Karla Fernandez Parker

Articles by Karla All articles by Karla

• 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.

• Netflix Hits For Latinx Millennials in Marketing Insider on 08/05/2019
  

  Latinx millennials are spending 34% of their streaming time on Netflix -- more than any other millennial group -- according to a recent report.

• U.S. Hispanic Population Growth Means More Spending in Marketing Insider on 06/20/2019
  

  While growth occurred in some of the expected major Hispanic markets like Los Angeles, the southeastern U.S. saw sizable increases in places like Atlanta.

• Diversity Delivers Innovation in Marketing Insider on 04/10/2019
  

  As the populace becomes more diverse, the companies that reflect that diversity will have the edge over those that don't.

• CPG Marketers: Maybe Rethink Targets Of Snack Food Ads? in Marketing Insider on 02/12/2019
  

  Packaged food advertisers who want to reach the right target for their products are targeting people who shouldn't be using them.

Comments by Karla All comments by Karla

• 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

• 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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