Audience Segmentation

/Audience Segmentation
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Marketing to Asian Identity, Not Assumptions

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.  For example, we dove into the names by which Hispanics prefer to identify. Responses ranged from “Latino/Latina” to country of origin, to the hotly debated yet emerging term “Latinx.”  We see a similar pattern among Black Americans, who do not identify with labels such as “African American” despite its use in the U.S. Census, media, and other databases.

Auto Insurance Decision Makers Rank Trust A Priority When Deciding To Buy

According to IBISWorld, automobile insurance is a $300 billion industry in the United States with growth surpassing that of the national economy. Despite the rise of the sharing economy and sentiment shifting to eco friendlier ways of travel, the vast majority of consumers are still purchasing cars and auto insurance to cover them. To better understand how consumers purchase auto insurance, we surveyed a representative sample of 2,485 auto insurance customers and decision makers to uncover expectations of their auto insurance providers and what matters most to them when choosing an insurance provider.

[Podcast] Elements of Culture – Audience Segmentation That Builds Trust and Credibility

Marketers looking to gain deeper insights into multicultural audiences must first move beyond blanket assumptions. Essential to doing that is leveraging data and understanding the value of audience segmentation. Some marketers, however, are uncertain as to how to find the data needed or adequately use the data when found to segment their audiences effectively. This week, Demetrius Parker, Integrated Marketing and Communications Strategist at the CDC, joins us to discuss the power of think tanks, data aggregator tools, and the elements of culture marketers can tap into to build deeper connections with multicultural consumers. 

Diversity and Inclusion Drive the Empathy Economy

The empathy economy has accelerated rapidly since the onset of the coronavirus pandemic and social justice movements impacting the global community. But what is the “empathy economy” and, as it implies, how can showing empathy have economic benefits? According to Michael Ventura, author of the book, Applied Empathy: “People think empathy is about being nice, being compassionate, being sympathetic—it’s none of those things, empathy has a broader meaning that extends well beyond its dictionary definition of ‘the ability to understand and share the feelings of another.”

Latinos Prefer ‘Hispanic’ Over ‘Latinx’ When Describing Ethnicity

When we published our ThinkNow Latinx Report in November 2019, many were shocked by the stunning reality that 98% of Latinos do not identify with the term “Latinx” and prefer to identify as “Hispanic,” leaving only 2% of the burgeoning Hispanic consumer base preferring this ethnic label. The findings were cited in The Washington Post, New York Times, and The Atlantic. A Medium article published with the results has received 84,000 views and 29,000 reads to date. The volume of engagement illustrates the deep divide among consumers, academia, and other stakeholders regarding the credibility of the term “Latinx.”

Brands Engaging In Cause Marketing, Do Your Research First

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.

Will Hispanic Automotive Consumers Put The Brakes On Spending?

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.”