Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "multicultural"
- Hobbies matter more than heritage, age or ethnicity in driving engagement.
- Some 65% of Gen Z describe themselves as video content creators, according to the YouTube Culture & Trends Report, and 89% describe themselves as fans of someone or something.
- Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
- "One hypothesis about the gap between interest and investment is that many companies which have interest are still 'sitting on the sidelines' and don't know how (or where) to get started," the diverse supplier report notes.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated data like this lead to insights and tactics around identifying better value propositions that grow loyalty?
- One new tool is a multilingual email collector that lets users to send email or SMS invitations in local languages.
- An in-depth study the IPG Mediabrands agency conducted with audio giant SXM found culturally relevant audio ads outperform general market ones.
- Most Muslims surveyed in Indonesia and Malaysia said advertising that shows Muslims reflects what they're like in their respective countries.
- Hispanic consumers make up 23.2% of the Millennial population in the U.S. By 2028, Claritas predicts, nearly 50% of the combined Gen Z and Millennial American population will be Hispanic.
- For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.
- Consumers are showing signs of disillusionment with the power of media to shape social norms.
- The technology provides a scorecard to identify racial bias and risk factors in content, analyzing how brands score with multicultural audiences. It was developed by Larry Adams, CEO of AI-powered company and platform X_Stereotype.
- To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women, affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- The hard truth is that we are human, and our cultural biases make their way into every aspect of our lives, including our work.
- "Good is the New Cool" author Afdhel Aziz said pressure on companies "to not just talk the talk but walk the walk" drives them to step up to the plate.
- GlobalWebIndex this morning unveiled a new "mobile-first" panel enabling it to survey enhanced demographics such as gender identity and sexual orientation for the LGBTQ segment of the U.S. population, among other things, as part of an ongoing effort to expand the representation of cultural identity, race and ethnicity in its massive consumer database.
- Advertising and marketing spending targeting multicultural audiences in the U.S. will expand 6.3% in 2020, exceeding recent levels of growth, according to the latest edition of an annual forecast being released today by media industry economists PQ Media. That growth, however, will be the same as the overall expansion of spending aimed at the overall marketplace, which will do little to close substantial gaps the exist in the advertising-to-population representation of minorities.
- If the membership of the Association of National Advertisers is representative, the ad industry remains reasonably diverse when it comes to gender, but still not so much when it comes to ethnicity -- especially at the most senior levels -- according to the 2019 edition of a periodic survey from the ANA and the Alliance for Inclusive and Multicultural Marketing (AIMM) that was released this morning.
- Ethnic minorities represent nearly 40% of the U.S. population, yet multicultural media spending makes up only 5.2% of the U.S. marketing industry, according to findings of the just-released "U.S. Multicultural Media Forecast 2019" from the Association of National Advertisers. Conducted by media industry economic tracker and forecaster PQ Media for the ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), the report reveals that overall multicultural advertising and marketing spending totaled $25.9 billion in 2018.
- 'Stranger' pulls 40M+ views in four days, and a study finds Netflix #1 in view time among millennial Latinos. But competition, content wars and viewer frustrations with content discovery could undercut Netflix's position.
- "All available evidence confirms that the citizenship question will impair the accuracy of the census," a coalition of companies and business groups tell the Supreme Court.
- Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
- The brand sought to amplify Mountain Dew ICE's launch in 2018 MTV Movie & TV Awards through a multi-platform marketing campaign to generate product awareness.
- To bring the survey to life, the TODAY Brand Studio filmed a series of poignant interviews where women discussed what beauty means to them.
- The ad industry has argued against including a question about citizenship in the Census.
- Clorox had to think about how to reframe its message about Pine-Sol, from functional to something more human-centric and purpose-driven. It started with a brand purpose: It champions the heart and hustle of "doers."
- New academic research published in the "Journal of Advertising Research" is bound to rub an old sore for TV planners and buyers: that they are biased against multicultural media and undervalue targeting minority audiences explicitly.
- Also for the new TV season, total TV persons in those homes will grow 0.3% to 305.4 million.
