census: it's all in the numbers

8/6/2019 Census: It's All In The Numbers

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1 | PORTER NOVELLI: AMPLIFY

May 2011

Sonia Sroka

Senior Vice President

Director o Hispanic Marketing

Porter Novelli

CENSUSITS ALL IN THE NUMBERS


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IF YOUR BRAND STRATEGY IS NOT HISPANIC-READY, IT

IS TIME TO LOOK AT THE NUMBERS AND ASK YOURSELF

WHAT YOUR BUSINESS CAN DO TO BETTER CONNECT

WITH THIS POWERFUL MARKET.

Photo provided by Creative Commons/Municipa


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PORTER NOVELLI: AMPLIFY | 3

LOS NMEROS NO MIENTENTHE NUMBERS DONT LIE

WHY CONTENT THAT ENGAGES THE HISPANIC MARKET IS ESSENTIAL FOR A BRANDS SUCCESS

The Hispanic market in the United States is now

$1 trillionand growing. But roughly 50 percent

o all U.S. brands still dont include Latinos in

their marketing mix. I your brand strategy is not

Hispanic-ready, it is time to look at the numbersand ask yoursel what your business can do to

better connect with this powerul market.

The newly released 2010 Census data has

conrmed what Hispanic marketers have always

known: Hispanics are the astest growing

demographic in the United States. With a

population o 51.2 millionone in every six U.S.

residents, a stunning 42 percent increase rom the

previous census in 2000Hispanics constitute

a critical component to every brands long-term

growth. While that may be old news or some o

us, the strength o the Hispanic market should

serve as an eye-opener or many organizations.

SONIA SROKASENIOR VICE PRESIDENT, DIRECTOR OF HISPANIC MARKETING

In this issue o Ampliy, we will draw rom

inormation in the latest Census and elsewhere

to look at the growing Hispanic population in

the United States: Who they are, why they

are a critical component to success, and howorganizations can create content that eectively

reaches, engages and infuences them.


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QUINES SOMOS?WHO ARE WE?

WHO ARE HISPANICS AND HOW ARE THEY MAKING AN IMPACT ON BRANDS?

In order to reach and inspire Hispanics in ways that

strengthen relationships and drive real business

results, it is critical that brands and marketers

understand who Hispanics are and what motivates

them. While Hispanic is an overarching term thatdenotes a diverse group o people rom many

dierent countries, there are many critical actors

rom language to amilial ties to shared social and

cultural traditionsthat unite them and should

serve as undamental understandings or marketers

seeking to reach them.

According to Ad Ages 2010 Hispanic America,

the median age o Hispanics is just under 28, which

means that 75 percent o Hispanic adults all within

the powerul 18-49 demographic, compared to 56

percent o non-Hispanics. Hispanic households are

young, and oten orm large, traditional, married-

with-children amilies that welcome participation

rom grandparents and other extended relations.

Though they are relatively young, Hispanic amilies

enjoy strong incomes. According to the Ad Age

white paper, as o 2008, Hispanic married couples

have the highest income o any household type,

with an average income o $63,000. Clearly, inaddition to being a major contributing actor to

U.S. population growth, Hispanics have signicant

buying power.


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CONTENT MUST EFFECTIVELY COMMUNICATE AN

UNDERSTANDING OF THE COMMUNITIES WHERE

HISPANICS LIVEAS WELL AS THE IMPORTANT ROLE

THAT COMMUNITY PLAYS IN THEIR LIVES.

Photo provided by Creative Commons/Wallula


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LA CIUDAD DONDE VIVIMOSWHERE WE LIVE

WHERE IS THE HISPANIC POPULATION GROWTH OCCURING?

U.S. births have now surpassed Latin American

immigration as the source o Hispanic population

growth. According to Bloomberg, Hispanic birth

rates climbed 27 percent rom 1990 through 2010.

In comparison, the overall population saw a 7.5percent decline in birth rates. This means that

rom 2000 through 2010, the Hispanic birth rate

increased 14 percent, while the U.S. population

declined two percent.

States in the south and west saw an increase in

population by 13 percent to 14 percent, while states

in the midwest and northeast only saw an increase

o three percent to our percent. The U.S. Hispanic

population grew dramatically by double digits in

several states, including in Nevada (82 percent

increase), Colorado (21 percent increase), Texas (42

percent increase) and Virginia (71 percent increase),

and made substantial gains in Arizona and Florida

as well.

As native births increase the Hispanic population,

they also strengthen connections to these specic

geographic regions. Marketers aiming to engage

Hispanics must not only keep in mind who they are,

but also where they are. Content must eectivelycommunicate an understanding o the communities

where Hispanics liveas well as the important role

that community plays in their lives.


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VIVIENDO LA VIDA DIGITALLIVING THE DIGITAL LIFE

REACHING HISPANIC CONSUMERS WITH MOBILE TECHNOLOGY AND SOCIAL MEDIA

U.S. Hispanics are avid technology users,

consistently seeking new and more ecient tools

to stay connected with amily and riends while

staying inormed o current events and online

deals. As a result, marketing through digital, mobileand social media seamlessly integrates with this

markets technological behaviors. Though U.S.

Hispanics are increasingly engaging in online

interaction, 78 percent o companies havent used

these emerging technologies to connect with this

market.

U.S. Hispanics are active Internet users and by 2014

70 percent o this population is expected to be

online or 39.2 million people. According to a recent

SIMM Survey data, U.S. Hispanics have a strong

presence in social media: showing 54 percent

are on Facebook and 11.4 percent on Twitter,

compared to 43 percent and 4.8 percent o the

overall population. As technological advancements

continue to evolve, we will see that U.S. Hispanics

will have a strong infuence on mobile technology

and social media. Brands that engage with the

U.S. Hispanic market will see strong results through

convenient mobile marketing.

According to a recent study rom Scarborough

Research, use o mobile phones by U.S. Hispanic

adults has increased 26 percent since 2006,

compared to only 18 percent among the general

public. In addition, the study also ound that 64

percent o U.S. Hispanics with a mobile phone use

it or text messaging, compared to 56 percent o

all mobile users. U.S. Hispanics are also more likely

to download or listen to music on a wireless device

(22 percent vs. 15 percent), play games (19 percent

vs. 15 percent), and access social networks (12

percent vs. 10 percent).


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BRANDS THAT ENGAGE WITH THE U.S. HISPANIC

MARKET WILL SEE STRONG RESULTS THROUGH

CONVENIENT MOBILE MARKETING.

Photo provided by Creative Commons/John.Karakatsanis and Creative Commons/Ne


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THE RELATIONSHIP WITH MAMI BLOGUERAS WILL

RESULT IN MESSAGING THAT REACHES WELL BEYOND THE

SCOPE OF THE BLOG, AS ITS READERS WILL ALSO SHARE

CONTENT AMONG THEIR EXTENDED COMMUNITIES.

Photo provided by Creative Comm


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LA INFLUENCIA LATINATHE LATIN INFLUENCE

THE POWER OF MAMI BLOGUERAS

More than ever, marketers seek to establish

relationships with mommy bloggers or their strong

infuence among amily, riends and the community

around them. With one out o ve moms in the

U.S. sel-identiying as Hispanic, brands interestedin expanding their infuencer base should reach

out to the growing number o U.S. Hispanic Mami

Blogueras (mommy bloggers).

U.S. Hispanic bloggers are overwhelmingly emale,

and ocus primarily on sharing brand inormation,

reviewing products, communicating with each

other and oering advice. They have established

themselves in the U.S. Hispanic online community

as experts, infuencers and riends. Due to the

willingness o mami blogueras to share their

personal stories and ideas in Spanish, English or

Spanglish, they have a solid ollowing o readers

who strongly relate to them and actively share their

contentplacing greater importance on cultural

relevancy and sensitivity or marketers seeking to

successully engage with them.

Brands that want to execute a U.S. Hispanic social

media campaign should connect with a U.S.

Hispanic blogger who has strong and consistent

content in English, Spanish or Spanglish. The

relationship with mami blogueras will result inmessaging that reaches well beyond the scope

o the blog, as its readers will also share content

among their extended communities.


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EL BUEN SABORGOOD TASTE

HOW CAN FOOD AND BEVERAGE MARKETING INSPIRE HISPANIC AUDIENCES?

With 2011 predicted to be a challenging year or

ood and beverage companies, Hispanic consumers

look to be a bright spot. According to a 2010 study

rom the Latinum Network, Hispanics are now the

most important driver or growth in the ood andbeverage sector. The study nds that between

2005 and 2008, Hispanic infation-adjusted new

spending on ood and beverages outpaced that

o non-Hispanics by $12 billion ($52 billion vs. $40

billion), driving new spending in categories that are

otherwise fat or declining: sh and seaood, resh

ruit juice and dairy products. Latinum also says

that Hispanics eat out more than non-Hispanics,

as the younger and more culturally assimilated

Hispanics drive growth in ast ood and ull-service

restaurants.

Hispanics also spend a greater share o their

household expenditures on ood, 15.3 percent

vs. 12.5 percent or non-Hispanics, even though

on average, they earn less than non-Hispanics.

Why? First and oremost, Hispanics tend to have

larger amilies. Theres also a greater emphasis

on amily mealtime and on cooking rom scratch.

According to Porter Novellis 2010 Styles consumer

communication-planning database, Hispanic

consumers are more likely to agree that processed

oods are less healthy (46 percent vs. 40 percent)

and less likely to agree that processed oods are

more convenient (40 percent vs. 50 percent).

ILENE SMITH, M.S., R.D.EXECUTIVE VICE PRESIDENT, DIRECTOR, FOOD & NUTRITION

Content that emphasizes reshness can make a

strong impactas can messaging with a primary

emphasis in amily and togetherness. Food and

beverage companies seeking to create eective

content or Hispanics should draw rom themesthat underscore traditional amily values. Despite

high prociency in digital and mobile technology,

Hispanics place special emphasis on tradition,

a core value maniested daily at meal times.

With strong ties to amily, and an immigrant

perspective on the importance o stability and

providing children with opportunities or a

better lie, Hispanics see meals as more than

just consumptionthey are about strengthening

connection and underscoring values. While the

media that convey these truths can be quite

advanced, the messages themselves should be very

traditional.

More than ever, American ood and beverage

brands are succeeding with Latino-infuenced

product oerings, bilingual packaging, targeted

promotional eorts or all three. Last summer,

Budweiser signed on to be the presenting

sponsor o the U.S. tour o Mexican singer Vicente

Fernandez or the next three years. Krats Comida

y Familia eatures a suite o online and social

media tools or the tech-savvy Latina, while Pepsi

encouraged Hispanics to tell their personal stories

last year with its Yo Sumo (I Count) program.


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HEADLINE TK

FOOD AND BEVERAGE COMPANIES SEEKING

TO CREATE EFFECTIVE CONTENT FOR HISPANICS

SHOULD DRAW FROM THEMES THAT UNDERSCORE

TRADITIONAL FAMILY VALUES.

Photo provided by Creative Commons/jess

Photo provided by Creative Comm


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HEALTH CARE COMPANIES THAT HOST OPEN FORUMS

WHERE HISPANICS CAN SHARE THOUGHTS, VALUES AND

IDEAS WILL POSITION THEMSELVES TO BE LONG-TERM

CATEGORY LEADERS FOR THE HISPANIC MARKET.

Photo provided by Creative Common


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LA SALUD PRIMEROFIRST HEALTH

HISPANIC HEALTH CARE MARKETING IN THE 21ST CENTURY

The cultural shit being driven by Hispanics will also

create some unique challenges and opportunities

in the delivery o health care and assurance o

optimal health and wellness in diverse populations.

For example, the Hispanic senior population isexpected to grow rom two million in 2002 to more

than 13 million by 2050. They will then account or

more than 16 percent o the population, the largest

racial or ethnic minority group in this age range.

Hispanics are already outpacing other populations

in prescription drug spending and this will only

increase as this growing population ages. Hispanics

constitute a huge market or the providers o

health care products and services, but only i

they know how to meet the unique needs o this

population.

Most Hispanics receive inormation about health

care rom traditional media and the Internet (83

percent), rom a doctor (71 percent) or rom amily,

riends, churches and community groups (70

percent), according to a Pew Study on Hispanics

and health care. Still, 66 percent o English-

speaking and 43 percent o Spanish-speaking

Hispanics have greater problems communicating

with their doctors than other demographics.

Developing culturally appropriate and actionable

health inormation and content or Hispanics

starts with understanding their belies about

health, how they acquire inormation and what will

SUSAN HAYES

PARTNER, DIRECTOR OF GLOBAL HEALTH

resonate with them. Promotional brochures and

patient orms should be printed in Spanish and use

culturally sensitive graphics, but should avoid the

mistake o word-or-word translations rom English,

since many concepts and words in English dontconvert easily. In addition, increasing the health

care industrys current level o activity within social

media will present unique opportunities to inorm

and inspire dialogue with and within Hispanic

communities. Health care companies that host

open orums where Hispanics can share thoughts,

values and ideas will position themselves to be

long-term category leaders or the Hispanic market.

In addition, partnerships with known, trusted health

advocacy organizations can be invaluable.

While providing these opportunities, though,

organizations must always appreciate linguistic

and cultural distinctions among Hispanics, who

come rom areas as distinct and diverse as Puerto

Rico, Mexico, Central and South America. Hispanics

should not be considered one homogeneous group.

Sound market research and segmentation, coupled

with a deep understanding o the audience,

is critical when designing health-marketing

campaigns that will lead to new behaviors. Health

proessionals and marketers must be aligned

to provide Hispanics with the kind o culturally

relevant experience that engages dialogue and

transorms behavior to benet health. By doing

so, it is possible to develop a mutually benecial

relationship that has the potential to create a

loyaland healthierlielong consumer.


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PORTER NOVELLI GLOBAL HEADQUARTERS

75 Varick Street, 6th Floor

New York, NY 10013

Direct 212.601.8000

Fax 212.601.8101

www.porternovelli.com

Photo provided by Creative Commons

census: it's all in the numbers

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