• How Hispanic Gen Z Will Change Everything
    As the tail end of millennials turn 21 and graduate from college, it's time to turn our attention to next major consumer group - those under 21. Gen Z is huge. According to the U.S. Census (March 2015), those under 20 represent 25.9% of the U.S. population or 83 million people.
  • Total Market Consumer Sentiment In America: The Numbers Favor Hispanic Shoppers
    For the third year in a row, we have conducted a nationwide study on how the U.S. Hispanic community feels about the health of the economy, the status of their own financial health as it relates to the economy, and what plans they've made to spend their disposable income in the economy.
  • Won In Translation
    Recently, I've become aware of the value of a good translation. Perhaps it would have occurred earlier in my life, say, if I had called the IT guy and he shocked me by translating his instructions, but that did not happen. I am, rather, referring to the kind of translations that we do in our agency, of advertising from English to Spanish.
  • Lent Me Your Ears
    Friends, shopper marketers, countrymen, Lent me your ears.
  • Using Content Marketing To Connect With Latina Moms
    With all the buzz surrounding Millennials, marketers should keep their eye on Latina moms. This influential demographic controls the majority of Hispanic purchasing power, is growing in numbers, and is looking for content that is tailored to them.
  • Accidental Hipsters, or How Trends Fit Hispanic Traditions
    In fashion, certain trends fit certain body types better than others (think shoulder pads, and crop tops). In culture, certain trends bring forward some subcultural orientations better than others. Some trends may allow more specific views and practices to flourish and be validated in the mainstream. It is old news, for example, that social media has propelled Hispanics' natural predisposition for connectivity - they now over-index on social media use. Here are some other areas where recent cultural trends make a good match with traditional Hispanic practices and values.
  • Hispanic Millennials And Financial Services
    Historically, financial service companies have been slow to focus on the burgeoning U.S. Hispanic market. While certain sub-categories, namely money transfer services, check cashing and mortgage providers have aggressively pursued Hispanics, most efforts have been focused on the "unbanked" - an unsophisticated and relatively small segment of unacculturated Hispanic consumers that were generally outside the mainstream financial world.
  • What Every Marketer Should Know About Latino Influencer Platforms
    In the last few years, a number of talented and entrepreneurial Latina and Latino content creators have launched digital platforms across different niches that entertain, educate and empower other Latinos and Latinas. These emerging platforms are addressing a huge need for culturally relevant, authentic and valuable content made specifically for Hispanics.
  • Surprising Insights Into Hispanic Millennials And Their Finances
    For marketers and ad agencies, attracting the coveted Millennial crowd has topped the priority list for 2015 and is showing no signs of slowing down. There are about 90 million Millennials in the U.S., and over 20% of them are Hispanic. And while this burgeoning group of trendsetters may not have the cash to spend like their Boomer parents, many are entering their peak earning years, which translates into increased purchasing power.
  • Ringing In Square One: Easy as 1-2-3
    You've heard the phrase "back to square one." Interestingly, when it comes to framing Hispanic shopper marketing initiatives, many shopper marketing managers at many large brands have no idea where square one is found.
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