From September 15th to October 15th each year, Americans celebrate Hispanic Heritage Month to recognize the contributions and accomplishments of the Hispanic community. This heritage month began as Hispanic Heritage Week under President Lyndon Johnson and was further extended by Ronald Reagan during his presidency. Hispanic Heritage Month carries a theme each year, and we commemorate “Esperanza: A Celebration of Hispanic Heritage and Hope” in 2021.
When consumers have a good experience, they tell three people. When they have a bad one, they tell ten. Doing a deep dive into conversations taking place on the ground is essential to identifying and combating false narratives that can derail a multicultural marketing campaign. This is especially important when that campaign is in the interest of public health.
Diversity and inclusion initiatives are beginning to gain real momentum in America. Beyond the empty statements many companies issued following the murder of George Floyd, we’ve seen a significant uptick in the number of companies putting in the work to develop and implement sustainable programs. Tactics include everything from more inclusive marketing to diversifying corporate boards and leadership teams.
Every year around this time, we celebrate the culture, traditions, and contributions of Hispanic Americans. Hispanic Heritage Month is celebrated from September 15th through October 15th. This year, we take this opportunity to highlight the size of this demographic and predict changes on the horizon. But first, the data. Based on the 2020 Census, Hispanics now account for 18% of the U.S. population.
Market researchers and strategists have a symbiotic relationship. Strategists offer a hypothesis or point of view, creating meaningful relationships between data and facts. It’s a matter of connecting the dots, not collecting the dots. While data gives voice to the consumer, strategists factor in cultural context to present a holistic picture of the narrative the data is trying to tell.
Many digital marketers have yet to come to grips with what advertising in a post-cookie world will look like. The entire programmatic ecosystem is undergoing a seismic shift as Google plans to phase out third-party cookies in Chrome by 2023 in response to growing privacy concerns. But Google isn’t alone. Apple has doubled down on its privacy efforts, blocking cookies in Safari and essentially handing Facebook advertisers their walking papers as it empowers users to opt out of ad tracking.
Marketers adept in multicultural marketing have mastered the use of the refrain: “They are not a homogenous group.” While well-intentioned, this phrase typically refers to Hispanic and Asian consumers and perpetuates a glaring omission: African Americans. Like Hispanics and Asians, African Americans are diverse — from skin tones to language, culture rules and mores to folkways.
Just as the market research industry began returning to normal, COVID-19 made a comeback as a new variant called “Delta.” As a result, Florida, Texas, Arkansas, and several other states are struggling with high infection rates, delaying workers’ return to the office or requiring them to work remotely. Google, for example, is giving employees the option to work from home, although they could experience pay cuts.
When it comes to women’s rights, the U.S. has come a long way. It’s hard to believe that just 100 years ago, white women received the right to vote. The ability to vote and have their voices heard impacted several facets of politics and the economy. It wasn’t until 1965 that all U.S. citizens were granted the right to vote with no restrictions. However, women are still fighting for equality in many different areas of their lives, including their finances.