

WHITE NH
LOOSELYDEFINED
CULTURALLY
Sense of having less of a
defined culture
THIRSTY FOR OTHER
CULTURES
Enjoy absorbing non-American
foods, music, dances, languages
TRADITIONAL
More sheltered & less experience
with diversity
PRACTICAL
More pragmatic when making
purchases (not as altruistic)
LOOK TO FAMILY & FRIENDS
OPEN- MINDED
HARD WORKING
AWARE OF DISCRIMINATION
INFLUENCED BY SM
HYPER-DIGITAL BUT
FACE-TO-FACE WITH FAMILY
Gen Z 1.0 CONCLUSIONS
OVERALL GEN Z
DUAL CULTURES &
PROUD LATINO
Influenced by American &Hispanic
Cultures but Hispanic gives them
uniqueness
INFLUENCE LARGE
PURCHASES
CONFIDE IN &
STRESSED BY FAMILY
Parents are confidants which often
cause them more stress
CHOOSE OWN PATH
Driven and have riskiergoals
COMMUNITY-MINDED
Make more decisions on altruism
and emotions
HISPANIC
@Carlos_SSG
@MR360Summit

KEY FINDINGS
Hispanic Culture remains alive
and strong among our
youngest generation despite
feeling as equally American as
White NH.
The study uncovered
strengthening Latino cultural
values of hyper-aspirational
drive, determination, free
thinking, and family closeness.
.
• Adept marketers will continue to win by using Culture,
Values and Identity as major relevant platforms to
connect brands at a deeper level with Hispanic Gen Zers.
• To target Gen Zers appropriately, marketers should
leverage ‘tailor-made’ efforts eliciting deeper emotions,
identities, and triggers. Overlooking differences and
oversimplifying ‘looser fit’ approaches may be more cost
efficient but not as relevant and effective.
• The appeal of over-simplification vs. recognition of
differences will continue to challenge marketers, pulling
them between efficiency and effectiveness. That said,
effective marketing will win more sustainably and those
marketers who establish a connection will be rewarded
by consumers with long life expectancy, and hence, a
better long-term return on marketer’s marketing and
advertising dollars
IMPLICATIONS
26
@Carlos_SSG
@MR360Summit

Gen Z 2.0
Coming This Fall
Thank You!
Copyright 2016 VIVA-SSG. All rights reserved. CONFIDENTIAL
Carlos Santiago
Phone (818) 509-5901
Carlos@SantiagoSolutionsGroup.com
SEND US AN EMAIL TO RESERVE YOUR SEAT IN GEN Z 2.0, REQUEST A
WEBINAR OR SCHEDULE A CONSULTATION ON GEN Z VIA THE FORM BELOW:
http://santiagosolutionsgroup.com/gen-z-new-study-release/
@Carlos_SSG
@MR360Summit

Gen z final report 08-25-16-posted

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