Why the Hispanic Millennial Project is Coming to Atlanta

Oct13

Posted by Jose Villa

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This week the team behind the Hispanic Millennial Project Sensis and ThinkNow Research – will be presenting an in-depth overview of the first two waves of this groundbreaking research into Hispanic Millennials. But this presentation won’t be taking place in Miami, New York, or even our home base of Los Angeles. Instead, it will be taking place in Atlanta, GA.

Atlanta is not a market that comes to mind when most marketers think about young Hispanics or the future of Hispanic marketing. However, it should. Here is why.

The Fastest Hispanic Population Growth in the U.S. is happening in Emerging Markets Like Atlanta.
From 2000-2013, Atlanta’s Hispanic population has increased by 127%, topping 750,000. It is expected to continue its rapid growth through 2020.

The Hispanic Millennial Population is Growing Fastest in Markets like Atlanta
Atlanta is representative of other Southeastern markets that will see the fastest growth of Hispanic Millennials. While Hispanic Millennials represent the majority of the millennial population in traditional Hispanic markets like LA and Miami, they will see the fastest growth in markets like Atlanta. In fact, the population of Hispanic Millennials in Atlanta is forecast to increase by 24% from 2013-2018.

Atlanta is the Model of New Bifurcated Hispanic Market

Growth of the Hispanic population in Atlanta is being driven by Hispanic immigrants who are younger and largely Spanish speaking (Spanish-dominant and -preferring Hispanics make up 39% of Atlanta’s Hispanic population). Most of these younger, Spanish-speaking Hispanic immigrants are Millennials. This is a very different Hispanic demographic makeup than in the mega-markets like New York and Dallas, whose growth is coming from U.S.-born Hispanic Millennials. Markets like Atlanta are emblematic of new “minority” immigrant-driven Hispanic population centers, where a multicultural, or ethnic-specific approach to Hispanic marketing will prove to be most effective (vs. the Total Market or cross-cultural models now being debated).

Atlanta Is an Ideal Test Market for New Hispanic Marketers
Atlanta is also perfect “test” market for newer Hispanic marketers, checking off all the key criteria of an optimal test market:

  • Similarity to eventual desired markets – with Hispanics making up 17% of the total U.S. population, markets like Atlanta provide a nice proxy (Hispanics make up 12% of Atlanta’s population)
  • Geographic isolation – a good test market isolates variables, particularly exposure to advertising. Markets like Atlanta are isolated from other Hispanic population centers.
  • Affordable advertising media – Avoiding large expensive markets like LA and New York is important. Spanish language media options in Atlanta are much more cost effective

The Hispanic Millennial Project provides a unique look into the intersection of key growth trends in the Hispanic market, segmenting Hispanic Millennials by U.S.-born and Foreign-born and providing insights into this key demographic driving growth in markets like Atlanta.

If you’re in the Atlanta area, make sure to register and attend this free event taking place on Wednesday October 15th, right in the heart of where it’s all happening!

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Applying “Total Market” to Digital

Oct02

Posted by Jose Villa

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Do a Google search for “total market approach” and you’ll quickly see that this relatively new marketing concept continues to generate buzz, excitement and confusion within the U.S. marketing world. There are at least three different associations putting out “official” definitions; countless other organizations articulating best practices; and a great deal of experimentation taking place [...]

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Hispanic Millennials and Health Care

Sep05

Posted by Jose Villa

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As we enter the second open enrollment period for the Affordable Care Act this fall, attention will inevitably turn to driving enrollment among the so-called “young and healthy” segment of 18- to 34-year-old consumers, many of whom are Hispanics. It has been well documented that the initial rollout of the ACA in the fall of [...]

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Sensis Poised for The New “Total Market”

Aug26

Posted by Rosemary Kimani

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  On August 7th, 2014 I had the opportunity to represent Sensis and attend REFRAME: THE SUMMIT – The 2nd Annual Total Market Summit & Awards Event in New York City. Jeff Bownan, the founder in response to the emerging new marketplace describes REFRAME as an event that prepares brands and marketers for the new [...]

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Apple Has a Great TV Commercial, Why Does It Piss Me Off So Much?

Aug18

Posted by Javier San Miguel

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Among the 2014 Emmy Award nominees for Outstanding Television Commercial is “Misunderstood,” an emotional bit of holiday pathos delivered last December courtesy of Apple. The spot does everything a good TV ad should: it tells an emotionally resonant story in largely visual terms, seamlessly integrating brand and product placement in a relevant, consumer-based context. Too [...]

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Two Models for Two Hispanic Markets

Aug07

Posted by Jose Villa

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Two of the hottest topics in Hispanic marketing in 2014 have been the “Total Market Approach” and Hispanic Millennials. The emergence of the Total Market Approach in the last couple of years has kicked off a heated debate in the marketing industry around which marketing model makes the most sense: Multicultural Marketing – targeted marketing efforts to [...]

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Did Hemingway Write The World’s First Tweet?

Jul21

Posted by Javier San Miguel

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Legend has it Ernest Hemingway wrote the following line in response to a bar bet that he could write a complete novel in six words: “For sale: baby shoes, never worn.” Regardless of authorship, the line is certainly rich. Is this a woman’s story? Did she lose her child to abduction? Was it a miscarriage? [...]

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The Future of Advertising to Asian Americans

Jul17

Posted by Joyce Lu

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This past May, President Obama recognized the contributions of Asian Americans and Pacific Islanders to this country in his AAPI Heritage Month speech. Asian Americans have long been known as a fast growing population in the U.S., and they have now surpassed Hispanics as the largest immigrant group entering the U.S. from 2010 to 2012. [...]

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2014 FIFA World Cup: The Newest Digital Cross-Cultural Brand

Jul08

Posted by Jose Villa

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In the last year I have introduced a new approach to marketing which I have coined cross-cultural marketing. Cross-cultural marketing can best be defined as one marketing program that leverages ethnic markets to reach across both ethnic and general markets (i.e. the total market). Cross-cultural efforts start with ethnic segments and result in marketing programs that cross over [...]

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Leveraging America’s Diversity for Business Growth

Jun27

Posted by Rosemary Kimani

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In the US today, Hispanics, African-Americans and Asians are increasingly forming a larger part of our nation. According to new data from Geoscape, Asians, African-American and Hispanics will contribute nearly 90% of the population growth between 2014 and 2019.  Not surprisingly, Hispanics are driving this growth and by 2019, the United States will be home [...]

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