Latest Content
Stay Current with Insights and Strategy from Latinum and genYZ
Safeguard Your Brand Against Ad-wary Online Streaming Viewers
To effectively capture consumer attention, marketers must understand the ever-changing media landscape. Leverage these insights to optimize your ads for the modern TV consumer.
Amplify Word-of-Mouth Impact in the New Wave
The New Wave—the young, diverse segment of Americans aged 18 to 39—value word-of-mouth and engage it more than older Americans. In this study, we share two steps and five tactics that brands should leverage to drive word-of-mouth in this segment.
Mom Knows Best: Understanding the Key Decision-Makers of the Family, with Special Attention to Hispanic Moms
Moms are essential to running their families, as well as driving brand growth. Dive into our research for strategic insights on how you can capture spending from moms across segments, as well as specifically resonate with Hispanic moms.
Superbowl LIV Halftime Proves Brands Can Use Hispanic Culture to Win the General Market
Our post-Superbowl survey on the halftime show found that Hispanic, Black, and White consumers in the “New Wave” (ages 18-39) are receptive to Hispanic culture and messaging.
Diverse Representation in Ads Is Not Enough to Win The “New Wave” of Diverse, Young Americans
In a climate of increasing tribalism exacerbated by social media polarization, advertisers must appeal to the most complex mix of demographics in American history while steering clear of unintended backlash.
The Cultural Fluency Imperative: How to Win the “New Wave” of Diverse, Young Consumers
Learn about our Cultural Fluency Framework and how applying our three-part approach can help connect your brand equities more reliably to the Group Traits of these consumers.
New Year, New Multicultural New Year’s Insights
The New Year’s holiday offers brands a wide range of opportunities to activate Multicultural Americans. Read the research to deepen understanding of how these diverse consumers celebrate the holiday and how best to activate them.
Celebrating Through the Ages: Generational Insights on Holidays and Occasions
You asked and we delivered: insights on holidays and occasions are here! Make the most of seasonal festivities by using this data to better connect with both younger and older consumers.
Motherhood in the Age of Social Media
While consumers of all ages and backgrounds engage in social media, Millennial and Gen X moms participate in specific social media behaviors that marketers and insights professionals need to understand.
’Tis the Season for Insights into Consumers’ Christmas Attitudes and Behaviors
Christmas is a widely celebrated and much-loved holiday across racial and ethnic segments. And the associated spend is massive—more than 1 trillion dollars in 2018! Brands should go big during this festive season to ensure they capture their share of America’s increasingly diverse population.
Pass the Plate: Thanksgiving Research
Our latest research on Holidays and Occasions identifies where segments differ in their Thanksgiving attitudes and behaviors. Commonly associated with family time and eating turkey, this holiday actually has segment-specific nuances that brands must understand in order to win multicultural consumers.
Feast on This: Generational Insights on Thanksgiving Celebrations
THANKSGIVING: the classic foodie holiday everyone knows and loves. Make Thanksgiving stand out by activating on these generational insights that reveal some untraditional perspectives on ways consumers celebrate Turkey Day.
Unleashing culture to drive brand growth