Karla Fernandez Parker

Articles by Karla All articles by Karla

• Hispanics Will Drive Homeownership Post-Pandemic in Marketing Insider on 09/16/2020
  

  Hispanics drove home ownership increases in 2019, with the highest labor force participation rate in the past two decades.

• Sporting Goods Industry Missing Hispanic Market in Marketing Insider on 08/04/2020
  

  Sporting goods companies can get Hispanics up and moving to help with physical fitness and mental health at this difficult time.

• Ethnic Brands Have A Magic Moment in Marketing Insider on 06/02/2020
  

  As households have been forced to move Taco Tuesday to their own kitchens, Hispanic brands can teach other ethnic groups how to cook some of their Latin favorites.

• How Brands Can Help Those Suffering Most From Pandemic in Marketing Insider on 04/27/2020
  

  How marketers react to realities of unequal COVID-19 suffering will have long-lasting effects on both brand loyalty and brand choice for generations.

• U.S. Consumers Hungry For Latin Flavor in Marketing Insider on 02/26/2020
  

  We are living in such a global time that marketers must keep up with the ever-changing flavor profile and cross-cultural influence sweeping the U.S.

• Should Your Brand TikTok? in Marketing Insider on 02/03/2020
  

  While fast food and some environmental cause brands are starting to embrace the channel, it's surprising other categories haven't jumped in.

• Why Advertisers Are Underspending On Hispanic Market in Marketing Insider on 12/16/2019
  

  For one, advertisers have overgeneralized an emphasis on Spanish-only.

• Advertisers Underspending On Hispanic Market in Marketing Insider on 11/22/2019
  

  U.S. Hispanic ad spending should be in the $20 billion range, but it's not.

• User-Generated Content Dominating Hispanic Audiences in Marketing Insider on 10/29/2019
  

  Many experts say it's the cost of paid streaming services that are keeping many Hispanics engaged by user-generated content instead.

• Direct Mail Still Effective With Hispanics in Marketing Insider on 09/25/2019
  

  In 2018, the direct-mail response rate for house lists was an incredible 9% -- nearly double that of the previous year.

Comments by Karla All comments by Karla

• Hispanics Will Drive Homeownership Post-Pandemic by Karla Fernandez Parker (Marketing Insider on 09/16/2020)
  

  The point I am trying to make Marcelo is with the right help Hispanics can attain homeownership.  And prior to the pandemic were really driving home ownership.  I don't think these suggestions are impossible to overcome.  And my hope is that I have helped raised awareness among realtors to bring in diversity and be more aware.

• How Brands Can Help Those Suffering Most From Pandemic by Karla Fernandez Parker (Marketing Insider on 04/27/2020)
  

  Thanks, Bea.

• Advertisers Underspending On Hispanic Market by Karla Fernandez Parker (Marketing Insider on 11/22/2019)
  

  Leo, thanks for sharing the other sources of data.  Glad we agree there's a big gap in underspending from either source!  Appreciate it, Karla

• User-Generated Content Dominating Hispanic Audiences by Karla Fernandez Parker (Marketing Insider on 10/29/2019)
  

  Thanks for sharing Alexandra!  Karla

• The Power Of Hispanic Media by Karla Fernandez Parker (Marketing Insider on 09/24/2018)
  

  Frank, will do.  Thank you for your interest, 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

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