It’s hard to be everything for everyone these days, especially in the communications field. It’s the Internet’s greatest paradox: the more connected we are, the more individual we want to feel.
Atlanta seldom comes to mind when most marketers think about the future of Hispanic marketing or the dynamic Hispanic millennial segment. It’s usually far down the list in discussions of the growing Hispanic population. However, it shouldn’t be.
The Fastest Hispanic Population Growth in the U.S. Is Happening in Emerging Markets Like Atlanta.
Do a Google search for “total market approach” and you’ll quickly see that this relatively new marketing concept continues to generate buzz, excitement and confusion within the U.S. marketing world.
As we enter the second open enrollment period for the Affordable Care Act this fall, attention will inevitably turn to driving enrollment among the so-called “young and healthy” segment of 18- to 34-year-old consumers, many of whom are Hispanics.
This past May, President Obama recognized the contributions of Asian Americans and Pacific Islanders to this country in his AAPI Heritage Month speech. Asian Americans have long been known as a fast growing population in the U.S., and they have now surpassed Hispanics as the largest immigrant group entering the U.S. from 2010 to 2012.
In the US today, Hispanics, African-Americans and Asians are increasingly forming a larger part of our nation.
More organizations are paying attention to Hispanics and Hispanic Millennials are drawing a great deal of that attention for reasons discussed in our recently released Hispanic Millennial Project:
Whole industries are being shaken and disrupted by seemingly small startups. Startups that appear to come “out of nowhere” and turn industries and markets upside down. Let’s take a look at Airbnb as an example. With a $10 billion valuation, Airbnb would be valued much more than hotel chains with deep histories and roots in this country.
In a past article I introduced the Hispanic millennial segment as potentially one of the most important and misunderstood consumer segments in the U.S. As with millennials in general, they are deservedly drawing the attention of marketers because of their size, lifetime value, and significant cultural impact.
Total Market approach seems to be the new buzz word among marketers, surmised from attending ANA Multicultural Marketing & Diversity Conference couple of weeks ago. How can marketers communicate and better target the general market as well as incorporate the burgeoning multicultural consumers that continue to grow?