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.
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. ·
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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.
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.
We recently published the results of a study we did — which were, according to the headline of our blog in Medium: “98% of Latinos do not identify with ‘Latinx’ label.” Those findings were also cited by the The Washington Post, New York Times, The Atlantic, and and many other publications. The media attention garnered both praise and criticism from readers, some of whom didn’t agree with the outcome of the study, so they questioned our methodology. Given the overwhelming response to our research, we decided to do a follow-up with double the base size — 1,000 respondents this time — and added an LGBTQ over sample.
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.