Introducing Gen ZWhy Hispanic Gen Z Will Change Everything
2015March 20,
2Overview
Introduction Gen Z Overview Why Gen Z? Differences between Gen Z Groups Points of Tension Implications for Marketers Whats Next Data Sources
Introduction
4Jose R. VillaPresidentSensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.comSensisBureau.com #Sensis360
5BACKGROUND
Advertising, PR & digital agency 65 employees 17 years in business Independent, minority-owned
and certified Offices in L.A., DC, Austin, Little Rock, and Atlanta
CAPABILITIES
Earned Media (Social/PR/Content) Media Planning & Buying Creative & Production Branding Digital Marketing User Experience Design (UxD) Research & Analytics Strategic Planning
Integrated cross-cultural advertising agency
6Multicultural
Agency
Specialization and expertisein one ethnic group
Often working in a silo and with varying degrees of partnership with
lead agencies.
Digital Agency
Tactically driven
Limited traditional capabilities
Strategically driven
Expertise in building marketing programs that
reach all consumers
Digital is at the core of our servicesStrong technical
background
Marketing targeted to particular ethnic
segments
Starts with the general market then develop
separate distinct ethnic programs
Treat ethnic groups as separate and distinct.
General MarketAgency
CROSS-CULTURAL IS A MORE EFFECTIVE MODEL
Lack in-depth experience with ethnic marketing
Lack ethnic insights Combine Hispanic, African-American, Asian and general
market expertise
7Hispanic Millennial Project5-wave research study into the growing Hispanic millennial segment (18-34 years of age)
Up Next:Wave 4: CPG / Beverage / Food Behaviors and Attitudes
8but Millennials are so yesterday
9 Groundbreaking research initiative on cross-
cultural Gen Z segment
Designed to understand Hispanic, African-American, Asian and general market Gen Z and their digital behavior
Introducing the Cross-cultural Gen Z Report
Gen Z Overview
11The generation born between 1995 and 2010. This currently puts the Gen Z
consumers between the ages of 4 and 20 years old.
Gen Z Defined
12Other labels include:
iGen
Net Gen
Plurals
13The largest generational cohort alive in the U.S.
23%
19%
22%
25%
0%
5%
10%
15%
20%
25%
30%
Baby Boomers Generation X Generation Y Generation Z
% of Total Population
Geoscape, American Marketscape DataStream 2014 Series.
14What we know about Gen Z (generally)
Cautious, price and value conscious, and avoid debt Independent workers Over-connected to the point where it impairs their real-life
communication skills In need of instant gratification Entrepreneurial and eager to start working Optimistic about the future Prefer home-cooked meals DIYers and crowdsourcers
Sources: Sparks & Honey; Magid Generational Studies; Terradata
15The most ethnically diverse generation
Asian5%
African American
14%
Hispanic23%
2 or more races5%
Non-Hispanic White53%
Gen Z
The last generation where Non-Hispanic Whites make up the
majority.
Source: U.S. Census, ACS 2011-13 3 Year Estimates
Introducing Hispanic Gen Z
17Hispanic Gen Z research is virtually nonexistent beyond top-line data regarding their ethnic makeup and nativity
18Gen Z makes up the largest Hispanic cohort living in the U.S.
5%
14%19%
27%
35%
0%5%
10%15%20%25%30%35%40%
The Silent/TheGreatest
Generation
Baby Boomers Generation X Generation Y Generation Z
% of Total Hispanic PopulationGeoscape, American Marketscape DataStream 2014 Series.
19Hispanic Gen Z have the largest percentage of Millennial parents
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
38%
29%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hispanic Non-White Hispanic African American or Asian
% of Gen Z Parents that are Millennial
20Majority of Hispanic Gen Z parents were born outside of the U.S.
39%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Were you born in the U.S.?
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
21Unlike their parents, majority of Hispanic Gen Z were born in the U.S.
9%
91%
0%10%20%30%40%50%60%70%80%90%
100%
Foreign Born (Under 18) Native Born (Under 18)
% of Total Hispanic Pop Under 18
Source: U.S. Census Bureau, 2006-2010 American Community Survey
22As a result, Hispanic Gen Z are more likely to prefer English, vs. their older Hispanic counterparts
75%
8%16%
33%
46%
21%
35%
50%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
English Dominant Spanish Dominant Both English and Spanish Equally
Language Spoken in Home
Gen Z Hispanic (12-17)
Hispanic Millennial (21-34) Parent of Children ages (4-17)
Hispanic Gen X (35-50) Parent of Children ages (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-month and Fall 2014 NCS Teen Study 12-month
23Hispanic Gen Z Parents have a desire to preserve their cultural roots
52%57% 55%
79%
57%
0%10%20%30%40%50%60%70%80%90%
I often celebrateholidays from
Hispanic countries
I try to keep up withLatin music, news orsports from Hispanic
countries
I often encourageHispanic children to
participate intraditional Hispanicgames and activities
I believe it isimportant to teachSpanish to Hispanicchildren as a way to
help preserveHispanic culture
Speaking Spanish inour home is a priority
Hispanic Parents with Children (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
24Yet, Hispanic Gen Z parents find it important to assimilate into the U.S. culture as well
79%
64% 64%56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I often celebrate U.S.National Holidays such as
the Fourth of July andPresident's Day
I try to keep up withAmerican music, news or
sports
I enjoy living the Americanlifestyle and customs
Speaking English in ourhome is a priority
Hispanic Parents with Children (4-17)
STUDY NAME : Fall 2014 NHCS Adult Study 12-month
25Being born in the U.S. and growing up in the most diverse generation is altering their world view and
redefining the culture in which they live.
Differences Between Gen Z Groups
27Comparing Gen Z Cohorts
28Hispanic Gen Z emphasize physical
relationships
29Similar to other Gen Z cohorts, Hispanic Gen Z rely on technology to stay connected with friends and family
43%
60%
48%
65%
47%51%
63%
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
My cell phone connects me to my social world I like to be connected to my friends and famiywherever I am
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
30However, Hispanic Gen Z are less dependent on technology to maintain physical relationships
26%
34%40%
45%
26%
48%
63%60%
0%
10%
20%
30%
40%
50%
60%
70%
My friendships would not be as close as they arewithout my cell phone
Texting is just as meaningful to me as an actualconversation with the person on the phone
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
31Hispanic Gen Z are less likely to see
themselves as leaders
32Hispanic Gen Z have less of a desire to create their own path
42%
53%
46%
57%
0%
10%
20%
30%
40%
50%
60%
I like to travel the path that no one else usually takes
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
STUDY NAME : Fall 2014 NCS Teens Study 12-month
33Similar to African Americans, Hispanic Gen Z are less confident in their ability to influence and lead
28% 30%
38%40%42%
52%
28% 30%34%
20%
59%63%
0%
10%
20%
30%
40%
50%
60%
70%
I am often chosen to be thespokesperson in my group
I am good at leading discussions I am good at convincing others to trynew things
Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)STUDY NAME : Fall 2014 NCS Teens Study 12-month
34Many Hispanic Gen Z dont intend to start a
family
35Hispanic Gen Z are more likely to indicate that they enjoy being with family and that they get along with their parents
84%78%81% 74%77%
63%
95%
53%
0%10%20%30%40%50%60%70%80%90%
100%
I get along with my parents I really like to be wit
