You know Hispanic Millennials - Hispanics aged approximately 21 - 37 - are a critical, coveted segment of the U.S. Hispanic market. They are comprised of the two most historically attractive consumer segments of 18-24 and 25-34 year olds. They represent more than 27% of the entire Hispanic population and are growing, mainly due to immigration. Compare that to Gen X and Baby Boomer Hispanics, who represent a combined 33% of the U.S. Hispanic population but are shrinking as they age. If you're focused on the Hispanic market in 2016, you are essentially focused on Hispanic Millennials.
In what was perhaps one of the most interesting soccer tournaments in 100 years, the question that kept coming to my mind during the Copa America Centenario was: who won? I'm not talking about the obvious answer, when we saw La Roja - Chile -create one of the largest upsets in recent international soccer history by defeating Argentina in penalty kicks. I'm talking about another kind of victory, one that interested me for professional reasons. I'm talking about the winning advertiser during the tournament.
Hispanic marketing is challenging. Believe me, we have been doing it for 15 years. Effective Hispanic marketing requires an integrated team that not only possesses the skills to execute standard marketing principles, but also a deep understanding of the complex and dynamic Hispanic consumer.
As Hispanic market spend continues to grow and more companies are looking to capture a piece of this growing consumer, Hispanic research has been on the same exponential growth trajectory. More and more research companies are marketing themselves as equipped with Hispanic research capabilities and Hispanic online sample providers have been growing at the same rate. As a research company dedicated to researching multicultural consumers, we have welcomed the growing number of panel companies in the space since the need for Hispanic online sample is so great. However, a recent study from Pew Research has made us wary of the ...
Over the last 18 years that I have lived here in the United States, I have talked to many Latinos and Latinas about their dreams and their journeys to pursue these dreams. I learned about their aspirations and the barriers that stood in their way.
Move over Millennials, here comes Gen Z. Who are they? Definitions vary but most demographers define Gen Z - also referred to as Centennials, iGen, or Plurals - as consumers born between 1995 and 2010.
Over the course of my career, I have very frequently run into "first timers." What do I mean by this? Companies, clients or brands that have never marketed their product or service to Hispanic consumers, and have decided to embark upon this opportunity. I cannot remember how many new clients I have serviced who were at this juncture.
A recent post in this publication, "Why Hispanic Agencies Are Fading," grabbed my attention and, I am sure, the attention of many of my colleagues in the Hispanic advertising agency business.
We've been hearing the death knell for acculturation for the past several years now in the Hispanic marketing world. A large percentage of Fortune 1000 companies, however, still use acculturation as a point of reference for segmentation so a research company we still see acculturation models regularly.
Hispanic Millennials, those aged 18 to 34, represent the largest segment of the Hispanic population after Generation Z (aged under 18). Their size and the purchasing power they wield provide a great opportunity for food marketers who want to tap this vital segment.