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.
[Podcast] Fastest-Growing. Affluent. Culturally Confident. Trailblazing – Asian Americans Raise the Bar
Asian American Millennials are rising stars in the cultural influencer market, outspending American Baby Boomers and emerging as pioneers of technology and innovation. As the fastest-growing minority group in the U.S., Asian Americans’ collective spending power is quickly becoming a focal point for aspiring brands. This week, to celebrate Asian and Pacific Islander American Heritage Month, we speak with Selina Guo, Director of Strategic Planning, and Max Davidson, Chief Integrations Officer at Admerasia about Asian American market trends, implications for brand strategy, and combating xenophobia in the wake of COVID-19. ·
- African-American Market Research, Asian-American Market Research, Blog, Consumer Sentiment, Hispanic Market Research, Integrated Market Research, Multicultural Consumers, Online Market Research, Total Market Research, Total Market ViewsView Cart
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.
In the wake of the COVID-19 pandemic, marketers across the globe are adapting to the “new normal” of advertising by pulling commercials created pre-virus that may now be seen as insensitive. The focus has shifted to brand-building, with new campaigns that highlight how brands are helping during this crisis. Given the circumstances, many marketers are doing a great job of pivoting during this global crisis.
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.