ICOM Multicultural
The Symmetry GroupCapabilities Presentation
The Symmetry Group is a full-service marketing
communications agency that markets, communicates
and connects to the Urban, General Market and
Multi-cultural consumers.
At TSG, we pride ourselves in taking a disciplined,
thoughtful approach to developing strategic
solutions to your marketing challenges and
transforming them into innovative opportunities.
Our combined years of experience,
coupled with our strong research and
creative development talent, enable us to
aggressively serve our clients.
offering client services via:
: Marketing Research
: Strategy & Positioning Initiatives
: Consumer Immersion
: Brand Planning
creating solutions through:
: Consumer Promotions
: Public Relations
: Event Planning & Execution
: Advertising Production & Trafficking
: Graphic Design
: Television Production
: Web Design
TSG and ViVA are members of the International Coalition of Marketers (ICOM).
ICOM is worldwide: • Founded in 1950 as an independent network• Agencies owned and operated locally• Multi-local, not multi-national• Total billings exceed $2 billion• Covers 90% of the world’s markets • 70 member agencies • 2,300 employees• 50 countries • Agencies connected and own the network
www.icomagencies.com
What a client wants!!....
• To effectively increase revenues via the products & services they sell • To generate economies of scale that provide the following:
• reducing current operating expenses• provide out-of-the box thinking & creative• quick turnaround to all needs• Not a lot of bureaucracy and approval layers
• Create additional ancillary events and promotions to increase brand/product visibility
In order to fulfill these objectives it is necessary to have a marketing strategy, promotions,
and marketing activation plan that will allow you to establish a uniformed, under one roof
platform when communicating, interacting and negotiating with potential partners/sponsors
and or consumers.
This requires focus, balance and efficiency 365 days a year to meet its objective. It
requires a one stop source to make it run like a clock…….. It requires Symmetry!!
•TSG, is a full service Marketing Communications Company, specializing in the Multi-cultural consumer marketing category. We specialize in making the routine into unforgettable experiences.
• We are capable of helping to take your products & services to the next level via:
• Marketing & Advertising• Strategic Planning• Public Relations• Promotions Development & Execution• Ancillary Event Development, Mgmt & Execution
The Draft Pick….
Our consumer approach….
SYMMETRY GROUP’SIntegrated Marketing/Communication Approach
To position your products, brands and services as the leaders in the categories where they do business
“Common Ground”
General Market
Unique IncrementalOpportunities
General Market
Teens AACM Latinos Adults Asian YoungAdults
TeensAACM Latinos Adults Asians Young Adults
Goal:
1. Identify Target Audience:
2. Identify Leverageable Insights:
Identify Common Ground3. &
Unique Opportunities:
Integrated Programs From
Symmetry
Multi-Marketing ChannelOpportunities
Single Market ChannelOpportunities
TurnkeyPrograms From
Symmetry
Applied Directlyin market by You
Strengthened brand equity, increased volume and more relevant awareness
Integrated Program,Pattern Messages,
Tools, Templates, Etc.From Symmetry
Adapted andApplied in market by You
Applied Directlyto hit the entire Market by You
7 . L
ear
n an
d A
djus
t
4. Develop Strategies,Messages and Tools for your brands and productsto activate:
5. Execute:
6. Result:
IntegratedCommunication
Platform
External Communication andValidation through :• Media• Alliances• Strategic Partnerships
Multi-cultural market Activation
Dedicated Programs
developed by Symmetry for
your Products, Brands and Services
Total Market
• Network Newsmagazines
• Newswire agencies
• Syndicated/Local Radio, TV & Cable
• Regional/National & Local Magazines
• Multi-cultural media outlets and vehicles
• Targeted media outlets based on consumer age break
• Internet• Grassroots programs• Electronic media & Web programs• Press activation• Retail & Consumer promotions
Creative Environment
Media Environment
Consumer Environment
ECF
General Market
Teens
Latinos
AACM
Local Community Programs
Local Retail Environment
SYMMETRY GROUP’SIntegrated Marketing/Communication Approach
Young Adults
AsiansAdults
Tweens
The consumer we know so well!!!.....
African American Consumers
• TSG defines the African American consumer demographically and by sub-segmentation of core targets: the urban contemporary (25-49), urban trendsetter (12-17) and urban trailblazer (12-14)
• Attitudinally, African Americans are highly oriented to their sense of community. Regardless of socio-economic classifications within the segment. This group feels a common bond and culturally reinforces the importance of ‘sticking together’
– AA represents approximately 12% of the US population*– 58% of all AA’s reside in the SE US*– 4 in 10 AA’s are under the age of 24**– The share of AA households that earn between $25,000 & $74,999 (44.6 percent) is larger
than the share that earns less than $25,000 (42.9 percent)**– AA over index versus the general population in the following categories:
• Clothing/Apparel boys & girls 2 -15 = 167**• Telephone services = 152**• Footwear = 144**• TV, radios and sound equipment = 125**
• The African American consumer represents a growing segment that can efficiently be reached based on their footprint in the US - of the total AA population, 58% live in the Southeastern USA
• By 2007, their spending power will exceed $850 billion
* 2000 US Census** American Demographics analysis of Census 2000
Business Potential• Opportunity
– Mkt Size = 8.1 million people– African-American buying power > $645.9 (billion) and projected
to be at $852.8 (billion) by 2007*– Geography: AA Urban Contemporary consumers predominately
live in highly populated markets where a larger SOV is easier to attain
– Succinctly target the AA Urban Contemporary which will have an halo effect to the entire segment
• Why? They are the trendsetters of “lifestyle” which resonates Why? They are the trendsetters of “lifestyle” which resonates across the entire general & multi-cultural populationsacross the entire general & multi-cultural populations
Source: *Selig Center for Economic Growth, Minority Buying Power in the New Century, April 2002
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
• The URBAN CONTEMPORARY • Age: 25 – 49• HH Income: $50K+ *• Male Skew
– Content-driven (news, information, entertainment, events)– Heavy utilization of internet and two-way messaging for community-building
(email)– proud of professional/entrepreneurial status and success– highly value independence and self-determination, are style conscious
and enjoy being on the cutting edge of new trends after they become adopted by the larger population
– Brand conscious & savvy!!!
*According to US Census Bureau, there are 3.7 million HH’s with annual incomes >$50,000 and 1.4 million HH’s with annual incomes >$75,000. Also, “Black-owned firms increased almost 4 times faster than all US firms.”(Source:The Selig Center 2002)
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
• The URBAN TRAILBLAZER • Age: 14 -16• HH Income: skies the limit! *
– I am not afraid of wearing something that no one else is!– I LOVE BEING DIFFERENT!!– I am the epicenter of hip/cool/tight!!!– I set the pulse and the trends– define things on their own terms and create their own world
* Have part-time jobs and allowances from parents!!!
Key consumer insight
PRIMARY AUDIENCE: WHO ARE THEY?
• The URBAN TRENDSETTER• Age: 12 – 18• HH Income: My parents wallet/purse! *
– I love to hang with my friends. – I watch to see what my friends wear and listen to! I want to fit in with the crowd!!– Up to speed with all of the trends, lingo, fashion, etc.– I Pay attention to that urban trailblazer!– Ethnicity is not the defining measure to what I wear or listen to – My peers POV is important to me
* Usually a combination of allowance and part-time job!!
Key consumer insight
WHY TARGET THE AFRICAN AMERICAN CONSUMER?
– At the vanguard of fashion and trends– Influencers of other AA and general market segments (“ahead of the curve”/Early
Adopters)– Marketing to the AA trailblazer allows you to to reach the broader AA consumer & GM
consumer via the HALO effect– Relevant messaging and positioning can be a credible pillar to invite this consumer
into your franchise
“ME”
Circle of Individual Control:
• Career; Entrepreneur
• Community; Development
• Fashion: Sean Jean; RocaWear**
• Automobiles: Escalades; Expeditions, Hummer**
Communication; cell phones, two-way pagers**
Entertainment**
“SOCIETY”
Economy • War • Health Issues
African-American/Urban Contemporary Consumers significantly value their individual circle of control. (“It’s All About Me”)
The “Buying Power of Black America” is $631 billion and reports:
The top categories are as follows:
- Cars/Trucks - $48.7
- Clothing - $22.3 billion
- Telephone Services – $13.6 billion
- Contributions (church, organizations) – $10.3 billion
- Media (TV [Pay TV], CD’s & DVD’s, magazines) – $5.3 billion
- Entertainment and Leisure $2.5 billion
The top categories where AA over index versus the general market are as follows: Clothing/Apparel boys & girls 2 -15 = 167 Telephone services = 152 Personal Care products and services (lifestyle)= 147 Footwear = 144 TV, radios and sound equipment = 125 **Source: Target Market News and American Demographics 2002
Here are key Tangible AA Passion Points and their correlated Experiential/ execution assets to the targeted segment*:
AA UrbanContemporary
(The Core)“Everything revolves around Me”
COMMUNITY
LIFESTYLE
MUSIC
FamilyChurchSchool
Jazz/BluesNeo Soul
Spoken WordRap
GospelLounge
EntertainmentSports
FashionFilm/Movies
ConcertsTV
Video Games
TrendsettersFashion MindedSelf Expression
SavvyStylish
CreativeSense of Pride
Talk to me; not at meIndependence
Respect who I am andWhat I am!
Confidence
Sensory
VisceralPhysicalSpiritual
= Tangible
=Experiential
**Source: Yankelovich Monitor Lifestyle Survey 2002
Solution Experts
scott d. robinson president | general manager
As the President of The Symmetry Group, Scott brings leadership and managerial skills to guide the firm in securing, managing and sustaining relationships with their clients. Some of the companies Scott has provided solutions for over the years are, Coca-Cola North America, Bank of America, Blue Cross Blue Shield of GA, 100 Black Men of Atlanta and Fortis.
He has held General Management and Chief Marketing Officer positions in the financial services industries with First Union and Fortis. He also held management positions in brand & multi-cultural marketing, sales and community affairs with the Coca-Cola Company, Coca-Cola North America and Lipton, working on key brands such as Coca-Cola classic, Sprite, Lipton Tea, Lipton Soup and Lawry’s Seasoned Salt.
Currently a member of the 100 Black Men of Atlanta, Scott serves on the Executive Committee for the Bank of America Atlanta Football Classic and is a mentor in the Project Success program. He is a graduate of Fairfield University and holds an Executive Education Program certificate from the Harvard Business School In Competition and Strategy.
eugenia harveyevp | media relations & communications
Eugenia went all the way. A bachelor’s degree from the University of Georgia, her masters in journalism from Columbia University—then off to conquer the media through hard work, creativity and talent. As an investigative journalist, she specialized in medical, legal, and human interest stories on topics including autism, adult care abuse, racism, and pharmaceutical companies. The honors followed: an Emmy Award, the Robert F. Kennedy Memorial Journalism Award, and other prestigious journalism prizes that reflect her production skills. Eugenia’s personal commitments have given her experience in public relations, media training and advertising and her award winning writing style has kept her in demand.
In her capacity as a television executive she has produced programs with high-profile personalities such as, Emmitt Smith, Carl Lewis, President Bill Clinton, Nelson Mandela, Margaret Thatcher, Queen Noor of Jordan, Chuck D., Coretta Scott King, Ambassador Andrew Young, Israeli Prime Minister Shimon Peres and O.J. Simpson.
Other clients and experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Women.com, CNN (Charlayne Hunter-Gault), CBS News (Dan Rather and Ed Bradley), ABC News (Diane Sawyer and Sam Donaldson), ABC News (Peter Jennings) and PBS.
michael antoineevp | creative & IT director
Michael is one of the most creative and innovative graphic artists in the business. His flexibility has helped him create successful campaigns for small start-ups, Fortune 500 companies, and everything in between. His cool temperament enables him to work comfortably under tight deadlines and difficult situations. After years of agency work, he decided to work on his own before becoming a partner in The Symmetry Group.
Brand and client experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Coca Cola, Church’s Chicken, Nations Bank, And-1 Basketball Clothing, Geross Records-South Africa, Sports Illustrated-1996 Olympics, McDonalds-General and Black Owner Operators of Southern California, Gelman and Gray Public Relations, Toyota-Southern California, KABC Radio and Television and Ralph’s Supermarkets.
He holds a Fine Arts degree from Loyola Marymount, Los Angeles.
reiko clarkevp | creative director
A creative since childhood, Reiko has been visualizing since she can remember. She entered the industry as a high profile New York based art director, working with the design houses of Armani, Chanel, Comme de Garcon, and magazines such as Mademoiselle and New York Woman. Production and editorial art directing credits include everything from print advertising to television commercials. Reiko evolved naturally into advertising and marketing, working with companies such as American Express and Seagram’s.
Her ability to assess needs and develop cutting edge conceptual imagery is her strength. This highly motivated secret weapon serves her clients well.
Brand and client experience include: Bank of America, Georgia Power, Blue Cross Blue Shield, Coca Cola, Church’s Chicken, Nations Bank, And-1 Basketball Clothing, Atlanta Goodlife Magazine, Ponko Chicken, and Dominos.
work
experience
• And 1 Basketball Apparel• Atlanta Football Classic• Atlanta Goodlife Magazine • Bank of America• Blue Cross Blue Shield• Brian Jordan • Church’s • CNN• Collegetown• Coca Cola - Fanta• DaDa• Diversapack• DKNY• Integral Properties• Ford• Fortis
• Georgia Power • Orlando Labor Day Classic • Macauley Properties• McDonalds Corporation • NFL Superbowl Gospel Celebration• Reebok• Russell Athletic• SoSo Def Records• The Coca-Cola Company• The Universoul Circus• Timberland• Toyota• True Colors Theatre Co.• Universal Records• First Union (now Wachovia)• 100 Black Men of Atlanta
Blue Cross Blue Shield of Georgia : Promotional Advertising | Strategic Development & Radio/Print Collaterals
McCauley Properties and BOJ, LLC: The LeJardin Community | Public Relations, Event Promotions, Marketing Consultants
Bank of America Atlanta Football Classic: The 100 Black Men of Atlanta | Marketing, Brand + Logo Design, Print Campaign, Graphic Design, Event Management, Public Relations, Radio and TV
Diversapack : | Corporate Communications
ACE lll Publishing : Goodlife Magazine | Art Direction, Photography, Graphic Design
The Coca-Cola Company : Fanta | Strategic Planning, National Print Collateral POS System
Coca-Cola Enterprises : Inclusion Division | Logo Development, National Print Collateral & Training System, Website Design
Coca-Cola Enterprises : North America HR Department | Logo Development, National Print Collateral & Training System
TV Commercial Experience
Coca-Cola classic “Coca-Cola Love”
Bank of AmericaAtlanta Football Classic
Georgia Power – “Darius”
Sprite – “Rhyme for Rhyme” Coca-Cola classic “Savion’s Challenge”
Web Design Experience
www.100blackmen-atlanta.org
”
www.diversapack.com www.atlantafootballclassic.com
www.buyhbcu.com
www.elizabethbaptist.org
www.symmetrygroup.us www.theeventauthority.com
600 W. Peachtree St. no. 510atlanta, georgia 30308 404.237.2378 o 404.237.2379 [email protected] www.symmetrygroup.us
ViVA ViVA
ViVA is a full service, integrated marketing, promotions and advertising communications agency specializing in the U.S. Hispanic and Latin American consumer markets
We do what it takes to grow your business in the Hispanic market
We opened our doors in 1997 with one client and 1 very motivated “president”. We’ve come a long way since then.
We now have 25 employees, annual billings of $32 million, advertising offices in Miami and Los Angeles, media offices in San Antonio and promotional offices in Dallas.
The ViVA Story
ViVA is passionate about the
Hispanic Market.
ViVA’s team leaders come to ViVA with an average of 15 years of agency experience and expertise from great, (and Big) agencies, including DRM/DDB, Bromley Communications (Publicis), Global Hue (IPG), Saatchi & Saatchi, and Leo Burnett making it possible for our clients to work with seasoned, senior-level professionals on a daily basis.
The ViVA Story
ViVA is directed by senior Hispanic marketing professionals
ViVA is woman/minority certified. ViVA is not a publicly-held company and doesn’t have to answer to shareholders, hence keeping costs
reasonable for excellent work
The ViVA Story
ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program.
Client Experience
Category Experience
QSRMcDonaldsBurger KingTaco CabanaChurch’s Fried Chicken
Consumer ElectronicsSharpSonyMotorolaSamsungSeiko
AutomotiveUniroyalChryslerTexacoDiamond ShamrockHavoline Motor Oil Chief Auto PartsPEP BoysGeneral MotorsRenaultToyotaExxon Mobile
TechnologyAMDIomegaXeroxOKIIntel Lan Desk
CPG – BeverageCoca-ColaJarritosSunkistJugos del Valle
CPG - FoodEnteman’sPillsburyMottsClamatoMission TortillasPregoCampbell’s SoupsYoplaitQuaker
CPG HouseholdFabulosoFabAriel
OTCDexatrimPfizerTylenol ImodiumLactaidPepcid AC
BeerBudweiserBud LightMichelobLone Star BeerMiller
SpiritsJose CuervoSmirnoffJohnny Walker BlackBalentinesKahlua
Health & BeautyNiveaNeutragenaOil of OlayPanteneMennenColgateZest
Financial & InsuranceState FarmAIGAmerican ExpressAdvance AmericaMoneygramVigo
Travel & TourismSectur de MexicoAviancaSabreSix FlagsResorts AdvantageConrad HotelsIntercontinental HotelsRIU Hotels
RetailBeallsBJ’s Wholesale ClubFashion BugMarshall’sTJ MaxxVerizon Wireless
TelecommunicationsVerizon WirelessUS RoboticsMCIAT&T Wireless1-800 CollectNokiaCingular
B2BFed ExDHL
San Antonio, TXMedia
Miami, FLHQ
Dallas, TXPromotions
Los Angeles, CA
Location, Location, Location
The ViVA Point of Difference
Laying the Groundwork
We recognize that “one size fits all” is never the answer. It never was. Through our different divisions, we’re able to solve most any Hispanic market challenge; advertising, media, promotions, marketing and
communications.
A one size fits all approach doesn't work in the Hispanic market.
LifelongLifestyleTendencyAnalysis™
ContemporaryTraditionAnalysis™HispanicBrandLoyaltyModeling™
ConsumerCentricBranding™
ConsumerCentricPlanning™
Laying the Groundwork
Finding Relevance
Brand Response Consum
er R
esponse
Reasons to Believe in Brand
Brand Functional Benefits
Brand Defense
MarketEnvironment
Competitive EnvironmentConsumer Value Positionings
Consumer Passion Positionings
Positioning Statement that reflects brand needs, but resonates with
consumer acceptance
Consumer CentricPositioning
Brand Emotional Benefits
Brand Personification
Reasons to Believe in Brand
Finding Relevance
Traditional Traditional MediaMedia
ApproachApproach
Below the Line Activities(Local market festivals, rec sports, enterainment, promotion, street teams, etc.)
Below the Line Media (added-value, on-site, on-air, etc.)
Non-Traditional Media (theater, wall murals, etc.)
Finding Relevance
Below the Line Activities(Local market festivals, rec sports, entertainment, promotion, street teams, etc.)
Product Specific (POS, sampling, experiential, sales
support, playbooks, ASM, etc.)
Traditional Media
Activity
Below the Line Media (added-value, on-site, on-air, etc.)
Non-Traditional Media (theater, wall murals, etc.)
As marketing to Hispanic has changed since its beginnings in the early 1970’s, so have we. We operate from the belief that the traditional media first approach is outdated and that three
heads are better than one
ViVA Integrated Marketing and CommunicationsViVA MediaViVA PromotionsViVA² - Hispanic Brand Architects
Getting Down To Business
Marketing to Hispanics has changed significantly in the last several years.
An integrated, full-service approach to delivering actionable and relevant marketing programs aimed at delivering the Hispanic consumer. Television, radio, outdoor, direct mail, in-store point of sale, interactive, etc. -
ViVA is capable.
ViVA Integrated Marketing and Communications
ViVA Media
Leads the industry in Hispanic media expertise and understanding. Our strength lies in our strategic thinking, plan customization, effective and efficient buying, media stewardship, and producing and measuring
results.
Comprised of a dedicated team of Hispanic consumer and retail professionals, ViVA Promotions provides its clients with programming that captures the essence of the Hispanic market as consumers and shoppers. This group understands Hispanic retail across
all channels
ViVA Promotions
At ViVA² we evaluate and recommend. Before ads are created, media is planned and samples distributed, we peel back the covers of the U.S. Hispanic market with an eye on the business opportunity for a brand, a category or a channel. We work with marketing teams to bridge the gap between thinking about marketing to the U.S. Hispanic market and taking the first step in doing so . . . or not.
ViVA² Hispanic Brand Architects
The Hispanic Consumer…A Growth Target
Sources: Nielsen 2005 Universe Estimates; Global Insight (DRI) The Hispanic Consumer in 2005& Projections to 2025 (Released March 2005)
Largest Minority Group42.9 million Hispanics (and counting)
A whopping 66% of Hispanics are under 35, while some 20% of the population under the age of five is Hispanic.
More of Tomorrow’s ConsumersHispanic population growth accounted for a huge portion of overall population growth from 1990-2000 and will continue to grow.
Tremendous Spending PowerIncome has grown 4x faster than U.S. average.Hispanics are projected to spend $716 billion in 2005.Spend a greater % of disposable income.Younger (median age is 26.4 vs 37.9 for non-Hispanics)and Larger households (3.5 Hispanic HH vs 2.4 Total HH)...acquiring more.
US Population • In 2004 Hispanics represent 1 out of every 7 United States residents
• In 2020 it is estimated that Hispanics will represent 1 out of every 5 United States residents
• The annual growth rate for Hispanics is 5.4% vs. 1.3% for the Total US Population
Fastest Growing Hispanic DMA’s(Ranked by increase in Hispanic population 2001-2004)
Dallas
Orlando
Salt Lake City
Phoenix
Ft. Myers
Denver
Atlanta Palm Beach
Houston
Las VegasChicago
Austin
Source: Scarborough Multi-Market R2 ’01, R2 ‘04
53%46%
43%41%
37%33%33%
31%30%
27%26%
25%
Hispanic Population Growing Faster than the Non-Hispanic Population
Source: 2000 U.S. Census, March 2001 Release
Total Population Percent Growth1990-2000
58%
9%
37%
0%
34%
4%
47%
8%
73%
12%
67%
4%
112%
16%
42%
7%
29%
13%
109%
32%
44%
14%
Total U.S. LosAngeles
New York Miami Houston Chicago Dallas SanFrancisco
SanAntonio
Phoenix Harlingen-McAllen
Hispanic
Non-Hispanic
Country of Origin by Hispanic Market
Country of BirthTop 8
Markets
Percent Born in U.S.
26%
Mexico 67%
Central America 9
Cuba 4
Puerto Rico 9
South America 5
Dominican Republic 3
Others 3
Top 8 Markets include: Los Angeles, New York, Chicago, Miami, Houston, Dallas, San Francisco, San Antonio
Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau
85% of US Hispanics Reside in Just 10 States
Source: Claritas 2003
7.4%
TX
FL
NY8.4%
NJ3.3%
NMAZ
CO
MA1.2%
19.2%
2.2%3.5%
1.9%
CA 33.5%
IL4.0%
U.S. Hispanic Households are Younger and Larger
Source: Nielsen 2005 Universe Estimates
Larger and Younger Households are in the Acquisition Phase
of Life!
U.S. Hispanic HH 3.5
Total U.S. HH 2.4
U.S. Hispanic HH 26.4
Non-Hispanic U.S. HH 37.9
Median Age
Household Size
Hispanic Market Total Spending
Top Ten Hispanic Markets
CityMarket Hispanic Spending Power
Los Angeles 7 Million $57 BillionNew York 4 Million $35 BillionMiami 1.7 Million $15 BillionChicago 1.5 Million $10.5 BillionHouston 1.4 Million $9.8 BillionSan Francisco 1.4 Million $12 BillionDallas-Fort Worth 1.3 Million $8 BillionSan Antonio 1.2 Million $9.5 BillionPhoenix 1 Million n/aMcAllen-Brownsville 1 Million $6.9 Billion
Hispanic Population
The Hispanic ConsumerAcculturation vs. Assimilation
• On average, Hispanics in the U.S. acculturate vs. assimilate into the U.S. culture.
• Rather than being absorbed into the main cultural body (assimilation), U.S. Hispanics borrow traits from the U.S. culture (acculturation).
• The Hispanic immigrant today has a complete Spanish language infrastructure available to them in the U.S., making acculturation a choice versus a requirement.
Relatively Unacculturated
25%
PartiallyAcculturated
66%
MostlyAcculturated
9%
Language Spoken at Home
• Language used mostly at home indicates the language adults are most comfortable with, but also serves as an indication of the acculturation process for the children in the household.
• Children growing up in households that speak Spanish mostly or both equally are likely to continue to use Spanish in their adult life.
Source: Synovate 2004 US Hispanic Market Report
40% Spanish Only
23% Spanish Mostly
21% Spanish & English Equally
8% English Mostly
4% English Only
A Traditional Culture• Familismo
– The family’s needs take precedent over the individual member’s needs
• Niñismo
– Children are not believed capable of acting independently until they reach maturity…regardless of the physical and emotional development of the child
• Machismo
– Refers to the roles men fulfill according to societal rules and how they view
themselves with respect to their environment and other people
• Marianismo
– Excessive sense of self-sacrifice among traditional and less acculturated
Hispanic women - the more sacrifice, the better mother, the better spouse
Source: Santiago Solutions Group, 2004
Hispanic/Anglo Cultural Differences
Source: Clorox
HispanicAnglo
“Coming of Age”Life StageAging
Work to liveWorkLive to work
HumanAspirationMaterialistic
Growing influence on American cultureCultural InfluenceMainstream, less trend setting
Short termFutureLong term
Optimistic, upliftingOutlookCynical
AbrazoSocial ExpressionHandshake
The most important thing in my lifeFamily & FriendsImportant, but career may come
first
“We”Focus“Me”
Nature controller of manMan controller of nature