Page 13 - HMC 2021 HISPANIC MARKET GUIDE
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   When Gen Zers and many of their parents see
brands acting in a way that doesn’t align with their
values or that is culturally disrespectful, they walk
away and often spread the word. HMC’s 2020 study
50
0
53%+ 13-49s Have “Stopped Buying a Brand Because it Offended Them or Disrespected Their Values”
Adopt Antiracist Language
“I choose brands that make an effort to be diverse and inclusive in their communications.”
  on Gen Z revealed that more than half of people
ages 13 to 49 have quit a culturally illiterate brand,
saying it “offended them or disrespected their
values”—that number skyrocketing to 72% among
Black female parents. However, the number-one
reason Gen Zers and Hispanic and Black parents
have quit a brand is disrespect for “their own or
someone else’s” racial or ethnic group, even ranking third among non-Hispanic white parents. Nearly a third of teens will quit a brand if it disrespects and offends the LGBTQ+ community, compared to only 15% of their parents. Another top brand breakup reason was animal cruelty.
NHW
African American
Hispanic
Asian American
LGBTQ+ People with Disabilities
80
70
60
40
30
20
10
75%
  72%
51%
73%
73%
 66%
 57%
  13–49 53% 62%
HISP/NHW NHB
NHB Female P25–49
Consumers hold brands accountable for with whom they associate. For 30% of Gen Zers & parents that have quit a brand, culturally acceptable advertising adjacent to offending content was a brand break- up reason. Some teens will continue to use a brand they love, even if it has done something offensive, but not if it compromises their social media status. Social media backlash can be what makes teens drop a brand because “they do not want to be seen with the brand” anymore.
According to Kantar’s US Monitor 2020, more than half of consumers feel brands have contributed to racism in their communications and advertising, and 63% feel companies must make sacrifices to end racism, even if that means losing a brand name, advertising icons or business from some customers.
Source: Kantar U.S. Monitor, 2020
  QC13: Have you stopped buying a brand or service because it offended you or dis- respected your values? BASE: 1220 25-49 Parents of 8-12 aged kids + 1,198 13-17s QC13A: The brand or service I stopped buying offended/disrespected... (SELECT ALL THAT APPLY)? BASE: THOSE THAT STOPPED BUYING A BRAND OR SERVICE BECAUSE IT OFFENDED THEM OR DISRESPECTED THEIR VALUES 685 25-49 Parents of 8-12 aged kids + 62213-17s
Source: HMC IT’S TIME: Ready (or Not) for the Multicultural Majority 2020
Avoid Colorism
“Advertising tends to show light-skinned people, making light skin more desirable.”
71% 60%
Black Hispanics Americans
vs. 43% Whites
Source: Kantar U.S. Monitor, August 2020
 HMC 2021 HISPANIC MARKETING COUNCIL
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