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Millennial latina uniqueness differences with wnh part1&2 final
The document presents key mindset differences between millennial Latinas and non-Hispanic white women, highlighting a higher sense of aspiration and optimism among Latina millennials, alongside their environmental concerns and cultural preservation. It emphasizes the importance of family bonds and personal identity for Latina women, showcasing their readiness to achieve professional success while maintaining deep connections with family. Additionally, Latina millennials exhibit a strong reliance on technology and prioritize health consciousness in their lifestyles.
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Millennial latina uniqueness differences with wnh part1&2 final
- 1. LATINA MILLENNIAL NUANCES Copyright ©2017Santiago Solutions GroupInc. SantiagoSolutionsGroup.com KEY MINDSET DIFFERENCES BETWEEN MILLENNIAL LATINAS & NON-HISPANIC WHITE WOMEN 0 3 . 2 7 . 1 7 818.509.5901 10
- 2. QUANT-QUALI METHODOLOGY Santiago Solutions Groupconducted a deep statistical analyses of mindsets per GfK MRI’s Survey of the American Consumer. The review of hundreds of mindsets identified important nuances (90-95% confidence level) between Millennial Latinas & Non- Hispanic White Millennial Women. These major distinctions were further contextualized with insights from our vast quant-quali work among Millennial Women and recent Gen Z-Millennial Moms research. 2 Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
- 3. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 3 Latina Millennials have firmer aspirations & higher optimism to advance their social and financial status UPWARDLY MOBILE Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 01 Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
- 4. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 4 Latina Millennials show higher concern for the environment, global warming, doing their share to protect nature and leave a planet worthy for the next generations PLANET CHAMPIONS Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 02
- 5. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 5 PLAY HARD – WORK HARD Latina Millennials are more fervent fun seekers than their counterparts yet also hold stronger determination to get to top of professional career 03 Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
- 6. ©2017 Santiago SolutionsGroupInc. SantiagoSolutionsGroup.com COLLECTIVE MINDED YET INDIVIDUALISTIC 6 Latinas Millennials take time for themselves as their self-interest and personal development is very important yet look first for the benefit of the unit 04 Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
- 7. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 7 LATINO CULTURE GUARDIANS Millennial Latinas zealously preserve their culture and heritage and establish rituals to ensure their children embrace their cultural values & OPEN TO OTHER CULTURES Similarly, they are hungry to learn about other cultures Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 05
- 8. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 8 INTENSE FAMILY BONDS Latina Millennial Moms are most likely to establish ties with their children that cross over to deep friendships especially with their daughters; staying connected with immediate and extended family is of extreme importance for Latina Millennials Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 06
- 9. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 9 Despite near invisibility in the media, Latina Millennials want to find their persona, ethnic and cultural identity reflected on positive media roles by celebrities of same background INTROSPECTIVE Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 07
- 10. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 10 MASTERS OF BEAUTY To feel fully confident to succeed in their many roles, Latina Millennials are more adept at studying, exploring, sharing, and carving ‘me’ time to project their best image at all times – embracing true beauty from the inside out Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 08
- 11. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 11 HYPER DIGITAL Latina Millennials depend even more than their counterparts on smartphones, they are super tech savvy, they have higher trust and rely more on internet as the main source of info Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 09
- 12. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com Latina Millennials are more health conscious than their counterparts –with intentions and actions- as they are more likely to: • Look for healthier lifestyles • Prepare more food from scratch/semi-prepared • Follow regular exercise routine • Check nutritional labels before buying • Try natural solutions rather than meds 12 HEALTHY MOVEMENT DRIVERS 10 Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc.
- 13. Copyright ©2017 SantiagoSolutions GroupInc. SantiagoSolutionsGroup.com 13 About SSG We guide clients’ growth strategies leveraging advanced consumer research, marketing & sales analytics, ‘size of the prize’ scenario planning, innovative segmentations and predictive modeling. Our end goal is to enhance clients’ marketing effectiveness and sustainable total growth through actionable & ‘ownable’ business and consumer segments insights. By leveraging Client-side and Consulting experience, we arm clients and agencies with intelligence, drivers to purchase, customer journeys and strategic pathways across marketing Ps aligned with the highest ROI options for Gen Z, Millennial, Multicultural, Hispanic, African American, Asian American and Total Market. Santiago Solutions Group @Carlos_SSG 818.509.5901 @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Stay current with SSG studies and insights at: www.SantiagoSolutionsGroup.com/Media- Center/Newsletters SantiagoSolutionsGroup.com Insights Brief Newsletter Sign-Up