Latinx consumers are digitally savvy, highly social and exerting an outsized influence on every aspect of American life. Brands looking to engage Latinx consumers need to understand their aspirations, predispositions and concerns on the path to purchase.
Spanish is one of the top languages spoken within the U.S., as Hispanics make up 18% of the overall population. Thy also represent the fastest growing ethnic or racial group. Importantly, approximately 75% of U.S. Hispanics are bilingual—even though a majority were born in the U.S.
African Americans are powerful consumers, wielding $1.3 trillion in annual buying power. These consumers' path to purchase is non-linear and technologically driven.
With the benefit of 24/7 connectivity and the ability to crowd-source opinions with the tap of a screen, today’s path to purchase is rapidly being influenced by others. But for members of the Latinx community, recommendations carry significantly more weight.
In the U.S. today, Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms.
Near-beers, premium soft drinks, mocktails, low- and non-alcoholic options, kombuchas and botanical tinctures all offer a wealth of opportunity for on-premise establishments to experiment with and promote to "sober curious" consumers.
As Americans gear up for summer and the Memorial Day weekend, we want to remember the real reason we celebrate—to honor members of the military who have made the greatest sacrifice for their country while serving in the U.S. Armed Forces.
Asian Americans are among the most digitally enabled and tech-adopting consumers in the country–and that plays a big role in how this group is influenced, engages with brands, seeks out information and makes purchase decisions.
From manufacturers to retailers, content creators to distributors, understanding the cultural drivers of behavior is essential for marketers to exercise empathy and establish real connections with Asian American consumers.
In a new gender-focused study, we looked at consumer confidence, economic sentiment and spending intentions by gender over the past five years to understand how the needs and wants of female consumers have evolved.