There are 75 million Millennials living in the U.S., and 42 percent of them are multicultural: of African-American, Asian-American and Hispanic heritage.*
What new paths and buying habits is this important group carving for themselves?
Where are they bridging back to the tendencies of previous demographic groups as they age?
And importantly how this group tilting overall trends and changing the course for both their own generation and the generations of older consumer targets?
*Source: The Nielsen Company, 1/20/17
Barbara Leflein (President and Owner, Leflein Associates Market Research, Insights & Analytics) presents thought-provoking insights from an important proprietary study in partnership with The University of Chicago’s GenForward Survey. The research looks at the attitudes and behaviors of diverse Millennials towards the inclusion of potentially polarizing social issues in brand advertising. The findings highlight the top line impact of this strategy on brands, both positive and negative.
Juliana Gomez (Director of Strategy & Insights at Univision) will share Univision’s research on the aspects that influence Hispanic culture today in America. The study explores a number of facets of Hispanics’ life including desires, the definition of “Good Life”, life satisfaction, the definition of the American dream for a Hispanic, Hispanic outlook for the future and how their Hispanicity manifests in everyday life.
Oscar Trelles – Head of Sales & Marketing, Instapanel
Viacom Media Networks, Turner, Univision.
Hosted by Univision.