Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies. ·
Stay at home orders across the globe has had an immediate impact on consumers. Streaming times are at an all-time high, food delivery services are at max capacity, and almost all of us have become gamers. While it is true that immediate consumer behaviors have changed during stay at home orders, the real question marketers are grappling with as mandates are slowly lifted is if the disruption in purchase routine will affect consumer behavior long-term, and if so, how.
[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. ·
“You get a car! And you get a car, and you…!” When Oprah gifted 276 unsuspecting audience members a brand new fully loaded Pontiac G6, cheers erupted from the crowd. In a similar fashion, but with far less flair, when market researchers “gift” clients fully loaded sales pitches claiming “you, you, and you get representative research,” the deafening silence is even louder. You see, just as the cars Oprah gave away weren’t technically free (guests had to pay the taxes), more than likely, the marketing research you’re getting isn’t technically representative. And from the results of your last marketing campaign, you’re probably starting to figure that out.
COVID-19 has completely disrupted our sense of normalcy. Collectively, we’ve hung our hopes on our ability to create a “new normal” post-COVID with some semblance of life before the outbreak. But, life during this pandemic is not normal, nor will it be in the months ahead. From industries to schools and everything in between, routines have been fractured, lives altered, and jobs lost. As a market researcher working in an industry that thrives on consumer interaction, I can speak best to what I’ve seen while navigating this space and how I think the market research industry will respond to the looming uncertainties ahead.
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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.
[Podcast] Getting Creative – How the Hispanic Restaurant Industry is Weathering COVID-19, What’s Ahead
Many small businesses are finding new ways to breathe life into their revenue streams during the COVID-19 pandemic to offset slow customer traffic and trickling income. This week, Barney Santos, CEO of Gentefy and BLVDMRKT, discusses how Hispanics in the restaurant industry are adapting sales initiatives to social distancing, and why virtual marketplaces will be essential to small business success as consumers adjust to post-quarantine life.
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.
Today’s multicultural consumers are younger than the general population and tech-savvy, making mapping their digital DNA essential to a company’s value chain. The issue is that some of that intel comes too late in the process. This week, Charlie Echeverry, founder of Black Brown Collective, discusses the intersection of digital, diversity, and youth and how putting diverse consumers at the top of the value chain will be a game changer for companies and brands looking for sustainable growth.
During times of crisis, Federal contracts must be awarded as quickly and efficiently as possible. Federal contracting, however, is deliberately slow to ensure public funds are spent responsibly. There are, of course, contract vehicles that allow for quick awards during emergencies. But, these vehicles are generally limited to specific areas deemed critical when a disaster is declared. The pool of vendors who bid on these projects isn’t necessarily pre-screened, which would help determine their ability to meet the needs of the award.