C H A R T I N G A C O U R S E F O R U N D E R S TA N D I N G :
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
Cause programs Health /public education Experiential events Community relations Recruitment Executive media training
Rich, actionable relationships with influencers, media and top CBOs Ongoing relationships with top bloggers and blogger organizations Experience launching and managing culturally-relevant online promotions, portals and Facebook pages
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
Each year, we literally spend thousands of hours immersed in consumers and shoppers lives and lifestyles.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
However
63%
of CMOs
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
TOP 5 DMAs Los Angeles, CA New York, NY Houston, TX Miami, FL Chicago, IL Next Generation Hot Spots
Charlotte, N.C. Raleigh area, N.C. Atlanta, GA Orlando area, FL Ft. Myers-Naples, FL
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
To truly understand the Latino consumer, one must look beyond traditional acculturation models and see Latinos as multi-cultural consumers
2013 The Hartman Group, Inc
10
Traditionally, acculturation has been the model used to explore the Latino culture in the U.S.
We also started with the more conventional Acculturation model. Unacculturated 22%
Language spoken at home 97% Spanish dominant 88% Spanish only/mostly 97% foreign-born 5-9 years 91% closer to Latino
Bi-Cultural 47%
58% Equally Spanish/ English 58% Equally Spanish/ English 60% foreign-born 20+ years 45% equally close to both
Acculturated 31%
86% English dominant
Media habits
98% English only/mostly 88% U.S.-born 20+ years 55% closer to U.S.
A6. What language do you usually speak at home? A7. Thinking of your overall cultural identification, would you say you feel...? A8. Thinking of your media habits, including television, radio, newspapers and magazines or the internet, would you say you use... How many years have you lived in the United States? Base: N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
11
Country of Origin
Globalization
Multi-Cultural Consumer
What does it even mean to be American? You have so many different cultures here. How can you define it? Tammy (COO Mexico)
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
12
Latinos are also multi-cultural; navigation of these influences determines ones position on the acculturation model
More unacculturated individuals struggle with integrating all three cultural influences, instead preferring to rely more heavily on their country of origin (when possible) as a reference for how to determine the appropriate behaviors for consumption activities such as shopping and eating. Those who are bi-cultural see all three as more equal players, however, each influence is still unique consumers feel the need to turn one influence off before being able to turn the other on.
Unacculturated
Bi-Cultural
Acculturated
The fully acculturated seamlessly move through all three cultural influences in their every day lives.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
13
For Latinos, Health + Wellness is not just focused on the physical, it is about balance with the emotional and spiritual as well
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
14
Much like their counterparts, Latinos are interested in pursuing a balanced approach to H+W
To Me, Health + Wellness Means
Being physically fit* Feeling good about myself
65% 66%
60% 72% 58% 64% 53% 61% 45% 49% 42% 50% 37% 53% 28% 35% 15% 22% Non-Latino Latino
If health is sleeping eight hours, wellness is having a nice home to sleep in. Alis
W1. To me, health and wellness means... Select all that apply. Base: N=413 Non-Latinos, N=1283 Latinos. * significantly different at 95% confidence.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
15
U.S. media and values bring attention to the more measurable aspects of Health + Wellness
Latinos feel that Americans place more emphasis on the physical (diet and exercise) aspects of health.
In the U.S., health + wellness feels like a series of legal claims. Thania (COO Mexico)
As Latinos grow more accustomed to the American take on health, they begin to focus more on: Weight
Non-Latinos
Concerned about weight management*
Latinos
Latinos are very aware of the obesity problem in the U.S. and how easy it is to become a part of it.
Easy to access packaged foods
43% 53%
W2. Are you or anyone in the household concerned with or treating any of the following health conditions? Concerned (Preventing or Treating). Base: N=413-Non-Latino, N=1283 Latinos. * significantly different at 95% confidence
Many Americans feel the need to read labels in order to ensure they are indeed getting what they want. More acculturated Latinos do the same. Trust (a highly regarded Latino value) starts to wane the more they are exposed to American culture.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
16
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
17
Food serves as an important social conduit for Latinosfostering connection with one another and their culture and traditions.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
18
Using more intimate settings as a venue for enjoying family as well Family dinners
86%
C1. Among the following aspects of your cultural background, how important are they to maintain or celebrate? Base: N=1,283
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
19
Social and family events are important aspects maintaining a connection to ones Country of Origin
Important Cultural Aspects to Maintain
Teach my children how to speak Spanish* Eat together with family at meals Celebrate US national holidays (e.g., Fourth of July, Thanksgiving) Eat foods or drink beverages from my cultural heritage Celebrate Hispanic/Latino national holidays Celebrate important birthdays of Hispanic/Latino culture Attend religious events such as Christmas midnight Mass Follow the latest Hispanic/Latino news Follow my favorite Hispanic/Latino sports teams (e.g, soccer) Follow the latest Hispanic/Latino entertainment (e.g., movies, tv shows) 23% 17% 20% 44% 43% 55% 54% 55% 62% 79% 62% 58% 77% 74% 94% 95% 92% 89%
84%
Unacculturated Bi-Cultural Acculturated
55% 52%
53% 48%
C1. Among the following aspects of your cultural background, how important are they to maintain or celebrate? Base: N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated. * Among parents only, Base: N=93-Acculturated (small base size), N=239-Bi-Cultural, N=196-Unacculturated.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
20
Latinos prioritize social, mid-day eating occasions on the weekends to fit with American schedules
A meal structure compromise is necessary. Latinos usually have to bend their traditional meal structure to meet American demands on time and schedules. The result is a very American style of eating Monday through Friday and a very Latino emphasis on the weekends.
The Hartman Groups 2010-2012 Eating Occasions data shows how acculturated Latino eating occasions differs from those Non-Latinos
Non-Latinos
Alone eating occasions*
Family eating occasions*
Latinos
Packing large lunches to bring to work is one way to maintain the late afternoon meal in any setting.
Savoring occasions*
Eat within 1 hour of purchasing* Eat on-thego*
With kids at school and us at work we have to eat this way. We dont have much of a choice. Tammy
HOBM Compass, 2010 - 2012 (n=36,339 adult eatings). Base: N=31,849-NonLatinos, N=4,490-Latinos. * significantly different at 95% confidence.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
21
22
7%
Unacculturated
31%
Bi-Cultural
55%
Acculturated
Seeking foods with no preservatives or other additives; grass fed/cage free are added bonuses
Organic is a distinction Latinos want but dont always prioritize; price and freshness are of greater value
B9. Purchased CANNED BEANS during the past 3 months. Base: N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated.
63%
Canned foods make me feel sick. I always make my beans from scratch because of that. Alis (COO Colombia)
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
W6. How often have you USED ORGANIC foods or beverages in the PAST THREE MONTHS? Base: N=1283 Latinos.
23
82%
F2. As much as possible, I choose fresh foods over cannedfrozen-packaged varieties. Agree. Base: N=1283-Latinos.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
24
Eating out is a great way for Latinos to experiment with global flavors
Types of Cuisines Latinos have Consumed in Past 3 Months
American classics Chinese Indian 3% 5% 38% 31% 6% 14% 73% 27% 45% 65% 66%
2.1
# of times Latinos eat out in a week (2.0 times for nonLatinos)
Italian-American
Japanese Mexican Spanish Tex-Mex Thai Latin American 3% 7% 26% 17% 22% 17%
64%
51% 36%
F7. And what styles of food have you cooked or prepared at home in the past 3 months? D1. Which of the following best describes the style of food you had at restaurants, cafs, etc. in the past 3 months? Base: N=1283-Latinos. D3. How many times do you eat out in a typical week? Base: N=1283-Latinos, N=413-Non-Latino
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
25
American constraints and Latino preferences mix with global experiments to create a full and diverse pantry.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
26
American conveniences and a focus on specialty Latino products combine with accessible global items create an ideal store setting
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
27
The tienda may be less visited by more acculturated Latinos, but it never loses its emotional significance.
My dad missed home and didnt want to forget that piece about him, and I wanted to learn more about where my family came from, so this store is perfect to symbolize my heritage. Amber
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
28
The U.S. has a plethora of retail options, and Latinos participate in all of them
Unacculturated Latinos are familiar with American stores and brands, so the transition to shopping in America is usually not difficult
Stores/brands exist in their country of origin Many Latinos cross over to the U.S. to shop while still living in their native country Learn to shop from their more acculturated network, which helps lessen stress and surprises
$566 $71
total Latino monthly grocery spending average spent per grocery trip by Latinos
B14. In the PAST MONTH (30 days), approximately how many visits have you made TO A STORE for food, beverages or groceries? B15. On how many of these STORE visit(s) did you spend the following amounts? Base: N=1278-Latinos.
Latinos shop in ALL retailers though have higher usage rates of visiting Walmart, Target, Club, Dollar, Convenience stores, and Latino stores.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
29
See benefits of it being a higher priority (convenience mostly), but are not interested in shopping it solely still prefer to go to the tienda
Feel it is mostly for Americans trying to cook a Latin dish
These arent really what I would use. Im sure people who dont know better would use these, though. Sonia
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
30
American conveniences and a focus on specialty Latino products combine with accessible global items to create an ideal store setting.
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013 2013 The Hartman Group, Inc
31
Case Studies
33
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
34
Charting a course for understanding: The multi-cultural Latino consumer | Syndicated Study 2013
35