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Introducing Hispanic Gen Z

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  • 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

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