SlideShare ist ein Scribd-Unternehmen logo
1 von 103
Downloaden Sie, um offline zu lesen
Introducing Gen Z
Why 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
• What’s Next
• Data Sources
Introduction
4
Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com #Sensis360
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
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
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
…but 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
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
Other 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
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
Introducing Hispanic Gen Z
17
Hispanic 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/The
Greatest
Generation
Baby Boomers Generation X Generation Y Generation Z
% of Total Hispanic Population
Geoscape, 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 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
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
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.
Differences Between Gen Z
Groups
27
Comparing Gen Z Cohorts
28
Hispanic 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 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
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
Hispanic 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 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
Many Hispanic Gen Z don’t 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 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
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
Gen Z Hispanic have a strong
entrepreneurial spirit
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
Hispanic Gen Z and their Parents
40
Hispanic Gen Z have less of a religious
preference
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?
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
Hispanic Gen Z have a stronger desire to
disconnect from technology
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
Hispanic Gen Z are less likely to shop online
and use technology to aid them while
shopping
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
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
Points of Tension
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
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
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
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
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
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
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
Some additional points of tension
57
Digital native and tech savvy, but
ambivalent and want to disconnect
Technology
58
Means to end for me not necessarily a
pursuit to please others, society, parents,
or someone else
Education
Implications for Marketers
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.)
Food & Beverages
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
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)
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)
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
Hispanic Gen Z make up an important
part of the grocery shopping experience
and have are more likely to influence
household purchases
Implication
Quick Service Restaurants
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
Hispanic Gen Z remain open to traditional
fast food options.
Implication
Higher Education
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
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
Emphasize not only the aspiration, but the
practicality of higher education.
Implication
Technology
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
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
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)
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
Marketers should temper their emphasis
on the “shiny and new” and position
products on how useful the product is.
Implication
Media and Entertainment
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
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
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
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
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
Marketing should not seek to only
persuade, but also tell stories, entertain,
and engage Hispanic Gen Z through
across multiple platforms.
Implication
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.)
Financial Services
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
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?
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
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
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
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
Health and Wellness
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)
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
What’s Next
99
Cross-cultural Gen Z
Report coming Fall 2015!
Data Sources
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
Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com #Sensis360
103
More Information
www.sensisagency.com
www.twitter.com/sensisagency
www.facebook.com/sensisagency
www.linkedin.com/company/sensis_2

Weitere ähnliche Inhalte

Was ist angesagt?

TCS 2021 Global Leadership Study: Key Findings Report
TCS 2021 Global Leadership Study: Key Findings ReportTCS 2021 Global Leadership Study: Key Findings Report
TCS 2021 Global Leadership Study: Key Findings ReportTata Consultancy Services
 
Agile Leadership: A Different Mindset
Agile Leadership: A Different MindsetAgile Leadership: A Different Mindset
Agile Leadership: A Different MindsetAaron Kopel
 
Building a Creative and Diverse Company
Building a Creative and Diverse CompanyBuilding a Creative and Diverse Company
Building a Creative and Diverse CompanyHeidi Hackemer
 
Marketplace Product Management by Tal Flanchraych
Marketplace Product Management by Tal FlanchraychMarketplace Product Management by Tal Flanchraych
Marketplace Product Management by Tal FlanchraychProduct School
 
Brand audit dairy milk
Brand audit dairy milkBrand audit dairy milk
Brand audit dairy milkAliAkbar491
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
 
Tbwa 7 trends to disrupt employer branding
Tbwa 7 trends to disrupt employer brandingTbwa 7 trends to disrupt employer branding
Tbwa 7 trends to disrupt employer brandingTBWA\Corporate
 
Building Customer Based Brand Equity Presentation
Building Customer Based Brand Equity PresentationBuilding Customer Based Brand Equity Presentation
Building Customer Based Brand Equity PresentationJon Norris
 
Disney Brand Mantra
Disney Brand MantraDisney Brand Mantra
Disney Brand MantraDeepak Yadav
 
How Snacking Fits Into Consumers' Daily Lives
How Snacking Fits Into Consumers' Daily LivesHow Snacking Fits Into Consumers' Daily Lives
How Snacking Fits Into Consumers' Daily LivesSHS FoodThink
 
Benefit-based segmentation of cosmetic product's market
Benefit-based segmentation of cosmetic product's marketBenefit-based segmentation of cosmetic product's market
Benefit-based segmentation of cosmetic product's marketAmiirah Camall Saib
 
Planning & Recruiting Process of Tesco Company
Planning & Recruiting Process of Tesco CompanyPlanning & Recruiting Process of Tesco Company
Planning & Recruiting Process of Tesco CompanyMaryum Sarwar
 
Unilever(Axe and Dove)
Unilever(Axe and Dove)Unilever(Axe and Dove)
Unilever(Axe and Dove)Roshan Mishra
 
DTC Marketing Masterclass
DTC Marketing MasterclassDTC Marketing Masterclass
DTC Marketing MasterclassShira Feuer
 

Was ist angesagt? (20)

TCS 2021 Global Leadership Study: Key Findings Report
TCS 2021 Global Leadership Study: Key Findings ReportTCS 2021 Global Leadership Study: Key Findings Report
TCS 2021 Global Leadership Study: Key Findings Report
 
Agile Leadership: A Different Mindset
Agile Leadership: A Different MindsetAgile Leadership: A Different Mindset
Agile Leadership: A Different Mindset
 
Building a Creative and Diverse Company
Building a Creative and Diverse CompanyBuilding a Creative and Diverse Company
Building a Creative and Diverse Company
 
Marketplace Product Management by Tal Flanchraych
Marketplace Product Management by Tal FlanchraychMarketplace Product Management by Tal Flanchraych
Marketplace Product Management by Tal Flanchraych
 
Lovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ssLovemarks academy 2013 s&ss
Lovemarks academy 2013 s&ss
 
100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016
 
Brand audit dairy milk
Brand audit dairy milkBrand audit dairy milk
Brand audit dairy milk
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing
 
Tbwa 7 trends to disrupt employer branding
Tbwa 7 trends to disrupt employer brandingTbwa 7 trends to disrupt employer branding
Tbwa 7 trends to disrupt employer branding
 
Building Customer Based Brand Equity Presentation
Building Customer Based Brand Equity PresentationBuilding Customer Based Brand Equity Presentation
Building Customer Based Brand Equity Presentation
 
Disney Brand Mantra
Disney Brand MantraDisney Brand Mantra
Disney Brand Mantra
 
How Snacking Fits Into Consumers' Daily Lives
How Snacking Fits Into Consumers' Daily LivesHow Snacking Fits Into Consumers' Daily Lives
How Snacking Fits Into Consumers' Daily Lives
 
Pelican stores report
Pelican stores reportPelican stores report
Pelican stores report
 
NeuroLeadership in Organization Development
NeuroLeadership in Organization Development NeuroLeadership in Organization Development
NeuroLeadership in Organization Development
 
Benefit-based segmentation of cosmetic product's market
Benefit-based segmentation of cosmetic product's marketBenefit-based segmentation of cosmetic product's market
Benefit-based segmentation of cosmetic product's market
 
Brand Strategy
Brand StrategyBrand Strategy
Brand Strategy
 
Planning & Recruiting Process of Tesco Company
Planning & Recruiting Process of Tesco CompanyPlanning & Recruiting Process of Tesco Company
Planning & Recruiting Process of Tesco Company
 
ISC Marketing - example of launching plan
ISC Marketing - example of launching planISC Marketing - example of launching plan
ISC Marketing - example of launching plan
 
Unilever(Axe and Dove)
Unilever(Axe and Dove)Unilever(Axe and Dove)
Unilever(Axe and Dove)
 
DTC Marketing Masterclass
DTC Marketing MasterclassDTC Marketing Masterclass
DTC Marketing Masterclass
 

Andere mochten auch

Identifying Millennials’ Attitudes and Behaviors
Identifying Millennials’ Attitudes and BehaviorsIdentifying Millennials’ Attitudes and Behaviors
Identifying Millennials’ Attitudes and BehaviorsGen Re
 
CultureSpan Introduction
CultureSpan IntroductionCultureSpan Introduction
CultureSpan IntroductionManny Rodriguez
 
Making the most out of your cross generational workplace mix
Making the most out of your cross generational workplace mixMaking the most out of your cross generational workplace mix
Making the most out of your cross generational workplace mixCegos Asia Pacific Pte Ltd
 
Surviving and Thriving in a Multi-Generational Workplace 11.17.16
Surviving and Thriving in a Multi-Generational Workplace 11.17.16Surviving and Thriving in a Multi-Generational Workplace 11.17.16
Surviving and Thriving in a Multi-Generational Workplace 11.17.16Jennifer Atienzo-Fisher
 
Covits 2014 Generational Workplace Dynamics
Covits 2014 Generational Workplace DynamicsCovits 2014 Generational Workplace Dynamics
Covits 2014 Generational Workplace DynamicsBarry Condrey
 
Bridging the workplace generational gap cchra presentation feb2011
Bridging the workplace generational gap cchra presentation feb2011Bridging the workplace generational gap cchra presentation feb2011
Bridging the workplace generational gap cchra presentation feb2011Karen Callahan Stacey
 
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Joeri Van den Bergh
 
A Millennial view on the job market
A Millennial view on the job marketA Millennial view on the job market
A Millennial view on the job marketJoeri Van den Bergh
 
GEC 2017: Jonathan Ortmans
GEC 2017: Jonathan OrtmansGEC 2017: Jonathan Ortmans
GEC 2017: Jonathan OrtmansMark Marich
 
Bridging the Generation Gap in the Workplace
Bridging the Generation Gap in the WorkplaceBridging the Generation Gap in the Workplace
Bridging the Generation Gap in the Workplacebeatyaall
 
SPT 101 - Office 365 and Hybrid Solutions
SPT 101 - Office 365 and Hybrid SolutionsSPT 101 - Office 365 and Hybrid Solutions
SPT 101 - Office 365 and Hybrid SolutionsDan Usher
 
اليوم السعيد
اليوم السعيداليوم السعيد
اليوم السعيدmahersaif
 
Digital magnetic sensor sku dfr0033 robot wiki
Digital magnetic sensor sku  dfr0033   robot wikiDigital magnetic sensor sku  dfr0033   robot wiki
Digital magnetic sensor sku dfr0033 robot wikipablodutrarodrigues
 
ISBN - Jenn Lim (Rancho Palos Verdes, CA)
ISBN - Jenn Lim (Rancho Palos Verdes, CA)ISBN - Jenn Lim (Rancho Palos Verdes, CA)
ISBN - Jenn Lim (Rancho Palos Verdes, CA)Delivering Happiness
 

Andere mochten auch (20)

Identifying Millennials’ Attitudes and Behaviors
Identifying Millennials’ Attitudes and BehaviorsIdentifying Millennials’ Attitudes and Behaviors
Identifying Millennials’ Attitudes and Behaviors
 
Millennials vs. Gen-X
Millennials vs. Gen-XMillennials vs. Gen-X
Millennials vs. Gen-X
 
CultureSpan Introduction
CultureSpan IntroductionCultureSpan Introduction
CultureSpan Introduction
 
Making the most out of your cross generational workplace mix
Making the most out of your cross generational workplace mixMaking the most out of your cross generational workplace mix
Making the most out of your cross generational workplace mix
 
Surviving and Thriving in a Multi-Generational Workplace 11.17.16
Surviving and Thriving in a Multi-Generational Workplace 11.17.16Surviving and Thriving in a Multi-Generational Workplace 11.17.16
Surviving and Thriving in a Multi-Generational Workplace 11.17.16
 
how to be Assertive
how to be Assertivehow to be Assertive
how to be Assertive
 
Covits 2014 Generational Workplace Dynamics
Covits 2014 Generational Workplace DynamicsCovits 2014 Generational Workplace Dynamics
Covits 2014 Generational Workplace Dynamics
 
Gen y
Gen yGen y
Gen y
 
Bridging the workplace generational gap cchra presentation feb2011
Bridging the workplace generational gap cchra presentation feb2011Bridging the workplace generational gap cchra presentation feb2011
Bridging the workplace generational gap cchra presentation feb2011
 
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
 
A Millennial view on the job market
A Millennial view on the job marketA Millennial view on the job market
A Millennial view on the job market
 
Generational Differences @ Work
Generational Differences @ WorkGenerational Differences @ Work
Generational Differences @ Work
 
GEC 2017: Jonathan Ortmans
GEC 2017: Jonathan OrtmansGEC 2017: Jonathan Ortmans
GEC 2017: Jonathan Ortmans
 
Generational Diversity
Generational DiversityGenerational Diversity
Generational Diversity
 
Bridging the Generation Gap in the Workplace
Bridging the Generation Gap in the WorkplaceBridging the Generation Gap in the Workplace
Bridging the Generation Gap in the Workplace
 
SPT 101 - Office 365 and Hybrid Solutions
SPT 101 - Office 365 and Hybrid SolutionsSPT 101 - Office 365 and Hybrid Solutions
SPT 101 - Office 365 and Hybrid Solutions
 
اليوم السعيد
اليوم السعيداليوم السعيد
اليوم السعيد
 
Bank soal latihan
Bank soal latihanBank soal latihan
Bank soal latihan
 
Digital magnetic sensor sku dfr0033 robot wiki
Digital magnetic sensor sku  dfr0033   robot wikiDigital magnetic sensor sku  dfr0033   robot wiki
Digital magnetic sensor sku dfr0033 robot wiki
 
ISBN - Jenn Lim (Rancho Palos Verdes, CA)
ISBN - Jenn Lim (Rancho Palos Verdes, CA)ISBN - Jenn Lim (Rancho Palos Verdes, CA)
ISBN - Jenn Lim (Rancho Palos Verdes, CA)
 

Ähnlich wie Introducing Hispanic Gen Z

ThinkNow Research - Hispanic Millennial Project... They're not what you think!
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow Research - Hispanic Millennial Project... They're not what you think!
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow
 
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...ThinkNow
 
LATV upfront 2015 share
LATV upfront 2015 shareLATV upfront 2015 share
LATV upfront 2015 shareLATVnetworks
 
ThinkNow Culture Report 2022
ThinkNow Culture Report 2022ThinkNow Culture Report 2022
ThinkNow Culture Report 2022ThinkNow
 
Hispanic Millennial Project - Opinions on Food & Beverages
Hispanic Millennial Project - Opinions on Food & BeveragesHispanic Millennial Project - Opinions on Food & Beverages
Hispanic Millennial Project - Opinions on Food & BeveragesThinkNow
 
2015 Latino Summit: Communicating Your Message Effectively
2015 Latino Summit: Communicating Your Message Effectively2015 Latino Summit: Communicating Your Message Effectively
2015 Latino Summit: Communicating Your Message EffectivelySenate Hispanic Caucus
 
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...The Multicultural Customer Experience: Localizing Your Marketing Campaign for...
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
 
Hispanic Millennial Project - Wave 1 Research Preview
Hispanic Millennial Project - Wave 1 Research PreviewHispanic Millennial Project - Wave 1 Research Preview
Hispanic Millennial Project - Wave 1 Research PreviewSensis
 
Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology
Hispanic Millennial Project - Wave 5 - Media, Entertainment & TechnologyHispanic Millennial Project - Wave 5 - Media, Entertainment & Technology
Hispanic Millennial Project - Wave 5 - Media, Entertainment & TechnologyThinkNow
 
Clfsa presentation4
Clfsa presentation4Clfsa presentation4
Clfsa presentation4ProfXCL
 
Latina Vote BodenPR
Latina Vote BodenPRLatina Vote BodenPR
Latina Vote BodenPRBodenPR
 
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARPAHAA: The Voice of Hispanic Marketing
 
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_finalAHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_finalSantiago Solutions Group
 
Hispanic Youth Marketing
Hispanic Youth MarketingHispanic Youth Marketing
Hispanic Youth MarketingSensis
 
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...Educational Attainment in the Hispanic and Latino Population in San Jose_fina...
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...Theresa Yu
 
Rudy Bozas - Marketing to Multicultural Millennials
Rudy Bozas - Marketing to Multicultural MillennialsRudy Bozas - Marketing to Multicultural Millennials
Rudy Bozas - Marketing to Multicultural MillennialsJohn Blue
 
Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing ThinkNow
 
Communicating with Hispanics in Colorado
Communicating with Hispanics in ColoradoCommunicating with Hispanics in Colorado
Communicating with Hispanics in Coloradomegaphone_man
 
Communicating with Hispanics in Colorado
Communicating with Hispanics in ColoradoCommunicating with Hispanics in Colorado
Communicating with Hispanics in ColoradoMegaphone Man
 
Edelman Multicultural Capabilities
Edelman Multicultural CapabilitiesEdelman Multicultural Capabilities
Edelman Multicultural CapabilitiesParis Sims
 

Ähnlich wie Introducing Hispanic Gen Z (20)

ThinkNow Research - Hispanic Millennial Project... They're not what you think!
ThinkNow Research - Hispanic Millennial Project... They're not what you think!ThinkNow Research - Hispanic Millennial Project... They're not what you think!
ThinkNow Research - Hispanic Millennial Project... They're not what you think!
 
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
The Hispanic Millennial Project Wave 5: Media, Entertainment & Technology - A...
 
LATV upfront 2015 share
LATV upfront 2015 shareLATV upfront 2015 share
LATV upfront 2015 share
 
ThinkNow Culture Report 2022
ThinkNow Culture Report 2022ThinkNow Culture Report 2022
ThinkNow Culture Report 2022
 
Hispanic Millennial Project - Opinions on Food & Beverages
Hispanic Millennial Project - Opinions on Food & BeveragesHispanic Millennial Project - Opinions on Food & Beverages
Hispanic Millennial Project - Opinions on Food & Beverages
 
2015 Latino Summit: Communicating Your Message Effectively
2015 Latino Summit: Communicating Your Message Effectively2015 Latino Summit: Communicating Your Message Effectively
2015 Latino Summit: Communicating Your Message Effectively
 
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...The Multicultural Customer Experience: Localizing Your Marketing Campaign for...
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...
 
Hispanic Millennial Project - Wave 1 Research Preview
Hispanic Millennial Project - Wave 1 Research PreviewHispanic Millennial Project - Wave 1 Research Preview
Hispanic Millennial Project - Wave 1 Research Preview
 
Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology
Hispanic Millennial Project - Wave 5 - Media, Entertainment & TechnologyHispanic Millennial Project - Wave 5 - Media, Entertainment & Technology
Hispanic Millennial Project - Wave 5 - Media, Entertainment & Technology
 
Clfsa presentation4
Clfsa presentation4Clfsa presentation4
Clfsa presentation4
 
Latina Vote BodenPR
Latina Vote BodenPRLatina Vote BodenPR
Latina Vote BodenPR
 
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP
6-27-13 AHAA Generational Cultural Orientation Webinar Sponsored by AARP
 
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_finalAHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
AHAA Generational Cultural Orientation Webinar_short_deck_06-27-13_final
 
Hispanic Youth Marketing
Hispanic Youth MarketingHispanic Youth Marketing
Hispanic Youth Marketing
 
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...Educational Attainment in the Hispanic and Latino Population in San Jose_fina...
Educational Attainment in the Hispanic and Latino Population in San Jose_fina...
 
Rudy Bozas - Marketing to Multicultural Millennials
Rudy Bozas - Marketing to Multicultural MillennialsRudy Bozas - Marketing to Multicultural Millennials
Rudy Bozas - Marketing to Multicultural Millennials
 
Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing Hispanic Millennial Attitudes Towards Health & Wellbeing
Hispanic Millennial Attitudes Towards Health & Wellbeing
 
Communicating with Hispanics in Colorado
Communicating with Hispanics in ColoradoCommunicating with Hispanics in Colorado
Communicating with Hispanics in Colorado
 
Communicating with Hispanics in Colorado
Communicating with Hispanics in ColoradoCommunicating with Hispanics in Colorado
Communicating with Hispanics in Colorado
 
Edelman Multicultural Capabilities
Edelman Multicultural CapabilitiesEdelman Multicultural Capabilities
Edelman Multicultural Capabilities
 

Mehr von Sensis

Sensis Gen Z Report "We Are Healthy" Full Presentation
Sensis Gen Z Report "We Are Healthy" Full PresentationSensis Gen Z Report "We Are Healthy" Full Presentation
Sensis Gen Z Report "We Are Healthy" Full PresentationSensis
 
Sensis Gen Z Report "We Are Shoppers" Full Presentation
Sensis Gen Z Report "We Are Shoppers" Full PresentationSensis Gen Z Report "We Are Shoppers" Full Presentation
Sensis Gen Z Report "We Are Shoppers" Full PresentationSensis
 
Sensis Gen Z Report "We Are Now" Full Presentation
Sensis Gen Z Report "We Are Now" Full PresentationSensis Gen Z Report "We Are Now" Full Presentation
Sensis Gen Z Report "We Are Now" Full PresentationSensis
 
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology Preview
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology PreviewHispanic Millennial Project Wave 5: Media, Entertainment & Technology Preview
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology PreviewSensis
 
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol PreviewHispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol PreviewSensis
 
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...Sensis
 
Sensis Hispanic Millennial Project Atlanta Presentation
Sensis Hispanic Millennial Project Atlanta PresentationSensis Hispanic Millennial Project Atlanta Presentation
Sensis Hispanic Millennial Project Atlanta PresentationSensis
 
NGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
NGLC #TotalMarketTrends14 Hispanic Millennials Research PresentationNGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
NGLC #TotalMarketTrends14 Hispanic Millennials Research PresentationSensis
 
Hispanic Mobile: Hispanicize 2013
Hispanic Mobile: Hispanicize 2013Hispanic Mobile: Hispanicize 2013
Hispanic Mobile: Hispanicize 2013Sensis
 
Sensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
Sensis Agile Marketing: The Key to Effective Hispanic Social Media MarketingSensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
Sensis Agile Marketing: The Key to Effective Hispanic Social Media MarketingSensis
 
Cross-cultural Digital Advertising
Cross-cultural Digital AdvertisingCross-cultural Digital Advertising
Cross-cultural Digital AdvertisingSensis
 
Hispanic In-store Mobile Experience - Chapter 1 Presentation
Hispanic In-store Mobile Experience - Chapter 1 PresentationHispanic In-store Mobile Experience - Chapter 1 Presentation
Hispanic In-store Mobile Experience - Chapter 1 PresentationSensis
 
Hispanic In-store Mobile Experience
Hispanic In-store Mobile Experience Hispanic In-store Mobile Experience
Hispanic In-store Mobile Experience Sensis
 
The Hispanic Persona Project SXSW Interactive 2012 Presentation
The Hispanic Persona Project SXSW Interactive 2012 Presentation The Hispanic Persona Project SXSW Interactive 2012 Presentation
The Hispanic Persona Project SXSW Interactive 2012 Presentation Sensis
 
Introduction to Digital Advertising
Introduction to Digital AdvertisingIntroduction to Digital Advertising
Introduction to Digital AdvertisingSensis
 
Sensis Digital Advertising Overview & Opportunities - June 2011
Sensis Digital Advertising Overview & Opportunities - June 2011Sensis Digital Advertising Overview & Opportunities - June 2011
Sensis Digital Advertising Overview & Opportunities - June 2011Sensis
 
Sensis PRSA Spanish SEO Presentation
Sensis PRSA Spanish SEO PresentationSensis PRSA Spanish SEO Presentation
Sensis PRSA Spanish SEO PresentationSensis
 
Sensis Hispanic Persona Project
Sensis Hispanic Persona ProjectSensis Hispanic Persona Project
Sensis Hispanic Persona ProjectSensis
 
Spanish SEO
Spanish SEO Spanish SEO
Spanish SEO Sensis
 
Engaging Hispanics
Engaging Hispanics Engaging Hispanics
Engaging Hispanics Sensis
 

Mehr von Sensis (20)

Sensis Gen Z Report "We Are Healthy" Full Presentation
Sensis Gen Z Report "We Are Healthy" Full PresentationSensis Gen Z Report "We Are Healthy" Full Presentation
Sensis Gen Z Report "We Are Healthy" Full Presentation
 
Sensis Gen Z Report "We Are Shoppers" Full Presentation
Sensis Gen Z Report "We Are Shoppers" Full PresentationSensis Gen Z Report "We Are Shoppers" Full Presentation
Sensis Gen Z Report "We Are Shoppers" Full Presentation
 
Sensis Gen Z Report "We Are Now" Full Presentation
Sensis Gen Z Report "We Are Now" Full PresentationSensis Gen Z Report "We Are Now" Full Presentation
Sensis Gen Z Report "We Are Now" Full Presentation
 
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology Preview
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology PreviewHispanic Millennial Project Wave 5: Media, Entertainment & Technology Preview
Hispanic Millennial Project Wave 5: Media, Entertainment & Technology Preview
 
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol PreviewHispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview
Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview
 
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
The Hispanic Millennial Project Wave 2: Hispanics and Healthcare / Multicultu...
 
Sensis Hispanic Millennial Project Atlanta Presentation
Sensis Hispanic Millennial Project Atlanta PresentationSensis Hispanic Millennial Project Atlanta Presentation
Sensis Hispanic Millennial Project Atlanta Presentation
 
NGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
NGLC #TotalMarketTrends14 Hispanic Millennials Research PresentationNGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
NGLC #TotalMarketTrends14 Hispanic Millennials Research Presentation
 
Hispanic Mobile: Hispanicize 2013
Hispanic Mobile: Hispanicize 2013Hispanic Mobile: Hispanicize 2013
Hispanic Mobile: Hispanicize 2013
 
Sensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
Sensis Agile Marketing: The Key to Effective Hispanic Social Media MarketingSensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
Sensis Agile Marketing: The Key to Effective Hispanic Social Media Marketing
 
Cross-cultural Digital Advertising
Cross-cultural Digital AdvertisingCross-cultural Digital Advertising
Cross-cultural Digital Advertising
 
Hispanic In-store Mobile Experience - Chapter 1 Presentation
Hispanic In-store Mobile Experience - Chapter 1 PresentationHispanic In-store Mobile Experience - Chapter 1 Presentation
Hispanic In-store Mobile Experience - Chapter 1 Presentation
 
Hispanic In-store Mobile Experience
Hispanic In-store Mobile Experience Hispanic In-store Mobile Experience
Hispanic In-store Mobile Experience
 
The Hispanic Persona Project SXSW Interactive 2012 Presentation
The Hispanic Persona Project SXSW Interactive 2012 Presentation The Hispanic Persona Project SXSW Interactive 2012 Presentation
The Hispanic Persona Project SXSW Interactive 2012 Presentation
 
Introduction to Digital Advertising
Introduction to Digital AdvertisingIntroduction to Digital Advertising
Introduction to Digital Advertising
 
Sensis Digital Advertising Overview & Opportunities - June 2011
Sensis Digital Advertising Overview & Opportunities - June 2011Sensis Digital Advertising Overview & Opportunities - June 2011
Sensis Digital Advertising Overview & Opportunities - June 2011
 
Sensis PRSA Spanish SEO Presentation
Sensis PRSA Spanish SEO PresentationSensis PRSA Spanish SEO Presentation
Sensis PRSA Spanish SEO Presentation
 
Sensis Hispanic Persona Project
Sensis Hispanic Persona ProjectSensis Hispanic Persona Project
Sensis Hispanic Persona Project
 
Spanish SEO
Spanish SEO Spanish SEO
Spanish SEO
 
Engaging Hispanics
Engaging Hispanics Engaging Hispanics
Engaging Hispanics
 

Kürzlich hochgeladen

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 

Kürzlich hochgeladen (20)

Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 

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
  • 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
  • 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
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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.)
  • 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
  • 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
  • 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
  • 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
  • 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.)
  • 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
  • 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
  • 99. 99 Cross-cultural Gen Z Report coming Fall 2015!
  • 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