Kelli Peterson — 12 March 2010
Most of us have come of age in a time of great prosperity. Our muscles of self-restraint are nearly non-existent. Across all economic classes, we have been cultivated to believe we can have and do anything at any cost. In fact, cost has been a non-issue and we have taken great pains to push aside the notion that compromise of any sort was undertaken to achieve social status, professional success or our material possessions.
Miguel Gomez Winebrenner — 12 March 2010
The recent activation of the 2010 Census should be a reminder to all of us on how far Hispanic market thinking has evolved since the last iteration of the Census in 2000. Over the course of the past 10 years, thousands of customized research projects have been commissioned by companies, secondary data from Pew and others has been widely distributed, blogs have been written and twittered daily… the list goes on.
All of these efforts have advanced the conversation from what now seems like very basic (yet key) insights like “Hispanics are loyal consumers” and “they live in large households” to far deeper discussions about this culture. At Cheskin Added Value for instance, we’ve analyzed the trajectory of multicultural marketing relative to CSR, how Isabel Allende’s “House of Spirits” casts a light on Hispanic female empowerment, the emergence of a new American mainstream, and other trends that in one way or another map to how these consumers’ brand relationships and purchase behaviors are evolving.
No question, there has been a lot of deep exploration of this market, and there is more that needs to be done. However, the opportunity for success in the next 10 years will highly depend on how we are able to harness all of this information.
Leigh Marriner — 14 February 2010
It’s no secret that online social networking is growing rapidly. But did Twitter and Facebook spring up from nothing, like Athena bursting fully formed from Zeus’ brow? Or are there general social trends which helped birth social media?
Stephen Palacios — 1 February 2010
With the launch of the AOL Hispanic Cyberstudy this week, we are reminded of several important ideas that relate to serving ethnic consumers. One of these is the persistent belief in old notions regarding the Hispanic market. These worn assumptions are not only no longer valid, but the fact that many marketers still tout them is undermining numerous growth opportunities for companies. Let's take a look at just three of these...
Kelli Peterson — 27 January 2010
Last week Royal Caribbean cruise lines made the decision to continue the journey of the Celebrity Solstice through the beach town of Labadee, Haiti with all 200 passengers on board. The fact that the beach town is just 60 miles from the destroyed capital of Port-au-Prince where global rescue teams were scrambling to bring relief and aid to those hundreds of thousands that did not lay dead under the rubble, seemed to make no difference to those either on the ship or those making the decision.
Kelli Peterson — 26 January 2010
Last week Bill Gates entered the digital publishing world by establishing the Gates Notes - an online evolution of his now annual January letter sharing his thoughts and learnings on the progress of the issues central to the Bill and Melinda Gates Foundation. It’s interesting and symbolic that the next chapter of his life story would include an “open source” platform for sharing IP on social innovation.
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