Millennials are more “multicultural” than any previous generation. In the U.S., approximately 40% of the generation identify as Hispanic, African-American or Asian American. And over a quarter of all U.S. Millennials are first- or second-generation immigrants—many of whom have strong ties to their global origins.
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
- Author: Warc.com
Multicultural marketers need to take a generational approach rather than focusing simply on language, a new study has suggested.
A paper in the Journal of Cultural Marketing Strategy, authored by MAGNA GLOBAL and the Center for Multicultural Science, looked at media behaviors across three generational levels – first, second and third – for the US Latino population, in what it claimed was the first such study.
And it reported that marketers' understanding of the nuances of the Latino...
Even bilingual Hispanics sometimes search in Spanish, while Spanish-language searchers may need localized landing pages.
With the growth in the number of bilingual and English-dominant Hispanics in the United States, search marketing cannot simply be a matter of translation. Even someone who is very comfortable in English may switch to Spanish for some searches, according to Gonzalo del Fa, president of GroupM Multicultural.
"Even though digital overall has been growing extremely fast against Hispanics, I still feel search is not there yet and … the biggest barrier is language," he says.
More evidence for the importance of getting the language question right: A recent
It's official: Hispanics are now the largest ethnic group in California.
About 15 million Hispanics lived in California on July 1, 2014, compared to roughly 14.9 million non-Hispanic whites, according to U.S. Census Bureau estimates released late last week. The California Department of Finance predicted in 2013 that Hispanics would outnumber whites in 2014; the census figures confirm that prediction.
The new data represents a historic shift over a short period of time. California has six times as many Hispanics today as it did in 1970. The number of non-Hispanic whites in the state has declined since 1970.
California Hispanics today enjoy more influence than ever before. They run tens of thousands of California...
- Author: Saludify.com
While acculturation may have a significant impact on the diet of the millions of Hispanics in the country, data from The Multi-Cultural Latino Consumer study indicates the family experience is still what drives most of the Latino food purchases and choices.
According to the data, though the Latino population in the U.S. is diverse, there are significant commonalities when it comes to food; specifically, Latinos prefer fresh, locally-grown, whole ingredients for their traditional dishes.
Latino food purchases and eating healthy
The results from the new study show that Latinos want to make...