U.S. Hispanic women, also known as Latinas, have recently and rapidly surfaced
as prominent contributors to the educational, economic, and cultural wellbeing of not only their own ethnicity, but of American society and the consumer marketplace. This rise of Latinas is driven both by strong demographics and a healthy inclination to embrace and retain their Hispanic culture even as they make significant strides toward success in mainstream America.
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 document provides an overview of the growing influence and contributions of Latinos in America. Some of the key points include:
- By 2050, Latinos will make up 30% of the US population.
- Latinos are strengthening the US economy through jobs, entrepreneurship, and spending power totaling $1.5 trillion.
- In education, Latinos now represent 24% of all public school students and are on track to earn more degrees in the future.
- Latinos are also increasingly influential in public service through voting, military service, and holding more political offices.
The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP StudyMSL
Insights from our study on Latino consumer trends. Our food & beverage and multicultural teams conducted a webinar last week in association with The Hartman Group and the Hispanic Public Relations Association in North America.
The webinar was a huge success with 206 registrants and 108 attendees, including executives from Kelloggs, Nestle, Blue Bunny, General Mills, Kroger, Hersheys, PepsiCo, Target and Coca-Cola among others.
The document summarizes a new book titled "Latinization: How Latino Culture is Transforming the U.S." by author Cristina Benitez. The book illustrates how the growing Latino population and culture is reshaping American business, culture, and purchasing habits. It provides lessons on crafting marketing messages and developing Latino leadership within corporations. At over 44 million people, Latinos represent the largest ethnic group in the U.S. and are growing the fastest. The book highlights positive Latino influences and examines topics like family, culture, and the rising popularity of Latino food items like tortillas.
Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition, TheMarketResearch.com
The document is a report on the Hispanic (Latino) market in the United States from a generational perspective. Some of the key findings are:
- As of 2007, Hispanics accounted for half of total U.S. population growth and their population and buying power are projected to continue growing significantly in the coming decades.
- There are nearly uniform differences in consumer attitudes and behaviors between Hispanic and non-Hispanic consumers across all age groups, suggesting strong cultural ties continue to differentiate Hispanics regardless of age or acculturation level.
- Younger Hispanic generations like Gen X and Gen Y represent the largest segments and offer many opportunities for marketers across various industries due to their growing populations
- E-Tech is a company that provides a system to accurately identify individuals' ethnicity, religion, language preference, and other demographic details based on their name and other data.
- The system analyzes names, surnames, middle names, neighborhood data and other factors to identify over 175 ethnic groups and religious affiliations with up to 95% accuracy.
- Identifying these details at the individual level allows for highly targeted multicultural marketing approaches to various ethnic and religious consumer segments.
2019 State of Hispanic Wealth Report by NAHREP GREATER LAS VEGASJesse B. Lucero
The document summarizes the goals and background of the Hispanic Wealth Project, which aims to triple median Hispanic household wealth by 2024. It provides an analysis of recent economic indicators and trends related to Latino financial health. Key points include:
- Median Hispanic household wealth has increased 49.3% from 2013 to 2016, putting them slightly below the needed trajectory to meet the goal of tripling wealth by 2024.
- The wealth gap between Hispanic and white families has grown but proportionally decreased, with white households holding $8.30 for every $1 of Hispanic wealth in 2016 compared to $10.36 in 2013.
- Disparities in assets, such as home equity and investments, contribute more to the
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 document provides an overview of the growing influence and contributions of Latinos in America. Some of the key points include:
- By 2050, Latinos will make up 30% of the US population.
- Latinos are strengthening the US economy through jobs, entrepreneurship, and spending power totaling $1.5 trillion.
- In education, Latinos now represent 24% of all public school students and are on track to earn more degrees in the future.
- Latinos are also increasingly influential in public service through voting, military service, and holding more political offices.
The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP StudyMSL
Insights from our study on Latino consumer trends. Our food & beverage and multicultural teams conducted a webinar last week in association with The Hartman Group and the Hispanic Public Relations Association in North America.
The webinar was a huge success with 206 registrants and 108 attendees, including executives from Kelloggs, Nestle, Blue Bunny, General Mills, Kroger, Hersheys, PepsiCo, Target and Coca-Cola among others.
The document summarizes a new book titled "Latinization: How Latino Culture is Transforming the U.S." by author Cristina Benitez. The book illustrates how the growing Latino population and culture is reshaping American business, culture, and purchasing habits. It provides lessons on crafting marketing messages and developing Latino leadership within corporations. At over 44 million people, Latinos represent the largest ethnic group in the U.S. and are growing the fastest. The book highlights positive Latino influences and examines topics like family, culture, and the rising popularity of Latino food items like tortillas.
Hispanic (Latino) Market in the U.S.A.: Generational View, 7th Edition, TheMarketResearch.com
The document is a report on the Hispanic (Latino) market in the United States from a generational perspective. Some of the key findings are:
- As of 2007, Hispanics accounted for half of total U.S. population growth and their population and buying power are projected to continue growing significantly in the coming decades.
- There are nearly uniform differences in consumer attitudes and behaviors between Hispanic and non-Hispanic consumers across all age groups, suggesting strong cultural ties continue to differentiate Hispanics regardless of age or acculturation level.
- Younger Hispanic generations like Gen X and Gen Y represent the largest segments and offer many opportunities for marketers across various industries due to their growing populations
- E-Tech is a company that provides a system to accurately identify individuals' ethnicity, religion, language preference, and other demographic details based on their name and other data.
- The system analyzes names, surnames, middle names, neighborhood data and other factors to identify over 175 ethnic groups and religious affiliations with up to 95% accuracy.
- Identifying these details at the individual level allows for highly targeted multicultural marketing approaches to various ethnic and religious consumer segments.
2019 State of Hispanic Wealth Report by NAHREP GREATER LAS VEGASJesse B. Lucero
The document summarizes the goals and background of the Hispanic Wealth Project, which aims to triple median Hispanic household wealth by 2024. It provides an analysis of recent economic indicators and trends related to Latino financial health. Key points include:
- Median Hispanic household wealth has increased 49.3% from 2013 to 2016, putting them slightly below the needed trajectory to meet the goal of tripling wealth by 2024.
- The wealth gap between Hispanic and white families has grown but proportionally decreased, with white households holding $8.30 for every $1 of Hispanic wealth in 2016 compared to $10.36 in 2013.
- Disparities in assets, such as home equity and investments, contribute more to the
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.
Untapped US Hispanic Market - Use Digital Marketing to reach these Super Cons...Sergio Restrepo
The presentation discussed strategies for marketing to US Hispanics online. It began by defining who US Hispanics are, noting their countries of origin and population growth. The presentation then reviewed data showing that US Hispanics, especially younger generations, are highly engaged online and on mobile. However, their language preferences vary depending on factors like acculturation level and life stage. The presentation emphasized that an effective online strategy for reaching US Hispanics requires a balanced approach across both English and Spanish.
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.
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
This document discusses trends in the Hispanic consumer market in the United States. It finds that the Hispanic population, especially younger cohorts, is growing rapidly and influencing American culture. Hispanics now make up 16% of the US population and control 10% of discretionary spending. The markets seeing the largest growth in Hispanic populations are spread across the country. Hispanic consumers tend to be more optimistic about their financial future compared to non-Hispanics. While language preferences vary by generation, three-quarters of Hispanic adults prefer to speak at least some Spanish. Advertising in Spanish resonates even with many English-dominant Hispanics. Technology and retail websites visited by Spanish-speaking consumers reflect this demographic's influence.
The number of Hispanic entrepreneurs in the United States more than tripled between 1990 and 2012, growing from 577,000 to over 2 million. This growth significantly outpaced the increase in the Hispanic working age population and the rise in non-Hispanic self-employment. In particular, the number of Hispanic immigrant entrepreneurs quadrupled over this period, with Mexican immigrant entrepreneurs increasing by a factor of 5.4. This surge in Hispanic entrepreneurship helped lessen the economic impact of the recent recession.
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
Hispanic-American teens are becoming a powerful cultural and economic force in mainstream America. They represent the fastest growing demographic in the US, making up 22% of the population under 18. By 2025, nearly 3 in 10 children will be Hispanic. This large and young demographic has significant purchasing power and influence over music, fashion, and pop culture trends. Their English language dominance and urban lifestyle also make them an attractive target for brands and advertisers.
This document discusses the financial status and buying power of the US Hispanic population. Some key points:
- The US Hispanic population is around 60 million but their buying power has not caught up to their size due to lower average incomes and wealth levels compared to the total US population.
- While Hispanic incomes and education levels have been rising, their average income remains below the US average and median wealth is low at around $20,700 compared to $97,300 for all US families.
- The recession hit Hispanics especially hard, wiping out a large portion of their wealth, and many have not fully recovered financially. However, rising education levels and growing numbers of high-income Hispanic households point to improving financial prospects
This document provides an overview of marketing to Hispanic consumers in the United States. It discusses the growth of the Hispanic population and spending power. It also discusses cultural diversity within the Hispanic community and differences based on acculturation, language preferences, and country of origin. The document outlines best practices for Hispanic marketing, including conducting research, developing culturally relevant messaging and creative assets, and sponsoring appropriate events. It warns against simply translating general market campaigns and provides tips for successful Hispanic outreach.
This document discusses demographic trends within the Hispanic population in the United States and Texas. Some key points:
- More than half of US population growth between 2000-2010 was due to growth in the Hispanic population.
- Hispanics are younger on average (median age 27) compared to non-Hispanic whites (median age 41).
- The Hispanic population and their buying power is concentrated in the western and southern US but spreading to other areas.
- In Texas, the Hispanic population grew 154% between 2000-2010 and now make up over 20% of the state's population. By 2040, projections indicate Hispanics will be the majority in Texas.
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
This document discusses trends in ethnic and religious populations in the United States and opportunities for multicultural marketing. It notes that minorities now make up the majority in many major urban areas and their purchasing power is rapidly increasing. Specific groups discussed include Hispanics, the largest minority group, African Americans, Asians, and Native Americans. Their populations, cultures, assimilation trends, and projected purchasing power through 2045 are summarized.
Hispanics set the pace in business ownership _ The San Diego Union-TribuneDavid Salazar
The number of Hispanic-owned businesses in the United States grew 43% between 1997 and 2002, outpacing the growth rate of the overall Hispanic population. In San Diego County, the number of Hispanic-controlled businesses grew 17% during this period. The article profiles David Salazar, a Colombian-American entrepreneur who co-founded a $2 million marketing research firm in San Diego focused on the Hispanic marketplace. While most Hispanic-owned businesses are small, one-person operations, they contribute significantly to the economy through sales and job growth. Access to financing and education are cited as challenges facing Hispanic entrepreneurs.
2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy, the murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice, and a contentious presidential election gripped the nation while the world watched. All these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior.
In our 2020 ThinkNow Year-End Report, we examine these events through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.
The document discusses strategies for effectively marketing to Latino consumers. It notes that Latinos are a complex group that seeks positive portrayals and rejects stereotypes. While Spanish is important to many, especially first-generation immigrants, ads do not need to be in Spanish to be effective if they incorporate relevant cultural elements. The key is understanding generational differences and creating messaging that respects Latino culture without stereotyping.
Nielsen state of-the-hispanic-consumer 2012Ivonne Kinser
The document discusses the growing importance of the Hispanic market to the US economy. Some key points:
1) Hispanics account for over half of US population growth and will be vital to future economic growth.
2) The Hispanic population's buying power was $1 trillion in 2010 and is projected to reach $1.5 trillion by 2015, making it a significant economic force.
3) Hispanic household income and consumption of consumer products is growing, and Hispanics will be the primary driver of domestic sales growth in many industries.
This document discusses marketing strategies for reaching Hispanic audiences in the United States. It notes that Hispanics originate from over 22 countries and concentrate in different areas, so a single message does not work for all. Hispanics are a growing demographic and influential in areas like popular culture, consumerism, and social media. Religion and festivals are also important to Hispanic culture. Successful marketing will feature influential Hispanic celebrities and leverage Spanish-language media and social media influencers like Latina mothers. The document advocates tailoring messaging to specific Hispanic ethnicities and settlement patterns.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
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.
Untapped US Hispanic Market - Use Digital Marketing to reach these Super Cons...Sergio Restrepo
The presentation discussed strategies for marketing to US Hispanics online. It began by defining who US Hispanics are, noting their countries of origin and population growth. The presentation then reviewed data showing that US Hispanics, especially younger generations, are highly engaged online and on mobile. However, their language preferences vary depending on factors like acculturation level and life stage. The presentation emphasized that an effective online strategy for reaching US Hispanics requires a balanced approach across both English and Spanish.
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.
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
This document discusses trends in the Hispanic consumer market in the United States. It finds that the Hispanic population, especially younger cohorts, is growing rapidly and influencing American culture. Hispanics now make up 16% of the US population and control 10% of discretionary spending. The markets seeing the largest growth in Hispanic populations are spread across the country. Hispanic consumers tend to be more optimistic about their financial future compared to non-Hispanics. While language preferences vary by generation, three-quarters of Hispanic adults prefer to speak at least some Spanish. Advertising in Spanish resonates even with many English-dominant Hispanics. Technology and retail websites visited by Spanish-speaking consumers reflect this demographic's influence.
The number of Hispanic entrepreneurs in the United States more than tripled between 1990 and 2012, growing from 577,000 to over 2 million. This growth significantly outpaced the increase in the Hispanic working age population and the rise in non-Hispanic self-employment. In particular, the number of Hispanic immigrant entrepreneurs quadrupled over this period, with Mexican immigrant entrepreneurs increasing by a factor of 5.4. This surge in Hispanic entrepreneurship helped lessen the economic impact of the recent recession.
Hispanic marketing is delivering culturally relevant communications to a specific target audience. BARD has put together some key insights based on marketing trends to help you out when building a marketing campaign to Hispanics.
Hispanic-American teens are becoming a powerful cultural and economic force in mainstream America. They represent the fastest growing demographic in the US, making up 22% of the population under 18. By 2025, nearly 3 in 10 children will be Hispanic. This large and young demographic has significant purchasing power and influence over music, fashion, and pop culture trends. Their English language dominance and urban lifestyle also make them an attractive target for brands and advertisers.
This document discusses the financial status and buying power of the US Hispanic population. Some key points:
- The US Hispanic population is around 60 million but their buying power has not caught up to their size due to lower average incomes and wealth levels compared to the total US population.
- While Hispanic incomes and education levels have been rising, their average income remains below the US average and median wealth is low at around $20,700 compared to $97,300 for all US families.
- The recession hit Hispanics especially hard, wiping out a large portion of their wealth, and many have not fully recovered financially. However, rising education levels and growing numbers of high-income Hispanic households point to improving financial prospects
This document provides an overview of marketing to Hispanic consumers in the United States. It discusses the growth of the Hispanic population and spending power. It also discusses cultural diversity within the Hispanic community and differences based on acculturation, language preferences, and country of origin. The document outlines best practices for Hispanic marketing, including conducting research, developing culturally relevant messaging and creative assets, and sponsoring appropriate events. It warns against simply translating general market campaigns and provides tips for successful Hispanic outreach.
This document discusses demographic trends within the Hispanic population in the United States and Texas. Some key points:
- More than half of US population growth between 2000-2010 was due to growth in the Hispanic population.
- Hispanics are younger on average (median age 27) compared to non-Hispanic whites (median age 41).
- The Hispanic population and their buying power is concentrated in the western and southern US but spreading to other areas.
- In Texas, the Hispanic population grew 154% between 2000-2010 and now make up over 20% of the state's population. By 2040, projections indicate Hispanics will be the majority in Texas.
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
This document discusses trends in ethnic and religious populations in the United States and opportunities for multicultural marketing. It notes that minorities now make up the majority in many major urban areas and their purchasing power is rapidly increasing. Specific groups discussed include Hispanics, the largest minority group, African Americans, Asians, and Native Americans. Their populations, cultures, assimilation trends, and projected purchasing power through 2045 are summarized.
Hispanics set the pace in business ownership _ The San Diego Union-TribuneDavid Salazar
The number of Hispanic-owned businesses in the United States grew 43% between 1997 and 2002, outpacing the growth rate of the overall Hispanic population. In San Diego County, the number of Hispanic-controlled businesses grew 17% during this period. The article profiles David Salazar, a Colombian-American entrepreneur who co-founded a $2 million marketing research firm in San Diego focused on the Hispanic marketplace. While most Hispanic-owned businesses are small, one-person operations, they contribute significantly to the economy through sales and job growth. Access to financing and education are cited as challenges facing Hispanic entrepreneurs.
2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy, the murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice, and a contentious presidential election gripped the nation while the world watched. All these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior.
In our 2020 ThinkNow Year-End Report, we examine these events through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.
The document discusses strategies for effectively marketing to Latino consumers. It notes that Latinos are a complex group that seeks positive portrayals and rejects stereotypes. While Spanish is important to many, especially first-generation immigrants, ads do not need to be in Spanish to be effective if they incorporate relevant cultural elements. The key is understanding generational differences and creating messaging that respects Latino culture without stereotyping.
Nielsen state of-the-hispanic-consumer 2012Ivonne Kinser
The document discusses the growing importance of the Hispanic market to the US economy. Some key points:
1) Hispanics account for over half of US population growth and will be vital to future economic growth.
2) The Hispanic population's buying power was $1 trillion in 2010 and is projected to reach $1.5 trillion by 2015, making it a significant economic force.
3) Hispanic household income and consumption of consumer products is growing, and Hispanics will be the primary driver of domestic sales growth in many industries.
This document discusses marketing strategies for reaching Hispanic audiences in the United States. It notes that Hispanics originate from over 22 countries and concentrate in different areas, so a single message does not work for all. Hispanics are a growing demographic and influential in areas like popular culture, consumerism, and social media. Religion and festivals are also important to Hispanic culture. Successful marketing will feature influential Hispanic celebrities and leverage Spanish-language media and social media influencers like Latina mothers. The document advocates tailoring messaging to specific Hispanic ethnicities and settlement patterns.
"U.S. Hispanic Market Info & Insights" – By Michelle Villalobos, Former Publi...Michelle Villalobos
The document discusses the U.S. Hispanic market, which represented $800 billion in spending power in 2006 and is estimated to grow to $1.2 trillion by 2011. Hispanics strongly influence popular culture and require specialized marketing strategies due to differences in media consumption habits, acculturation levels, and attachment to their country of origin. Hispanics vary widely in language preference, cultural practices, and how connected they feel to their native country.
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
This document summarizes the state of nutrition among Latino children and families in California. It finds that Latino children in California are more likely than other groups to live in low-income households and experience food insecurity. Latinos also have less access to healthy food retailers in their communities. As a result, Latinos in California have higher rates of being overweight, obese, and experiencing related chronic health conditions like diabetes. Federal nutrition programs help many Latinos access nutritious food, but disparities remain, highlighting the need for continued efforts to improve access to healthy options.
The Latino Report Card provides a portrait of Latinos in Silicon Valley based on data across five quality of life areas: education, health, financial stability, housing, and environmental sustainability. Grades were assigned to 25 indicators to reflect the well-being of Latinos as well as gaps compared to non-Latinos. The report finds that while some areas show progress, such as kindergarten readiness and health insurance for children, overall Latinos receive many D's and F's due to large disparities, including lower rates of college readiness, higher dropout rates, lower incomes, and less access to affordable housing and healthcare. The report aims to inspire action to improve outcomes and close gaps so that Latinos, who will be the largest
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
This document discusses cultural considerations for providing medical care and communication to Hispanic patients. It emphasizes that effective communication requires cultural awareness and understanding the patient's perspective. Providers must gain an in-culture understanding of Hispanic patients to develop sensitive messages that convey they understand the patient's background and experiences. The document also outlines some key cultural values for Hispanics, like familismo which prioritizes the family unit, and notes differences from mainstream American culture around child-rearing and gender roles.
This document discusses marketing and outreach to the Hispanic and Latino population in Colorado. It notes that Hispanics and Latinos account for 20% of Colorado's population and spent $1.5 trillion in 2015. By 2050, Hispanics and Latinos are projected to make up 30% of the US population. The document emphasizes that effective marketing to Hispanics requires being culturally relevant, not just linguistically translated. It identifies five cultural values - Simpatia, Personalismo, Respeto, Familismo, and Fatalismo - that strongly influence Hispanic spending and life choices and must be understood for successful advertising and outreach. It promotes a presentation by Borunda Media Solutions to help businesses understand these
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...Theresa Yu
This document proposes a program called "Step Up" to increase educational attainment among Hispanic and Latino high school students in San Jose, CA. The National Hispanic University is requesting a $71,230 grant to fund a 3-month summer program at local high schools to raise cultural awareness and provide information on applying to college and financial aid. The program aims to address challenges students face by integrating cultural competence training for educators and resources to inspire students to pursue higher education.
This article discusses how America's donor demographics are becoming more complex and diverse as affluent African Americans, Asian Americans, and Hispanic Americans are increasingly engaging in philanthropy. These groups have different philanthropic traditions than traditional white donors, preferring to give informally through time, skills, or money to family/community causes. To attract these emerging donors, nonprofits need flexible communication and recognition practices that embrace different cultures and giving styles.
The document discusses the potential growth of the Hispanic market for confections and snacks. It notes that the Hispanic population is growing significantly faster than the non-Hispanic population, and Hispanic households make more frequent grocery trips and are expected to increase food spending faster. To capitalize on this opportunity, the document recommends understanding Hispanic eating behaviors, food preferences, shopping behaviors, and the cultural influences of familismo, marianismo, and chicoismo.
This document discusses a study examining the influence of Hispanic culture on American culture. Some key findings include:
- Three out of four Americans agree that Hispanics have had a significant influence on American culture. This influence is seen across many spheres including food, music, sports, beauty, fashion, television and more.
- Food is seen as having the greatest influence on American culture by both Hispanics and non-Hispanics. Music is also seen as strongly influenced, especially in cities like New York, Miami, and McAllen, Texas.
- Hispanic culture is perceived to have influenced standards of beauty, style/appearance, and clothing for Hispanics, but to a lesser degree for non-
US Hispanics and Content: US Latinos have a sustainable culture with a different story telling and passion points than anglos. Relevant content for Latinos goes beyond language but 90% of Latinos want their children to speak spanish
The document provides statistics and information about Hispanics/Latinos and African Americans in the US. Some of the key points include:
- By 2050, multicultural communities will represent 54% of the US population. 40% of Millennials and 61% of Millennials are minorities/bilingual.
- Hispanics account for 17% of the US population and over half of Hispanic children are born in the US. Over half of online Hispanics are ages 18-29.
- African Americans account for 12.6% of the US population and over 30% of African Americans will be online in the next four years.
- The purchasing power of Hispanics is estimated at
Diversity Awareness, An Overview By Penn StateLakesia Wright
This document provides an overview of diversity awareness. It discusses three trends that have made diversity an important issue: the global market, changing demographics in the US, and a changing concept of what it means to be American. The US population is becoming more diverse in terms of race, ethnicity, age, ability, and other dimensions. Understanding diversity will help people interact effectively in an increasingly multicultural society.
The Myths and Realities of Engaging the U.S. Latino Audience, 2016 Washington...Rosa Del Angel
The U.S. is the second largest Spanish speaking country in the world, so it’s more important than ever to market effectively to the 54 million Latinos living here. If a bad translation of your website is the only way you’re engaging this growing audience, you’re doing it wrong. Learn what what a large environmental group and a grassroots advocacy group are doing to connect with U.S. Latinos in the digital age.
Latino heritage month: economic inequality and latinos | prosperity nowJoseMacias86
This document discusses economic inequality faced by Latinos in the United States. It notes that Latinos have lower levels of educational attainment and wealth compared to whites. While Latino college graduates earn more than non-graduates, they still earn only about 80 cents for every dollar earned by white college graduates. Median Latino wealth is $6,400 compared to $140,500 for whites. Even Latinos with college degrees have much less wealth, only about $33,000, compared to whites with the same education level. The growing Latino population faces significant ongoing challenges from racial economic inequality.
The Hispanic Opportunity, Integrating Latinos into the U.S. Banking and Finan...The Hispanic Way
Many businesses are not sufficiently capitalizing on the Hispanic market, in part because of failed or ineffective outreach initiatives. For these efforts to be successful, organizations require a strategy that takes into account deep understanding of Hispanic family dynamics, cultural nuances, and language barriers. Financial institutions would draw a competitive advantage by developing cultural competencies that directly relate to the particularities of the Hispanic community. With this article, I will help you grow cultural awareness and also understand some actions that can be taken to better connect with this segment.
The document provides 15 tips for maximizing networking opportunities at conferences from Keith Ferrazzi. The tips include proper planning, identifying targets to meet, researching those individuals beforehand, contacting them before the event, finding a "wingman" for accountability, introducing oneself during Q&A sessions, making commitments to follow up after the event, and avoiding becoming overly focused on any single speaker or individual. The overall goal is to be a "Conference Commando" who makes the most of every opportunity rather than just attending passively.
Preliminary Report on Migrant Deaths in South TexasSara Calderon
SEARCHING FOR THE LIVING, THE DEAD, AND THE NEW DISAPPEARED ON THE MIGRANT TRAIL IN TEXAS
Preliminary Report on Migrant Deaths in South Texas
This report was written by Christine Kovic in collaboration with the Prevention of Migrant Deaths Working Group of Houston United/Houston Unido. Revised July 15, 2013.
Christine Kovic
kovic@uhcl.edu
Associate Professor of Anthropology and Cross-Cultural Studies at the University of Houston-Clear Lake, has conducted research in the field of human rights for the past 20 years. Her current research addresses the intersection of human rights and immigration to the U.S., with emphasis on Central American migrants crossing Mexico in the journey to the U.S. and on the human rights and organizing efforts of Latinos in the Houston region.
Houston United/Houston Unido
https://www.facebook.com/HoustonUnited
A coalition of community organizations, has been working to prevent border deaths, stop deportations and detentions, and achieve an immigration reform that allows workers to migrate without being criminalized.
A first: Majority of U.S. adults now own a smartphoneSara Calderon
Majority of U.S. adults now own a smartphone according to a Pew Research Center study, marking the first time this has occurred. Smartphone ownership grew from 35% in 2011 to 56% in 2013. Samsung led all manufacturers in global smartphone shipments in 2012, capturing 25.2% of the market. While all demographic groups saw increases in smartphone ownership between 2012 and 2013, seniors over 65 had the lowest rates at 18% ownership.
Jan 2013 Deferred Action for Childhood Arrivals #sSara Calderon
Deferred Action for Childhood Arrivals program data from August 2012 to January 2013. Over 400,000 requests were received, with over 150,000 approved and around 13,000 rejected. The top countries of origin were Mexico, El Salvador, Honduras, Guatemala, and Peru. The top states of residence for applicants were California, Texas, New York, Illinois, and Florida.
The document announces advising days for a counseling program, providing times and dates when students can meet with advisors. It notes that students must sign up for 20-minute appointments in advance and should come prepared with questions. Advisors available for scheduled meetings include Drs. Trepal, Durodoye, Karcher, Haberstroh, Moyer, Henderson, Zambrano, and Ivers.
The document announces advising days for a counseling program, providing times and dates when students can meet with advisors. It notes that students must sign up for 20-minute appointments in advance and should come prepared with questions. Advisors available for scheduled meetings include Drs. Trepal, Durodoye, Karcher, Haberstroh, Moyer, Henderson, Zambrano, and Ivers.
The document provides submission guidelines for several counseling journals. It lists the journal name, website, and submission instructions for various counseling organizations and associations, including the Association for Creativity in Counseling, Association for Specialists in Group Work, American School Counselor Association, National Career Development Association, and American Mental Health Counselors Association among others. Submission instructions include submitting manuscripts online or via email in Microsoft Word format, including an abstract, cover letter, and following APA style guidelines.
The document is a student application for a practicum/internship in the Department of Counseling – Community Family Life Center at UTSA for Spring 2011. It requests student information, intended practicum site details, confirmation that prerequisites have been met, and the student's signature. If submitted by October 25, 2010, applicants will be notified via email of their application status and registration procedures.
This document provides instructions for students to apply for summer 2011 financial aid at the University of Texas at San Antonio (UTSA). To be eligible, students must complete the 2010-2011 FAFSA, this UTSA Request form, and any required verification documents. They must also register for at least half-time coursework (6 hours for undergrads, 3 hours for grads). The priority deadline is January 14, 2011 for better access to limited grant funds. Loan amounts may increase if a student's grade level changes after spring 2011. By signing, students acknowledge requirements around enrollment status, withdrawal procedures, prorated grants, and annual loan limits. Processing times for requests are typically 5-7 business days during peak periods.
The documents summarize Texas state laws and regulations regarding Licensed Professional Counselors (LPCs). Key points:
- The Texas State Board of Examiners of Professional Counselors regulates LPCs and is overseen by the Department of State Health Services.
- An LPC must have a license to practice counseling for compensation or represent themselves as licensed.
- The practice of counseling involves assessing and treating mental health issues using techniques like counseling, assessment, consulting and referral.
- The laws define requirements for LPC board membership, qualifications for licensure, exemptions for other professionals, and powers/duties of the executive director who oversees LPC activities.
This clinical training manual provides comprehensive guidelines and procedures for the counseling department's clinical course sequence and information needed for a positive clinical training experience. It is divided into four sections covering the department, community family life center, policies and procedures, and licensure/credentialing. The department's mission is to prepare multiculturally competent counselors through practical experiences in its community family life center and affiliated sites, while emphasizing diversity. Students must meet fitness to practice standards to complete coursework and credentialing requirements.
This document is a program handbook for the Master of Arts in Counseling program at a university for the years 2009-2011. It provides information on the program's mission, goals, degree requirements, course registration, practicum and internship guidelines, ethical standards, licensing information, and lists of faculty and professional counseling organizations. The handbook serves as a reference for students in the counseling program.
The document outlines parking options for university departments holding events, including pay station pin codes for $6 flat rate parking, event parking cards for the South Parking Garage at $6 per day, and dashboard permits for $4-$6 daily parking. It also details additional parking services available like parking attendants, barricades, signage, shuttle buses, and more. Event organizers must submit parking requests a minimum of 2 weeks in advance and are responsible for any cancellation or change fees.
This document provides a parking map for the UTSA main campus for Spring 2011. Key information includes:
- Construction begins for the East Garage near the North Garage and Lots 3 and 4.
- The map labels all parking lots and garages, including locations for faculty/staff, student, visitor, and permit parking.
- A legend identifies buildings, construction projects, and other landmarks on campus.
The UTSA Downtown Campus Map lists 6 locations: the Durango Building, Frio Street Building, Buena Vista Street Building, a parking garage requiring UTSA permits or visitor parking, the Monterey Building, and Bill Miller Plaza.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
2. 2 LATINA POWER SHIFT
EXECUTIVE SUMMARY
U.S. Hispanic women, also known as Latinas, have recently and rapidly surfaced
as prominent contributors to the educational, economic, and cultural wellbeing of
not only their own ethnicity, but of American society and the consumer marketplace.
This rise of Latinas is driven both by strong demographics and a healthy inclination
to embrace and retain their Hispanic culture even as they make significant strides
toward success in mainstream America.
• The rise of Latinas. Latinas are outpacing Latino males in their educational
pursuits and career development, are overwhelmingly the decision-makers in
household spending, have surpassed the proportion of non-Hispanic white
families with children, and through their youth and increased incomes have
become an attractive consumer segment who is being actively courted by
marketers.
• Latinas are leading the shift to the ambicultural®
middle.1
Latinas’ embrace of
culture and language is salient, in that over the past decade, bilingual language
proficiency has significantly increased while the proportion of Spanish dominance
has held steady.
• Latinas are expanding their purchasing power. Latinas are rapidly catching up with
or exceeding Hispanic males and non-Hispanic females in big ticket purchasing
(homes and autos) and in the use of financial services. Eighty-six percent of
Latinas say they are the primary decision makers in their households making
them pivotal to the Hispanic market’s $1.2 trillion in annual buying power.2,3
• Family needs are reflected in the Latina shopping basket. In many categories,
the consumer behavior of Latinas distinctively varies from that of other American
females. Some of the high levels of purchasing by Latinas are associated with
the needs of their larger families or cultural nuances– many food categories, oral
hygiene products, bottled water, detergent, and paper products, for example.
• Latinas cultivate connectivity. Focused on strong shifts toward an increasingly
balanced bicultural milieu, Latinas are adopting and adapting all types of
technology at a higher pace than U.S. females. In significant areas, Latinas are
outpacing society in using technology for culturally-centered social networking.
Personal technology has found an ideal fit with Latinas’ propensity to be
connected, to communicate, and to investigate ways for improving their and
their families’ wellbeing. For many Latinas, personal technology and social
networking are enabling the maintenance and recovery of ethnic culture,
language and traditions. This takes place domestically as Latinas build affinity
groups around their ethnicity and their common trajectories within American
society, as well as internationally as they create robust connections with
relatives and friends in their countries of origin.
1
Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission.
2
Nielsen, April 2013.
3
UGA Selig Center Multicultural Economy Study 2012.
4. 4 LATINA POWER SHIFT
The Hispanic Market Imperative (Nielsen Q2 2012) and other recent
reports have documented the prominent role of Latinos in all aspects of
American life and as the primary driver of U.S. growth essential to future
business success. As companies unlock the potential value of Latino
consumers, it is becoming evident that the key to reaching their hearts,
minds, and pocketbooks is increasingly through Latinas.
Hispanic women are a key growth engine of the U.S. female population
and are expected to become 30 percent of the total female population
by 2060, while the non-Hispanic white female population is expected
to drop to 43 percent. By 2060, there will be no single dominant ethnic
group, instead the female (and total) population will be comprised of a
diverse ethnic plurality where Latinas play a sizeable role.
SECTION ONE:
LATINAS ARE
KEY DRIVERS
OF HISPANIC
ECONOMIC
POWER IN
THE U.S.
PROJECTED DISTRIBUTION
OF U.S. FEMALE
POPULATION
BY RACE & HISPANIC
ORIGIN 2015 TO 2060
Source: U.S. Census. Projections of the Population
by Sex, Race and Hispanic origin for the U.S.
2015 to 2060, December 2012.
HISPANIC
NON-HISPANIC ETHNIC
NON-HISPANIC WHITE
62%
21%
17%
53%
24%
23%
43%
27%
30%
2015
2035
2060
6. 6 LATINA POWER SHIFT
PREDOMINANT DECISION MAKERS
In the last decade, Latinas have moved ahead of their male counterparts as
the main engine of Hispanic social and economic advancement and are at
the fulcrum of Latino empowerment across all economic sectors. Based on
a recent Nielsen study in the U.S., Latinas say they are the primary or joint
decision maker in every category from purchasing groceries, insurance,
financial services, electronics, to family care. The traditional view of the
Hispanic family has often centered on Latino males, but in today’s America,
Latinas are not just increasingly the primary wage earner and influencer in
the modern Hispanic household, they are also making their interests and
concerns felt in the workplace, politics, healthcare and education. They are
a growing force at school, the office, the supermarket, the shopping mall
and the Internet. Their desire to succeed is second only to their passion to
connect with friends, family and others in their community.
With Hispanics outpacing non-Hispanic whites in the proportion of families
with children under 18, Latinas will become a more dominant driver in
the consumption of everything from media, banking, and real estate to
family care, household products and cosmetics. Latinas’ increasing level
of education, income, and social connectivity demands that companies
understand and appeal to their primary drivers of engagement and
consumption behavior.
LATINA PERCEIVED DECISION-MAKING BY GENDER
Source: Nielsen Women of Tomorrow Report, 2011.
6
Nielsen, April 2013.
7
UGA Selig Center Multicultural Economy Study 2012.
EIGHTY-SIX PERCENT
OF LATINAS SAY A
WOMAN IS THE PRIMARY
SHOPPER IN THEIR
HOUSEHOLDS SO IT IS
WOMEN WHO CONTROL
THE LION’S SHARE OF
THE $1.2 TRILLION IN
ANNUAL HISPANIC
BUYING POWER.6,7
86%
PRIMARILY
LATINAS
BOTH LATINO
GENDERS
PRIMARILY
LATINO MALES
67% 33% 1%
55% 41% 4%
66% 34% 0%
33% 50% 17%
38% 50% 12%
30% 48% 22%
59% 38% 2%
41% 50% 9%
38% 50% 11%
45% 52% 3%
FOOD
BEVERAGES
CLOTHES
HOME ELECTRONICS
PERSONAL ELECTRONICS
AUTO/ TRANSPORT
PHARMACEUTICALS
FAMILY FINANCES
INSURANCE
SOCIAL ACTIVITIES
8. 8 LATINA POWER SHIFT
APPEAL OF THE AMBICULTURAL®
MIDDLE
Because of her unique place in the multigenerational Hispanic family,
and her willingness to seek relationships outside of it, the modern Latina
is innately ambicultural®
--able to pivot from English to Spanish, Latina
to American, and back again without thinking about it.12
Ambicultural®
connotes a willingness and ability to function competently in two
cultures which is a very attractive cultural destination for Latinas.
Hispanic women who feel equally Latina and American overwhelmingly
want to stay that way (87 percent). Fifty percent of those who culturally
feel more Latino than American and 71 percent of those who culturally
feel more American than Latino, want to shift to the ambicultural®
middle. The gravitational pull is to be culturally both American and
Latino, without denying either end, and to fully embrace their duality.
Source: EthniFacts Latino+ Identity Project, 2013.
12
Ambicultural is a registered service mark of EthniFacts, LLC and is used with their permission.
SHIFT FROM CURRENT TO DESIRED IDENTITY
ASPIRE TO THE AMBICULTURAL®
MIDDLE
Of Latinas who call
themselves culturally
“More American”
Of Latinas who call
themselves equally
Latino and American
...WANT TO BE EQUALLY LATINO
AND AMERICAN IN THE FUTURE
Of Latinas who call
themselves culturally
“More Latino”
71% 87% 50%
AMBICULTURAL®
: THE
ABILITY AND WILLINGNESS
TO FUNCTION COMPETENTLY
IN TWO CULTURES.
FOR U.S. LATINOS, THIS
IS NOT A TRANSITION
BETWEEN TWO CULTURES,
IT IS AN ASPIRATIONAL AND
BEHAVIORAL DESTINATION
THAT INCLUDES A SHIFT
FROM BOTH THE LESS AND
MORE ACCULTURATED
SIDES OF THE TRADITIONAL
CULTURE MODEL.
10. 10 LATINA POWER SHIFT
Source: Nielsen Women of Tomorrow Report, 2011.
Source: Nielsen Women of Tomorrow
Report, 2011
Latinas’ consumer behavior differs from that of other ethnicities and from
the overall U.S. female population. It is reflective of both their family-
centered value system and their “do it all” mindset. Not only are Latinas
increasingly their family’s breadwinner and decision-maker, but they still
embrace their traditional role as nurturer and family caretaker, and often
espouse products that make themselves and their families look and feel
their best.
SHIFTING TIDE IN FINANCIAL PRODUCT USE
Nearly a quarter of Latinas (24 percent) have increased their personal
contribution to the household over the past year. Latinas intend to spend
the extra money they earn over the next five years on building the financial
security of their family, primarily by paying off debt and increasing their
savings.
SECTION TWO:
LATINA
CONSUMPTION
IN MODERN U.S.
HOUSEHOLDS
24% INCREASE
114 Index
WHERE LATINAS WILL SPEND EXTRA MONEY
OVER NEXT FIVE YEARS
(Top Indices to non-Hispanic white females)
Pay off debt 73% (135)
General savings 63% (121)
Retirement savings 38% (112)
Education for self 21% (263)
New home 21% (350)
Home electronics 20% (143)
Personal electronics 19% (119)
Investments 19% (190)
Having another child 16% (145)
Educating children 15% (136)
63% SAME
94 Index
INDEX TO NON-HISPANIC
WHITE FEMALES
13% DECREASE
108 Index
CHANGE IN ADULT
LATINA CONTRIBUTION
TO HOUSEHOLD INCOME
OVER PAST YEAR
12. 12 LATINA POWER SHIFT
INSIDE THE SHOPPING CART
The caretaking and nurturing nature of Latinas seems evidenced in their
shopping carts. Latinas tend to buy either prepared perishable foods or
foods that require cooking, over-indexing in categories such as dry grains
and beans, eggs, oils, flour, dry mixes, spices, prepared and unprepared
meat and seafood, cereals, and yogurt.
Other areas where Latinas buy more than non-Hispanic white females –
almost all beverage categories and baby and household products are likely
indicative of their larger household size and their younger families with
more children. The beverage categories of note where Latina’s over-index
compared to non-Hispanic white females include juices (both refrigerated
and shelf stable), bottled water and non-carbonated soft drinks. Latinas
over-index in several food and household products in addition to health and
personal care.
Latinas’ are increasing health awareness for both themselves and their
families making them more conscientious about weight, preventative health
measures, and personal care.
Latinas’ pride in their appearance results in a higher share of beauty, skin
and hair products compared to non-Hispanics. Latinas greatly over-index
with Women’s fragrance products than their non-Hispanic counterparts. They
are more likely than the overall U.S. female population to use personal care
and beauty products, not only for themselves but also for men and children.
HISPANIC TO NON-HISPANIC WHITE FEMALE HEAD OF HOUSEHOLD
DOLLAR MARKET SHARE INDEX (INDICES OF 100 OR GREATER)
Sources: Nielsen Homescan, 01/01/12 - 12/29/12.
Dry veg./beans/grains 316
Shortenings/oils 164
Spices/extracts 133
Pkg. milks 131
Dry mixes 130
Can seafood 123
Cereal 116
Flour 115
Pasta 108
Sugar & substitute 108
Table syrups 107
Can vegetables 103
Cookies 102
Table bkfast- shelf stable 101
Condiments/sauces 101
NON-PERISHABLES PERISHABLES BEVERAGES HOUSEHOLD PERSONAL
CARE- BEAUTY
Baby food 208
Egg 138
Prep. food 130
Unprep. froz. meat/
seafood 117
Yogurt 110
Fresh meat 104
Pkg meat 103
Dairy desserts 103
Dressings/salads/
prep. food - deli 101
Produce 100
Juice/drinks-refrig. 150
Juices –shelf 148
Btld. water 139
Soft drinks non-carb 129
Wine 116
Beer 115
Milk 108
Coffee 104
Tea 103
Carb. beverages 102
Liquor 100
Total baby needs 156
Disp. diapers 155
Laundry supplies 130
HH cleaners 118
Paper products 111
Women’s fragrance 208
Men’s toiletries 207
Cologne 170
Hair care 159
Personal soaps 147
Sanitary protect 144
Grooming 141
Family plan 137
Cosmetics 135
Deodorant 131
Skin care 130
Oral hygiene 125
Shaving 118
Fem hygiene 115
14. 14 LATINA POWER SHIFT
U.S. Hispanic women are both the guardians of Latino culture and
advocates of change. There is a perception that men have the proclivity
towards gadgets, but it is really the Latina who inspires technology
adoption, driven by her rising education, income and role as super
mom. She is creating her own digital persona. Today’s Latinas are
using their mobile devices to connect media, entertainment, brands
and family. She has taken multi-tasking to a new level by increasing
her connectivity with television and digital communications, often
simultaneously and on multiple screens. She might be searching for
new Latino recipes on Pinterest, filling-in details from her favorite
novela on Twitter, posting and exchanging with comadres (good
friends) on Facebook, or sharing her kids’ latest tales on Flickr.
HOW SHE CONSUMES MEDIA
The U.S. Latinas’ ambicultural®
identity plays a vital role in her
persona. Latinas do not come home and say they are going to watch
a Spanish or English program, instead they use technology to help
find entertainment that supports their cross-cultural disposition. They
are choosing programs that resonate, which come in both languages
and are pertinent to both Latino and American culture. Latinas draw
equally from culture and innovation to formulate a vibrant ecosystem
that begins with personal and family interests, and then radiates
outward to embrace community, media, and a global network of
Latinas and moms who share interests, passions and priorities.
SECTION THREE:
THE CONNECTED
LATINA
16. 16 LATINA POWER SHIFT
LEADERS IN MOBILE AND INTERNET
TECHNOLOGY
Latinas are discovering the benefits of untethered entertainment and
savoring a multitude of mobile activities at rates consistently and
sizably ahead of non-Hispanic white females. Online Latinas are more
likely than their non-Hispanic white counterparts to own smartphones
at 77 percent (vs 55 percent). Latinas seem to be bypassing laptops and
desktops in favor of mobile technology.14
Mobile devices allow greater personalization and give Latinas the
integrated systems they need to connect with family, their personal
networks and information and entertainment options. Latinas are quick
to adopt new capabilities like mobile banking, shopping and price
comparisons. Moreover, social networking is used by 56 percent of
Latinas who share information among their connected communities in
the U.S. and Latin America. Forty-four percent of Latinas use apps on
their mobile devices, 40 percent GPS and 37 percent streaming audio.
14
Nielsen Mobile Insight
Study, Q4 2012, monthly
trends. Study based on
females who are online.
18. 18 LATINA POWER SHIFT
DIGITAL INFORMATION STEERS
DECISION-MAKING
Technology is a key companion to today’s consumer and the Latina is no
exception. Eight-out-of-ten Latinas are using online information to make
decisions about purchasing products online, three quarters are using it
to make day-to-day decisions or as a lifestyle guide through big events,
and two thirds to help inform in-store retail purchases. The importance of
online information is crucial to buying decisions both online and off.
INFORMATION LATINAS WANT
AND NEED
Latinas have a voracious appetite for information with the majority
searching several times per month for an array of topics from health
to education, dating and more. Their extensive interest in using the
Internet to learn makes it a fertile environment for marketers of all
types. The most important search topics are family, personal health,
and well-being.
STRONGLY OR
SOMEWHAT AGREE
TOTAL
ADULT
LATINAS
LATINA
MILLENNIALS TO
TOTAL LATINA
ADULTS INDEX
I have purchased a product online
based on online info
81% 102
I rely on online lifestyle info to help
me make day to day decisions
77% 108
I rely on online lifestyle info to help
me navigate big life events
75% 105
I have purchased a product in store
based on what online info
69% 107
I follow brands online 62% 106
Source: Nielsen Batanga Media Hispanic Women Study, 2013.
How much do you agree or disagree with each of the following statements?
[Strongly agree, somewhat agree, somewhat disagree, strongly disagree]
20. 20 LATINA POWER SHIFT
LATINA SOCIAL & CULTURAL ECOLOGY
Social media is increasingly seeding eco-niches of Latinas, that is,
aggregating people around common cultural interests and behaviors.
Principal eco-niches15
include Latino friends and family social networks,
ambicultural®
special interest communities, Latino media and Spanish
language sites.
These Latino online experiences often materialize on popular sites where
cultural interests are in full expression and are attracting like-minds to
create the Latino online ecosystem. These are in Spanish and English, in
the U.S. and Latin America, and range from all imaginable topics and areas
of interest. On social networks like Facebook for example, 77 percent of
Latinas say over half their friends are Hispanic.
About a fifth of Latinas predominantly use Spanish to surf the web and
almost a third use Spanish and English equally. Beyond language, a
majority (62 percent) of Latinas wish for more lifestyle information about
Latinas online, and over sixty percent want more lifestyle information
written in Spanish. When Latinas search for Latino subject matter online,
recipes top the list, followed by news, music, family health, beauty and
celebrations.
Source: Nielsen Batanga Media Hispanic Women
Study, 2013.
77%
ON AVERAGE,
77 PERCENT OF
LATINAS’ SOCIAL
NETWORK FRIENDS
ARE HISPANIC.16
62% WISH FOR MORE
LIFESTYLE INFORMATION
WRITTEN “FOR LATINAS
LIKE ME”
56% WISH THERE WAS
MORE ONLINE LIFESTYLE
INFORMATION WRITTEN
IN SPANISH
59% SAY LATINA
CELEBRITIES INFLUENCE
HOW I WANT TO LOOK
AND BEHAVE
15
Ethnifacts Latino + Identity Project 2013.
16
The term, Latino eco-niches is attributed to Ethnifacts, LLC 013.
Source: Ethnifacts Latino + Identity Project, 2013.
LANGUAGE USED BY LATINAS TO SURF THE WEB
9% 15% 31% 21%
ONLY SPANISH MOSTLY SPANISH BOTH SPANISH AND ENGLISH EQUALLY
MOSTLY ENGLISH ONLY ENGLISH
24%
HOW TO ATTRACT LATINAS ON MEDIA
• Integrated marketing initiatives. Reach Latinas where they learn and
network in digital space and via devices that they over-index on
( mobile).
• Bi-Lingual programming. Increasing broadcast media choices in both
Spanish and English offer marketers multiple venues to attract Latinas
in culture.
• Identify cultural interests and behaviors. Understanding and activating
Latinas’ rich eco-niches will pay dividends to savvy marketers.
22. 22 LATINA POWER SHIFT
THE LATINA POWER SHIFT REPORT IS A U.S.
INITIATIVE DRIVEN BY NIELSEN AND THE
HISPANIC/LATINO ADVISORY COUNCIL.
ERNEST BROMLEY – CO-CHAIR OF HLAC
Chief Executive Officer, Bromley Communications
JENNY ALONZO – CO-CHAIR OF HLAC
Head of Marketing/Consultant, NUVOtv
CATHERINE PINO
Co-Founder & Principal, D&P Creative
DR. JUAN ANDRADE, PHD.
President and Executive Director,
United States Hispanic Leadership Institute
GUARIONE M. DIAZ
President Emeritus, Cuban American National Council
LEO F. ESTRADA, PHD.
Luskin School of Public Affairs, UCLA
LILLIAN RODRÍGUEZ LÓPEZ
Director, Latin Affairs, The Cola-Cola Company
LUÍS MIRANDA, JR.
President, MirRam Group
RAÚL LOMELÍ-AZOUBEL
Executive Chairman, SABEResPODER
SUZANNA VALDEZ
Vice President of Advancement,
The Arsht Center Foundation
REPORT SUB-COMMITTEE
ERNEST BROMLEY
Bromley Communications
LEO ESTRADA
Luskin School of Public Affairs, UCLA
SUZANNA VALDEZ
The Arsht Center Foundation
ETHNIFACTS
- Adrienne Pulido
- Mike Lakusta
- Dr. Carlos Arce, PHD.