This diversity is shifting their attitudes—71% of all Millennials say they appreciate the influence of other cultures on American way of life. It's also shaping their consumer habits—from brand loyalty and product purchasing to language and media usage.
To better understand how the influence of other cultures affects Millennial shopping habits, a recent Nielsen study focused on the largest Millennial multicultural group—Hispanic Millennials. This group makes up more than half multicultural Millennials (21% of the generation's total U.S. population). And some markets have an even higher concentration of young Hispanic consumers. For example, one quarter of Los Angeles' population is Millennial, and half these young consumers are Latino.
When it comes to grocery, Latino Millennials are true to their heritage, attracted by cultural touch stones of smell, taste and familiarity. At the national level, 61% of Hispanic Millennials say they've shopped at Hispanic supermarkets at least once over the past year. But while these young Latinos value their roots, they're also open to other cultures—22% have shopped at an Asian supermarket.
Language plays a big role in whether these young Latinos shop culturally specific stores. As would be expected, the majority of Spanish-dominant and bilingual Hispanic Millennials across the U.S. have shopped at Hispanic groceries. But almost half of English-dominant Hispanic Millennials have also visited these stores. Hispanic Millennials' desire to shop at Hispanic groceries stores—despite language barriers—also reflects this generation's openness to different cultures.
The Los Angeles (LA) market, in particular, illustrates the opportunity these attitudes present. In the city, the percentage of Latino Millennials shopping at Hispanic grocery chains jumps to 74%. And even more importantly, while 46% of LA Latino Millennials are English-dominant, almost 60% shop at Hispanic food stores. This is a testament to the sheer number of Latino stores in LA but also the draw and appeal of these stores.
While the value proposition for these stores is clear, such grocery options are not always available to them. At the national level, the No. 1 reason all Hispanics and the Millennial sub-segment give for not shopping at Hispanic grocers is the lack of nearby stores. Meanwhile, in LA, 36% of Hispanic Millennials say their main reason for not shopping at Hispanic grocers is because they can find their ethnic products in mainstream retailers.
In LA, mainstream retailers have taken note of the needs and desires of Latino Millennials and are responding with options that appeal to these young shoppers. Across the country, food stores overall—not just Hispanic grocers—have the same opportunity to attract shoppers in high density Latino neighborhoods by better understanding their needs and gearing their store's product offerings to satisfy these desires.
The insights in this article were derived from “Shopping For My Culture,” a Nielsen Hispanic Grocery Survey. The survey was in field for three weeks (from 6/30/15 to 7/21/15) and achieved 3,307 responses, supporting the levels of analysis required for reporting. It included English-preferred, Spanish-preferred, and bilingual Hispanic households on the Nielsen Homescan Panel. The age range for Millennials is 18-34. Hispanic Grocery/Supermarket is a grocery supermarket that offers a substantial amount of products from Hispanic/Latin origin, carries Hispanic produce (fruits/vegetables), and may offer Latino bakery items, tortillas, Hispanic meat cuts or specialty products (horchata, batidos), as well as outlets also known as ethnic supermarkets.
Source: Published originally on Nielsen.com as Hispanic millennials seek a cultural connection at grocery by the editors of Nielsen, April 25, 2016
El proyecto, llamado MásRiego, tiene como objetivo incrementar el ingreso de los granjeros y el uso de estrategias enfocadas en el clima, incluyendo el riego por goteo, la recolección de agua de lluvia, una labranza reducida, el uso de mantillo y la rotación de cultivos diversos. Para permitir a los granjeros adoptar estas prácticas, el equipo no solo proveerá entrenamiento sino también la creación de sociedades para incrementar el acceso de los granjeros a financiamiento de micro créditos que tanto necesitan y equipo de riego.
“La oportunidad para impactar las vidas de tantos granjeros a esta escala es emocionante”, dijo Beth Mitcham, directora del Laboratorio de Innovación Hortícola y especialista de Extensión Cooperativa de la UC en el Departamento de Botánica. “Estamos tomando lecciones aprendidas de nuestras investigaciones previas, en Guatemala, Honduras y Camboya, y formando un equipo para ayudar a más granjeros a pequeña escala para que apliquen nuestros hallazgos y usen de manera exitosa estas prácticas innovadoras”.
El nuevo proyecto es parte de la iniciativa global del gobierno federal acerca del hambre y seguridad alimentaria conocida en inglés como Feed the Future. El proyecto representa una inversión adicional de 3.4 millones de dólares en el Laboratorio de Innovación Hortícola de la Agencia Estadounidense para la misión del Desarrollo Internacional en Guatemala dirigido por UC Davis.
El equipo internacional del proyecto también incluye a representantes de la Universidad del Estado de Kansas, Universidad Estatal Técnica y Agrícola de Carolina del Norte, Centro de Paz Bárbara Ford de Guatemala, la Universidad Rafael Landívar de Guatemala y la Escuela Panamericana de Agricultura, Zamorano, en Honduras.
“El aprendizaje compartido entre estas tres universidades estadounidenses y las universidades en Honduras y Guatemala será enriquecedor para todas las instituciones participantes”, señaló Manuel Reyes, profesor de investigación de la Universidad del Estado de Kansas, quien es parte del equipo. “Me parece satisfactorio que estas instituciones académicas hagan una inversión intelectual entre los grupos marginados de las zonas montañosas del occidente de Guatemala y a cambio, aprendan de ellos también”.
Ayudando a los jóvenes a imaginar un futuro en la agricultura
El nuevo proyecto MásRiego se enfocará en ayudar a los granjeros, particularmente a mujeres y jóvenes, a sembrar cultivos de alto valor en parcelas muy pequeñas de tierra (200 metros cuadrados como mínimo), en los departamentos de Quiché, Quetzaltenango y Totonicapán en las zonas montañosas del occidente de Guatemala.
Al asociarse con grupos juveniles locales y escuelas de agricultura, el equipo podrá preparar mejor a los estudiantes para realizar trabajos en las áreas de la agricultura comercial y extensión agrícola con conocimiento sobre la conservación resistente al clima y prácticas sobre el manejo del agua.
“Nuestro equipo local está entrenando a jóvenes y empresarios para que vean en la agricultura una oportunidad económica y no solo un trabajo agotador”, indicó Meagan Terry, especialista junior de UC Davis, quien administra el proyecto en Guatemala para el Laboratorio de Innovación Hortícola. “Se pueden imaginar un futuro en la agricultura, con prácticas innovadoras para crear productos con un valor agregado o sembrar cultivos de alto valor para mercados especializados”.
Conforme los patrones de lluvia varían con los cambios climáticos, se espera que los granjeros de esta región se enfrenten a una creciente competencia por el agua. Prácticas como la recolección de agua de lluvia, riego por goteo y agricultura de conservación serán más necesarias para los granjeros a baja escala.
En investigaciones previas, el Laboratorio de Innovación Hortícola ha descubierto que la combinación del riego por goteo con prácticas de agricultura de conservación puede ayudar a cultivar pequeñas parcelas con éxito, sin tener que sufrir una reducción de producción significativa. Estas prácticas mejoran la estructura de la tierra, la retención de humedad y la salud en general de la tierra.
Además, las mujeres granjeras que participaron en los estudios del Laboratorio de Innovación Hortícola en Camboya, Honduras y Guatemala favorecieron el uso de estas prácticas por otra importante razón: la reducción de trabajo en relación al control de yerbas, la preparación de los arriates para verduras y el riego manual.
“Sueño que las vidas de muchas mujeres, jóvenes y sus familias sean mejores a causa de 'MásRiego' y toda la ciencia detrás de este trabajo”, manifestó Reyes. “Con lo que respecta a la investigación, estamos aprendiendo sobre cómo mejorar este conjunto de prácticas para que puedan adaptarse globalmente. Estoy convencido de que si esto funciona, se podrán cultivar tierras en pendientes empinadas si la calidad de la tierra no se degrada o si en su lugar se enriquece”.
Estas lecciones, así como los hallazgos del reporte del programa “Advancing Horticulture” sobre el sector hortícola de Centroamérica, estableció las bases para este nuevo proyecto. El Laboratorio de Innovación Hortícola forma sociedades entre investigadores agrícolas en los Estados Unidos y en l países en vías de desarrollo, para conducir investigaciones sobre frutas y verduras que mejoren el nivel de subsistencia en los países en vías de desarrollo. El programa cuenta actualmente con tres oportunidades de subsidios para investigaciones (three research grant opportunities) para investigadores de EUA: uno enfocado en tomates, otro en chabacanos y el tercero en sistemas
Younger Hispanics have very different media preferences than their grandparents and even their parents. They have their own unique language preference. And they're much more educated.
This has over time shaped a unique demographic group that advertisers should be courting quite differently than the older one.
A new report from Nielsen takes an in-depth look at the Hispanic demographic, in which these growing differences emerge.
It's a fascinating portrait of a group that will account for “virtually all (93 percent) of the growth of the nation's working-age population between now and 2050.”
Right now there are nearly 57 million U.S. Hispanics. By 2020 that number will balloon to 119 million, or just 60 million shy of the number of non-Hispanic whites, who are on the decline.
Here's a look at three areas where the differences between younger and older Hispanics are most stark.
Language is an age-old struggle for those targeting Hispanics. For years previous to 2000, much of the U.S. Hispanic population were immigrants, and they spoke Spanish, the language of their native country, usually Mexico.
But the vast majority of American Hispanics are now born in this country, and that's led to a language divide.
Nielsen says that among adults 55 and over, 35 percent are Spanish-dominant, compared to a mere 4 percent of those under 18, and 14 percent of Millennials.
It's not just Spanish where the differences come, though. Less than half of 55-and-overs are bilingual, while 58 percent of those under 34 speak both languages.
The takeaway: This gap will continue to grow with greater assimilation and as fewer kids grow up in homes with foreign-born Hispanics.
This is the area where young and old most differ. Hispanic Millennials are voracious consumers of new media. For example, 91 percent use social media compared to 64 percent of those over 35.
Interestingly, young Hispanics' media device ownership closely mimics non-Hispanics rather than Hispanics over 35. So, for instance, 88 percent of Hispanic Millennials have smartphones compared to 86 percent of non-Hispanics and 68 percent of Hispanics over 35.
And there are vast difference between consumption of traditional media such as cable and broadcast, as detailed in the chart below.
The takeaway: When targeting this demographic, it's important to do it by age group to determine which media to use.
Young Hispanics are more educated than their older counterparts, and becoming more so every year.
Sixty-seven percent of Hispanic high school graduates enrolled in college from 2012 to 2014.
“The number of 18-to-24-year-old Hispanics enrolled in a two- or four-year college more than tripled between 1993 and 2013: 2.2 million Hispanics enrolled in 2013 versus 728,000 in 1993. That trend has made Hispanics the largest diversity group on U.S. college campuses,” Nielsen notes.
There are more Hispanics to seek out these opportunities, for sure, but the growth is still stunning.
The takeaway: This will result in a more affluent Hispanic demographic going forward. Already, the number of Hispanic households making $100,000 annually has more than doubled from 2000 to 2014.
This article is part of an ongoing Media Life series entitled “Catching the next big wave: Hispanic media.” You can read previous stories by clicking here
“Latinos live longer than Caucasians, despite experiencing higher rates of diabetes and other diseases. Scientists refer to this as the ‘Hispanic paradox,'” said lead author Steve Horvath, a professor of human genetics at the David Geffen School of Medicine at UCLA. “Our study helps explain this by demonstrating that Latinos age more slowly at the molecular level.”
According to the Centers for Disease Control and Prevention, Latinos in the United States live an average of three years longer than Caucasians, with a life expectancy of 82 versus 79. At any age, healthy Latino adults face a 30 percent lower risk of death than other racial groups, according to a 2013 study in the American Journal of Public Health.
The UCLA team used several biomarkers, including an “epigenetic clock” developed by Horvath in 2013, to track an epigenetic shift in the genome that's linked to aging. Epigenetics is the study of changes to the DNA molecule that influence which genes are active but don't alter the DNA sequence.
Horvath and his colleagues analyzed 18 sets of data on DNA samples from nearly 6,000 people. The participants represented seven ethnicities: two African groups, African-Americans, Caucasians, East Asians, Latinos and an indigenous people called the Tsimane, who are genetically related to Latinos. The Tsimane live in Bolivia.
When the scientists examined the DNA from blood — which reveals the health of a person's immune system — they were struck by differences linked to ethnicity. In particular, the scientists noticed that, after accounting for differences in cell composition, the blood of Latinos and the Tsimane aged more slowly than other groups.
According to Horvath, the UCLA research points to an epigenetic explanation for Latinos' longer life spans. For example, the biological clock measured Latino women's age as 2.4 years younger than non-Latino women of the same age after menopause.
“We suspect that Latinos' slower aging rate helps neutralize their higher health risks, particularly those related to obesity and inflammation,” said Horvath, who is also a professor of biostatistics at the UCLA Fielding School of Public Health. “Our findings strongly suggest that genetic or environmental factors linked to ethnicity may influence how quickly a person ages and how long they live.”
The Tsimane aged even more slowly than Latinos. The biological clock calculated the age of their blood as two years younger than Latinos and four years younger than Caucasians. This reflects the group's minimal signs of heart disease, diabetes, hypertension, obesity or clogged arteries, the researchers said.
“Despite frequent infections, the Tsimane people show very little evidence of the chronic diseases that commonly afflict modern society,” said coauthor Michael Gurven, a professor of anthropology at UC Santa Barbara. “Our findings provide an interesting molecular explanation for their robust health.”
In another finding, the researchers learned that men's blood and brain tissue ages faster than women's from the same ethnic groups. The discovery could explain why women have a higher life expectancy than men.
Horvath and his colleagues next plan to study the aging rate of other human tissues and to identify the molecular mechanism that protects Latinos from aging.
The research was supported by grants from the National Heart, Lung and Blood Institute and the National Institute on Aging.
Source: Published originally on newsroom.ucla.edu as Latinos age slower than other ethnicities, UCLA study shows by Elaine Schmidt, August 16, 2016
Seventy-seven percent of Hispanics surveyed rated quality affordable healthcare as “absolutely essential/extremely important” to improving opportunity in their community while 76 percent rated holding elected officials accountable as “absolutely essential/extremely important,” said Abigail Golden-Vazquez, executive director of The Aspen Institute's Latinos and Society Program, at the institute's second annual America's Future Summit on Tuesday at the California Endowment in downtown Los Angeles.
The Washington D.C.-based Aspen Institute, an educational and policy studies organization, partnered with Nielsen to conduct the survey to help the institute understand what Latinos and other Americans find most important in creating opportunity, Vazquez said.
“Your zip code, the color of skin, your gender, your immigration status, your language determine whether you have access to the tools and on-ramps to opportunity,” Monica Lozano, chairwoman of the Latinos and Society Program, told about 200 policy makers, leaders, social entrepreneurs and others who convened at Tuesday's day-long summit. “We are all accountable to ensuring every fairness and upward mobility apply to all communities.”
Los Angeles Mayor Eric Garcetti said people should hold elected officials as well as all institutions accountable — and not depend solely on politicians to lead change.
“Change always comes from the people, from the street, from the institutions,” Garcetti said during an afternoon panel. “That's the model I look at. I try to listen to my city and I try to lead from what I heard.”
For example, the decision to boost the city's minimum wage to $15 an hour by 2020 “came from a lot of people working and having a coalition behind me,” Garcetti said.
Meanwhile, 73 percent of Hispanics surveyed rated having safe neighborhoods as well as good jobs that offer a living wage as “absolutely essential/extremely important” while 69 percent rated quality K-12 education in that category,
There were differences among language uses as well.
For English-dominant Hispanics and bilingual Hispanics, holding elected officials accountable was ranked their most important issue. For Spanish-dominant Hispanics, affordable quality healthcare was their top priority, the poll found.
Meanwhile, 70 percent of Spanish-dominant Hispanics said convenient and reliable public transportation was “absolutely essential/extremely important” compared to 49 percent of bilingual and 39 percent of those who are English-language dominant.
The data in the survey will allow policy makers to “take a closer look at how they allocate their dollars to programs, not only by the total community but by socio-economic groups and categories within the community,” said Stacie de Armas, vice president of strategic initiatives and consumer engagement at Nielsen.
When examining responses by race and ethnicity, both Asian and African Americans rated safe neighborhoods in the highest number for improving opportunity while non-Hispanic whites prioritized holding elected officials accountable, Vazquez said.
Across the board, there were relatively high ratings for K-12 education, holding elected officials accountable, safe neighborhoods, healthcare and good jobs, Vazquez noted.
Those in the lowest income brackets, who earned $50,000 or less, rated affordable health care and safe neighborhoods as the most important factors to improving opportunity with affordable college, quality K-12 education and a good job for a living wage all tied for third place, according to the survey.
More than 2,400 people were surveyed online in July for the Harris Poll, de Armas said.
The Aspen Institute founded the Latinos and Society Program to foster learning about American Latinos and to “elevate their role in solving the country's most critical issues,” Lozano said.
During a panel entitled Opportunity at the Intersection, Alberto Retana, president and CEO of the Community Coalition, said reimagining opportunity means moving from the possible to the probable. Becoming president of the U.S. is not probable if conditions in your community have not improved, he said.
It also requires addressing the root causes of issues such as poverty, addiction, crime and violence in communities like South Los Angeles, which cannot be done alone, he said.
“If we're ever going to take on the disinvestment in our communities, we have to bring African Americans and Latinos together,” Retana said.
Source: Published originally on Dailynews.com as Healthcare, holding politicians accountable among top concerns for US Hispanics by Brenda Gazzar, August 16, 2016