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After a year of racial and social disruption, this famous phrase from Dr. King is a good mantra for brands that really understand their consumers. The time to talk the talk has passed, and now consumers will no longer trust you, unless there is action attached to your words; action that will make a difference in their lives, and show that you care. In the latest survey conducted by Collage Group in October 2020, multicultural consumers unanimously agree that they will buy from brands that supports people like them. And more than three quarters of the respondents, across all multicultural segments, answered that their race and ethnicity is important to their multicultural identity, now, more than ever. Among the participants there is the perception that brands are not up to the part. 75% percentage of Blacks and Asians respondents believe that brands have not done their research when incorporating diversity in their advertising. With America's political polarization reaching unimaginable levels, the time to take a stand is here to tight the nut of ever lasting brand love. But - and this is a big “but” - walking the walk requires brands to have a deeper understanding of their “tribe” needs and aspirations; what is said and what is hidden.
That type of consumer intelligence, does not come just from big data and algorithms. Sustainable intelligence comes from professional with the experience to create a profound and insightful analysis of that data. Your multicultural employee may posses a lot of anecdotal information, but insightful consumer intelligence requires years of taking the market pulse, and following its evolution. It also comes from studying all the variables; the commonalities, the differences but most importantly the cross-pollination. The face of America's new consumer is changing rapidly. Are you really ready to do the right thing...for them? Health disparities impact Latinos in the U.S. (e.g., alcohol liver disease, obesity, and mental health) These disparities are influenced by sociodemographic, behavioral, social, and societal factors including language and cultural barriers, lack of access to health care, and structural discrimination.
Source: American Cancer Society We have crossed the threshold of the Autumnal Equinox entering the season of harvest and gratitude. But also, the time where Nature sheds all the superfluous, stripping everything to the essential.
I am back from a long Summer break where I wanted to give my brain enough time to reload and rest from all the negative bombardment that is everywhere! with the pandemic craze. I wanted to see with clarity what no longer serves me. I don’t pretend to have special knowledge, or answers to the questions that pulse in your hearts. I just can share with you what pulses my own; let go, act like nature, focus on what is really important in this constant roller-coaster that we are living. With that intend I came out with 5 things to let go this season.
What is not serving you any longer. What you need to shed? It’s well covered by the news that Latinos are happening and how the young Latinos are transforming the face of America, but are the young who are doing it? Think twice! The following points will show you how the “oldies” are at the core of these changes: 1 - Latino Boomers and Gen Xers made the biggest growth of the labor force in the U.S. ¡CRECIENDO “PA” ARRIBA! From 2007 to 2013, the Hispanic civilian labor force population aged 45+ increased by 35%, while the corresponding non-Hispanic population grew by just 6%. Also 45+ it’s the fastest growing segment among Latinos. 2 - Latino Boomers live, ¡MUCHO MÁS!
Hispanics live longer on average than African-Americans and non-Hispanic Whites, and they have the longest median age despite higher levels of poverty and less health insurance coverage. And they have to put up with their mother in law much longer. 3 - Latino Boomers VIVEN in the social networks. Almost half of Latinos 50-62 years old have a social media profile, not far from the 77% of the connected Millennials. 88% are in Facebook, 42% in YouTube. Abuelita is as Hip as her grandson. 4- Latino Boomers double on the use of apps, ¡QUÉ SMART! In the last year, Latinos 65+ have gone from using their app from 20 hours a moth to over 32 hours an increase of 57%. They now have an APPetito for Google maps and Weather. 5 - Latino Boomers are traveling ¡A LO GRANDE! A whooping 79% of Hispanics travel for vacation at least once a year and 60% do it with a family member from an older generation. It’s a family affair! 6 - Latino boomers are shopping on line, ¡BUENO, BONITO Y BARATO! 76% are purchasing product and services online. Good-bye catalogs and shopping carts… 7- Latino Boomer love a good gossip, ¡VAYA CHISME! As much as the young Millenials 81% of Latino Boomers interact with friends online. Beauty salons no longer are the centers of the news. References: -U.S Census bureau population division. - Nielsen Shift in view: the Cross platform - Terra’s 2018 State of the Hispanic Digital Consumer by COMSCOR - ThinkNow research/Best Western survey/Experian Simmons HLNS Spring 12 month study Yesterday as I picked out of the window confirming that spring finally has arrived to NY I was opening the window of my computer to fill out the census; my brain was as blank as the boxes of the questionnaire.
To my surprise my Hispanic colleagues on the Zoom call started to go on and on, on how ridiculous and confusing the whole racial thing was. A big cyber water cooler discussion started on what and how to check the boxes. One of them kind of angry shouted” so tell me… what am I?” My mother is black with Indian from Colombian, and my father is white with Indian from Peru, which makes me…? We Americans come in all colors, races and shapes so is not easy to label yourself anymore. Hispanics are Hispanic but multiracial and trans-cultural, the same goes for Blacks, Asians… you name it! We are in a new spring, in a transitional time that will force us to take a second look to our nation’s face. Even in our instant-gratification society, our celebrities of the day rather go “incognito” than displaying their “ethnic” background, because they belong but don’t. Our cultural bonds will never die but our genes are diluting. These bonds will be more and more a matter of personal and emotional choice than a biological determination. We consider the census a pain that we must endure every ten years, but it is the most reliable data base to know how many, and most importantly, who we are as a nation. Culture and ethnic roots are not exclusively racial, they go beyond, to our tribes, our choices. It’s about time that the census questionnaires start thinking out of the box to reflect the new reality of America. First of all, I want to send my love to all of you in these difficult and shifting times.
Since our confinement started, my Instagram and email has been flooded with online programs for exercise, working platforms, and all sort of activities to do from home. We live with the sensation that unless we are doing something, we do not exist. This sensation is much more acute now that we are forced to slowdown. It is so ingrained in our western culture that not to be productive it is by itself a cause of a lot anxiety. Anxiety that keeps growing as the days are passing. But we can flip the narrative by changing our mindset; This is an opportunity. Nature, in a very twisted way has given us a lifetime opportunity to stop, unwind and reflect. To spend time with our love ones, knowing each other, cultivating self-care, tackling those back-burner projects. Instead, spinning our heads with anxiety, constantly rushing to fill our time with activities and entertainment, maybe we can reflect on our life and what we want to manifest. As I see it, if there is any good side from this terrible situation, is the opportunity to stop. To just don’t do what we normally do. Instead, taking the time to reflect, being thankful for our lives, savoring every moment or just being enchanted by the colors of the light coming through the window. ![]() In the era of AI and technology, I found refreshing to listen to Mike Follett Lumens Research CEO, talking at the Marketing Mindset podcast. His opinion was that the future of advertising resides in crafting. Creating beautiful design pieces with meaningful content that people would love to keep and collect. It brought me back to the image of the turn of the century french posters, where artist created pieces with a commercial purpose. Those museum posters are still in many peoples homes and have outlive the brand that they promoted. Nothing more far away from the current conversation, where as per a 2013 Oxford University, study, 50% of the current jobs will be replace by AI and Marketers like myself have 33% chances to be substituted by an AI or an algorithm. It is not very kosher to say it, but I still believe that the success of a campaign in great measure resides on the craft. The way that we establishing human connections and marry the attributes of a brand with our "own the brand". So much so, that we will love them for what they stand like Nike, Dove, Apple and many other. They are proof that technology helps, but you need the craft and a point of view to connect. Lets not forget that not all out lives are happening online, and twitter sometimes give us a skew view. And yes, sometimes a simple poster in the right place with the right message will do the job. 53% of consumers believe brands can do more to solve social problems than governments.
Almost two-thirds, or 64%, of consumers worldwide now purchase from -- or boycott -- a brand due to its stances on social or political issues, according to findings from the 2018 Edelman Earned Brand study. That figure mark a 13-point increase from last year's results. In the survey of 8,000 people across eight markets, "belief-driven buyers" were in the majority in the U.S. at 59% (up 12 points from last year); Japan at 60% (up 21 points); the U.K. at 57% (up 20 points); and Germany at 54% (up 17 points). Fifty-three percent of respondents thought brands can do more to solve social problems than governments, and 54% think it's easier to get brands to address social issues than governments. Forty-six percent of consumers also think brands have better ideas for solving problems than governments. Consumers are also almost equally likely to express purchase intent after a "values-led communication" at 43% compared to a product-focused message at 44%. In driving advocacy, values-based messages were more effective at 32% than product-focused communications at 26%. Sixty percent of consumers think brands should make it easier for them to learn about brand values and positions on issues prior to making a purchase. The findings that many people trust brands more than governments in solving social issues is potentially alarming, but has been reflected in several recent campaigns from major companies. Domino's Pizza, for example, in June began addressing crumbling infrastructure problems in American cities by helping to fund pothole repairs in municipalities in Texas, Georgia and California. In August, the fast-food chain expanded the budget of the program to accomdate all 50 states. While infrastructure improvements are fairly uncontroversial, other brands have thrown their hat further into the political ring to address social injustice, courting serious controversy. Nike in September put Colin Kaepernick, the NFL player who started league protests against police brutality, at the center of its latest "Just Do It Campaign." Due to Kaepernick's stances, including by kneeling during the national anthem at games, the ads drew social media backlash and boycotts, but also resonated with many consumers and helped to drive a big sales boost for the athletic apparel retailer. Nike CEO Mark Parker said on a recent call with analysts discussing fiscal 2019 Q1 results that there had been "record engagement with the brand" due to the campaign, and that its message "connected with people around the world." The Edelman survey revealed a slight age gap among consumers who choose brands based on their positioning on these types of causes. Sixty-nine percent of consumers age 18-34 and 67% of those 35-54 would purchase or boycott brands due to their politics, compared to 56% of consumers 55 and older. This finding is in line with a recent MNI Targeted Media study that showed 56% of Gen Zers consider themselves to be socially conscious. More than half of Gen Zers surveyed by MNI said knowing that a brand is socially conscious influences their purchasing decisions. Marketers should also note the Edelman study finding that 56% of consumers think marketers spend too much time looking for ways to "force" them to pay attention to messaging and not enough time delivering messages in ways that are genuinely attention-grabbing. Messages delivered via earned media were more successful in engaging consumers at 45% compared to paid advertising at 29% and owned media at 25%. Source: Marketing Dive That is what the brilliant campaign from Thalys & Rosapark agency does to promote tourism to Belgium. Now the monuments in Brussels are its contemporary people. In an era of consumer power what better way to "elevate" their stand? Check the video at Creativity online. Click here.
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