Cross-Cultural Research

Jan 08

Seven Hispanic Market Stories to Watch in 2016

By Jose Villa

As we begin 2016, we anticipate what the New Year has in store for our industry. I have never been afraid of making predictions, but I think 2016 will be unpredictable. So I’ll instead highlight important stories and trends to track.

Dec 04

Is Hispanic Marketing Dying or Maturing?

By Jose Villa

All industries go through cycles and evolve. Most follow a common trajectory that begins with rapid growth, then slows down, matures and ultimately faces creative destruction (which J.

Oct 01

Replacing the Acculturation Model

By Jose Villa

Hispanic marketing started out in the 1960s as an industry built around language – Spanish language media and advertising to reach recent immigrants to the U.S.

Sep 04

Multiracial Gen Z and the Future of Marketing

By Jose Villa

Millennials are generally believed to be the most ethnically and racially diverse generation in American history. Hispanics (20%), African-Americans (14%) and Asians (6%) make up 40% of the total millennial population.

Aug 06

The Media, Entertainment and Technology World of Crosscultural Millennials

By Jose Villa

Millennials are the most heavily researched and analyzed group in America.

Jul 10

Emerging Hispanic Markets Provide Marketers Another Shot

By Jose Villa

The Hispanic market is big business, attracting over $8.3 billion in ad spend to reach a growing population of 55.4 million with over $168 billion in discretionary spending.

Jun 04

Moving Multicultural Out of the Silos

By Jose Villa

Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations.

May 30

How Hispanic Millennials use Food and Beverages to Connect with Their Culture

By Jose Villa

For the last year and half, I’ve been involved in a nationwide research initiative focused on Hispanic Millennials.

Apr 21

Millennials, Music, Marketing

By Jose Villa

The last two weekends, all three combined for the ultimate West coast music festival, Coachella.

Mar 16

How Hispanic Gen Z Will Change Everything

By Jose Villa

Marketers have focused on Millennials for nearly a decade, making them among the most-studied group of young adults. But as the tail end of Millennials turn 21 and graduate from college, it’s time to turn our attention to next major consumer group – those under 21.