Millennials are the most heavily researched and analyzed group in America. Yet most of this research has failed to understand the roles ethnicity and culture play on this highly diverse generational cohort (43% of millennials are either Hispanic, African-American, Asian or of mixed race). This has been impetus behind the Hispanic Millennial Project initiative.
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.
Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries.
For the last year and half, I’ve been involved in a nationwide research initiative focused on Hispanic Millennials. OurHispanic Millennial Project research has focused on understanding how Hispanic Millennials differ from “mainstream,” Asian and African-American Millennials, as well as older Hispanics (35+).
The last two weekends, all three combined for the ultimate West coast music festival, Coachella.
I recently attended SXSW Interactive, the premiere international symposium on digital, and watched a panel about “turning fans into customers.” I really liked what Peter Scott, of Turner Sports, said: “Digital is the new currency.”
We are at a crossroad in marketing to bridge the gap between “physical” and “digital.”
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.
Historically, financial service companies have been slow to focus on the burgeoning U.S. Hispanic market.
Throughout January the strategists at Sensis shared with you trends that will impact this year’s digital landscape. From wearable devices to home and office equipment, they’ll all be connected to the Internet.
January’s almost over and if you haven’t caught up with the trends that will impact this year’s digital landscape, you better do it now. To help you out, the strategists at Sensis continue to research “what’s next” in digital to share with you. Our pick this week is “Social Media.” How will social impact digital?