Posted by Elena del Valle on May 29, 2008
Susanna Whitmore and David Morse
Photos: New American Dimensions
According to a 2008 segmentation study, acculturation is the most significant factor when segmenting the U.S. Hispanic market. At the same time, the lead researchers involved in the study, David Morse and Susanna Whitmore of New American Dimensions, believe there are important differences between the various groups marking it important for marketers to have a clear understanding of Latino market segments before approaching them.
In the Acculturation & Beyond New American Dimensions Hispanic Segmentation Study report they counsel marketers to be cautious of stereotypes. As an example, they point out that consumers that would be considered unacculturated by some standards may exhibit behaviors more common among acculturated Latinos. On the other hand, many Latinos born in the United States are eager for a strong cultural connection with their country of origin and roots.
They also point out that although language is often linked to acculturation, some less acculturated Latinos prefer to receive information in English and some highly acculturated individuals favor Spanish language communications.The study was conducted between January 21 and February 10, 2008 via phone with 1,000 Hispanics across the country.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
New American representatives selected the names at random from surname lists in zip codes where Hispanics comprised at least 1 percent of the population. Survey participants self-identified as Hispanics between 18 and 64 years of age and the group was divided almost equally between men and women. Although respondents could chose to be interviewed in Spanish or English, slightly more than 60 percent chose Spanish.
Researchers sought a representative sample by including a proportionate number of Latinos from major U.S. Hispanic markets and from varied age groups similar to those reflected in the January 2008 United States Census Hispanic Current Population Survey. About 18 percent of respondents were aged 18 to 24; 30 percent were between 25 and 34; 35 percent were between 35 and 49, and 17 percent were between 50 and 64 years of age.
The 85-page report available on the company website is divided as follows: Attitudes About Heritage; Culture & Life in U.S.; Beliefs About Family, Religion, Conformity & Other Aspects OF Role in Society; Shopping Habits and Brand & Store Selection Criteria, Leisure Activities, Language Proficiency and Media Preferences, Opinions On Immigration, Segmentation Results, Getting to Know Them, Accidental Explorers, and Conclusions.
New American Dimensions is a California marketing research and consulting firm dedicated to identifying “how ethnic consumers think, feel, and make decisions about purchasing, brands, communications, and marketing.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
Posted by Elena del Valle on May 28, 2008
Alex Reider, a 2008 intern at Revolucion in New York
Photos: Revolucion
This year, four United States based advertising companies specializing in the Latino market are participating in a student internship program offered by the Miami Ad School. Although 240 of the school’s students participate in the internship programs every year, only a handful of agencies offer Hispanic market and Spanish language oriented opportunities. Miami Ad School student interns receive a scholarship and academic credit. The agencies sponsor the student’s tuition and housing costs for the quarter.
“In Miami, we teach our classes in English but about half of our students and teachers speak Spanish and/or Portuguese as well as other languages,” said a Miami Ad School representative. “We have students from all over the world. It is a very multi-cultural environment. Our Quarter Away and internship programs offer our students the opportunity to enter the work force with a global perspective on advertising.”
Currently, Revolucion NYC, Vidal Partnership NYC, Lapiz Chicago, Jeffrey Group Miami, (and Ogily & Mather Sao Paulo) are participating. Most of these agencies accept Spanish speaking and non-Spanish speaking interns. Latinworks Austin and Dieste Dallas have also participated in past years. In 2008, 20 students are expected to participate in Hispanic oriented internships.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
This year, Revolucion Hispanic Communications welcomed two interns for a ten-week internship. Mexico City native Alex Reider studies copywriting and Vanessa Velez of Puerto Rico likes art direction. The students will work full-time at the Manhattan agency through June and report directly to Roberto Alcazar, the agency’s executive creative director.“We are proud to join the esteemed roster of agencies on Miami Ad School’s internship list,” said Alcazar. “Our agency is always looking for opportunities to share our expertise with the next generation of creatives and fresh ideas from the newest talent entering the industry.”
Roberto Alcazar, executive creative director, Revolucion
“To give Miami Ad School students the best education in the business, we expose them to the best minds in the business,” said Pippa Seichrist, president and founder of Miami Ad School. “That’s why we partner with the most innovative agencies around the world. We’re excited about having our students intern at Revolucion. They’ll have remarkable opportunities working in the Latin market, the fastest-growing market segment.”
The Miami Ad School, founded in 1993, has six full time schools that graduate 400 students per year from its two year program. The school also has a full time Spanish speaking school in Madrid and, a full time Portuguese speaking school in Sao Paulo. The Miami Ad School began working with Hispanic agencies in Miami such as La Comunidad and Alma DDB 15 years ago. Miami Ad School’s Quarter Away and internship program has been offered for 10 years. Revolucion is a New York City based Hispanic brand-communications agency.
Posted by Elena del Valle on May 21, 2008
Don’t Be Afraid screen image
Photos, video: Comcast
In April, the police departments of the Montgomery and Prince George’s counties in Maryland, with the help of Comcast, launched a public service campaign targeting foreign language speakers in the two counties. Don’t Be Afraid, a bi-county campaign assuring speakers of other languages that emergency services will help those who seek assistance will run through August 2008. It includes two public service announcements (PSAs) and two five-minute interview segments with each county’s chief of police at a value of more than $400,000 in air-time. Scroll down to watch the public service announcement video.
Chief J. Thomas Manger of the Montgomery County Policy Department, and Chief Melvin C. High of the Prince George Police Department recorded five-minute Comcast Newsmakers interview segments explaining the campaign’s role in ensuring the safety of the counties’ non-English or limited English speaking residents. Each chief’s interview aired on CNN Headline News in his respective county for two weeks from mid to late April.
The PSAs produced for the campaign display the “911” emergency number and the word “Help” on-screen. The word “Help” appears translated into the most commonly-spoken languages in the counties: Spanish, French, Korean, Mandarin, Vietnamese and Russian. Taped in English and Spanish, the PSAs will run cross-channel on Comcast Cable in both counties through the end of August 2008.
Sanford Ames, Jr., area vice president, Comcast
“It is Comcast’s goal to make all members of our community feel valued and safe,” said Sanford Ames, Jr., area vice president, Comcast. “We’re proud to partner with the Montgomery and Prince George’s counties police departments to publicize the availability of 911-call translation services and to eliminate the ethnic community’s fear of reporting crime.”
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
- Why it’s important to reach your clients in language
- Ins and outs of translations issues
- How to select a translator
- What to expect
- How to save on translation costs
- Much more
Click here for information on “Hispanic Market Translation Issues”
“We are very grateful to Comcast for its commitment in helping us get this critically important message out to the community,” said Manger. “Montgomery County has a culturally diverse population and we want to make sure that our community members who don’t speak English as a first language know, that through our translation services, when they need our help they can call 911 and be understood.”
Don’t Be Afraid is the fourth in a series of public safety campaigns in which Comcast has invested its resources. Previous campaigns included Drive, Think, Live, a program the company sponsored in Montgomery County promoting driver safety among young people; as well as Pedestrian Safety, a District of Columbia metro area campaign promoting the use of crosswalks and safe driving tactics in heavily populated areas. Crossing Guards, the third in the series, highlighted school crossing guards and the work they do to keep children safe.
Posted by Elena del Valle on May 14, 2008
McDonald’s new Spanish language website – click on image to enlarge
Photo: McDonald’s
As part of its promotional efforts to introduce a new chicken product, McDonald’s recently launched two websites, WhatCameFirst.com and QuienFuePrimero.com, operated by a third party. The Southern Style Chicken Biscuit and Sandwich was introduced nationwide May 6, 2008. The sandwich, available as a breakfast item and during the day, features lightly breaded all white chicken and is served with two pickles on a biscuit (in the morning) or a bun. As for the debate, the day we visited the website the egg was winning 4,989 to 4,789.
The primary audience for these efforts are multicultural adults between the ages of 18 and 49. The new pages will be promoted through media relations, word of mouth, street team initiatives across the country, and special events for May 14, National Dance Like a Chicken Day. The Game Agency developed the Spanish-language pages.
The idea is for consumers to log on to participate in an online exchange about the age-old chicken versus egg debate through a customized Dance-Off. Website visitors can upload a photo to a character of their choice to create a customized animated figure to pit the chicken and the egg against each other; share dance sequences, challenge friends and family to participate with equally customized animated characters; and view humorous “man-on-the-street” video interviews from people across the country who share their opinions on the eternal question of “What came first, the chicken or the egg?”
McDonald’s USA, LLC, is a fast food provider in the United States. More than 80 percent of McDonald’s 13,700 U.S. restaurants are independently owned and operated by local franchisees. One third of McDonald’s employees in the United States are Latino and 11 percent of the company’s board members are Hispanic.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on May 7, 2008
Hispanic Heritage CD cover
Photos: Encyclopaedia Britannica
Although 98 percent of Encyclopaedia Britannica products are in English, in 2004 the company began offering a limited selection of CD-ROM products for United States Latinos. The products, available online and through special promotions, are Hispanic Heritage in English; Britannica Junior Visual Dictionary in English, French and Spanish; Enciclopedia Compacta Britannica in Spanish; and Merriam-Webster’s Spanish English Dictionary.
Steve Gilberg, director of Promotions and Licensing, Encyclopaedia Britannica
“We offer highly-relevant CD-ROM premiums for Hispanic marketing campaigns. They’re affordable, flat and postal-friendly,” said Steve Gilberg, director of Promotions and Licensing, Encyclopaedia Britannica.
Hispanic Heritage, for example, outlines people, history, places, events, and traditions the company’s editors believe shape Hispanic culture in South, Central, and North America. The CD includes biographies of notable figures including Simón Bolívar, Fidel Castro, Roberto Clemente, Oscar de la Renta, Plácido Domingo, José Ferrer, Vicente Fox, Alberto Gonzales, Che Guevara, Frida Kahlo, Jennifer Lopez, Eva Perón, Juan Ponce de León, Saint Martín de Porres, Carlos Santana, and Sammy Sosa.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids”
There is information about individual countries and World Heritage sites like Cuzco in the Peruvian Andes, Quito, and Mexico City; as well as the history and culture of Hispanics and their impact on the world; the Aztec and Mayan civilizations; the Panama Canal; the Spanish-American War; the Bay of Pigs invasion; Latin American literature, and Latin music.
Britannica Junior Visual Dictionary cover
There are also speeches, writings, and historical documents such as a letter from the Spanish conquistador Hernan Cortes describing Mexico City to Emperor Charles V, king of Spain; the Nobel Prize lecture of writer Octavio Paz. There are multimedia items on Mayan ruins, the voyages of Christopher Columbus, and Argentine gauchos at work.
The retail price for each of these CDs is $19.95 (Jr. Visual Dictionary is $29.95). Promotional pricing depends on quantity ordered and the exact type of packaging. Annual sales average about 10,000 each of the Hispanic Heritage (English-language) and Enciclopedia Compacta Britannica (Spanish-language) CDs. The products are available at the Britannica eStore.
Enciclopedia Compacta Britannica cover
Some of the software is also sold in school fund-raising catalogs like Scholastic and Reader’s Digest/QSP. They can also be found as part of promotional give-aways, or premiums, to support the ethnic marketing or Back-to-School marketing campaigns of third parties like Kellogg and General Mills who distribute them as a premium in in-pack, near-pack, and mail-in formats.
Encyclopaedia Britannica also owns Merriam-Webster, Inc., the dictionary publisher. Those products, including a handful in Spanish, are also available for online purchase. Although Encyclopaedia Britannica representatives don’t know who exactly is buying them, according to Gilberg, they sell “pretty well.” Encyclopædia Britannica, Inc., headquartered in Chicago, Illinois, is a leading provider of learning and knowledge products.
Click here to buy Encyclopedia Britannica Hispanic Heritage
and
Enciclopedia Compacta Britannica
Posted by Elena del Valle on May 6, 2008
America’s population growth by racial and ethnic groups – click on image to enlarge
According to the latest Census Bureau updates, more than one third of Americans is from racial and ethnic minorities. Hispanics continue to grow faster than any other group, exceeding 15 percent of the overall population for the first time last year. At the same time, children of racial and ethnic minorities continue to exhibit significant growth. Hawaii was the only state where the share of non Hispanic white children rose.
High fertility and immigration are prompting the growth of Asian American and Hispanic populations. This is most evident in youth markets. In two of the fastest growing states, Florida and Nevada, the majority of children are from ethnic minority groups. Among children five and younger, ethnic and racial minority children are already the majority across the country.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
An example of the growth patterns sweeping the country is Florida. The Sunshine State had been the top state in non Hispanic white population increases in the past 30 years. In 2005, its non Hispanic white population mushroomed by 123,000; in 2006 the same segment grew by 67,000. In 2007, there were only 4,000 new non Hispanic whites in the state.
At the national level, between 2006 and 2007 the Hispanic population grew 3.3 percent; while the Asian population grew by 2.9 percent; the black population grew 1.3 percent; and growth among non Hispanic whites was only 0.3 percent. At the same time, minorities concentrated in certain parts of the country. Almost one third of America’s minorities live in California and Texas. Texas gained the greatest number of Hispanic residents between 2006 and 2007.
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Posted by Elena del Valle on May 1, 2008
Limon y Sal clothing
Photos: Orange Clothing Co.
Beginning in May 2008, Kmart stores are expected to carry Limon y Sal, a new apparel brand designed for Hispanics. The line is distinctive because it’s designed for young Latinos and the packaging, hang tags, labels, stickers and graphics are in Spanish. The Limon y Sal line includes Spanish one liner tees with graphic designs and seasonal garments.
Sample lines include: “Por eso es que estoy caliente” and “No vine por ustedes vine por ellas y la cerveza.” In addition to the graphic tees, there are screen-printed woven shirts and polo shirts, hoodies, pants and shorts.
“We have a large number of our stores that are centered in the Latino community and we have a strong bond with the Latino community,” said Mike Sablowski, vice president, Menswear, Kmart. “We haven’t offered them apparel. We really think there’s a need for that.”
Limon y Sal Clothing
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
The new line will be available in Kmart stores in 154 cities in 19 states and Puerto Rico. The items, made of cotton and cotton polyester blends, are manufactured in Asia and Latin America and priced between $13 and $25. Nestor Camacho, an employee of Orange Clothing and head designer of the Limon y Sal line, and his team designed the clothes.
Founded in 1999, Orange Clothing Co. is a Miami based private label importer, marketer, designer and distributor of clothes for young Latino men. Labels include Revolucion, Gallo Rojo, Red 1996, and Limon y Sal. The company has offices in China and Bangladesh.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
Receive a free downloadable copy.
Click here for your free copy of Emotional Branding
Posted by Elena del Valle on April 29, 2008
The Texas ad
Photos, videos: Lapiz, H&R Block
Hoping to position their company among one of the largest minority groups in the country H&R Block marketers tasked an ad agency to help their company target Spanish dominant Latinos with television, out of home and radio ads. The idea was to establish the tax company as an expert and advocate for Spanish speaking Hispanic taxpayers. Although H&R Block has had Hispanic initiatives for the past 10 years, according a company representative, the market it has become an increasing priority and focus in recent years. Scroll down to watch two ad videos.
Executives at Chicago-based advertising agency Lápiz came up with the tag line “Estamos Contigo” (Spanish for we are with you) for the campaign which was rolled out in early January 2008. The ads appeared through early April across 13 markets: New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.
Although the actual production was accomplished in six weeks, producing the commercials took months of pre-production work, creative strategy and development on the part of 12 Lápiz staff members. Company representatives declined to disclose budget numbers. Nationally the company only purchased air space on Univision; they also purchased buys on Univision, Telemundo and Telefutura in some markets. The results please H&R Block.
“We are encouraged by the results we have seen so far. Our mid year read has shown growth in our brand awareness. In the past four years we’ve seen increases in our brand awareness and consideration in the Hispanic community and this year is no different,” said a company spokesperson.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
“Filing taxes can be stressful, and even more so for those born outside the United States who may not be familiar with this process,” said Sheila Dougherty, senior marketing manager of Multicultural Marketing at H&R Block. “Lápiz’s understanding of our business needs is reflected on the ‘Estamos Contigo‘ campaign, which is helping us reiterate to the Hispanic community that, at H&R Block, we have the resources and the expertise to serve and support them in their language of preference when it comes to taxes and other financial needs, all year-round.”
After being selected as H&R Block’s agency of record for the U.S. Hispanic market in April 2007, Lápiz created an original Hispanic advertisement campaign designed to align with the company’s general market “You Got People” campaign. The campaign features Horacio and Roberto, two Hispanic friends, using humor to bust the myths that Spanish speaking Hispanics may have about H&R Block.
The California ad
“When creating the ad campaign, we kept in mind H&R Block’s stance as the leader in the tax industry and a partner for the Hispanic community. At the same time, we wanted to bring a fresh perspective to something as serious as taxes in order to connect with Latinos in a more personal and humorous light,” said Laurence Klinger, chief creative officer at Lápiz.
Tailored to sub-markets, the billboards were designed to convey the company’s language capabilities and services. In the Los Angeles billboards, Horacio and Roberto, wearing black leather jackets and sunglasses like Arnold Schwarzenegger in “Terminator,” promise “Hasta La Vista, Taxes.” The Miami billboards showcases the two men sipping Cuban coffee with the statement and saying “Si Algo te Va a Quitar el Sueño, Que Sea el Café Cubano” (Spanish for “if you’re going to lose sleep, let it be over Cuban coffee.” ). In Dallas, Horacio and Roberto promise taxpayers that H&R Block will do their taxes “Sin Rodeos” (“without the run around”).
The Miami ad
The television spots emphasize the importance of having a qualified, Spanish speaking, bilingual tax professional with the latest training on recent tax law changes to guide the clients to file their returns. In one of the spots Horacio and Roberto, along with two flamenco dancers, let viewers know that professionals at H&R Block speak Spanish. The flamenco dancers sing “can you help me with my taxes, please?” and a tax professional sings back “but of course, have a seat.”
In another spot, Horacio and Roberto ask a stylist at a beauty salon to help them prepare their taxes. She takes the documents and converts them into paper-doll cut outs. Horacio and Roberto tell viewers in Spanish that not just anyone can do their taxes.
H&R Block Inc. has served more than 400 million clients since 1955 and generated annual revenues of $4 billion in fiscal year 2007. H&R Block provides income tax return preparation and related services and products via a nationwide network of 13,000 company-owned and franchised offices and online.
Lápiz clients include JP Morgan Chase, Coca-Cola, Hanes Apparel, the Interactive Advertising Bureau, Kellogg Company, McDonald’s of Chicagoland, H&R Block Procter & Gamble and Allstate. Lápiz, Spanish for pencil, operates independently within Leo Burnett Worldwide, a wholly owned subsidiary of Publicis Groupe.
Click on the play button to watch the hairdresser’s commercial:
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Click on the play button to watch the flamenco ad
Posted by Elena del Valle on April 22, 2008
Percent by Ethnic Group Who Buy Green – click on image to enlarge
With everyone talking about green issues these days where does the growing Latino population fit in? Although there is insufficient in depth information to know for sure, it appears some Latinos share the concerns of the overall population about global warming and the environment. According to a couple of recent surveys, some concerned Latinos are willing to put their money where their mouth is and others may not be willing to do anything about it.
The market seems divided. While English dominant Latino youth with a strong online presence appear to mimic the pro green attitudes of youth across the country; Spanish dominant Hispanic families and older Latinos with a weak online presence may be more concerned with making ends meet and providing for their loved ones than with what may appear to be lofty goals they are unwilling or unable to support.
The dichotomy may be illustrated by two 2007 polls, the Green Living Report, a national online poll by Mintel, and Just the Facts: Latino Attitudes and the Environment, a state poll by the Public Policy Institute of California. While Latino respondents to the national online poll expressed willingness to support green initiatives; Latino respondents to the California phone poll demonstrated the most concern among their peers about air pollution but they were also the least supportive of measures to address the situation.
According to the December 2007 Mintel survey among 3,085 online English speaking respondents 18 and older, Asians were the most likely to buy green products and blacks were the least likely while Latinos were in the middle. Only 40 percent of Latinos said they buy green products always or almost always and 60 percent said they never or almost never do.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
At the same time 49 percent of Asians, 35 percent of whites and 32 percent of black respondents claimed to buy green always or almost always. Likewise, 69 percent of black, 65 percent of white and 51 percent of Asian respondents said the never or almost never purchase green products.
“Like most Americans, Hispanics are becoming more interested in ‘green’ living. Our research found that Hispanics are especially concerned about pollution and are more willing than non-Hispanics to pay extra for environmentally-friendly products,” said Colleen Ryan, who wrote the Mintel Green Living Report. “When you look at tech-savvy, English-speaking Hispanics, this is especially true. Hispanics in this category tend to be ‘greener’ in both attitudes and behavior than non-Hispanics.”
Although Mintel selected its sample hoping to be demographically representative of the overall U.S. population, individuals who are not online were excluded from the survey, introducing a bias, especially among some racial and ethnic groups. Because the survey was conducted in English, it is not reflective of English-speaking Hispanics without Internet access. The views of Spanish dominant or Spanish preferred Latinos may differ.
At the same time, the Public Policy Institute of California statewide phone survey conducted in July 2007 among 2,500 adult residents of California and published in November 2007 revealed Latino respondents in that state are the most concerned about air pollution but the least willing to support measures to regulate and remedy the situation. The survey was conducted in several languages including Spanish. Almost half of Latinos respondents (45 percent) think regional air pollution is a big problem followed by blacks (36 percent), whites (29 percent), and Asians (24 percent).
Among survey respondents Latinos 72 percent said the effects of global warming are already happening compared to 66 percent of blacks, 65 percent of whites and 59 percent of Asians. Latinos and blacks were the least likely to support heightened fuel efficiency standards for auto manufacturers.
According the Master’s thesis of Angela Lopez published December 2005 at Texas A&M University, Texas Latino knowledge and attitudes toward natural resources and the environment, women are 1.5 times more environmentally aware than men. Also, respondents who supported a political candidate who valued the environment showed greater concern for the environment than respondents who supported a candidate who didn’t show environmental concern.
She also found that the higher the income of a student’s parents the more likely he or she was to express concern for the environment. At the same time, the higher a mother’s educational level, the less likely a student was to show concern for the environment. Her thesis was based on a survey of 635 college students.
Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.
The Public Policy Institute of California is dedicated to “Informing and improving public policy through independent, objective, non partisan research.” The authors of Just the Facts: Latino Attitudes and the Environment are Mark Baldassare, Dean Bonner, Jennifer Paluch, Sonja Petek.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on April 15, 2008
Zune home page – click on image to enlarge
Zune, MSN Latino and Remezcla.com will cross promote each other’s music in a new co-branded online platform scheduled to launch today, April 15. According to promotional materials, the new website will provide a forum for consumers to discover and purchase new music and artists, expanding the reach of the three partners among the Hispanic online community. One of the groups expected to have a prominent placement on the Zune Marketplace homepage and be artist of the month on MSN Latino in May is Belanova, a Mexican electropop band.
Denisse Guerrero of Belanova
“For artists it means getting maximum exposure through prominent sites and through a digital storefront,” said Denisse Guerrero, lead singer of Belanova. “We’re thrilled that we’re able to work with Zune to expose our music to fans through various online avenues.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
The arrangement with MSN Latino gives Zune the exclusive naming rights to MSN Latino’s music channel, which will be rebranded as Zune Musica through 2009. The collaboration between Zune and MSN Latino will include all pages within the MSN Latino Zune Musica music channel including editorial, graphics, photos, in-page video, special-event coverage and sponsorships related to music, such as the Latin Grammys and Latin Billboard Music awards. The Zune-MSN Latino collaboration will include a Zune-branded artist of the month and links into Zune Marketplace for users who want to buy music of featured artists.
“Zune continues its commitment to Latin artists and to the Hispanic community,” said Javier Farfan, senior manager of Lifestyle Marketing for Zune. “Through these business arrangements, Zune will continue to offer Latino music lovers the artists’ information and industry content they care about through Zune, Zune Marketplace and the Zune Social.”
Javier Farfan, senior manager of Lifestyle Marketing, Zune
“Remezcla.com prides itself in introducing readers to new trends in Latin culture,” said Andrew Herrera, chief executive officer of Remezcla.com. “We are excited to partner with Zune as we both value the importance of enhancing the Hispanic online experience. As people discover new content, especially through music, they also can venture across content that interests and connects with them culturally. Partnerships like this with Zune help content on our site reach new audiences, and that’s key as we expand into new markets.”
Through the Zune and Remezcla.com partnership, Zune will be the exclusive portable music device and online music store for Remezcla.com users. Additional Remezcla.com resources will include exclusive content, integrated Zune branding and promotions through 2009. Online users will be able to venture across sites, download music and join Zune Social, a social networking music community.
Launched in New York City in 2006, Remezcla.com is a network of bilingual sites showcasing local Latino and Latin American cultures, local and international trends in Latin music, visual arts, film, nightlife, and events. Remezcla.com plans to expand to Chicago, Los Angeles, Miami and San Francisco; and to partner with other online and social networking sites including MySpace Latino.
Zune is Microsoft’s music and entertainment brand that includes a line of wireless digital media players, the Zune Marketplace online store, and Zune Social online music community. Founded in 1975, Microsoft is a leader in software products.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids”
