Edelman Multicultural Capabilities

•Download as PPT, PDF•

1 like•2,842 views

The document provides statistics and information about Hispanics/Latinos and African Americans in the US. Some of the key points include: - By 2050, multicultural communities will represent 54% of the US population. 40% of Millennials and 61% of Millennials are minorities/bilingual. - Hispanics account for 17% of the US population and over half of Hispanic children are born in the US. Over half of online Hispanics are ages 18-29. - African Americans account for 12.6% of the US population and over 30% of African Americans will be online in the next four years. - The purchasing power of Hispanics is estimated at

50 million (16.3%) 17 million (~5%) 42 million (12.6%)
By 2050, multicultural communities will represent
54% of the U.S. population.
Source: 2010 U.S. Census

40% of Millennials
are minorities.
61% of Millennials
are bilingual.
Persons of color
accounted for more than
85% of U.S. population
growth from 2000-2010.
African Americans and
Hispanics make up one
third of the U.S.
population.
In addition, 9 million
people identify as
bi-racial or multi-racial.

A Look at the Numbers Hispanics
of Hispanic children were born in the U.S., compared to
only 47% of Hispanic adults
Roughly 47% of Spanish-dominant Latinos use the Internet
compared with 74% of bilingual Latinos, and 81% of English-
dominant Latinos
of babies born in
U.S. are Hispanic
¼ 91%
52% of the U.S. Hispanic community are males
of Hispanics said they spent no
time on English-language sites
53%
of the Hispanics online are ages 18-29
million online Hispanics prefer Spanish or are bilingual
85%
14.6

Hispanic Purchasing Power
Hispanic purchasing power is estimated to range from $1.2-$1.3 Trillion, and is
expected to reach $1.4 Trillion in the next 12-18 months
 $2,006 a year on apparel and services
 $1,657 a year on entertainment
 Projected 1990-2018 change 600%+

A Look at the Numbers African Americans
of Black households are headed by a single woman
of the Black population
are younger than 18
1/3
51% of the African American community are females
of all African Americans use text
messaging, vs. just over half of whites
of African Americans will be online in four years,
according to eMarketer estimates
of African Americans own a desktop
compared
to 65% of whites
56%
51%
30%+
70%
of African Americans use Facebook regularly47%

African American Purchasing Power
It is estimated that African American purchasing power is $1 Trillion and growing
 $1,777 a year on apparel and services
 $1,482 a year on entertainment
 $684 million on hair care products
 Projected 1990-2018 change 400%+

Hispanic Media
THE EVOLUTION OF HISPANIC MEDIA
 Language preferences are evolving
 Hybrid outlets are popular among Millennial
 Latino bloggers are growing as influencers
 Social channels for news are popular among
Millennials
Engaging the Evolving Hispanic Consumers:
A Look at Two Distinct Sub-groups (nielsen research, september 2014)
* Hispanics over-index in mobile video, second-screen consumption
(media post, may 2014)
* The bilingual brain (nielsen research, june 2014)

Hispanic Media
THE DIGITAL TRAILBLAZERS
 Speak their culture
 Give them choices—más opciones
 Be Mobile
 Be where they are—video and mobile
 Connect and engage with cultural
relevancy
Engaging the Evolving Hispanic Consumers:
A Look at Two Distinct Sub-groups (nielsen research, september 2014)
* Hispanics over-index in mobile video, second-screen consumption
(media post, may 2014)
* The bilingual brain (nielsen research, june 2014)

Hispanics are using more social mediaHispanics are using more social media
Social Media Habits of Hispanics and Blacks
(Mintel Research, 2014)
64%
Acculturated
78%
All Hispanics
79%
Bicultural
81%
Unacculturated

Social networks bring Hispanic families closer
40%
Acculturated
85%
Bicultural
80%
All Hispanics
93%
Unacculturated
Social Media Habits of Hispanics and Blacks (Mintel Research, 2014)

African-American Media
THE EVOLUTION OF AFRICAN
AMERICAN MEDIA
 The AA market are heavier consumers of
print media
 Hybrid outlets tailored to the AA market
are popular in this market
 Radio consumption among African
Americans remains high
 The AA audience views nearly 45 hours of
television per week
Powerful. Growing. Influential:
The African American Consumer Report (Nielsen Research, 2014)

Role of social media to Blacks
Social Media Habits of Hispanics and Blacks (Mintel Research, 2014)
Entertainment,
informative,
fun
Demographic
and lifestyles
should be
taken into
consideration
Avoid
saturation,
personal space
invaded

Digital/Smart Phone Usage
of African Americans will be online in four years56%
of African Americans own a desktop compared to
65% of whites51%
Communities of color are more
likely than white people to own
smartphones
50%
Black
of African Americans use social networking sites68%
of the Hispanics online are ages 18-2985%
million of Hispanics online prefer Spanish or are
bilingual14.6
of Hispanics use social networking sites72%
49%
Hispanic
Source: 2010 Pew Internet & American Life Project, 2012 Pew Internet: Social Networking
Source: 2012 ReachingBlackConsumers.com

Implications
Given the spending power of these groups,
brands who engage with these communities
in an authentic way can see financial and
reputational results
Edelman has opportunity to do more work
and win more business in this space

How we do it
COUNSEL + CONTEXT
Strategic Counsel on Multicultural
Communities
and Outreach
Multicultural Immersions
Transcreation
BRANDING + POSITIONING
Multicultural Competency
Roadmap Development
Narrative Development
Program Creation
REACH + ENGAGE
Grassroots and Grasstops
Engagement
Media Engagement
Influencer/Community
Engagement
Partnership Development
Digital and Social Program
Development and Management

Dinnertime is part of Latina moms'
connection with family and culture
 36% of Hispanic moms vs. 15% of non-
Hispanic moms say dinner is the best time
of the day
 41% maintain Hispanic food as part of
their daily diet
 57% cook from scratch vs. 11% of non-
Hispanic moms
Source: BabyCenter

Hispanics are main
growth driver in the
food, beverage and
restaurant sectors
Accounted for 57.7% of sales growth in the
food, beverage and restaurant sector, generating
$52 billion of new inflation-adjusted spending.
+
+ Source: Latinum Network, April 2010
+ + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

Hispanics are main
growth driver in the
food, beverage and
restaurant sectors
The NPD’s recently released The Future of
Eating: Who’s Eating What in 2018? report
indicates that Hispanics and the rest of the under-
37 age group (over 50% of the entire Hispanic
population) seem to want to be more involved with
their meals and passing on “food beliefs” to the
new generation. + +
+ Source: Latinum Network, April 2010
+ + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

Hispanics are main
growth driver in the
food, beverage and
restaurant sectors
Generation Z, Millennials, and Hispanics will be
the growth drivers of this country’s eating patterns
over the next five years, making it a pivotal time
for manufacturers and retailers to gain their favor
as many of their habits are being formed now.
Most are still at a life stage when their behaviors
are flexible and they are receptive. + +
+ Source: Latinum Network, April 2010
+ + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

Hispanic Shopping Habits
 Hispanics are destination-shopping
 Variety is the spice of Hispanic shopping
 Personal map replaces "near my home"
 One shopper, four lists
 "Shopping" is limited to only planned trips
 54% of Latinas share their purchase
decisions with spouses or partners vs.
44% of non-Hispanics

More Related Content

Edelman Multicultural Capabilities

2. NUMBERS by the

3. 50 million (16.3%) 17 million (~5%) 42 million (12.6%) By 2050, multicultural communities will represent 54% of the U.S. population. Source: 2010 U.S. Census

4. 40% of Millennials are minorities. 61% of Millennials are bilingual. Persons of color accounted for more than 85% of U.S. population growth from 2000-2010. African Americans and Hispanics make up one third of the U.S. population. In addition, 9 million people identify as bi-racial or multi-racial.

5. A Look at the Numbers Hispanics of Hispanic children were born in the U.S., compared to only 47% of Hispanic adults Roughly 47% of Spanish-dominant Latinos use the Internet compared with 74% of bilingual Latinos, and 81% of English- dominant Latinos of babies born in U.S. are Hispanic ¼ 91% 52% of the U.S. Hispanic community are males of Hispanics said they spent no time on English-language sites 53% of the Hispanics online are ages 18-29 million online Hispanics prefer Spanish or are bilingual 85% 14.6

6. Hispanic Purchasing Power Hispanic purchasing power is estimated to range from $1.2-$1.3 Trillion, and is expected to reach $1.4 Trillion in the next 12-18 months  $2,006 a year on apparel and services  $1,657 a year on entertainment  Projected 1990-2018 change 600%+

7. A Look at the Numbers African Americans of Black households are headed by a single woman of the Black population are younger than 18 1/3 51% of the African American community are females of all African Americans use text messaging, vs. just over half of whites of African Americans will be online in four years, according to eMarketer estimates of African Americans own a desktop compared to 65% of whites 56% 51% 30%+ 70% of African Americans use Facebook regularly47%

8. African American Purchasing Power It is estimated that African American purchasing power is $1 Trillion and growing  $1,777 a year on apparel and services  $1,482 a year on entertainment  $684 million on hair care products  Projected 1990-2018 change 400%+

9. the media and digital LANDSCAPE

10. Hispanic Media THE EVOLUTION OF HISPANIC MEDIA  Language preferences are evolving  Hybrid outlets are popular among Millennial  Latino bloggers are growing as influencers  Social channels for news are popular among Millennials Engaging the Evolving Hispanic Consumers: A Look at Two Distinct Sub-groups (nielsen research, september 2014) * Hispanics over-index in mobile video, second-screen consumption (media post, may 2014) * The bilingual brain (nielsen research, june 2014)

11. Hispanic Media THE DIGITAL TRAILBLAZERS  Speak their culture  Give them choices—más opciones  Be Mobile  Be where they are—video and mobile  Connect and engage with cultural relevancy Engaging the Evolving Hispanic Consumers: A Look at Two Distinct Sub-groups (nielsen research, september 2014) * Hispanics over-index in mobile video, second-screen consumption (media post, may 2014) * The bilingual brain (nielsen research, june 2014)

12. Hispanics are using more social mediaHispanics are using more social media Social Media Habits of Hispanics and Blacks (Mintel Research, 2014) 64% Acculturated 78% All Hispanics 79% Bicultural 81% Unacculturated

13. Social networks bring Hispanic families closer 40% Acculturated 85% Bicultural 80% All Hispanics 93% Unacculturated Social Media Habits of Hispanics and Blacks (Mintel Research, 2014)

14. African-American Media THE EVOLUTION OF AFRICAN AMERICAN MEDIA  The AA market are heavier consumers of print media  Hybrid outlets tailored to the AA market are popular in this market  Radio consumption among African Americans remains high  The AA audience views nearly 45 hours of television per week Powerful. Growing. Influential: The African American Consumer Report (Nielsen Research, 2014)

15. African-American Media THE DIGITAL LANDSCAPE  Smartphone penetration is 78%  Mobile video viewing at an increase of 24%  81%more likely to show support for a favorite company or brand using social media  76% percent more likely to share opinions by posting reviews and ratings online  Religion Crosses Platforms Powerful. Growing. Influential: The African American Consumer Report (Nielsen Research, 2014)

16. Role of social media to Blacks Social Media Habits of Hispanics and Blacks (Mintel Research, 2014) Entertainment, informative, fun Demographic and lifestyles should be taken into consideration Avoid saturation, personal space invaded

17. Digital/Smart Phone Usage of African Americans will be online in four years56% of African Americans own a desktop compared to 65% of whites51% Communities of color are more likely than white people to own smartphones 50% Black of African Americans use social networking sites68% of the Hispanics online are ages 18-2985% million of Hispanics online prefer Spanish or are bilingual14.6 of Hispanics use social networking sites72% 49% Hispanic Source: 2010 Pew Internet & American Life Project, 2012 Pew Internet: Social Networking Source: 2012 ReachingBlackConsumers.com

18. the value of DIVERSITY

19. Implications Given the spending power of these groups, brands who engage with these communities in an authentic way can see financial and reputational results Edelman has opportunity to do more work and win more business in this space

20. How we do it COUNSEL + CONTEXT Strategic Counsel on Multicultural Communities and Outreach Multicultural Immersions Transcreation BRANDING + POSITIONING Multicultural Competency Roadmap Development Narrative Development Program Creation REACH + ENGAGE Grassroots and Grasstops Engagement Media Engagement Influencer/Community Engagement Partnership Development Digital and Social Program Development and Management

21. APPENDIX ADDITIONAL INSIGHTS

22. food and shopping HISPANICS

23. Dinnertime is part of Latina moms' connection with family and culture  36% of Hispanic moms vs. 15% of non- Hispanic moms say dinner is the best time of the day  41% maintain Hispanic food as part of their daily diet  57% cook from scratch vs. 11% of non- Hispanic moms Source: BabyCenter

24. Hispanics are main growth driver in the food, beverage and restaurant sectors Accounted for 57.7% of sales growth in the food, beverage and restaurant sector, generating $52 billion of new inflation-adjusted spending. + + Source: Latinum Network, April 2010 + + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

25. Hispanics are main growth driver in the food, beverage and restaurant sectors The NPD’s recently released The Future of Eating: Who’s Eating What in 2018? report indicates that Hispanics and the rest of the under- 37 age group (over 50% of the entire Hispanic population) seem to want to be more involved with their meals and passing on “food beliefs” to the new generation. + + + Source: Latinum Network, April 2010 + + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

26. Hispanics are main growth driver in the food, beverage and restaurant sectors Generation Z, Millennials, and Hispanics will be the growth drivers of this country’s eating patterns over the next five years, making it a pivotal time for manufacturers and retailers to gain their favor as many of their habits are being formed now. Most are still at a life stage when their behaviors are flexible and they are receptive. + + + Source: Latinum Network, April 2010 + + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

27. Hispanic Shopping Habits  Hispanics are destination-shopping  Variety is the spice of Hispanic shopping  Personal map replaces "near my home"  One shopper, four lists  "Shopping" is limited to only planned trips  54% of Latinas share their purchase decisions with spouses or partners vs. 44% of non-Hispanics

Editor's Notes

Overview U.S. Hispanics are ahead of the curve when it comes to digital media. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. Despite the facts, U.S. Hispanics are a vastly underserved market, and the opportunities to reach them through digital remain largely untapped. With a population of over 50 million and a buying power of over $1 trillion, Hispanics are a coveted—and growing—audience for marketers to target. Hispanic consumers are on the web, and they’re setting trends in digital media. Let’s look at how the Hispanic community influences digital media. What this all means… The Evolution of Hispanic Media Language preferences: A growing share of Latino adults are consuming news in English from television, print, radio and internet outlets. Hybrid outlets: Outlets like Fusion and FLAMA are drawing Millennials toward a new method of receiving content, through a combination of broadcast and online platforms. Fusion viewers are bicultural – they identify themselves as first Americans, and their main language is English – but they are still Latinos. Latina bloggers as influencers: Growing in number and influence, Latina bloggers have become a huge asset as they partner with brands to help drive news, PR initiatives and awareness through their substantial social media presence. Social channels for news: Hispanic Millennials are “digital natives”— highly vested in the new platforms of the digital era—the internet, mobile technology, social media.
HISPANIC CONSUMERS: THE DIGITAL TRAILBLAZERS Speak their culture Language isn’t enough. To really speak to Hispanics you need to be culturally relevant. Culture is the new language. Take for example Universal pictures Despicable Me 2. Universal successfully combined cultural relevance with language preferences, targeting and online video in its campaign. Universal found a way to extract storylines, show relevant talent, use music and use the Spanish language when appropriate—all ways to help make the film attractive and culturally relevant to Hispanic audiences. Give them choices—más opciones Too often, marketers think they’re reaching U.S. Hispanics by simply translating ads and websites into Spanish. The truth is, this audience is diverse and often bilingual. Through digital, marketers don’t need to take a one-language-fits-all approach—and they shouldn&apos;t, because there is a big opportunity to reach these consumers in both languages. Let the users pick which language they prefer. &quot;It’s about &apos;and&apos; not &apos;or.&apos;&quot; Mattel is adopting this approach, creating bilingual versions of its campaigns. Last year, it launched a cross-brand Hispanic-targeted holiday campaign, &apos;Toy Feliz’, which included a bilingual website. Be Mobile Among smartphone owners, Hispanics are 17% more likely than non-Hispanics to access the web more through their phone than through a computer. They’re also more likely to upgrade or replace their mobile headsets and buy tablets. A lot of that video watching happens on mobile, as smartphones are becoming the “first screen.” Nielsen states that 10 million Hispanics watch mobile video for an average of more than six hours per month. Be where they are—video and mobile Two brands that have taken this lesson to heart are Universal Pictures and CoverGirl. Universal Pictures has a dedicated Latino channel on YouTube where it distributes custom spots, featurettes, clips and content. CoverGirl sponsors Becky G, a Mexican-American singer/dancer who has a huge following on YouTube among U.S. Hispanics. When it comes to mobile, figure out your mobile-centric use cases, create mobile-first destinations, drive ROI and branding in mobile-specific ways and integrate mobile prominently into multi-screen campaigns. Connect and engage with cultural relevancy Constantly connected consumers are influential ones—spreading ideas, culture and content—and this audience is very connected. Brands can make great use of digital media to connect with this audience. The key is to create culturally relevant experiences that resonate with these consumers. An example of this is Starbucks “Noches Culturales” (Cultural Nights). Starbucks, in partnership with the Edelman Multicultural team, helped the brand engage with the Hispanic community in a culturally relevant way. The program included a series of in-store concerts which highlighted local Latino musicians and giving them a platform for discovery and engagement with their fans.
So how can we maximize the opportunity and capture additional and more revenues for Here are some of services the team offers and how we have supported current and former clients.