Page 5 - HMC 2021 HISPANIC MARKET GUIDE
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  feedback loop. Cultural literacy becomes the way to both protect and optimize brands in the new multicultural reality.
For the Growing Multicultural Majority,
Culture is Central to Identity
Unique race and ethnic identity are more core to
Hispanic & non-Hispanic Black (NHB) teens and
parents 25-49 than non-Hispanic whites (NHW).
Alternatively, non-Hispanic whites are more
likely than Hispanics and Non-Hispanic Blacks to
 Millennials & Gen Z Most Diverse
55% 45%
NHW Diverse
Other Races
Racial Profile Projection of Under 50 Population in 2030
 2% 14%
patriotism as a top-three American value.
25%
Hispanic
50%
White
7%
Asian American
5%
Other Races
see their identity as “being an American” with
Asian American
Hispanic
 Black
2%
72% 28%
In addition, 81% of those surveyed agree we are
Xers
61% 39%
NHW Diverse
Boomers
in the middle of a cultural revolution, according to Kantar US Monitor 2020. Within U.S. society today,
Black
 f Total ower
Hispanic Buying Power 2000–2024
NHW Diverse
Source: Kantar U.S. Monitor, U.S. Census Projections
the primary focus is on racial justice.
“My Race or Ethnicity” More Core to POC ID...Not Consciously Central to 86% NHW
13–49 “Top 3 ring” Cume “My racial or ethnic identity”
35% 14% 36% 24% HISP/NHB NHW USBH FBH
QY3: Pick the 1st, 2nd & 3rd most important core rings of your ID (17 possible choices) BASE: 1198 13-17s + 1,220 Parents of Kids 8-12 (531 25-34s + 689 35-49s) USBH = U.S. born Hispanics FBH = Foreign born Hispanics
NHW More Likely to Link Core Personal ID to “Being an American”
Non-Hisp Teen American ID Erosion
100
 80
 60
 40
 20
  0
1910 1960
2020 2060 Other Races and Ethnicities
A Generational Changeover is Occurring
 11.9%
88.1%
14.6%
85.4%
40%
60%
56%
44%
% White Population Source: Kantar U.S. Monitor, 2020
“Top 3 Ring” Cume
13–17 P25–49
15% 26% 12% 15%
NHB HISP NHW NHB HISP
According to the landmark 2020 Hispanic Marketing Council (HMC) study, IT’S TIME: Ready (or Not) for the Multicultural Majority, culture plays a critical role in the decisions Gen Zers and their parents make—from the brands and content they follow
to the understanding of why the racial/social justice protests of today have erupted. The cultural events and racial reckoning of 2020 have tipped us into the social justice age, where societal issues are business issues –with the next generation
of consumers looking to brands to deliver real, tangible results.
NHW
22%
9%
White
   #6 #10 #9 #5 #9 #8 RANK (1–17)
QY3: Pick the 1st, 2nd & 3rd most important core rings of your ID (17 possible choices) BASE: 1198 13-17s + 1,220 Parents of Kids 8-12 (531 25-34s + 689 35-49s) (Index 13-17 v P25-49: 85 NHW/93 BLK/100 HISP
Hate & Racism Are Top Issues Faced by Multicultural Segments While Multicultural Unity Creates Cultural Clout & Comfort
82% of Hispanics & non-Hispanic Blacks that identify as a “person of color” feel a sense of unity
HMC 2021 HISPANIC MARKETING COUNCIL
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