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Introducing Hispanic Gen Z

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An in-depth introduction to the largest and least understood Hispanic generational cohort: Hispanic Gen Z by leading crosscultural advertising agency Sensis.

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Introducing Hispanic Gen Z

  1. Introducing Gen Z Why Hispanic Gen Z Will Change Everything 2015March 20,
  2. 2Overview • Introduction • Gen Z Overview • Why Gen Z? • Differences between Gen Z Groups • Points of Tension • Implications for Marketers • What’s Next • Data Sources
  3. Introduction
  4. 4 Jose R. Villa President Sensis @jrvilla /in/JoseVilla ThinkMulticultural.com SensisBureau.com #Sensis360
  5. 5 BACKGROUND • 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
  6. 6 Multicultural Agency Specialization and expertise in 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 Market” Agency 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
  7. 7Hispanic Millennial Project 5-wave research study into the growing Hispanic millennial segment (18-34 years of age) Up Next: Wave 4: CPG / Beverage / Food – Behaviors and Attitudes
  8. 8 …but Millennials are so yesterday…
  9. 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
  10. Gen Z Overview
  11. 11 The 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
  12. 12 Other labels include: iGen Net Gen Plurals
  13. 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.
  14. 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
  15. 15The most ethnically diverse generation Asian 5% African American 14% Hispanic 23% 2 or more races 5% Non-Hispanic White 53% Gen Z The last generation where Non-Hispanic Whites make up the majority. Source: U.S. Census, ACS 2011-13 3 Year Estimates
  16. Introducing Hispanic Gen Z
  17. 17 Hispanic Gen Z research is virtually nonexistent beyond top-line data regarding their ethnic makeup and nativity
  18. 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/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z % of Total Hispanic Population Geoscape, American Marketscape DataStream™ 2014 Series.
  19. 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
  20. 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
  21. 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
  22. 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
  23. 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 celebrate holidays from Hispanic countries I try to keep up with Latin music, news or sports from Hispanic countries I often encourage Hispanic children to participate in traditional Hispanic games and activities I believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture Speaking Spanish in our home is a priority Hispanic Parents with Children (4-17) STUDY NAME : Fall 2014 NHCS Adult Study 12-month
  24. 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 and President's Day I try to keep up with American music, news or sports I enjoy living the American lifestyle and customs Speaking English in our home is a priority Hispanic Parents with Children (4-17) STUDY NAME : Fall 2014 NHCS Adult Study 12-month
  25. 25 Being 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.
  26. Differences Between Gen Z Groups
  27. 27 Comparing Gen Z Cohorts
  28. 28 Hispanic Gen Z emphasize physical relationships
  29. 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 famiy wherever 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
  30. 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 are without my cell phone Texting is just as meaningful to me as an actual conversation 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
  31. 31 Hispanic Gen Z are less likely to see themselves as leaders
  32. 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
  33. 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 the spokesperson in my group I am good at leading discussions I am good at convincing others to try new 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
  34. 34 Many Hispanic Gen Z don’t intend to start a family
  35. 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 with my family 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
  36. 36However, many Hispanic Gen Z are less likely to indicate that they would like to start their own family 70% 78% 68% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Eventually, I would like to have my own family 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
  37. 37 Gen Z Hispanic have a strong entrepreneurial spirit
  38. 38Both Hispanics and African Americans show a strong entrepreneurial spirit 59% 31% 60% 0% 10% 20% 30% 40% 50% 60% 70% Expect to work independently Hispanic or Latino White African American Source: Meet Generation Z, Northern University, November 18, 2014
  39. 39 Hispanic Gen Z and their Parents
  40. 40 Hispanic Gen Z have less of a religious preference
  41. 41Compared to their parents Hispanic Gen Z are showing less of a preference for Catholicism 43% 17% 60% 13% 0% 10% 20% 30% 40% 50% 60% 70% Catholic No religious preference Hispanic or Latino (12-17) Hispanic Parents with children (ages 4-17) STUDY NAME : Fall 2014 NHCS Adult Study 12- month and Fall 2014 NCS Teen Study 12-month What is your religious preference?
  42. 42Hispanics 18+ are shifting their preference away from Catholicism 67% 55% 12% 16% 10% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2010 2013 Catholic Evangelical Protestant Unaffiliated Source: Pew Research Center survey of Hispanic adults, May 24-July 28, 2013 % of Hispanics who identified as Catholic/Evangelical/Unaffiliated All Hispanics (18+)
  43. 43 Hispanic Gen Z have a stronger desire to disconnect from technology
  44. 44Compared to their parents Hispanic Gen Z have a stronger desire to disconnect from the Internet 45% 30% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% At times, I feel like I need to disconnect or take a break from the internet Hispanic or Latino (12-17) Hispanic Parents with Children (ages 4-17) STUDY NAME : Fall 2014 NHCS Adult Study 12- month and Fall 2014 NCS Teen Study 12-month
  45. 45 Hispanic Gen Z are less likely to shop online and use technology to aid them while shopping
  46. 46Compared to their parents Hispanic Gen Z are less likely to do their shopping online 16% 25% 0% 5% 10% 15% 20% 25% 30% All things being equal, I am more likely to purchase a product online than in the store Hispanic or Latino (12-17) Hispanic Parents with Children (4-17) STUDY NAME : Fall 2014 NHCS Adult Study 12- month and Fall 2014 NCS Teen Study 12-month
  47. 47Hispanic Gen Z are also less likely to use technology to aid them throughout the shopping process 17% 37% 22% 42% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% When I am shopping, I often use my mobile/handheld device to search for local deals When I see something interesting on tv, I often go online to find out more about it Hispanic or Latino (12-17) Hispanic Parents with Children (12-17) STUDY NAME : Fall 2014 NHCS Adult Study 12- month and Fall 2014 NCS Teen Study 12-month
  48. Points of Tension
  49. 49  One of the most important ways to establish a deeper understanding of Hispanic Gen Z is to comprehend the points of tension characterizing their lives.  As marketers, we know points of tension provide powerful opportunities to communicate and connect with consumers. Points of Tension
  50. 50Due to cultural differences, Hispanic Gen Z are more likely to have different views to their parents 42% 21% 37% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% My ideas are very different from my parents ideas My parents do not understand me Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  51. 51More likely to feel restricted and have an increased desire to disconnect from others 56% 60% 67% 65% 0% 10% 20% 30% 40% 50% 60% 70% 80% I have a lot of freedom I like to be connected to my friends and family wherever I am Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  52. 52Desire to stand out, but feel uncomfortable being the center of attention 27% 35% 23% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% I like to stand out in a crowd I hate being the center of attention Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  53. 53Uncomfortable with conforming, yet more concerned with being seen as different 35% 58% 29% 61% 0% 10% 20% 30% 40% 50% 60% 70% Being like others makes me uncomfortable I am not afraid to appear quite different from others Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  54. 54Enjoying life in the present versus having increased pressure to be successful 26% 83% 90% 33% 80% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I like to enjoy life and don't worry about the future Having a career is very important to me I would like to go to college Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  55. 55Tired of the usual, but not comfortable with exploring the unknown 31% 43% 48% 43% 53% 64% 0% 10% 20% 30% 40% 50% 60% 70% I like to follow a routine I like to travel the path that no one else usually takes I am adventurous Hispanic or Latino (12-17) Non-Hispanic White (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  56. 56 Some additional points of tension
  57. 57 Digital native and tech savvy, but ambivalent and want to disconnect Technology
  58. 58 Means to end for me not necessarily a pursuit to please others, society, parents, or someone else Education
  59. Implications for Marketers
  60. 60 Gen Z aren’t just consumers of the future In many categories, Gen Z is sweet spot today (higher education, media, energy drinks, apparel, QSR, etc.)
  61. Food & Beverages
  62. 62Hispanic Gen Z are more likely to indicate that they go grocery shopping 56% 48% 55% 24% 0% 10% 20% 30% 40% 50% 60% Yes 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
  63. 63Similarly to African Americans, Hispanic Gen Z indicate that they go grocery shopping frequently STUDY NAME : Fall 2014 NCS Teens Study 12-month 44% 34% 43% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Most or some of the time Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
  64. 64Hispanic Gen Z are more likely to report that they do their shopping with their parents STUDY NAME : Fall 2014 NCS Teens Study 12-month 46% 42% 46% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% With Parent(s) Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
  65. 65Similar to Asians, Hispanic Gen Z are more likely to spend a higher weekly average on groceries 48% 44% 32% 60% 0% 10% 20% 30% 40% 50% 60% 70% $150 or more 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
  66. 66 Hispanic Gen Z make up an important part of the grocery shopping experience and have are more likely to influence household purchases Implication
  67. Quick Service Restaurants
  68. 68Compared to other Gen Z cohorts, Hispanic Gen Z are less interested in healthier fast food trends 30% 43% 40% 56% 0% 10% 20% 30% 40% 50% 60% I like the trend towards healthier fast food 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
  69. 69 Hispanic Gen Z remain open to traditional fast food options. Implication
  70. Higher Education
  71. 71Hispanic Gen Z see the value in college, but are concerned about the costs 88% 44% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I would like to go to college I enjoy going to school Hispanic or Latino (12-17) 76% 64% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% Being able to afford college Hispanic or Latino White African American Thinking about different topics or issues that you might pay attention to, how concerned are you about each of the following? STUDY NAME : Fall 2014 NCS Teens Study 12-month Source: Meet Generation Z, Northern University, November 18, 2014
  72. 72Hispanic Gen Z want colleges to allow them to design their own major 81% 68% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Agree Hispanic or Latino White African American Now, please indicate whether you agree or disagree with the following: Colleges should allow students to design their own course of study or major. Source: Meet Generation Z, Northern University, November 18, 2014
  73. 73 Emphasize not only the aspiration, but the practicality of higher education. Implication
  74. Technology
  75. 75Hispanic Gen Z are less reliant on technology to become knowledgeable on different things 29% 35% 37% 65% 0% 10% 20% 30% 40% 50% 60% 70% The internet helps me to become an expert in many 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
  76. 76Hispanic Gen Z are less interested in websites that track their user behavior and offer product suggestions 25% 27% 34% 54% 0% 10% 20% 30% 40% 50% 60% I like websites that provide product suggestions based on what I have looked at or purchased in the past 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
  77. 77Hispanic Gen Z don’t mind consuming entertainment through a portable device 46% 43% 38% 66% 0% 10% 20% 30% 40% 50% 60% 70% I do not mind watching tv, movies or other video content on portable devices with smaller screens Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
  78. 78Similar to African Americans, Hispanic Gen Z are less likely to rely on the Internet as their primary source for entertainment 45% 51% 41% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% The internet has become a primary source of entertainment for me personally 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
  79. 79 Marketers should temper their emphasis on the “shiny and new” and position products on how useful the product is. Implication
  80. Media and Entertainment
  81. 81Similar to Non-Hispanic Whites, Hispanic Gen Z learn a lot from television 34% 36% 29% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% I learn a lot from TV 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
  82. 82Hispanic Gen Z are more likely to indicate that music is a passion for them and that they have a wide taste in music 54% 54% 49% 50% 45% 44% 64% 16% 0% 10% 20% 30% 40% 50% 60% 70% Music is a passion with me I have a wide taste in music 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
  83. 83However, Hispanic Gen Z are less likely to feel that they are in touch with the music scene 28% 38% 33% 63% 0% 10% 20% 30% 40% 50% 60% 70% I feel I'm in touch with the music scene 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
  84. 84Hispanic Gen Z are similar to other Gen Z counterparts in their love for movies 69% 68% 72% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% I love going to the movies 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
  85. 85Yet, Hispanic Gen Z are more likely to notice commercials that play along with the movie previews 47% 40% 35% 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% I often pay attention to the commercials that play along with the movie previews in the movie theater 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
  86. 86 Marketing should not seek to only persuade, but also tell stories, entertain, and engage Hispanic Gen Z through across multiple platforms. Implication
  87. 87 In most other categories, they are in the critical brand preference formation years, as many of them are finishing high school and starting college (financial services, healthcare, electronics, automotive, etc.)
  88. Financial Services
  89. 89Hispanic Gen Z have similar views on saving to other AA and NHW Gen Z 52% 59% 47% 55% 61% 50% 44% 41% 40% 75% 81% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% I am good at saving money I like saving money I am very careful with my money 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
  90. 90However, compared to Non-Hispanic Whites, Hispanic Gen Z are less likely to have a bank account 30% 63% 7% 53% 37% 10% 34% 59% 7% 25% 64% 11% 0% 10% 20% 30% 40% 50% 60% 70% Yes No Don't Know/No Answer Hispanic or Latino (12-17) Non-Hispanic Whites (12-17) African American (12-17) Asian (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month Do you have a bank account?
  91. 91Similar to African Americans, Hispanic Gen Z are less likely to want to save their money at home 46% 51% 46% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% I like to save my money at home 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
  92. 92Hispanic Gen Z are more likely to indicate that they do not have a job 86% 79% 81% 92% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Hispanic or Latino (12-17) Non-Hispanic Whites (12-17) African American (12-17) Asian (12-17) Do you work? STUDY NAME : Fall 2014 NCS Teens Study 12-month
  93. 93Similar to African Americans, Hispanic Gen Z are less averse to debt 67% 74% 64% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% I don't like the idea of being in debt Hispanic or Latino (12-17) Non-White Hispanics (12-17) African American (12-17) Asian (12-17) STUDY NAME : Fall 2014 NCS Teens Study 12-month
  94. 94 There is an opportunity for banks to educate Hispanic Gen Z early on the different services they offer and emphasize the benefits of investing in the bank. Implication
  95. Health and Wellness
  96. 96Compared to Non-Hispanic Whites Hispanic Gen Z are more likely to watch what they eat and try to lose weight STUDY NAME : Fall 2014 NCS Teens Study 12-month 45% 41%42% 29% 52% 38% 66% 48% 0% 10% 20% 30% 40% 50% 60% 70% I try not to eat too much I often try to lose weight Hispanic or Latino (12-17) Non-Hispanic White (12-17) African American (12-17) Asian (12-17)
  97. 97However, Hispanic Gen Z are less likely to place importance on a well-balanced diet 44% 59% 60% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% It's important to eat a well balanced diet 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
  98. What’s Next
  99. 99 Cross-cultural Gen Z Report coming Fall 2015!
  100. Data Sources
  101. 101Sources • Experian Simmons Fall 2014 NCS Teens Study 12-month • Experian Simmons Fall 2014 NHCS Adult Study 12-month • Meet Generation Z, Northern University, November 18, 2014 • Sparks & Honey; Magid Generational Studies • Pew Research Center survey of Hispanic adults, May 24-July 28, 2013 • Terradata • U.S. Census Bureau, 2006-2010 American Community Survey • Geoscape, American Marketscape DataStream™ 2014 Series
  102. 102 Jose R. Villa President Sensis @jrvilla /in/JoseVilla ThinkMulticultural.com SensisBureau.com #Sensis360
  103. 103 More Information www.sensisagency.com www.twitter.com/sensisagency www.facebook.com/sensisagency www.linkedin.com/company/sensis_2

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