How Great Brands Are Engaging and Celebrating Hispanic Culture

, , ,
How Great Brands Are Engaging and Celebrating Hispanic Culture

Collage Group Hosts Univision, Toyota, Publicis Media, Bimbo Bakeries and UnitedHealthcare for Hispanic Heritage Month Discussion & Celebration

From leadership and literature to music and art, Hispanic Americans have made substantial contributions to shaping the rich cultural fabric of the United States. At the launch of National Hispanic Heritage Month, Sept. 15 – Oct. 15, 2021, Collage Group is honored to have hosted nearly 200 marketing and insights professionals for a special virtual event. We were joined by five brand leaders to share insights and ideas for brands to recognize and celebrate Hispanic culture.

Fill out the form to watch a replay of the presentation and panel discussion, and download an excerpt of the insights:

Collage Group Chief Product Officer David Evans started off the event with insights on the demographic profile and cultural traits of the Hispanic consumer, as well as insights form our just-released Holidays & Occasions work specific to Hispanic Heritage Month.

David’s presentation was followed by a conversation with Collage Group member panelists moderated by David Wellisch, Collage Group CEO and Co-Founder. Panelists included:

    • • Roberto Ruiz, Univision, EVP of Research, Insights & Analytics
    • • Erika Caldwell, Toyota, Multicultural Brand and Marketing Lead
    • • Arnetta Whiteside, Publicis Media, VP, Research and Knowledge Management, Cultural Quotient
    • • Pepe Gil, Bimbo Bakeries USA, Marketing Director
    • • Anne Gowen, UnitedHealthcare, Senior Director of Marketing, Medicare & Retirement Marketing team

Panelists answered key questions about their challenges and successes in authentically engaging and supporting Hispanic Americans, including:

Q1: The Hispanic community has grown substantially during the past decade and now represents nearly 19% of the U.S. population, or more than 62 million consumers.

    • • For our media and agency panelists: how has this growth impacted the ways in which brands are prioritizing and engaging Hispanic consumers?
    • • And for our brand panelists: how has your brand evolved to effectively engage all Hispanic consumers across language spectrum and country of origin?

Q2: What challenges has your brand faced with engaging this fast-growing, impactful consumer segment, and how have you worked to address them?

    • • For our media and agency panelists: what are the most significant challenges that brands are currently facing in effectively and efficiently engaging the Hispanic consumer?
    • • For our brand panelists: what are the most significant challenges that brands are currently facing in effectively and efficiently engaging the Hispanic consumer?

Q3: What efforts to support the Hispanic community on issues such as jobs, health care, racial and ethnic inequality and immigration have you seen from your company during the past six months?

Q4: What do you think the Hispanic community – and the majority of Americans – are looking for from brands?

Q5: Tell us about the efforts you are undertaking to celebrate Hispanic culture during Hispanic Heritage Month?

Fill out the form above to watch the replay and find out how these brand leaders responded.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Without Cultural Fluency, Brands Risk Major Backlash from Ads

, , ,
Without Cultural Fluency, Brands Risk Major Backlash from Ads

Effective ads require cultural fluency, the ability to use culture to efficiently and effectively connect across consumer segments.

The Challenge

Conventional ad testing poses challenges with legacy norms and sample bias and can exacerbate a cultural disconnect between your brand and the consumers you need to engage for growth.

The Opportunity

Built on a framework of a deep understanding of the cultural and emotional influences that inform how consumers from diverse backgrounds process ads, CultureRate:Ad helps you connect across culture.

If done incorrectly, advertising can create Backlash, which we define as flipping perception from positive to negative, creating a substantial decline in Brand Favorability. According to our CultureRate:Ad research, a startling 20-25% of consumers experience a “flip” in perception after watching just one ad. Our measurement of Backlash, combined with other metrics, can reveal characteristics of your ad that could be harmful to your brand.

This is a common challenge by leading brands. Read on for several examples of consumer backlash resulting from ads that missed the cultural mark.

Jeep | Winter 2021

Washington Post
With the attack on the U.S. Capitol only a month prior to the airing of this ad, emotions were high – fear, and anger, and joy – and all still fresh in the public consciousness. Calls by Jeep for unity and “the middle” were panned as “late” and “tone-deaf.”

Featuring Bruce Springsteen, a working-class hero of days gone by, the somber embrace of nostalgia didn’t seem to be an answer to the challenges of “the road ahead.” While it may have been intended as heartfelt, especially coming from the Boss, the dissonance between tone and message seemed to offer more confusion than reconciliation for Americans across all political persuasions. The ad was eventually pulled, following consumer backlash combined with a Springsteen drunk driving scandal.

Twitch | September 2020

esports.com
In its attempt to celebrate the Hispanic community during Hispanic Heritage Month, Twitch was heavily criticized for their campaign launching “stereotypical” emotes and spotlighting primarily English-speaking streamers. The streaming community responded with outrage. Within three hours, Twitch apologized saying they “missed the mark” and removed the emotes from the platform.

Peloton | Fall 2019

New York Times
With an ad widely criticized as “sexist and dystopian,” Peloton effectively tanked their stock by nearly $1.5 billion. The ad features a woman who received an exercise bike from her partner as a Christmas gift. She’s inspired to record a video diary of her new exercise routine, which she says, “changed her.” Critics slammed the ad as “offensive” and “damaging” calling attention to the fact that she was thin at the beginning of the ad, and implying her partner was patronizing for telling her to get fitter and lose weight.

Dolce & Gabbana | Winter 2018

Fast Company
In a failed attempt at a gaffe, a D&G ad featured a confused Asian woman attempting to eat spaghetti with chopsticks. Dressed in a red, European style dress the ad subtly suggested that while the woman embraces European fashion, she’s too stupid to truly understand European culture. Chinese consumers took to social media (Weibo), calling the ad offensive, racist and deliberately misrepresenting their country as a third-world nation.

Pepsi | Spring 2017

New York Times
With borrowed imagery from the Black Lives Matter movement, Pepsi failed in its attempt “to project a global message of unity, peace and understanding”. The ad, featuring Kendall Jenner, shows attractive young people smiling, laughing, dancing, and clapping at a public demonstration. Supported by cheers and applause from the crowd, Jenner, a white woman, gives a grinning police officer a can of Pepsi. Social media erupted with criticism accusing Pepsi of “appropriating imagery to sell its product, while minimizing the danger protesters encounter and the frustration they feel.” Within a day of airing the ad, Pepsi immediately pulled it and offered a public apology.

Answering the Challenge

While connecting across diverse consumer cultures certainly comes with challenges, there is good news. You don’t have to risk spending millions on an ad campaign that generates Backlash and causes harm to your brand, and even your company’s stock price. Collage Group’s CultureRate:Ad offers brands a superior way to assess the cultural fluency and resonance of ads. 

CultureRate:Ad measures ad performance using a proprietary metric, the Ad Cultural Fluency Quotient. With a deep oversample of diverse Americans, brand leaders get rich insight into how consumers process ads across race and ethnicity, generation, sexual orientation, gender, and other factors. Brand leaders use CultureRate:Ad and CultureRate:Brand to build cultural fluency, the capability to drive total market growth from inclusive, diverse-led marketing.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Top CultureRate Scores Reveal Category Insights

, , ,
Top CultureRate Scores Reveal Category Insights

Top CultureRate Ad and Brand scores reveal both top-performers and provide crucial context for category-wide Cultural Fluency.

CultureRate:Ad and Brand measures Cultural Fluency through a key metric we call the Cultural Fluency Quotient (CFQ) score. CFQ scores are designed to specifically to measure cultural resonance across segments for both ads (A-CFQ) and brands (B-CFQ). To do so, we have tested a multitude of components to accurately measure cultural resonance and ensure that a higher CFQ score is an indication of higher purchase intent and brand favorability.

Ultimately, CFQ scores are a crucial way for you to gauge your own brand or ad’s cultural fluency and to take stock of the cultural fluency of your in-category competitors.

In addition to individual CultureRate reports, top CFQ score reports are now available for Collage Group members, and provide industry-specific data. Each report includes overall category CFQ rankings by consumer segment and acculturation, as well as Cultural Reach scores, aka how many segments with whom an ad or brand is resonant. Where robust sample is available, sub-category rankings are also included.

CultureRate:Ad Top Scores

CultureRate:Ad reports measure cultural fluency by gauging consumer sentiment across 4 key component areas: Brand Fit, Personal Relevance, Important Messaging, and Enjoyment. Component scores are weighed and combined to create an Ad Cultural Fluency Quotient (A-CFQ) score. The A-CFQ score gives members crucial insights into their brand’s resonance across multiple consumer segments, as well as where to focus strategies on improvement.

Collage Group assessed the top A-CFQ scores across twelve categories: alcohol, auto, beverage (non-alcoholic), financial services, food, health care, home care, media, personal care, QSR, technology, and travel.

CultureRate:Brand Top Scores

CultureRate:Brand reports measure the cultural fluency of a brand. Our B-CFQ scores gauge consumer sentiment across 6 key component areas: Product Fit, Personal Relevance, Brand Trust, Memories, Advocacy, and Shared Values. The B-CFQ score gives members crucial insights into their brand’s resonance across multiple consumer segments, as well as where to focus strategies on improvement.

Collage Group assessed B-CFQ for brands across fifteen categories: alcohol, apparel, auto, beverage (non-alcoholic), financial services, food, health care, home care, media, personal care, QSR, retail, technology, telecom, and travel.

Variation Across Categories

A review across the rankings also reveals trends across category in both A-CFQ and B-CFQ scores. Some categories like Media tend to have higher top scores while others such as Financial Services tend to possess lower scores. This, in and of itself, is an important insight. Categories with higher CFQ scores have the and advantage of built-in cultural resonance but may succumb to complacency and risk stagnation. Brands in categories with lower average CFQ scores may have to overcome intrinsic gaps in cultural fluency, but have a clear opportunity increase cultural fluency and stand out from competitors. Either way, our insight into Cultural Fluency can help your brand better connect with consumers across segment and produce more powerful ads.

If you would like to receive your own CultureRate:Ad or CultureRate:Brand report and learn more about the cultural fluency of your advertising, please contact us here.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

The 2020 Census: Three Things You Need to Know

, , ,
The 2020 Census: Three Things You Need to Know

The 2020 census data has arrived! And it shows that America is much more racially and ethnically diverse than we thought. Keep reading to learn more about this and other key insights.

Unless you’ve been taking a break from media for the past few days, you’ve probably heard the news: 2020 census data has arrived. And there’s a lot of interesting and potentially confusing information you need to understand. Below are three takeaways we think everyone should know.

1. The 10-year U.S. growth rate is at a 90-year low.

The U.S. population only grew 7.4% between 2010 and 2020. As Bill Frey of the Brookings Institute notes, this is the lowest 10 year growth rate since the 1930s. One component of lower overall growth is a decline in the Hispanic segment’s growth. This dropped to 23% this past decade, down a full 20 percentage points from the 2000-2010 rate of 43%.  The other driver of the decline—a shrinking white population.

2. The Non-Hispanic White population shrunk for the first time since the 10-year census started being conducted in 1790.

The Non-Hispanic White population lost about 5 million people in the 2010s, almost 2.6% of the segment’s 2010 population. This is primarily due to the aging of this population, as well as the increasing number of young Americans now identifying as multiracial. And that brings us to our third takeaway…

3. America is much more racially and ethnically diverse than we thought in 2010.

The big finding supporting this hypothesis is that the multiracial population jumped 276% over the past decade—from 9 million in 2010 to 33.8 million in 2020. Does this mean that there are 25 million more multiracial individuals living in the U.S. in 2020 than there were in 2010? No, and the reason why is that the way the 2020 census asked certain questions allows us to better understand America’s racial and ethnic makeup—both today and retrospectively. For example, the Hispanic/Latino origin question revised the nationalities it listed as example options to both reflect the largest populations in the U.S. and provide better geographic diversity. It also removed the word “origin” from the fourth option’s instructions. These two changes increase the likelihood that people will correctly identify as Hispanic or Latino.

The 2020 Census also made extensive changes to its race question. For instance, example origins were given for the White and Black or African American options, the word “Negro” was removed from the Black or African American option, and the Asian countries of origin were ordered to reflect U.S. population sizes. Finally, the 2020 Census changed its coding practices, allowing researchers to capture more information from individual responses.

The practical upshot here is that we get a better picture of how people self-identify in terms of race and ethnicity. And this is how we have come to understand that America is actually much more diverse than we thought it was 10 years ago. The revised questions most likely account for a significant portion of the changes we see in the 2020 racial and ethnic population counts. Another consequence, though, of the revised questions is that comparisons between 2010 and 2020 race and ethnicity counts are not “one-to-one” and require considerable caveats.

A final point to keep in mind—the 2020 Census only includes a limited number of variables on Americans.

Collage Group primarily utilizes the Census Bureau’s American Community Survey (ACS) data for its demographic tabulations, as the ACS includes a much larger number of annually-updated variables. The next release of ACS data is slated for December 2021. We’ll be updating our demographic content as soon as this far more detailed data drops.

The 2020 census further clarifies that America is steadily growing towards greater cultural diversity. And this trend presents significant challenges – and opportunities – for brands and companies. Brands that deeply understand multicultural Americans will be well-positioned to connect with consumers across diverse segments. They will become culturally fluent organizations. But brands that fail to invest now in understanding and connecting with multicultural America will find themselves playing an increasingly challenging game of “catch up” and “I’m sorry” as they inevitably hit bumps in the road towards an increasingly multicultural America.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Mom Knows Best: Understanding the Key Decision-Makers of the Family, with Special Attention to Hispanic Moms

Mom Knows Best: Understanding the Key Decision-Makers of the Family, with Special Attention to Hispanic Moms
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

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.

We all know moms play an important role in the family, but they’re also a crucial consumer group! They overwhelmingly steer their family’s purchases as they research products, do the shopping, and make countless decisions when it comes to budgeting and spending. However, many moms feel misunderstood by the very brands and companies they’re pouring themselves into as consumers. This means that moms merit specific attention.

It’s also important to recognize that not all moms are alike. After all, racial and ethnic background often shape the way mothers raise children and navigate the challenges of motherhood. Hispanic moms are an especially important group to focus on given the Hispanic segment’s current and projected population and spending growth. Brands that capture Hispanic moms today not only win the moms—they’re also taking steps to capture their children’s attention down the road.

To help you better understand who moms are and how they act as consumers, we’ve compiled data from 2019 Collage Group syndicated research initiatives. We’ve broken the data down by moms vs. non-moms, and further by Hispanicity.

We start off by providing Cultural Attribute Profiles for each group. These profiles reveal how each group scores on important characteristics including: anxiety, cultural rootedness, exceptionalism, independence, adventurousness, and compliance. Then, we cover relationships and family dynamics. Afterwards, we take a deep dive on moms’ path to purchase, including social media influence, product reviews, word-of-mouth, and shopping behaviors. Lastly, our study concludes with a section on what holidays and nightlife are like for moms.

Our insights will help you execute campaigns that will win across the board with moms, and also ways that you can take a targeted approach to resonate with Hispanic moms.

Strategic takeaways from our research include:

  1. Moms are heavy social media users. They use it as a tool to gather product information, as well as to share their own experiences. Brands should have a strong social media presence and make product information accessible. This is also an opportunity to tap into the power of mom influencers to bolster brand awareness.
  2. Preserving culture is a point of concern for Hispanic Moms. They want to ensure their children appreciate their roots. Tap into cultural identity and family themes simultaneously. This intersection is where heritage is top-of-mind for Hispanic Moms.
  3. Moms are the primary drivers of planning, organizing, and spending for special occasions. They love celebrating holidays and making them special for their kids. Holiday activations should be targeted at moms. Highlight your product’s ability to support their holiday celebrations.

Superbowl LIV Halftime Proves Brands Can Use Hispanic Culture to Win the General Market

Superbowl LIV Halftime Proves Brands Can Use Hispanic Culture to Win the General Market
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

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. This data further supports our claim that brands can win across this segment with a multicultural message.

Learn how these insights can be applied to your brand.

“I don’t know what [NFL commissioner] Goodell was thinking,” confided a colleague after reflecting on the Superbowl LIV halftime extravaganza featuring Jennifer Lopez and Shakira. “Frankly, I’m shocked he signed off on that thing.”

Google “super bowl halftime controversy 2020” and you’ll get over six million results.  It seems a lot of people shared my friend’s view that Roger Goodell’s decision to feature the Latina superstars was suspect. But many more would likely champion the decision based on the massive positive press around JLo’s celebration of Puerto Rico, Shakira’s nod to her middle eastern heritage, and of course the spike in both artists’ record sales and online streams.

But anecdotal evidence only provides limited insight. To really understand what consumers thought about this culturally charged event, brands need data. So, we fielded a survey to 284 Hispanic, Black, and White consumers age 18-39.  We call this segment the “New Wave,” defined by an experience of growing up in an intrinsically diverse America. The findings from this survey and what they mean for brands are below.

First, and most importantly, the New Wave was exceptionally positive about the halftime show. In fact, almost 80% or more of each segment said they enjoyed the show.

When asked what they liked most, respondents repeatedly mentioned Latinas and Latin culture, as you see in the quotes below.  If Goodell’s intent was to ensure the NFL’s relevance to the 25 million Hispanic NFL fans who are part of America’s fastest growing demographic, then his decision to celebrate Hispanic culture and its growing influence on America was a no-brainer.

Second, almost 70% of women surveyed thought the halftime show empowered women. 23% of White women felt the show objectified women, while less than half that percentage of Hispanic and Black women felt the same. One caveat: Unacculturated Hispanics were slightly more likely (21%) to think the show objectified women.

Third, over 80% of Hispanics thought the show represented Hispanic culture well. And 60% of these individuals also agreed that it represented American culture well. What’s really interesting is that non-Hispanic segments were even more likely to hold this view. Over 80% of the Black respondents and 62% of the White respondents who thought the show represented Hispanic culture well also thought the show represented American culture well. These data reveal that a majority of people can view something as both strongly Hispanic and strongly American – these are not trade-offs.  And you don’t even have to be Hispanic to hold that view.

Our data indicate that the vast majority of the New Wave—18-39 year old Americans—did not find the show particularly controversial and were thrilled about the inclusion of superstar Latinas. This finding is further evidence that brands looking to take the next big step in marketing, which is to lead with multicultural, will be well-positioned to win with the New Wave. Your brand should follow the evidence and lean into the multicultural space to ensure you capture your share of this segment’s attention and loyalty.

Four Things You Need to Know About the U.S. Hispanic Population

Four Things You Need to Know About the U.S. Hispanic Population
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

It’s 2019. At this point, no one should be surprised to learn that Hispanic consumers are a must-have for brands that want to maintain and grow market share. Even though the writing’s been on the wall for years, many brands are still struggling to connect with this segment in an authentic and natural manner. A first step to making this sort of connection is to understand who Hispanics are and what they value. Hover over the tiles below to reveal our insights.

Fill out the form for exclusive access to our study.

Hover to Reveal Insights

1.

Age

1.

In addition to being large, the Hispanic segment is also remarkably young, with a median age of 29 compared to 40 for the non-Hispanic population. Hispanic prominence in the U.S. will increase as this young segment ages and their education level and median income continue to rise.

3.

Heritage

3.

Although Hispanics firmly believe in keeping and cultivating their cultural heritage, they have had to adapt culturally as immigrants and minorities. As a result, duality is their reality—they navigate the different cultural worlds they inhabit in a way that is easy and authentic. This ability allows the segment to serve as integrators and amplifiers of culture.

2.

Language

2.

The Spanish language will be an important feature of the U.S. consumer landscape for the foreseeable future. After all, 72% of Hispanics speak Spanish at home, and 85% of Hispanic parents speak Spanish to their children.

4.

Family

4.

Hispanics place an emphasis on family as a source of one’s identity and protection against the hardships of life. They are loyal to family and support each other financially and morally. Family relations are grounded in respect and interdependence.

Related Content

How Brands can Engage During Hispanic Heritage Month

,
How Brands can Engage During Hispanic Heritage Month
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Hispanic Heritage Month begins on September 15. It’s time to start thinking about what your brand can do to connect with these important consumers. Marketers wonder about their permission to play during heritage months and, should they choose to activate, whether consumers will respond positively.

Our latest research on Holidays and Occasions provides a deep dive into cultural and heritage months, along with 9 other occasions. Don’t miss exploring these compelling new insights and activation case studies.

Learn how this study can be applied to your brand.

KEY INSIGHTS FOR HISPANIC CONSUMERS

Hispanics celebrate their heritage month primarily through food. Pursue experiential marketing campaigns featuring food and/or educational events in the segments’ communities to highlight their value to your brand.

The most common reaction that Hispanics have to Hispanic Heritage Month activations is one of pride. During Hispanic Heritage Month, highlight historical contributions of Hispanics to America make consumers feel proud and included.

Related Content

Preparing for the Cliff: What brands need to know to survive and thrive in the e-commerce economy

, , ,