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.

2. THE GREEN PAPERS is a trends and consumer insights White Paper
series focused on what's ahead in consumer culture, produced by The
Garner Circle PR Agency.
The trends, experts, data, and statistics tell the story of what's
influencing consumers today and what's shaping culture next, and we
highlight experienced insight for clients and brands.
ABOUT THE GARNER CIRCLE PR
The Garner Circle is a boutique public relations, lifestyle marketing
and event execution agency headquartered in Atlanta, with offices
located around the nation. Specializing in fashion, beauty,
entertainment, and lifestyle. www.TheGarnerCircle.com
@tgcPRagency | #GreenPapers
The Transcultural Female Hybrid | The Garner Circle PR

3. The Garner Circle analyzed this rapidly growing US consumer
demographic, with an estimated increases from $1 trillion to a
projected $1.3 trillion by 2017
(AA Consumer Report)
The definition of General Market / Multicultural Market as we
have known it for years has evolved, and the concept of an "average
American" is non-existent in today’s times. The average American has
been replaced by a complex, multidimensional society that defies
simplistic labeling. This is a tremendous opportunity for those smart
enough to recognize it, and brave enough to undertake the
transformation of their models.
The Transcultural Female Hybrid | The Garner Circle PR

4. In a recent study by Social Psychology Quarterly, “Multi-ethnic
Americans change the way they self-identify depending on who
they're talking with and the current need of belonging and there is a
growing percentage of the population that choose not to identify
themselves by ethnicity at all”.
Here are our recent findings:
•Hybrids are today’s trend-setters. They live and breathe social
media. Social-savvy brands with engaging social presence tend to get
long-term support from Hybrids, creating a true a community of
customers.
•Hybrids are the most diverse generation in U.S. history. Four in ten
(42%) adult Millennials 21-35 are Multicultural (Census ACS 2012).
•Hybrids believe in the future of today’s society which they see as
enriched by multiple cultures
•Expect advertising to reflect modern diversity (not just ethnic)
•Low/no identification with a singular race only approach
•Thought leaders, information savvy, experiential, truth seekers
•Hybrid women do not want to be targeted by brands, but rather
invited
•Hybid women trust marketing from authentic brands that execute
engaging programs where they can be entertained
The Transcultural Female Hybrid | The Garner Circle PR

5. hy•brid (ˈhaɪ brɪd)
n.
1. a person produced by the interaction or crossbreeding of two unlike
cultures, traditions, etc.
2. anything derived from unlike sources, or composed of disparate or
incongruous elements; composite.
3. a word composed of elements originally drawn from different
languages, as television, whose components come from Greek and
Latin.
adj.
4. bred from two distinct races, breeds, varieties, or species.
5. composite; formed or composed of heterogeneous elements.
[1595–1605; < Latin hybrida, hibrida a crossbred animal]
Source: Websters Dictionary
The Transcultural Female Hybrid | The Garner Circle PR

6. “The social shift of transcultural ideation has created
a need for innovative systems to step in where
traditional marketing has left off, and catalyze a fresh,
autonomous mindset among Gen Xers and Ys that is
causing a blurring of lines, a merging of genres, and a
multi-dynamic redefining of approach” states Nicole Garner
(CEO, The Garner Circle PR).
@thegarnercircle
The Transcultural Female Hybrid | The Garner Circle PR

7. - 71% of women today use
social media
- The most popular social
media sites for women are,
Facebook (72%), Pinterest
(25%) and Instagram (16%)
- 70% Of all social media
activity is done by residents
of the city as opposed to
rural areas.
SOURCE MEDIA BISTRO
The Transcultural Female Hybrid | The Garner Circle PR

8. SOURCE: PEW RESEARCH CENTER

9. PEW RESEARCH CENTER

10. The Transcultural Female consumer is a hybrid of culture, interests, and
socio-economic factors that create an emerging and rapidly growing market.
There are many faces of the Transcultural Female consumer as the definition
itself spans over many ethnic heritages. African-American, Hispanic American,
Asian American, and Native American communities all encompass the
Transcultural female consumer.
These consumers not only make up a large portion of the population, but
also have large social influence and significant buying power. Self-identification
has begun to bloom in the areas of psychographics over demographics and
behavior over ethnicity.
In understanding who this consumer is, their purchasing habits and their
media influence, marketing to them can become a less daunting task.
The Transcultural Female Hybrid | The Garner Circle PR

11. 2013: THE YEAR OF THE SELFIE
- Nearly 55 million
Instagram shots were named
#selfie (Sky Magazine)
- The word #selfie was
added to the Oxford
Dictionary
- The selfie has proven to be
the next great leveler in
social media
The Transcultural Female Hybrid | The Garner Circle PR

12. Transculturation is a term coined by Cuban anthropologist Fernando
Ortiz in 1947[1] to describe the phenomenon of merging and
converging cultures.
Transculturation encompasses more than transition from one culture
to another; it does not consist merely of acquiring another culture
(acculturation) or of losing or uprooting a previous culture
(deculturation). Rather, it merges these concepts and additionally
carries the idea of the consequent creation of new cultural
phenomena (neoculturation).[2]
The Transcultural Female Hybrid | The Garner Circle PR

13. As the consumer, media, and technology landscapes evolve
over the next decade, marketers and agencies will continue to create
new roles to address these changes. According to Forbes Magazine,
“The future will call upon Transcultural Anthropologist. Broad
demographic categories like black, white and hispanic will continue
to lose interest. Researches will be more focused on understanding
pockets of global culture that influence and remix with each other.
Expect to see more briefs that aim at hybrid audiences like “LGBT BBall Fanatics” or “Latina K-Pop Enthusiasts”.
The Transcultural Female Hybrid | The Garner Circle PR

14. "Tanning is the catalytic force majeure that went beyond
musical boundaries and into the psyche of young America-blurring
cultural and demographic lines so permanently that it laid the
foundation for a transformation," says Steve Stoute, entertainment
marketing icon.
This 'tanning' phenomenon - the positive, powerful potential
of urban culture that, when harnessed properly, can bring disparate
groups of people together - raised the generation of black, Hispanic,
white and Asian consumers who have the same 'mental complexion'
based on shared experiences and values. Today's consumer is a
mindset, not a race - and when businesses get it right, and have a
proper understanding of tanning, success is imminent.
SOURCE: TANNING OF AMERICA

15. According to the 2013 AA Consumer Report, African-American
women make up 43% of the buying power for the African- American
population as the overall African-American buying power increases from $1
trillion to a projected $1.3 trillion by 2017. The buying power for U.S.
Hispanics has already reached the $1.3 trillion mark and is also on the rise.
A recent Nielsen study reported that in the U.S. 86% of Latinas are the
primary shoppers in their households.
These large numbers can only mean one thing for marketers and
brands alike, the transcultural female consumer is a valuable asset and
worth catering to. It is useful for corporations looking to expand into the
transcultural market to understand the ever changing mindset of these
consumers. Many of which are looking for brands that are not only
knowledgeable about their behaviors and habits but also celebrate them in
an authentic way.
The Transcultural Female Hybrid | The Garner Circle PR

16. SOURCE: BROMLEY

17. SOURCE: BROMLEY

18. PHONE: 770.256.1800
EMAIL: Pr@TheGarnerCircle.Com
WEB: TheGarnerCircle.com
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The Transcultural Female Hybrid | The Garner Circle PR