Page 7 - HMC 2021 HISPANIC MARKET GUIDE

With IRL Friends, NHW “Silo” Most, Hispanics Least
What explains this self-silo phenomenon?
According to a study by Krysan & Crowder, while everyone intellectually wants diversity, attitudes surrounding cultural comfort or discomfort, fear and privilege get in the way:
ALL Races & Ethnicities Said:
“I am most comfortable, connected & fulfilled where my friends, family, cultural community...my social network lives.”
Blacks & Hispanics Also Said:
“I will feel unwelcome, maybe even threatened in White areas,” & “I will feel culturally uncomfortable with fewer people like me.”
Non-Hispanic Whites Uniquely Said:
“I’m culturally uncomfortable being/feeling like a minority,” “I’m afraid diverse areas have more crime,” & “The best schools are in pricier, less diverse areas I’m more likely to afford,” (privilege).
Sources: Krysan & Crowder, “Cycle of Segregation Social Processes & Residential Stratifi¬cation” (2017) + : 800+ respondent interviews & focus groups in 2003 and replicated in 2012 + J. Kinney “To Better Understand Segregation, Look at Social Networks” 2/9/18 (also re: Cook County research) + 202 HMC Qualitative POC Workshops.
These non-Hispanic-white feelings are grounded in truth. Because non-Hispanic white households have more financial privilege, whites can afford to buy into areas with better schools that receive more funding.
% My Racial Ethnic/Group
% POC/OPOC Total % POC
33% 23% 33% 33%
NHW
NHB HISP 54% 36%
IRL Friends (8-17s)
67%
QD3/QD5: What % of your (13-17) or your kids (8-12s as reported by their parents) real life/social media friends are...? BASE: 1,1198 13-17s + 1,220 Parents of Kids 8-12. SM friends: NHW: 61% NHW/39% POC + NHB: 50% NHB, 23% OPOC, 27% NHW
Schools Siloed, Too... Especially Private Ones
% My Racial Ethnic/Group
% POC/OPOC Total % POC
My School (8-17s) NHW NHB HISP
38% 30%
40% 29% 40%
35%
QD2: What % of your kid’s school is...? BASE: All respondents 1,220 25-49Parents of 8-12 aged kids + 1,198 13-17s. Private school data: UCLA Civil Rights Project “Brown at 62”
69% of private school students are NHW
Our Neighborhoods, Also Siloed
My Neighborhood (8-17s)
77%
69%
60%
% My Racial Ethnic/Group
% POC/OPOC Total % POC
31% 23% 32% 31%
Predominantly NHW schools get
$23 billion
more funding than schools in POC neighborhoods, according to a 2020 CNN report based on an ED.build study.
NHW
NHB HISP 46% 32%
NHWs have more financial privilege to the tune of
+$150K
household worth,
according to Killewald & Bryan, as reported by Harvard University in 2019.
69%
67%
65%
QD4: What % of the neighborhood you live in is...? BASE: 1,1198 13-17s + 1,220 Parents of Kids 8-12.
69%
64%
HMC 2021 HISPANIC MARKETING COUNCIL
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