It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations.
Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 election.
Whether you’re five or ninety-five, you probably drink at least one non-alcoholic beverage per day. Despite this, the non-alcoholic beverage industry has seen a steady decline over the past few years. Is this driven by more interest in healthy foods, a change in tastes, or something else? Our latest total market study was designed to learn more about consumers’ beverage preferences and uncover the drivers behind the trends.
Hispanic and African-American consumers typically stick with their favorite brands when shopping for non-alcoholic beverages. They’re less likely to be swayed by a sale or coupon. On average, 27% of consumers say that they purchased a non-alcoholic beverage because of a sale.
We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.
Does this mean that gen-Z and millennials are less patriotic than older generations?
There’s a lot of press around the demise of Facebook. While we’re not jumping on the “Facebook doesn’t matter” train, it’s clear that there are major changes in preferences around social media platforms among the youngest generations.
We asked social media users, “What is your favorite social media platform?” – only allowing them to select one.
The results were jaw-dropping.
Much has been made of millennials’ preference for cities. For a long time, the prevailing narrative was that they favored urban spaces relative to the white picket fences of the suburbs. Although there’s been a shift in the narrative as some begin to take a closer look at the millennial urban dynamic, there’s still a view of of, for lack of a better term, of white Brooklyn hipsters.
The world is going mobile. Smartphones are changing the way we communicate, the way we shop and look for information, and remaking entire industries. However, just how prevalent are smartphones across gen-Zers, millennials, and older generations?
The mandate to drive sales and build loyalty among Hispanic consumers holds true across all industries. This is felt acutely in the financial industry. Driven by economic, cultural, and language factors, Hispanic consumers significantly under-index on banking status and financial products usage. This represents not only huge business upside for financial services companies, but also a human opportunity to increase access to historically underserved consumers.
Millennials are young, influential, digital natives. They constantly multi-task, and, yes, also shamelessly take “selfies.” Marketers often paint millennials with a broad brush, yet “The Selfie-Generation” or other narratives are too simplistic to articulate exactly who millennials—and in this case Hispanic millennials—really are.
Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
