Wednesday, August 16, 2006
Hispanic reconnection to heritage increasing
A new Yankelovich study revealed that Hispanics (and African Americans) are reconnecting with their roots more than at any other time in the past.
The Yankelovich MONITOR Multicultural Marketing Study 2006 also showed that trust in government remained positive for Hispanics while it declined for African Americans. Yet, both groups still have strong trust in brands.
According to their release on Business Wire and covered in AdWeek and BrandWeek, among others, more than ever before, both Hispanics and African Americans place great emphasis on keeping culture alive and staying connected to heritage:
-- 67% of African Americans and 71% of Hispanics (versus 43% of Non-Hispanic Whites) say, "My roots and heritage are more important to me today than they were just five years ago."
-- 56% of Hispanics and 59% of African Americans (versus 22% of Non-Hispanic Whites) say, they "make a great effort to become more connected with my heritage."
-- 85% of Hispanics say they "consider myself to be Hispanic first, American second or consider myself to be both American and Hispanic equally."
Among Hispanics, a stronger than ever re-connection to Hispanic roots is driving retro-acculturation and contributing to a larger bi-cultural and bilingual segment of the U.S. Hispanic population.
In addition, the release says the study shows that despite the recent immigration debates and other stories that have influenced trust and comfort, both ethnic groups maintain high trust in brands, especially name brands:
-- 58% of Hispanics and 55% of African American (versus 41% of Non-Hispanic Whites) say, "It is risky to buy a brand you are not familiar with."
-- When asked the likelihood of doing the following activities if your family suddenly found itself with less money: Only 42% of African Americans and 40% of Hispanics (versus 62% of Non-Hispanic Whites) say they would "buy private label and generic brands."
Finally, the study showed that family and community come first . According to the study, both Hispanics and African Americans seek their nuclear and extended families' advice, guidance and support in most matters.
-- Nearly half said, "when it comes to important things in my life, I almost always seek the opinion of my extended family members," compared to 33% of Non-Hispanic Whites.
-- Almost two-thirds (60%) of Hispanics (compared to 45% of African Americans and 48% of Non-Hispanics Whites) say, "In my family, we discuss everyday things together before making a decision."
-- Nearly half of African Americans (42%) and 35% of Hispanics say, "I believe my children will take care of me when I am older, so I don't need to worry about having enough savings and investments to support myself in that stage of my life," compared to just 21% of Non-Hispanics Whites.
I've spoken about to many about how culture is an increadibly important notion to consider in Hispanic marketing. Marketers can't rely on language alone. More directly, an approach focused on translations to Spanish will only take you so far, if it even takes you anywhere in the right direction.
The Yankelovich MONITOR Multicultural Marketing Study 2006 also showed that trust in government remained positive for Hispanics while it declined for African Americans. Yet, both groups still have strong trust in brands.
According to their release on Business Wire and covered in AdWeek and BrandWeek, among others, more than ever before, both Hispanics and African Americans place great emphasis on keeping culture alive and staying connected to heritage:
-- 67% of African Americans and 71% of Hispanics (versus 43% of Non-Hispanic Whites) say, "My roots and heritage are more important to me today than they were just five years ago."
-- 56% of Hispanics and 59% of African Americans (versus 22% of Non-Hispanic Whites) say, they "make a great effort to become more connected with my heritage."
-- 85% of Hispanics say they "consider myself to be Hispanic first, American second or consider myself to be both American and Hispanic equally."
Among Hispanics, a stronger than ever re-connection to Hispanic roots is driving retro-acculturation and contributing to a larger bi-cultural and bilingual segment of the U.S. Hispanic population.
In addition, the release says the study shows that despite the recent immigration debates and other stories that have influenced trust and comfort, both ethnic groups maintain high trust in brands, especially name brands:
-- 58% of Hispanics and 55% of African American (versus 41% of Non-Hispanic Whites) say, "It is risky to buy a brand you are not familiar with."
-- When asked the likelihood of doing the following activities if your family suddenly found itself with less money: Only 42% of African Americans and 40% of Hispanics (versus 62% of Non-Hispanic Whites) say they would "buy private label and generic brands."
Finally, the study showed that family and community come first . According to the study, both Hispanics and African Americans seek their nuclear and extended families' advice, guidance and support in most matters.
-- Nearly half said, "when it comes to important things in my life, I almost always seek the opinion of my extended family members," compared to 33% of Non-Hispanic Whites.
-- Almost two-thirds (60%) of Hispanics (compared to 45% of African Americans and 48% of Non-Hispanics Whites) say, "In my family, we discuss everyday things together before making a decision."
-- Nearly half of African Americans (42%) and 35% of Hispanics say, "I believe my children will take care of me when I am older, so I don't need to worry about having enough savings and investments to support myself in that stage of my life," compared to just 21% of Non-Hispanics Whites.
I've spoken about to many about how culture is an increadibly important notion to consider in Hispanic marketing. Marketers can't rely on language alone. More directly, an approach focused on translations to Spanish will only take you so far, if it even takes you anywhere in the right direction.
Tuesday, August 15, 2006
Updated Census data available
The Census updated its website today. Here's the press announcement on today's release of the updated American Community Survey.
Hispanic population continues boom ... except in West Virginia
The U.S. Census Bureau is set to release new population estimates today (as of this posting at 9:25 a.m. EST their web site is not yet updated, I will continue to monitor their newsroom).
Called the American Community Survey, the annual survey of about 3 million households provides yearly data on communities of 65,000 or larger, and covers, race, immigration, education and age characteristics, according to an AP article on MSNBC.com. The survey doesn't include the 3 percent of people who live in nursing homes, hospitals, college dormitories, military barracks, prisons and other dwellings known as group quarters, the article reports.
Here are some key statistics:
-- Hispanics increased their hold as the country’s largest minority group, at 14.5 percent of the population, compared with 12.8 percent for blacks.
-- Hispanics grew by 48 percent in Arkansas, the most of any state
-- California, New York, Texas and Florida have the nation’s largest immigrant populations. The new data show that immigrants will travel beyond those states if there are jobs available.
-- West Virginia is the only state that did not see an increase in the percentage of its immigrant population
Called the American Community Survey, the annual survey of about 3 million households provides yearly data on communities of 65,000 or larger, and covers, race, immigration, education and age characteristics, according to an AP article on MSNBC.com. The survey doesn't include the 3 percent of people who live in nursing homes, hospitals, college dormitories, military barracks, prisons and other dwellings known as group quarters, the article reports.
Here are some key statistics:
-- Hispanics increased their hold as the country’s largest minority group, at 14.5 percent of the population, compared with 12.8 percent for blacks.
-- Hispanics grew by 48 percent in Arkansas, the most of any state
-- California, New York, Texas and Florida have the nation’s largest immigrant populations. The new data show that immigrants will travel beyond those states if there are jobs available.
-- West Virginia is the only state that did not see an increase in the percentage of its immigrant population
Monday, August 14, 2006
Hispanic supermarket shoppers generally not satisfied
58 percent of the general market feels satisfied with their shopping experience but only 35 percent of Hispanics are satisfied, according to Jack Neff's "Study: Habits and Preferences of Hispanic Shoppers."
A story carried in the Des Moines Business Record explains part of the reason is that many stores have been slow to offer a greater selection of products that appeal to Hispanics, when they do, they fail to make products consistently available, there's a lack of creating a comfortable environment and not enough marketing of the products that are available. There is also an AdAge article (subscription based) on the study as well.
The end result is some Hispanics may assume that a specialty product isn't available at a larger grocery store and thus are more prone to go to smaller Hispanic markets (i.e bodegas), according to the article.
This additionally confirms my notion that non-Hispanic supermarket chains are yet to effectively develop and execute on a comprehensive program to attract Hispanic consumers. Many are "doing something" but in the end most approaches are fragmented at best. I've advocated about the need for more than an aisle offering Hispanic products or marketing around events like Hispanic Heritage Month (aren't cultural observances more geared toward the general market? After all, every month is Hispanic Heritage in my house!).
Too many supermarkets today take a similar approach to the Hispanic market as they do the general market. The main tool they use is the weekly circular with the featured on sale items. However, if research shows that Hispanics pay more per product than the general market (in addition to spending more per week), doesn't that tell you that price alone isn't the determining factor in Hispanics' purchasing decisions? Instead of the weekly battles with the competitors to gain market share (that is often lost the following week when the competitor has a better sale), why not invest in gaining loyalty. How much would you spend to gain a loyal customer that spends more per product and more per week?
Loyalty is the name of the game in the Hispanic market. By this I don't mean relying on the loyalty card program (remember, we don't like to give out too much personal information). Supermarket chains need to think creatively and out of the box to gain Hispanic loyalty. While this takes time, strategic planning -- and, yes, a dedicated budget -- the good news is that there is still a great first-to-market advantage to be had for many chains in many areas.
A story carried in the Des Moines Business Record explains part of the reason is that many stores have been slow to offer a greater selection of products that appeal to Hispanics, when they do, they fail to make products consistently available, there's a lack of creating a comfortable environment and not enough marketing of the products that are available. There is also an AdAge article (subscription based) on the study as well.
The end result is some Hispanics may assume that a specialty product isn't available at a larger grocery store and thus are more prone to go to smaller Hispanic markets (i.e bodegas), according to the article.
This additionally confirms my notion that non-Hispanic supermarket chains are yet to effectively develop and execute on a comprehensive program to attract Hispanic consumers. Many are "doing something" but in the end most approaches are fragmented at best. I've advocated about the need for more than an aisle offering Hispanic products or marketing around events like Hispanic Heritage Month (aren't cultural observances more geared toward the general market? After all, every month is Hispanic Heritage in my house!).
Too many supermarkets today take a similar approach to the Hispanic market as they do the general market. The main tool they use is the weekly circular with the featured on sale items. However, if research shows that Hispanics pay more per product than the general market (in addition to spending more per week), doesn't that tell you that price alone isn't the determining factor in Hispanics' purchasing decisions? Instead of the weekly battles with the competitors to gain market share (that is often lost the following week when the competitor has a better sale), why not invest in gaining loyalty. How much would you spend to gain a loyal customer that spends more per product and more per week?
Loyalty is the name of the game in the Hispanic market. By this I don't mean relying on the loyalty card program (remember, we don't like to give out too much personal information). Supermarket chains need to think creatively and out of the box to gain Hispanic loyalty. While this takes time, strategic planning -- and, yes, a dedicated budget -- the good news is that there is still a great first-to-market advantage to be had for many chains in many areas.
