Hybricultural Now

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SHIFTING THROUGH 3 KEY PARADIGMSMono > Multi > Hybri


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Socio-Cultural Empowerment


South-to-South Influence



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COLLECTIVE IMAGINATION

IN THE PAST, The collective imagination was an escape. People had fewer potential paths to take. There were more rigid roles. And imagination was an escape

TODAY The collective imagination truly allows people to reimagine society and their role within it. It offers models as well as resources. Access to technology and social media is access to possible lives


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remix culture in the us and the rise of hispanic influence

Food Music Sensibility


Globally this is about the rise of hybridity. Western/American culture continues to be an influence but it is now being integrated into cultural forms that celebrate and modernize tradition


KEY DRIVERS


Key d

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6 KEY DRIVERS


Key d

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WHAT HYBRICULTURALISM LOOKS LIKE IN DIFFERENT MARKETS DEPENDS ON THE WEIGHT OF EACH OF THESE DRIVERS AND HOW THEY INTERACT WITH EACH OTHER



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HISPANICS’ PRESENCE EXPANDING ACROSS US


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Migration to urban centers from rural areas of China and India has upset traditional family/village life

There are greater geographic distances between family members, including parents and children

The idea of friends as family takes on greater weight and importance

Exposure to people from different regions and to people from different countries






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IN THE US HISPANICS ARE LEAP FROGGINGHispanics are mobile technology leaders and social media-use leaders and influencers

41% Follow the trends

31% Like to try newproducts

30% Like to be thefirst to sharewith friends


Hispanics are mirroring what we are seeing in emerging markets when it comes to the role of mobile as a means of connecting with people, entertainment, and information



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INCREASED HISPANIC SPENDING POWER

$210Billion

550% Growth

$1.5Trillion

HOME OWNERSHIP

Increase between 2001-2013

58%

NEW CAR SALES

Higher than overall industry

93%

This is indicative of a community that is becoming more affluent, with a broader middle class. This is impacting key categories such as home ownership and new car sales


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By 2015, China will represent 1/3 of

global luxury spending

China Rest of the globe


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Indian consumption uptrend visible in credit card

outstanding

*Credit card outstanding in million Rs.



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INEXTRICABLY LINKED TO THE FLOW OF GOODS, AND SOCIAL MEDIA ETC. IS THE EXCHANGE OF IDEAS

In the US there is a rise in non-Hispanic parents putting their kids in language immersion schools so they can be bilingual. And, non-Hispanic girls are celebrating Quinceañeras (a traditional coming of age party for girls when they turn 15).

We see mutual acculturation globally - cultures influence each other and people adapt and adopt aspects of each other’s cultures.


We see the rising importance of the individual in cultures such as China and India which were traditionally more collectivistic. It’s not a full embrace of Western/US-style individualism, but it’s a departure from the traditional cultural norms.



Social media amplifies the socio-cultural influence of different subcultures


Social media connects those who stay behind and those who move abroad, thereby increasing the connection between heritage and the new host countries.

Social media enables Latinos to bridge connections across borders.

SIMILARLY, SOCIAL MEDIA HAS GIVEN VOICE TO YOUTH IN INDIA AND CHINA TO EVOLVE CULTURE OR TO ENGAGE WITH TRADITIONAL VALUES IN NEW WAYS.


For the Chinese social media is an arena for action as opposed to an extension of this world. It’s an escape hatch from the pressures to succeed and to be a good citizen. At the same time it is providing a means for fulfilling traditional roles and responsibilities. Children can regularly communicate with parents


Bridge between tradition and modernity

Bridge to exploration and adoption

Hybricultural themselves

Global vs. local champions

HYBRICULTURALISM OPENS UP IMPORTANT OPPORTUNITIES FOR BRANDS. THEY HAVE A VARIETY OF POSSIBLE ROLES TO PLAY IN CONSUMERS’ LIVES


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CHINESE WHISPERS

45.5%

of Chinese Weibo users will check reviews posted on Weibo before purchasing

57%of Renren (a social media site) users recommend products

Wechat, a Chinese social networking and messaging app, brought tradition into the digital age by allowing people to send virtual red envelopes to family and friends on New Year’s


Brands can be a bridge to cultural exploration and adoption


The polar opposite to the Asian mentality of 'more, faster, better’

Corona found that the Latin sensibility of “let the world wait” was desirable among the Asian market

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CORONA “LET THE WORLD WAIT” CAMPAIGN


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They can be hybricultural themselves

This underscores the value of Latin insights as inspiration for brands

After test marketing the Dulce de Leche flavor in Argentina, Haagen Dazs introduced it to the US to see how it would do amongst less acculturated US Hispanics. It went on to become their fastest growing new product innovation


Brands can be global champions

And they are becoming savvier about how they market and innovate.

INCREASING APPEAL OF CHINESE AND INDIAN BRANDS

Local brands know their local customers best and how they are evolving . They develop products specifically for them, so ethnographic understanding becomes crucial for non-local brands


KEY TAKEAWAYS »

Total market is a call to action and the underlying cultural dynamic is Hybriculturalism

This paradigm shift in the U.S. is reflective of a broader global dynamic with local manifestations

To fully leverage total market opportunities, brands need to start by understanding cultural shifts in their category; who’s driving those shifts; and how to turn to those segments into their wellspring of core insights for innovation, positioning, and communications.


WE ARE WELL-SUITED TO BE YOUR TOTAL MARKET PARTNERS

Evolving the dialogue beyond traditional thinking on multicultural marketing

Clear point of view on contemporary cultural dynamics

Rooted in a core belief that socio-cultural dynamics drive behavior

Global cross-cultural expertise

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Their families, communities, peers, influencers

SOCIO-CULTURAL FRAMEWORK

The broader cultural dialogue around the category/brand issues

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TOTAL MARKET IS A CALL TO ACTION»

driven by changing demographics & the need for efficiencies in market spend, targeting, and process


Achieving effective total market solutions requires a deeper understanding of the cultural dynamic

We‘ve developed an approach to identify crossover insights

This approach is meant to inform and inspire total market/cross cultural marketing approaches

Uncovering Multiculturalinsights

Gauge broaderresonance

Refine insightplatforms

Validate withmulticulturalaudience Cross Over

Insights

… Through this process we also uncover “differential insights”

As result we can help brands identify when and how they need to inflect the cross over insight across

segments without losing the core “truth” – multicultural insight for total market execution

Uncovering Multiculturalinsights

Gauge broaderresonance

Refine insightplatforms

Validate withmulticulturalaudience Cross Over

Insights


MEASURING HYBRICULTURALISM


HYBRICULTURAL SEGMENTATION

Asked people about preference/avoidance and engagement with American culture, Latin culture, other cultures, and blended cultures across a range of areas

PROFILES (FOCUS ON MOST HYBRICULTURAL)

HOW HYBRICULTURALISM CHALLENGES TRADITIONAL WAYS OF LOOKING AT THE HISPANIC MARKET

Really forces us to rethink how brands have been approaching acculturation groups

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WE SET OUT TO MEASURE THIS DYNAMIC LOOKING AT AFFINITY/AVOIDANCE FOR LATIN/AMERICAN/BLENDED/OTHER CULTURES


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We have developed a tool to measure Hybriculturalism among consumers


…AND IDENTIFIED SIX CONSUMER PROFILES


THE MODEL PROVIDES A PATH FORWARD WHEN IT COMES TO MULTICULTURAL MARKETING


SO WHAT?

Provides you with the expertise to evolve with the market

An integrated approach, with an end-to-end solution—from insights to execution

Enhanced credibility of claims for having you lead total market initiatives


QUESTIONS

Marketing

Hybricultural Now