The past several weeks has been one of the most difficult in American history. At the hands of white police officers, an unarmed black man, George Floyd, joined a growing list of black men and women killed by those sworn to protect and serve our communities. Protests erupted across all 50 states and in over 18 countries, calling for an end to systemic racism and justice for George Floyd, Breonna Taylor, many others who have prematurely lost their lives due to racial injustice. In response, many companies and brands have expressed solidarity for the #BlackLivesMatter movement across social media.
Multicultural minority groups collectively comprise one-third of the US population. Hispanic and Latino Americans have contributed to this significant demographic shift in the United States. Currently, more than 59 million Hispanics live in the United States. That massive growth is attributed to high rates of immigration and fertility. However, COVID-19 and the associated impact on the global economy and the daily lives of US consumers is still playing itself out. With the speed at which consumer behaviors and environments are changing, companies and brands must be proactive in their preparation for the “new normal.”
Hispanic voter turnout has historically been lower than that of non-Hispanic Whites and African Americans. The reasons for this vary from the relative youth of U.S. Hispanics and inconsistent outreach by political parties to a belief among many Latinos that their votes don’t matter. The COVID-19 crisis, however, may be the catalyst that drives change. Hispanics are being affected by COVID-19 disproportionally, both in terms of infections and loss of income. Upheavals of this magnitude are often followed by increased political activism. The Tea Party movement, for example, was launched by the Great Recession while FDR’s New Deal was born from the Great Depression.
In early May, we took the temperature of consumers in the U.S. to learn how they view brands that support social causes. In general, corporate engagement in social and environmental causes has a positive impact on consumer perceptions and purchase intent for brands. But, in light of George Floyd’s death and the continued acts of lethal violence against communities of color, we are curious to learn how these dynamics have shifted in the wake of the current racial climate in America. But this research still provides insight into consumer sentiment toward corporate social good overall.
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In 2017, smart speakers sat on the counter-tops and coffee tables of just over 30% of U.S. consumers. Today, that number has jumped to nearly half according to our 2020 ThinkNow Voice-Controlled Products report brief, which is on par with earlier predictions that 55% of homes will have smart speakers by 2022. The most popular speakers, Amazon Alexa and Google Home, dwarf category competitors like Apple Homepod.
Most people are surprised to learn that nearly 30% of U.S. Hispanics voted for Trump in 2016. Hispanics, it turns out, are not a homogeneous group. Over 50% are U.S. born with roots in 20 countries of origin, each with its own rich cultural and political heritage. The world, however, has changed considerably since 2016. Voters have a clearer idea of the president’s policy priorities and leadership style.
As the reality of being quarantined here on the west coast starts to settle in, we decided to process the unprecedented COVID-19 pandemic as any good market researcher would – with research. ThinkNow conducted a nationwide online survey of 500 American adults during the week of March 6-11, 2020. The sample was stratified with respect to race/ethnicity, age, gender, and US region per Census benchmarks.
Hispanics are on track to becoming the largest ethnic minority group in the U.S. this year. Not only does this have serious implications for the presidential election, but also for brands seeking new markets to combat stagnating sales. But it’s not just Hispanics. Population growth among African American and Asian American consumers continues to rise, as the population of Non-Hispanic Whites flatline.
In downtown Atlanta last week, a conference convened in which the companies represented affect all aspects of survey data, a fact that is significant as most marketers now rely on some sort of first-party data, the majority of which is gathered through surveys. SampleCon represents the entire ecosystem of the sample industry from panel research companies to incentive companies and is the only conference focused entirely on respondent sampling.
Education is often touted as the great equalizer that enables minorities from lower-income backgrounds to compete for a piece of the American Dream. Anecdotal accounts of Black or Hispanic children, from marginalized communities, “pulling themselves up by their bootstraps” and achieving great success find their way into impassioned speeches from teachers to preachers, politicians to business leaders. Data from the Bureau of Labor Statistics, however, tell a very different story.