How Brands can Engage During Hispanic Heritage Month
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Hispanic Heritage Month begins on September 15. It’s time to start thinking about what your brand can do to connect with these important consumers. Marketers wonder about their permission to play during heritage months and, should they choose to activate, whether consumers will respond positively.
Our latest research on Holidays and Occasions provides a deep dive into cultural and heritage months, along with 9 other occasions. Don’t miss exploring these compelling new insights and activation case studies.
Learn how this study can be applied to your brand.
Hispanics celebrate their heritage month primarily through food. Pursue experiential marketing campaigns featuring food and/or educational events in the segments’ communities to highlight their value to your brand.
The most common reaction that Hispanics have to Hispanic Heritage Month activations is one of pride. During Hispanic Heritage Month, highlight historical contributions of Hispanics to America make consumers feel proud and included.
Moms are essential to running their families, as well as driving brand growth. Dive into our research for strategic insights on how you can capture spending from moms across segments, as well as specifically resonate with Hispanic moms.
1. Almost two-thirds of Asian Americans are foreign-born, and roughly 80% speak a language other than English at home.
But this doesn’t mean you have to use targeted language-specific advertising to reach the segment. After all, more than 74% of each major Asian sub-group (Indian, Chinese, Vietnamese, Filipino, Korean, Japanese) is either bilingual or English dominant.
2. Roughly half of all Asian Americans cite China or India as their country of origin.
And these two groups were responsible for 71% of the Asian segment’s population growth between 2012 and 2017—1.8 million people!
3. Marriage is extremely important for Asian Americans.
They are the most likely to be married and the least likely to be divorced. Among origin groups, Indian Asians are the most likely to be married, while Asian women are the most likely of any group to be in an interracial marriage.
4. While Asian Americans take pride in their Asian ethnicity, they tend to identify more by their country of origin.
This is likely tied to the segment’s desire to maintain a strong connection with their cultural heritage, something many Asians—roughly 48%—fear future generations may lose.
Health care costs are high and rising. And many health care companies are leaning on digital services to reduce costs while improving customer satisfaction. To fully realize these benefits, companies need to understand the relevant attitudes and preferences of both multicultural and generational consumers.
The stunning growth of video games and virtual reality within the entertainment industry is attributable to two core segments: youth and multicultural consumers. Brands need to understand how to leverage this passion point to activate these key segments as gamer culture continues to blend with the mainstream.
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