Soccer and Hispanics: Not Always the Perfect Match

By: Edwin Rodriguez, Planning Department Hey there brands, not all Hispanics are into soccer. Yes it’s true that there are a lot of Hispanics who love soccer and have a deep passion for it, but there are other ways to form a connection with us. I may be the odd one out since I’d much rather watch an (American) football game or a basketball game, or maybe even a baseball game, than watch a soccer game. Professional football ranks higher than any other major sport amongst U.S. Hispanics. According to this article on Multicultural Retail 360:   Over 65% of…

The Hispanic Mortality Paradox: Beating the Odds and Living Longer Lives

Researchers have shown that socioeconomic disadvantages such as lower income, education levels, and healthcare access usually translate to shorter lifespans. Based on this research, U.S. Hispanics and Blacks (who have greater disadvantages compared to non-Hispanic whites) should have the highest death rates. But surprisingly, Hispanics are the ones defying the odds and living the longest – by age 80, the Hispanic death rate is 23% lower compared to that of non-Hispanic whites. Older Hispanics are less likely to get fatal chronic diseases such as cancer, chronic lung disease, heart disease and stroke. They also have higher survival rates for cancer…

Why Marketers Must Take Notice of Gen Z

By: Audrey Bell, Brand Leadership and Gaby Sosa, Social Media   Just as marketers are grasping the techniques to successfully reach Millennials, their eyes are quickly shifting as Gen Z enters the marketplace. Many brands, however, haven’t quite grasped the distinction between Millennials and this new generation. Although the age ranges differ between sources, the general consensus is that Millennials are defined as adults ranging from 18 to 34 years old while Gen Z features a slight overlap in being defined as ages 2 to 19. The Truly Diverse Generation Gen Z is the largest, most diverse generation yet. In…

The Growth of Hispanic Influence

Over the past few years, we have grown accustomed to hearing about the power of the Hispanic vote here in the States.  Politicians are seen and heard talking about paths to citizenship and other subjects to rally votes. With media outlets paying the same close attention to the strength and power of the Hispanic vote, it is easy to understand the reaction and coverage of statements made by Donald Trump when he officially announced that he was joining the race for President of the United States. The interesting effect is the support for Hispanics by those outside of the political…

Latina Women Influence MAC Cosmetics

By: Mary Gutierrez, Marissa Lopez, Creative Department   Five months ago, Patty Rodriguez, a very dedicated Latina MAC Cosmetics fan started a petition on Change.org for MAC to introduce a Selena Quintanilla make-up line.            “As a huge fan and customer of MAC Cosmetics and Latina woman, we want MAC Cosmetics to create a line that represents the community that shops MAC make-up.” After only 24 hours, the petition reached 5,000 signatures and now has peaked to more than 38,000 signatures­­ — Selena still holds a place in people’s hearts. Since MAC noticed the #SelenaQuintanillaForMAC hashtag…

Marketing to Hispanics in the Auto Industry

By: Mary Guiterrez & Marissa Lopez Within the past few years, it’s been said the Hispanic-American population is supposed to grow indefinitely. According to Orlando Business Journal, the Hispanic population will increase by “1 million per year between 2015 and 2020.” More Hispanics means more sales among different industries. One industry that should be paying attention to this growth is the automotive industry. HIS Automotive Polk market says that, “Hispanics currently represent more than $44 billion dollars in new vehicles sales.” More often than not, Hispanic households tend to be larger than non-Hispanic households, and some still have Hispanic millennials…

Why Your Brand Can’t Take Vacations From Reaching Out To The Hispanic Consumer

Summer time and kids out of school are synonymous with family vacations. And a new study shows that U.S. Hispanics (USH) are spending more money overall than non-Hispanics when enjoying a break from work with their families. The research recently presented at the National Tour Association’s (NTA) Travel Exchange conference shows that USH spend around $2,400 on a vacation trip, 20% more than non-Hispanics. This difference is even higher, 30%, when comparing average spending per vacation by affluent Hispanics and affluent non-Hispanics. “Vacations for the U.S Hispanic and Latino consumers mean going out on a trip with the whole family,…

Crafting a Way to Market Towards Hispanics: A Look Inside the Growing Craft Beer Industry

  By: Michael Devine and Audrey Bell, Brand Leadership With summer upon us, we often find ourselves longing for an ice-cold beer amidst the increasingly hot afternoon sun. And while national beer brands are always great options, the craft beer industry has also been steadily rising in popularity among beer drinkers. Craft beer is attractive to consumers because people value the idea of locally made beer that isn’t available everywhere. It’s hard to deny this attraction when these breweries are everywhere we turn. As of 2014, there were 3,418 craft breweries in the United States, with the number of barrels…

Netflix Looks to the Spanish Language for Growth

By: Marissa Lopez, Creative Department Lately, the wildly popular on-demand Internet streaming media service, Netflix, has been struggling to grow. The plateau in growth isn’t a result of the service, but rather an over saturated English-speaking target market. Netflix is now looking to the Spanish language in hopes of brand growth, so they are now featuring popular Spanish-language TV shows, telenovelas, movies and documentaries in order to attract more Spanish-speaking consumers. The expansion doesn’t stop there: Netflix has also announced that they will be releasing the first ever Netflix original series in Spanish, “Club de Cuervos,” in early August. As…

Why Brands Should Utilize Snapchat to Reach Gen Z

By: Audrey Bell, Brand Leadership When many people think social media, Facebook, Instagram and Twitter are the main platforms that come to mind. However, that list has recently grown to include Snapchat, the fastest growing social app in 2014. With the ability to show real-time images and videos complete with messages and drawings, Snapchat now has an estimated 200 million users. The majority of its users are between the ages of 13 and 24, making it the ideal social media app for reaching Generation Z. Carla Eboli, Chief Marketing Officer of Dieste, recently wrote an article about this unique generation….