Awareness of artificial intelligence (AI) has rapidly grown since the launch of ChatGPT in November 2022. Since then, a flurry of similar AI tools, such as Google Gemini and Microsoft Copilot, have emerged, each aimed at familiarizing consumers with the benefits of this technology. Although AI is not a new concept, its current applications are reshaping creative industries, communication, and the economy through automation and enhanced decision-making, influencing how we work, create and connect.  While many are excited by these changes, they raise concerns for others.

To better understand public opinion on AI, ThinkNow conducted a quantitative survey of a nationally representative sample of U.S. adults.  Our findings revealed both expected and unexpected attitudes toward AI. While widely seen as a useful tool, its adoption varies significantly across age, cultural, and racial/ethnic groups.  Let’s dive in! 

Download the report here.

Familiarity and Use 

Our research shows that AI technology is widely recognized and utilized across generations, except for Boomers. Gen Z is found to be the most familiar with AI, with 49% being very familiar and 38% being familiar. Interestingly, only 13% of Gen Z report being unfamiliar or very unfamiliar with the technology. On the opposite end of the spectrum, only 6% of Boomers report being very familiar with AI, with an overall understanding at 62%. They therefore lag significantly behind Gen Z, Millennials and Gen X. 

However, the extent to which AI is used isn’t equal among generational groups. Cultural/racial background seems to play a role. Our findings show that African Americans report the most familiarity, with 35% feeling “very familiar.” Asians are the next most familiar with the technology, with 33% total reporting strong familiarity. Hispanics (22%) and non-Hispanic whites (22%) report they are “very familiar” with AI. 

These findings highlight the generational and cultural disparities in AI familiarity, suggesting that while AI technology is increasingly recognized, its adoption and understanding vary significantly across different demographic groups. 

Use of AI in Daily Life 

Our findings also find that most respondents perceive that AI is currently being used in three primary areas: scientific research and analysis, daily life applications, and business productivity tools. Twenty-five percent of respondents report that the best use of AI would be in scientific research and analysis. This usage of AI is followed by daily tasks (customer service, scheduling, navigation, etc.) at 24%. Twenty-two percent report that AI should be used in business and productivity, followed by entertainment recommendations or games (18%), and a total of 11% of respondents suggest that they aren’t sure how the technology should be used (5%) or that the presented options do not apply (6%). 

Overall, our findings show that the public's understanding of AI is largely centered on its potential as a valuable tool and supportive resource. Sixty percent of respondents in the total market describe AI as a helpful tool or assistant. This is followed by 39% of respondents describing it as something essential for the future and 36% as an ethical tool for the use of information. A total of 36% of respondents report that AI is a machine that surpasses human intelligence, while 34% report that it’s complex data. Interestingly, only 34% of respondents perceive the integration of AI into daily life as a threat to privacy and only 22% report feeling that AI would threaten their employment prospects.

Thus, while overall perceptions are generally positive, many respondents report concerns about the technology. When compared to other generational cohorts, Boomers are most concerned about the ethical use of AI and the protection of personal information in the face of data collection. This finding is not surprising given this generation’s overall skepticism toward the technology, as we further demonstrate below. 

Acceptance, Education and Regulation

Approximately half of respondents report comfort with AI integration into daily life. Asians and African Americans report the most comfort with daily use of virtual assistants, while non-Hispanic Whites and Gen Z are the least likely to report feeling ‘very comfortable’ interacting with virtual assistants. Generationally, comfort with usage of AI-powered virtual assistants is most prevalent among Millennials (70%), followed by Gen X (52%), Gen Z (51%), and Boomers (39%). 

As AI becomes more ubiquitous, respondents report concerns with education about AI and call for increased government regulation of the powerful technology. Nearly 9-out-of-10 respondents emphasize the importance of AI education. African Americans report the most concern with education, with 62% saying education is “very important,” followed by Asians, with 61% of this demographic reporting the same. Sixty percent of Hispanics and 54% of non-Hispanic Whites say that education about AI is “very important.” The perceived importance of educating the public about AI increases with age. Seventy percent of Boomers think that education on AI is “very important,” followed by Gen X and Millennials. Gen Zers show lower levels of concern about AI education compared to other age groups, likely driven by their self-reported level of familiarity with AI.  

These numbers largely track with interest in regulation of AI. While 57% of Boomers believe AI regulation is very important, this figure drops to 48% among Gen X, followed by Millennials (43%) and Gen Z (39%). Asians are the least likely to consider regulation on AI development as very important, while African Americans are the most. Of all respondents, most identify tech companies (32%) and the government (30%) as the primary entities responsible for AI regulation. These entities are followed by independent bodies (14%) and international organizations, like the UN (9%).

However, 14% of respondents report being uncertain about how to allocate responsibility for regulation. When asked about the future of the technology, responses are almost evenly split. While the majority respond that they are optimistic (54%) or neutral (26%), 20% report feeling pessimistic. Overall, non-Hispanic Whites and Boomers report the most pessimistic outlook, while Hispanics report feeling the most optimistic. 

The Future of AI 

Our research reveals a complex landscape of AI recognition, familiarity and comfort, shaped by generational and cultural factors. While AI continues to grow in influence, the varying levels of adoption highlight the need for targeted education and thoughtful regulation to dispel detractors like conspiracy theories and prevent abuse.  Moving forward, addressing these disparities will be essential to ensure that AI becomes an inclusive and beneficial tool for everyone.

Download the report here.

The U.S. Hispanic market has evolved into one of the most significant and dynamic consumer segments for American businesses. With over 63.5 million Hispanics comprising 19.1% of the U.S. population, the demographic is both large and influential. Beyond sheer numbers, the unique cultural values, preferences, and trends within this group offer businesses immense growth potential. ThinkNow's "Hispanic Market Today" report explores how the Hispanic community is reshaping the demographic landscape and creating new opportunities for companies across industries.

Download the report here.

A Young and Growing Population

One of the defining characteristics of the Hispanic population is its youth. The median age of Hispanics in the U.S. is 30, considerably younger than the 44.5 median age of the non-Hispanic white population. This makes them one of the youngest ethnic groups in the U.S. and positions them as a critical audience for brands targeting long-term consumer loyalty.

In addition to its youthfulness, the Hispanic population is growing at an extraordinary rate. Approximately one million Hispanics are added to the population annually, driven by both immigration and higher-than-average birth rates. In contrast, the non-Hispanic white population is shrinking by around 500,000 individuals each year. As the white population declines, businesses must pivot toward multicultural audiences like the Hispanic market, which represents nearly one-fifth of the U.S. population and is growing.

Rising Economic Influence

The substantial size of the Hispanic population in the U.S. correlates with its growing economic influence. In 2024, Hispanic buying power is expected to reach $2.3 trillion, up from $1.95 trillion in 2020. By 2026, this figure is projected to grow to $2.76 trillion, accounting for 12.1% of total U.S. buying power. Hispanic spending growth is outpacing the U.S. market, with an annual growth rate of 8.6% compared to the national average of 5.5%.

This increasing economic clout presents a wealth of opportunities for businesses looking to tap into a consumer base that is larger than the entire Canadian economy. Hispanic consumers are highly optimistic about their financial future, with nearly half expecting their financial situation to improve in the coming year. This optimism translates into greater consumer confidence, driving demand across various sectors, including housing, education, technology, and entertainment.

Cultural Values Influence Identity     

To successfully engage Hispanic consumers, businesses must understand the cultural drivers influencing their behavior. Family, community, and education are deeply rooted values that guide decision-making for many Hispanics. For instance, the emphasis on family unity can be seen in larger household sizes—an average of 3.8 people per Hispanic household, compared to the U.S. average of 3.2.

Education is another key value that resonates with Hispanic consumers. Although only 18.8% of Hispanics hold a college degree, pursuing education is highly prioritized. For marketers, messaging around educational opportunities and products that support learning and personal development can resonate deeply with this audience.

A blend of traditional values and contemporary aspirations also influences Hispanic identity. The report highlights that Hispanic Millennials, particularly, embrace themes commonly associated with American pop culture, such as freedom and equality. This generation is more likely to value the ability to pursue their dreams and believe they have control over their futures, reflecting a strong alignment with broader American values while maintaining a distinct cultural identity.

Language and Biculturalism in the Hispanic Market

Language plays a central role in shaping the Hispanic identity in the U.S. While 75% of Hispanics report being able to hold conversations in Spanish, 84% are also fluent in English. This bilingualism within the Hispanic market reflects the unique bicultural experience of many Hispanics, who seamlessly navigate between two cultural worlds. Many identify more with their country of origin (e.g., Cuban, Mexican) when interacting with other Hispanics rather than broad terms like Hispanic or Latino.

For marketers, this biculturalism presents both challenges and opportunities. Brands that can authentically communicate in English and Spanish while respecting the cultural nuances of the Hispanic community are more likely to be viewed favorably. Catering to both Spanish-dominant and English-dominant consumers will help businesses capture the diverse segments within this market.

The Future of Multicultural Marketing

As the U.S. population becomes more multicultural, businesses should be adjusting their strategies to reflect this new reality. ThinkNow’s report reveals that 41% of the U.S. population is now multicultural, and among those under age 20, this figure jumps to 50%. Hispanics make up a significant portion of this younger, diverse population.

This demographic shift is leading to increased investment in multicultural marketing. Two-thirds of companies plan to maintain or increase their multicultural marketing budgets in 2024, with 40% of those increasing their spend citing the economic power of multicultural consumers as a key factor. While the Hispanic market has historically been a priority for marketers, many companies are expanding their focus to include other multicultural segments, such as African Americans and Asian Americans.

The report also notes that 1 in 4 marketers have changed their approach to multicultural marketing in response to shifting demographics, revised advertising campaigns, and updates to diversity, equity, and inclusion (DEI) initiatives. As the Hispanic community grows in size and influence, businesses prioritizing culturally relevant marketing strategies will be better positioned to connect with this important audience.

Conclusion

The Hispanic market in the U.S. is not only large and growing but also increasingly influential in shaping the U.S. economic and cultural landscape. Businesses must invest in the knowledge to understand this demographic in order to tap into the market’s potential. By investing in multicultural insights, marketers can create culturally resonant strategies that help companies build lasting relationships with Hispanic consumers and thrive in an increasingly diverse marketplace.

Download the report here.

The way we consume media has completely changed. Today, marketers need to be savvy in their understanding of how different audiences behave and what they are interested in. One area seeing significant growth is music and video content, particularly through mobile and connected TV platforms. For brands, leveraging these platforms to engage with underrepresented communities is critical for building long-term relationships and driving top-line growth.

Music is a universal language, but it carries distinct meanings across cultures. To connect meaningfully, brands must align their messaging with the preferences of various demographics, recognizing that specific genres and cultural trends resonate differently across communities. By grasping these cultural nuances, marketers can create more impactful campaigns and foster stronger connections with multicultural audiences.

Incorporating music videos, especially within social content, is essential for marketers targeting younger consumers and diverse groups. Research shows that nearly two-thirds of Hispanic American viewers, for example, place high importance on content that reflects their cultural heritage and personal identity. Additionally, younger generations, especially Gen Z, are increasingly exploring music and media beyond their cultural backgrounds. While language plays a role, authentic representation is the real driver for this demographic, especially as most U.S. Hispanics are bilingual. Language isn’t a barrier—what matters is cultural authenticity. Brands that incorporate genuine cultural signals are far more likely to resonate with these audiences.

Ultimately, inclusive marketing must be data-driven. Marketers should ask early on how their brand connects with diverse communities and then create campaigns that fit with what people want today. Brands that fail to be intentional about inclusion or roll back their commitments risk missing out on the opportunity to engage with what will soon be the most diverse consumer market in history. That’s not just a missed opportunity—it’s poor business strategy. Companies can “future-proof” their brands by consistently and authentically engaging with diverse communities across their preferred platforms.

In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.

Central America is emerging as a key region for market research, driven by its expanding economic activity, strategic location, and evolving consumer behavioral patterns. The region's diverse cultural and economic landscape presents opportunities for companies and investors to better understand local consumers.

A key factor fueling this interest is the rapid growth of sectors like e-commerce, financial technology (fintech), and tourism. Consumers’ accelerated adoption of new technologies has transformed their purchasing habits, generating an increasing demand for accurate data. Companies anticipating and adapting to these trends will be well-positioned to align their strategies and products with local tastes, maximizing their market potential.

Quantitative Market Research Challenges

However, market research in Central America also presents several challenges. Because the region is comprised of countries with highly diverse economies and cultures, tailored approaches are required for each market. The lack of uniform infrastructure and unequal access to high-quality data can also complicate the collection and analysis of information, making it difficult to obtain clear and reliable insights.

Additionally, when recruiting panelists from lower socioeconomic sectors, limited access to technology and digital media restricts participation in online surveys. This can be addressed by deploying qualitative market research recruitment methods.

Research Opportunities

Despite this, the rise in digital technology usage in the region represents an opportunity for conducting quantitative research through online panels. Social media and digital platforms, such as Facebook and Instagram, are effective tools for reaching potential panelists, and collaborating with local influencers can enhance credibility and reach. Additionally, establishing partnerships with local organizations and offering attractive incentives can facilitate recruitment, as can implementing referral reward programs.

In addition to expanding the participant network, conducting preliminary surveys and focus groups can provide a deeper understanding of potential panelists' preferences and behaviors, allowing for more effective strategy adjustments.

Privacy is critical to the success of online panels in the region. Ensuring confidentiality and transparency in data handling is essential to building trust, which impacts several factors like panel size and survey completions. Adapting the recruitment process to mobile devices is also important, given the growing use of phones in the region.

Finally, continuously monitoring and adjusting strategies based on feedback and market changes will help overcome specific challenges and obtain representative and valuable data for research.

The Takeaway

Central America offers significant opportunities for companies exploring new markets. While challenges exist, those who invest in understanding the region's dynamics through market research will gain valuable insights, enabling them to navigate this environment effectively. Success hinges on adapting research strategies to each country's unique characteristics and overcoming obstacles with innovative solutions.

McKinsey's fourth report in its series on the business case for diversity reinforces the idea that companies that invest in diversity, equity, and inclusion (DEI) initiatives are more likely to outperform those that do not. Integrating DEI into the DNA of an organization is not only socially responsible but also a sound business strategy. Companies that prioritize DEI in their decision-making are better positioned to foster an inclusive and dynamic culture that attracts and retains diverse talent, anticipates emerging trends, and connects with broader audiences.

The development of a corporate DEI strategy is essential for guiding these efforts. Such strategies typically involve both overarching themes that apply to the entire organization and specific plans tailored to the needs of individual departments. This dual approach ensures consistency while allowing for flexibility, enabling teams to address their unique challenges effectively.

To be effective, however, companies must approach DEI with the same level of detail and analysis as other business functions. This includes understanding the connections between DEI initiatives and business outcomes, which helps make the case for DEI as a driver of innovation and growth rather than just checking the boxes.

Integrating DEI in some industries, like the arts and publishing, is sometimes easier said than done, and the recent backlash against DEI in the business landscape is taking a toll. In response, some companies are doubling down on their DEI efforts, while others are pulling back. Yet, for those willing to endure the scrutiny, committing to DEI as a business practice can be highly rewarding. It reaffirms a commitment to people and community and organically strengthens the bottom line as consumers and employees are drawn to companies that align with their values.

In this episode of The New Mainstream podcast, Kimberly Ayers Shariff, Executive Vice President of Strategy for Diversity, Equity & Inclusion at Penguin Random House, makes the business case for DEI as a long-term strategic imperative.

Despite recent challenges to DE&I progress, the demand for inclusivity in digital media remains strong. Advertisers are waking up to the growing influence of underrepresented and marginalized groups and are looking to allocate portions of their digital media budgets to diverse-owned media platforms to better engage these groups. This approach has several benefits, like giving minority-owned businesses a seat at the table and ensuring that media dollars contribute to more equitable representation in advertising.

But here’s the challenge. While a growing contingent, the number of diverse-owned media platforms is limited, making it difficult for buyers to fully achieve their diversity spending goals. This is where diverse-owned data can step in to bridge the gap. 

Diverse-Owned Media Supply vs. Demand 

The number of diverse-owned media platforms has surged in recent years, driven largely by the momentum of social justice movements like Black Lives Matter in 2020. Yet, despite the industry’s growth and well-earned recognition, demand for programmatic is outstripping available inventory. The shortage has led to bottlenecks, frustrating media buyers eager to invest. 

Additionally, some diverse-owned media platforms, while culturally rich and authentic, lack the scale needed to accommodate large programmatic buys. This often forces buyers to look for alternative ways to meet their diversity goals without compromising the reach and impact of their campaigns. 

Diverse-Owned Data: A Scalable Solution 

Diverse-owned data, on the other hand, offers a scalable and efficient solution to this supply-demand imbalance. Unlike media platforms, data has no cap on inventory. It can be applied flexibly across multiple campaigns, regardless of the media channel, ensuring that diversity goals are met consistently.

By investing in diverse-owned data – data collected and owned by diverse entities – programmatic buyers can enhance the cultural relevance of their campaigns and precision in targeting specific hard-to-reach demographic groups. More importantly, it ensures that media budgets earmarked for diversity are spent effectively, overcoming the challenges posed by platform scarcity. 

Cultural Relevance at Scale 

Diving deeper, diverse-owned data enables advertisers to incorporate cultural sensitivity into campaigns at scale. Diverse audiences are far from monolithic, possessing unique preferences, behaviors and beliefs that demand a nuanced approach. Diverse-owned data is more likely to reflect these nuances, offering insights that are both deep and actionable. 

For instance, using diverse-owned data, a campaign targeting Hispanic Millennials in the U.S. can be tailored to reflect the specific cultural touchpoints that resonate with this audience, such as language preferences, cultural identity and media consumption habits. This level of specificity would be difficult to achieve through platform-based buys alone, especially given the limited number of diverse-owned media options available.

Moreover, diverse owned data facilitates continuous optimization. As more campaigns are run, the data becomes richer and more refined, allowing for even greater accuracy in targeting and messaging. This iterative process helps build stronger connections with diverse audiences over time, leading to more effective campaigns.

Rethinking Diversity Investments

While the political appetite for DE&I may be waning, consumers are steadfast in their expectations of brands. In response, the advertising industry remains committed to championing diversity, but doing so will require programmatic buyers to rethink how they allocate their diversity budgets. While the focus on diverse-owned media platforms is commendable, it’s clear that there are challenges in relying solely on these platforms to meet diversity goals. 

Diverse-owned data offers a viable and scalable alternative, or a valuable complement, to existing services. It offers the flexibility to reach diverse audiences across any media, with the added benefit of cultural sensitivity and relevance. By integrating diverse-owned data into their strategies, programmatic buyers can ensure that their diversity initiatives are not only fulfilled but also drive meaningful engagement with the audiences they seek to reach. 

This blog post was originally published on MediaPost.

Latino voters are emerging as an influential force in U.S. elections, and political parties should take notice. The percentage of Latino voters in the U.S. electorate is expected to grow from 10.6% in 2020 to 11.1% in 2024. In key swing states like Nevada and Arizona, they already make up 18.7% and 23.5% of voters, respectively. This growth is expected to continue in the foreseeable future. This growing demographic has the potential to sway the outcome of key races, particularly in swing states.

To gain deeper insights into their voting behavior, ThinkNow and Culture IQ Group teamed up to conduct a nationwide online survey among 1,120 likely Latino Voters in the 2024 election cycle and follow-up qualitative interviews to delve deeper into their political identity.

Download the report here.

This comprehensive Latino research study sheds light on the key issues that resonate with Latino voters, their communication habits, and their attitudes toward the upcoming election. Here's what we learned:

Shared Values

Latino voters across the political spectrum share common values, with patriotism and belief in the American Dream serving as unifying themes. Regardless of party affiliation, Latino voters view themselves as hard-working individuals who are committed to improving their lives. This belief in the power of hard work is complemented by a recognition that the government can play a role in enhancing their quality of life.

The survey, however, also revealed a generational shift in other values, like religion. Religiosity is waning, particularly among younger Latinos and those who primarily speak English. This trend may influence how candidates address social issues and frame their messaging to appeal to different segments of the Latino electorate.

The Economy, Healthcare, Democracy, and Social Issues

When it comes to the issues that matter most, Latino voters are focused on both economic and social concerns. Unsurprisingly, the economy and affordable healthcare remain top priorities for this demographic. With the recent spike in inflation and rising healthcare costs affecting many households, Latino voters are looking for candidates who can address these pressing challenges.

In addition to economic concerns, issues related to democracy and social justice are also top priorities. A significant number of Latino voters identified protecting democracy and keeping abortion legal as key concerns. This reflects the broader national conversation about voting rights, election integrity, and reproductive rights.

Latino voters also demonstrated support for the LGBTQ+ community, particularly among Latino Democrats and those who consume English-language media. This support extends to diversity and inclusion efforts in hiring practices, with Latino voters from all political backgrounds expressing a commitment to ensuring fairness and representation in the workplace.

Immigration, a perennial issue for Latino voters, revealed nuanced perspectives. Latino Republicans are more likely to prioritize tighter border security, while Spanish-dominant Latinos express stronger support for immigrants and refugees. Meanwhile, Democratic and Independent Latino voters back a path to citizenship for undocumented immigrants. These diverse viewpoints highlight the importance of understanding the varied experiences and priorities within the Latino community.

Political Views

The survey also explored Latino voters' attitudes toward the electoral process and candidates. Notably, 57% of Independent Latino voters expressed doubts about whether the 2024 presidential election will be free and fair. This skepticism reflects broader concerns about election integrity and disinformation, which have become prominent issues in recent election cycles.

Awareness of former President Donald Trump's criminal conviction is widespread among Latino voters, with 90% acknowledging it. Among younger and Independent voters, this has led to a significant decrease in support for Trump. The reverse is true, whoever, for Latinos who identify as Republicans with Trump’s criminal conviction increasing his support.

Communication Channels

Understanding how Latino voters consume political information is crucial for campaigns looking to engage this key demographic. Television news remains the top source of political news for Latino voters, underscoring the continued relevance of traditional media. However, digital platforms are also gaining ground.

YouTube and Facebook are among the most popular online platforms for political news, particularly among Latino voters. These platforms offer a mix of video content, news articles, and social media engagement, allowing voters to access information in various formats.

TikTok, a platform known for its short-form videos, is making inroads with Latino Democrats, Independents, and Gen Z voters. Its rising popularity as a political news source reflects broader trends in how younger voters engage with information, favoring quick, accessible content over traditional news formats. This presents both opportunities and challenges for campaigns aiming to connect with these voters in meaningful ways.

The Undecideds

Undecided Latino voters present a unique challenge for both parties. While they share concerns about the economy and affordable healthcare, these voters also align more closely with progressive stances on abortion rights, similar to supporters of Vice President Kamala Harris.

Despite their support for progressive social issues, undecided Latino voters tend to describe themselves as "traditional," reflecting a complex interplay between their personal values and political preferences. Understanding this balance is crucial for campaigns looking to sway undecided Latino voters in the final stretch of the election.

Swing State Voters

Latino voters in swing states represent a particularly important group, with the potential to determine the outcome of the 2024 election. However, their views are not monolithic. The survey revealed that country of origin and descent vary widely among Latino voters in these states, influencing their political preferences and priorities.

For example, Latino voters in North Carolina demonstrated the highest levels of support for progressive issues, including LGBTQ+ rights and abortion access. They are also the most likely to support a path to citizenship for immigrants already in the country and are more likely to consume Spanish-language media than their counterparts in other states.

In contrast, Latino voters in Michigan are particularly focused on protecting democracy, reflecting concerns about election integrity and the future of democratic governance. These state-specific differences highlight the importance of tailoring campaign messages to resonate with Latino voters' unique experiences and priorities.

Gaining Latino Voters’ Support

There is no question that Latino voters will play a crucial role in shaping the outcome of the 2024 presidential election. While economic issues remain top of mind, Latino voters are also equally invested in social justice and democracy-related issues, making them a key contingent to engage in the months ahead. While Latinos share many core values, winning political strategies lie in understanding their differences. Campaigns that can effectively connect with Latino voters on the issues they care about will be well-positioned to secure their support in this pivotal election.

Download the report here.