Karla Fernandez Parker

Articles by Karla All articles by Karla

• What Does it Take To Connect Culturally To Hispanics? in Marketing Insider on 06/19/2018
  

  In marketing circles there's incessant hype about being culturally relevant to the vast Hispanic market here in the U.S., which is 59 million strong. It is great to see examples of it done right.

• Will The Latino Vote Tip Elections THIS Year? in Marketing Insider on 05/24/2018
  

  In more than 20 years of Hispanic marketing, I've heard this line over and over: The Latino vote could tip the elections this year. It's true the Latino vote has helped tremendously for both Democrats and Republicans as Latinos swayed the elections of George W. Bush both as Texas governor and then president in his race against Democrat Al Gore. They were even a force for Hilary Clinton, who secured over 60% of the Latino vote.

• Building Oases In The Food Deserts Of Hispanic Neighborhoods in Marketing Insider on 05/10/2018
  

  When President Obama was in office, First Lady Michelle Obama made food deserts one of her top priorities in combating childhood obesity. According to the USDA, food deserts are defined as areas void or with sparse distribution of fresh fruits, vegetables, and other healthy, whole foods. The Food Desert Locator was part of the former first lady's "Let's Move" initiative. H

• Latina Clergy Are Making Their Mark in Marketing Insider on 04/30/2018
  

  Christian denominations have been fighting the trend of declining attendance by reaching out to the Hispanic faithful hungry for what they can't find in their current churches. One area of outreach includes the willingness of Protestant churches to offer leadership positions - including the priesthood - to Latinas.

• U.S. Hispanics Know What's Up With WhatsApp in Marketing Insider on 04/20/2018
  

  Ask the average U.S. social media user if they know about the messaging and Voice Over IP application called WhatsApp, and you will most likely get a shrug and a quizzical, "What app?"

• The Hispanic Color Palette Is Diverse in Marketing Insider on 04/11/2018
  

  Being in multicultural advertising, I'm always looking for images to use in presentations and on behalf of client work. What I've discovered is how hard it is to find any kind of diversity in the Hispanics represented in stock imagery.

• Consolidation In Hispanic Grocery Store Business Continues in Marketing Insider on 04/04/2018
  

  The growing Hispanic population in the U.S. and their proclivity for home cooking is helping fuel consolidation among Hispanic grocers. The latest being Bodega Latina's purchase of Fiesta Mart.

• What Will Happen To U.S. Churches Without Hispanic Immigrants? in Marketing Insider on 03/06/2018
  

  For a country founded on religious freedom, mainline Christian denominations face the harsh reality of declining attendance. "Do not attend church or identify with any organized religion" are trending upward among most populations, according to statistics published by The Pew Center.

• Cross-cultural Ads Are The Way To Win On YouTube in Marketing Insider on 01/30/2018
  

  With all of the talk of Big Data, it's clear to these consumers that most advertisers are taking a "one size fits all approach" to content and ads on YouTube. Marketers aren't leveraging the customization of the medium to really connect with these multicultural YouTube viewers.

• Generation Z Is Primed For Career Latticing in Marketing Insider on 12/01/2017
  

  The most multicultural generation in U.S. history, Generation Z, happens to be growing up in the most multidimensional career model: career latticing.

Comments by Karla All comments by Karla

• The Hispanic Color Palette Is Diverse by Karla Fernandez Parker (Marketing Insider on 04/11/2018)
  

  Thanks, Marcelo!  That's a great excercise.   Take care, Karla

• How Gen Z Are Leading Brands to Listen And Act by Meredith Ferguson (Marketing Insider on 03/28/2018)
  

  Nice article!  My daugher marched on Saturday and I am so proud of her.  Perhaps corporations will be what drives this change on gun control as well?  Karla

• Generation Z Under Academic Pressure by Karla Fernandez Parker (Marketing Insider on 10/19/2017)
  

  Thank you, Michelle.  The kids in our focus group who were Millennials mentioned how much they wished they had learned about other options.I agree, options are great~!Karla

• Generation Z Under Academic Pressure by Karla Fernandez Parker (Marketing Insider on 10/19/2017)
  

  Hi Jim, thank you for your question.  The We are Gen Z Report is a quantitative study in which on average over 1,000 interviews were conducted per wave.  You are correct, only one focus group was done in Texas whcih I reference in the aritcle, however, I also conducted a series of interviews with student advisors and career counselors, including an executive director of a counselor's association with over 7,000 members.I am on LinkedIn if you would like to continue this conversation off-line.Thank you again for your interest, Karla

• Mom Has The Money; Her Sons Can Get Her To Spend It by Karla Fernandez Parker (Engage:Teens on 07/18/2017)
  

  Hi Chuck, thanks for your comment.  I don't have any archives, was just impressed with their targeting of Gen Z.  Best of luck, Karla

• Gen Z And Brand 'Me' by Karla Fernandez Parker (Engage:Teens on 05/23/2017)
  

  Hello Ed, the 81 million figure is taken from the American Marketscape DataStream Report 2016 Series by Geoscape.  In the study, Generation Z is defined as those born between 1995 to 2015.  Thank you, Karla

• America Needs Millennials To Become Homeowners by Karla Fernandez Parker (Engage:Millennials on 12/02/2016)
  

  Len, thanks for this comment. Our study found that student debt was an extenuating factor for sure.

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