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Mario Carrasco

Member since July 2013Contact Mario

I am the co-founder and principal of ThinkNow, a technology driven cultural insights agency. ThinkNow enables companies and government agencies to discover the cultural drivers that influence consumer decisions. We provide insight solutions to help organizations thrive in a changing demographic environment.

Articles by Mario All articles by Mario

  • Cross-Cultural Cryptocurrency Trends: Hispanics, African-Americans in Marketing Insider on 08/09/2018

    Almost 60% of the total market has heard of cryptocurrency. But if you are Hispanic or African-American, you are less likely to know what bitcoin is or how it works.

  • Insights Into The 2018 World Cup U.S. Spanish-Language Conversation On Twitter in Marketing Insider on 07/19/2018

    We're all still recovering from one of the most exciting World Cups in history. While the U.S. Men's soccer team was sorely missed from this year's games, we sat back and marveled as fandom drove sales for Mexico's team jersey through the roof, making it the number 1 jersey sold across 23 states.

  • How Netflix Cracked The Cross-Cultural Code in Marketing Insider on 07/12/2018

    With its ongoing investment in original content, Netflix continues its dominance over traditional broadcast and is slowly but steadily disrupting the reign of large movie studios. Expected to spend $13 billion on original programming this year, Netflix clearly has no plans to slow down. In fact, our most recent study highlights its meteoric rise across the total market, noting the viewership gap between live TV and Netflix is becoming significantly narrower (6 points in 2018 vs. 23 points in 2017).

  • Boomers Driving New Wave Of Cord-Cutting in Marketing Insider on 06/07/2018

    Millennials have been ruining everything for the past five years. From the workplace to grocery stores, Millennials have been blamed for every marketers' woes imaginable in the past decade. However, there's a new disruptor in town, and they're older: Boomers. Millennials have blamed them for almost everything as well but let's not get into that.

  • Mexican Beer Is The New Domestic Beer in Marketing Insider on 05/03/2018

    Advertising for Mexican beers imported to the U.S. is on the uptick. Everything from TV commercials to digital in-stream ads point to Americans' love affair with the light, crisp flavor of lagers you can only get south of the border. About two-thirds of America's imported beer is Mexican, most of which is distributed by Constellation Brands, Inc.

  • For Hispanic World Cup Viewers, It's About Heritage in Marketing Insider on 04/05/2018

    In 2011, Fox and the Spanish-language network Telemundo won the rights to broadcast the 2018 and 2022 World Cup in the U.S. for a record $1 billion dollars. Fox agreed to pay roughly $400 million and Telemundo will pay roughly $600 million.

  • Brands Spend Billions Annually To Reach Hispanic Market; Is The Investment Misplaced? in Marketing Insider on 03/12/2018

    There's no doubt about it: the face of marketing has transformed over the last 20 years. Yet, for more than three decades, marketing to U.S. Hispanics has undergone little change; Spanish-language television still represents the bulk of U.S. Hispanic media spend, even though digital media use is now ubiquitous among Hispanics while television viewership is declining.

  • How To Connect With African-American Homebuyers in 2018 in Marketing Insider on 02/01/2018

    Home purchase rates among African-American consumers have slowly crept upward over the past year, reflecting a 2004 peak in homeownership rates, which declined after the 2008 Great Recession. Since the start of 2017, the number of African-American homebuyers has steadily increased by the quarter. Our latest total market consumer sentiment report shows this trend continuing in 2018.

  • How Defining Hispanic, Multicultural Ethnicity Online Will Impact Digital Marketing In 2018 in Marketing Insider on 01/04/2018

    In 2017, consumer demand for diversity and inclusion ignited a watershed in the evolution of multicultural marketing and research. Global brands publicly touted their commitment to these ideals, as seen by change agents like Nike, with the launch of the first mainstream sports hijab and Disney Pixar, whose animated movie, Coco , based on the Mexican holiday of Dia de los Muertos, shattered the box office this holiday season.

  • Hispanic Content In 2018: The Year Of The 200% in Marketing Insider on 12/07/2017

    Segmentation of the U.S. Hispanic population has evolved through the years as Hispanic marketing has gone from a novel idea to a lifeline among brands in desperate pursuit of new markets. Once driven primarily by language (Spanish-dominant to English-dominant), segmentation became more granular, looking closer at acculturation levels (less acculturated to more acculturated) to craft a more relevant marketing message.

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