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

1. Marketing to Multicultural
Millennials
A Brave New World

2. MILLENNIALS ARE ABOUT
77 MILLION
STRONG
Source: Nielsen Pop. Facts 2013

3. They are the most racially and ethnically
diverse generation
Nearly
20%
Hispanic
Nearly
15% African
American
5%
Asian
Source: Nielsen Millennials – Breaking the Myths 2/14

4. 71% of Millennials say they appreciate
the influence of other cultures on the
American way of life
(compared with 62 percent of Boomer)

5. They live primarily in the
West and SW but with
concentration in Urban Areas
1. Austin, TX (16%, 120)
2. Salt Lake City, UT (15%, 117)
3. San Diego, CA (15%, 117)
4. Los Angeles, CA (14%, 109)
5. Denver, CO (14%, 109)
6. Washington, DC (14%, 109)
7. Houston, TX (14%, 108)
8. Las Vegas, NV (14%, 108)
9. San Francisco, CA (14%, 107)
10. D/FW, TX (14%, 106)

6. They won’t leave
the nest!
• Nearly 31% still live
with parents
• Hispanics are even
higher at 45%
• 2/3s are not planning
to move out
“until they are ready”
Source: Nielsen Millennials – Breaking the
Myths 2/14 & Pew Hispanic Center

7. Multicultural Millennials
put importance in
taking care of family.
• Being a good parent is
most important goal in life
– 63%
• 55% it’s their responsibility
to take care of and elderly
parent
Source: Nielsen: Newswire 2.18.14

8. Millennials care about
programs that help them
manage their well-being &
make healthier choices.
Source: Nielsen: Newswire 2.18.14

9. 9

10. They are savvy
shoppers always on
the lookout for a
good deal –
never compromising
in quality.
BUT

11. They also want the
latest and greatest
products and tend
to make impulse
purchases.

12. Millennials are less committed to traditional
grocery channels for acquiring food; more
open to specialty, online & big box channels.
-10
+5
+3
Millennials

13. Good-Doer
Generation

14. “Millennials who got burned by the
recession feel a resentment to
consumerism”
– Robbie Blinkoff,
Consumer anthropologist

15. 47% say that they buy a brand
every month because they
support a cause.

16. M-Ms are more likely to
spend more for goods and services
from companies that implement
programs to give back to society.

17. Over 60 % are also willing to pay
more for a product if it’s good for
the environment.

19. &
Hispanic Millennials are 66% more likely to
connect via mobile than non-Hispanic white
Millennials
Twice as likely to own a tablet
Source: Pew Hispanic Center’s Latinos and Digital Tech. Study

20. The top 20 apps among M-M are either
retail or discount focused.

21. Social media also impacts their relationship
with brands:
• They are more engaged in activities such as ratings of
products & services.
• Millennials are far more likely to favor brands that have
Facebook pages and mobile devices.

22. Millennials are avid users of technology.
When interacting with companies via social
media, they want to feel like they have a
personal, direct interaction with the brand.
In return, they will advocate and endorse that
brand.

23. M-M’s
are
“Foodies”

24. 5 out of 10 refer to themselves as “FOODIES”
They want stay on top of current food trends and seek out
new places with unique flavors & great atmosphere
Source: Nielsen. Millennials – Breaking the Myths. February 2014

25. 14% of Millennials are 1st generation
12% are 2nd generation
strong ties to their family’s
home country recipes
Source: Nielsen. Millennials – Breaking the Myths. Feb. 2014
Multigenerational
households are also
more prominent in
these cultures, making
moms and grandmas
big influencers.

26. Food is not just about
nourishment for M-Ms:
• It’s about self-expression
and entertainment
• It’s about personal
storytelling
• They publish pictures of
what they eat
• They follow food celebrities
on Twitter, & discover new
places and brands to eat
Source: Nielsen. Millennials – Breaking the
Myths. February 2014

27. Multicultural Millennials are informed consumers
who actively look at the ingredients and
nutritional information of the products they eat.
Ingredient Tracing
Transparency



28. “Facts do not cease to exist because
they are ignored.”
-- Aldous Huxley

29. In short - Multicultural Millennials are:
• The fastest growing segment of the population
• With cultural differentiations that make them unique
• Consumers with a conscience
• They look for authentic relations with brands
• But they want you to provide it in a convenient way
• Remember – technology is at their fingertips

30. Q&A

31. PolvoraAdvertising.com @PolvoraAds /PolvoraAdvertising