ThinkNow Research Blog

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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.”

[Podcast] Latina Businesses Hit Hard By Financial Losses During COVID-19

Before the pandemic, Latina owned businesses were among the fastest-growing in the United States. Now, many are facing the threat of permanent closure. Access to funding continues to plague Latino business owners, as 91% were unable to obtain funds from the federal government’s Paycheck Protection Program. Hispanic women-owned businesses, in particular, are absorbing the lion’s share of these financial losses, as they make up the majority of microbusinesses within this demographic. Lucy Flores, CEO and Co-Founder of Luz Collective, joins us on The New Mainstream podcast to discuss the unique challenges Latina business owners face and how COVID-19 has impacted their viability. ·

Are Market Researchers Misrepresenting African Americans In the Online Sample Industry?

The Black Lives Matter movements that erupted following the deaths of George Floyd, Ahmaud Arbery, and Breonna Taylor have sparked a massive cultural shift in the American consciousness and sparked a global conversation about equality. For the first time, many corporations are lending their voices to denouncing racial injustice and pledging to be more culturally sensitive and inclusive in business. But the outpouring of support has come with notable backlash. Consumers have blasted many brands for “performative woke washing” and not backing up their claims with action.

Humans Are Really Bad at Discerning Facts – That’s Where Research Comes In

Marketing managers have difficult jobs. They are expected to be psychologists, storytellers, salespeople, and fortune tellers. Engineers and product developers don’t understand why their fantastic products aren’t selling and blame marketing for not communicating how terrific they are. Unfortunately, having the best product or solution is often not enough because consumers typically don’t make purchase decisions rationally. They do so emotionally.

Black Men Speak Out About Racial Bias in Policing

ThinkNow recently conducted a nationally representative survey of 200 Black men and 100 police officers. We asked them for their assessment of the current policing crisis and suggestions for possible solutions. It was important for us to limit our focus to only Black men and police officers because Black men are most affected by racial bias in policing and police officers are in a position to shed light on contributing factors. The full report is enlightening and can be used by politicians, activists, and law enforcement to enact change. The most compelling findings, however, are the responses given by Black men to a simple question: “What do you wish people in America understood about being a Black man?”

[Podcast] Common Ties: Cultural DNA Shifts Brand Strategy During Pandemic

Since the onset of COVID-19, global communities have been rallying around one another in solidarity, giving marketers a unique window into the cultural nuances reshaping consumer behavior. As brands peer into the looking glass of the next normal, much of the context for their brand strategy will be dictated by these cultural connections and new patterns in consumer behavior.  This week, Dr. Jake Beniflah, Executive Director of the Center for Multicultural Science, stops by The New Mainstream podcast to discuss the influence of cultural DNA on brand strategy, recession marketing, and the future of brand loyalty during the pandemic. ·

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.