First Ever Hispanic Leadership Summit

“We are fragmented, underrepresented and misperceived, so we need to think less like 26 different nationalities and more as one community. In my heart, I know unification is what our Hispanic community lacks at this pivotal moment in history,” Claudia Romo Edelman

Today in New York City, the We Are All Humans Foundation has convened the first ever Hispanic Leadership Summit. Read more here from Claudia about this historic event in which more than 350 leaders will try to answer some key questions. Here is the link to the event’s website.

The questions asked focus on how to move forward as a community and how success will depend on:

  • Recognizing that the time is now for unifying.
  • Appreciating that we have a distinct window of opportunity before us.
  • Having the courage to address what gets in the way of our potential.
  • Believing our goals are achievable.
  • Accepting this invitation to act.

You can read Claudia’s blog post here: https://www.weareallhuman.org/vision/ and join the conversation via social media by following @WAAH_Foundation and Claudia Romo Edelman on Twitter, weare_allhuman on Instagram and the hashtag #HispanicSummit2018.

I recognize that by coming together to work toward common goals while amplifying the voices of the growing, diverse and dynamic Hispanic population, will ultimately drive positive change. I cannot wait to learn more about the discussion and outcomes from today.

Progressive Insurance CEO Tricia Griffith named Fortune’s Businessperson of the Year, Let’s Win! Pancreatic Cancer Unveils Spanish-Language Website, Whiplash, Microsoft, New Congress & More

As I’ve mentioned before, one of my top reads every morning is the Fortune CEO Daily, and what a great way to start today as it revealed that Progressive Insurance CEO Tricia Griffith is this year’s Businessperson of the Year. Read her story here which highlights her career and accomplishments including that she is “a CEO who started as an entry-level employee at the company she now leads, and one of just 24 female Fortune 500 chief executives.” Alan Murray also highlights that “there are four women among this year’s top ten performers—and six among the top twenty. That’s pretty good considering there are only 24 female CEOs in the Fortune 500.”

Today is World Pancreatic Cancer Day and I am proud to say we are supporting Let’s Win! Pancreatic Cancer as it unveils a new initiative to help Latino pancreatic cancer patients and families. You can find the new Spanish-language platform here which aims to connect the Latino community to resources and information in their language of choice. The platform will focus on providing access to the latest science-driven treatment options for pancreatic cancer. Here is the release in Spanish.

A few months ago, after sharing with Aedhmar Hynes my interest in Artificial Intelligence, she recommended that I read “Whiplash: How to Survive Our Faster Future” by Joi Ito and Jeff Howe.  If you are interested in technology and diversity, it is a must read. Yes, I say diversity because to my surprise one of the principles is ‘diversity over ability’ and focuses, as Ito has says, on  “…the idea that a diverse team or group of people working on an idea are more likely to be successful than a group of highly able but self-similar people.” Truly a great read, thank you Aedhmar.

Other stories to follow include Microsoft releasing it’s new diversity numbers and its approach – this story includes great data on how it compares to other tech companies,  “Diversity and the Pipeline Problem,” “Diversity on stark display as House’s incoming freshmen gather in Washington,” “Diversity Is The Key to Startup Success – What Can Early-stage Founders Do About It?,” “Four Companies That Are Getting Diversity & Inclusion Right – And How They’re Doing It,” “Latino voter participation more than doubles 2014 levels,” and “More Latinos own businesses but can’t get capital to grow, report says.”

ICYMI tonight are the Latin Grammys, read more on what to expect.

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Elections, Voter Suppression, Megyn Kelly, Intel, CFO Magazine, Diversity in PR plus more

We are less than a week away from the midterm elections and I hope the turnout reflects the energy I have seen online. Having said that, watch this interview with Chiqui Cartagena, on how both parties and many candidates do not understand Latino voters. Or this from NPR  about how candidates like Beto O’Rourke, who is running for the Senate in Texas, need to mobilize Latino voters to win. There is also this from Meet The Press in which Cristina Tzintzun Ramirez says, “you don’t win in #Texas unless you’re talking to brown and black voters.”

I like to keep an informal inventory of who is advertising on Univision while I watch its programming. For example, this week during the 10 pm telenovela, I was surprised to see mostly negative ads against the Democrats, note I live in Miami. In other words – there were was only one ad for a Democratic candidate. It will be interesting to see if any party or candidate understands the opportunities, and challenges, of engaging with this important segment which is very diverse. Another important story to follow next week will be voter suppression efforts which predominantly impact racial minorities, here is a good Washington Post piece on this specific issue. I’m proud to say that I’ve already voted – it was easy and seamless. 

Last week NBC canceled Megyn Kelly Today because of Kelly’s comments regarding “blackface,” so here is this from Nicholas Pearce, another recommended read, titled “Megyn Kelly’s ‘blackface’ comment shows workplace diversity isn’t enough.”

Here are additional stories that I am following this week including this from Forbes titled “Seven Ways To Close The Diversity And Inclusion Gap That Are Easier Than You Think,” “How To Improve Gender Diversity In Entertainment Through Social Networking,” “Making progress on tech’s diversity problem: A female founder’s take on the current situation” and “Intel Hits an Internal Goal for Workforce Diversity.” Bernard Coleman III wrote this on four diversity and inclusion disruptors in the workplace (one of my favorite topics) and here is this from CFO Magazine titled “The Economic Case for Diversity.”

I want to end this post with this video shared by a friend, Jeff Weintraub, “in memory of the victims and in honor of the wounded of Tree of Life Synagogue, Pittsburgh PA.”

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Women in the workplace, board diversity, Sears, Facebook, Burlington Stores, Best Buy, CAA & more

As I opened my email this morning one of my daily reads had this lead, “LeanIn.org and McKinsey have released the latest installment of their Women in the Workplace survey, and it does not make for pleasant reading.” Not the best way to start the morning but a good reality check. “Now in its fourth year, the survey shows ‘almost no progress’ in improving the representation of women in corporate America.” Read more in today’s Fortune CEO Daily plus you can find the survey here. On that topic, here is a recommended read for the week: “Women Managers Have Little Margin for Error.

Last week I had an interesting conversation regarding corporate diversity and the person I was speaking with focused on the importance of leading from the top. In other words, if companies are serious about diversity, that needs to start at the corporate board level. I completely agree, which is why reading about “diversity fatigue” at the board level is disappointing – especially if you look at the numbers. Yes as the Race Ahead newsletter mentions, there has been some progress  – 16% increase in 10 years but that’s not enough.

I’ve written before about corporate board diversity and the work of organizations including the Latino Corporate Directors Association, Women Corporate Directors and the Executive Leadership Council. This year California became the first state to require women on boards and there is an initiative called 2020 Women on Boards working to increase the percentage of women on corporate boards to 20%. In recent weeks we have seen business leaders like Jessica Rodriguez and Cindy Kent named to the corporate boards of Burlington Stores, Inc. and Best Buy respectively.  I know that because of their contributions they will demonstrate, once again, the value of diversity. I hope shareholders and stakeholders continue to keep companies accountable and that this “fatigue” is temporary – as there is still significant work to be done. Here is a link to the PWC report which has other interesting findings.

Here are some other recent stories and opinion pieces:  “Local VCs Launch Initiative to Make Chicago’s Tech Community More Diverse,“ “CAA Launches ‘The Hubb’ Summit to Promote Diversity in the Music Industry,” “Sears catalog helped African Americans subvert Jim Crow,” and Inside Facebook’s Stormy Debate Over ‘Political Diversity’.” Also, Sallie Krawcheck’s piece  “Everything you think you know about promoting diversity is wrong. Here’s how to do it” has some valid and important points. Note I still think there is value in ERGs or Affinity Groups.

To end on a more positive note, ICMYI  “Shonda Rhimes: ‘I Am The Highest-Paid Showrunner in Television,’” to which I say, bravo!

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Guest blog post: “Different Times Require Different Measures “

I recently read about a new report that was being released titled “Multicultural Digital Report” so decided to reach out to learn more about the findings. Thank you Jake for this guest blog post and for the report.

Different Times Require Different Measures

Yesterday marked the last day of Hispanic Heritage Month, but the first time that digital media across ethnicity and race has been reported in the United States.

Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.

The Multicultural Digital Report 2018 is a 100+ page resource for brands, media companies, publishers, and researchers that uncovers new data on digital media and total market population. This report, whose data is provided by MAGNA and ThinkNow, is extensive in that it measures digital media usage across Latinos, Asian and African-American consumers in addition to non-Latino Whites, showcases the results of an empirical test comparing in-culture and non in-culture content, and measures digital media ad spend by ethnicity and race.

While the full report can be downloaded here, this blog outlines the top three findings, which I found most interesting and counter-intuitive:

Insight #1: Digital Media Spend in 2018 (pages 27-34 in the Report)

The Center for Multicultural Science partnered with MAGNA to estimate digital media 2018 ad spend across ethnicity and race in United States for the first time. This data should be considered a benchmark when comparing digital media spend in the future.

A little over 50% of all 2018 ad spend in the United States is driven by digital. This number is projected to increase to almost 70% in the next five years. The Multicultural Digital Report 2018 found that Latino and African-American consumers make up 26.4% of total digital spend though they make up 35.5% of the total U.S. population. On the other hand, non-Latino Whites, which make up about 60% of the U.S. population, drove 65% of the digital spend in 2018.

This spend data does not include category or brand spend data, which is critical in deciding how much a brand should spend in digital media. This report underscores the importance of digital media across all consumers in today’s fragmented landscape.

Insight #2: Language Use at Home By Nativity for Latinos (page 98 in the Report)

Marketing to Latinos is a billion-dollar business. In 2017, Spanish-language television surpassed the $6 billion mark for the first time in history, which is about 80% of all in- language media spend in the United States. But are the changing demographics of Latinos impacting what language they speak at home and where they consume media?

The Multicultural Digital Report 2018 found that approximately 60% of foreign-born Latinos speak ‘only Spanish’ and ‘more Spanish than English’ at home. Conversely, 60-90% of second- and third-generation Latinos speak ‘only English’ and ‘more English than Spanish’ at home.

A recent study published in the Journal of Cultural Marketing Strategy showed that foreign-born Latinos consume Spanish-language television at a much higher rate than their U.S.-born counterparts. In fact, Spanish-language television viewership among U.S.-born Latinos was very marginal.

The one-size-fits-all approach (i.e., targeting Latinos in Spanish-language television) no longer is the best way in targeting Latinos today — when you consider that 65% of Latinos in this country are U.S.-born. Language is important, but Spanish does not define U.S. Latinos. New strategies and tactics are needed to address a younger cohort characterized by their mobility and propensity to consume digital content.

Insight #3: Social Media by Daypart (pages 45-48 in the Report)

The Center for Multicultural Science partnered with ThinkNow to measure social media usage by daypart and by ethnicity and race or the first time in the United States. As published in the Multicultural Digital Report 2018, social media usage should not only be measured daily, but on an hour-by-hour basis. Most interestingly, social media usage peaked during prime time (8 pm and later). This was counterintuitive in the sense that we did not expect social media usage to peak in the evening given that television has traditionally been the ‘go-to’ medium in the evening.

The implications are significant. Brands should follow the customer and make media investment decisions based on all the research available. The ARF conducted a meta—analytic study in 2016 comprised of 3,200 campaigns over a five-year period and found that the highest media ROI was achieved when television and digital were purchased in combination, not when TV or digital was purchased independently of each other.

In closing, the Multicultural Digital Report 2018 uncovers key digital media behaviors and attitudes across a total market population, in addition to the consumption of digital media by ethnicity and race. This is the biggest contribution this Report makes to the marketing industry, and plan to continue measuring what matters in the New Mainstream.

With MAGNA and ThinkNow as data partners, we look forward announcing in 2019 new measures and methodologies that will grow their business with their target audiences in the changing demographic and media landscapes.

Author

Dr. Jake Beniflah is the Executive Director of the Center for Multicultural Science, the first U.S. non-profit, non-partisan think tank dedicated to bridge the gap between academia and corporations in multicultural marketing research. Dr. Jake Beniflah spent the last 25-years working with leading organizations (ad agencies and publishers) to drive topline growth for Hispanic and mainstream consumers in senior-level research and strategy positions in the advertising industry. Jake was responsible for driving consumer insights, research, and strategy development. Dr. Beniflah is also the founding editor of the Journal of Cultural Marketing Strategy and guest editor of the Special Issue of Multicultural Marketing in the Journal of Brand Strategy. He is a published author in a number of peer-reviewed marketing journals and a public speaker. Jake is currently a post-doctorate fellow at Loyola Marymount University and received his doctorate in business administration from Golden Gate University in 2010. After 35-years in San Francisco, Jake enjoys the sunny life of Southern California with his wife and two sons.

Contact Info

Jake@multicultural-science.org

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Amazon, LinkedIn, Google, Facebook, Black Enterprise, CES, technology to address workforce diversity, plus more

Can technology, including AI/machine learning, help address workforce diversity issues? Companies like SheWorks!, tEQuitable, Atipica, Textio and Pluto are just some of the startups trying to do this, but they have deliberately made this part of their mission. There are also companies like LinkedIn which announced this week it is using AI to recruit more diverse candidates. However, when leveraging technology, some companies may not realize that they may face bias issues they had not predicted, as we saw this week with Amazon. The recruitment engine the company used showed bias against women. More than 50% of HR managers in the U.S. saidartificial intelligence, or AI, would be a regular part of their work within the next five years, according to a 2017 survey by talent software firm CareerBuilder,” so this is something to continue to monitor. Ultimately I think what this also shows is that you need diversity on the management and development side to create viable solutions.

Google and Facebook announced that they are funding a machine learning course in Africa. This is just one example of how companies are trying to address these challenges but there is a lot of work to be done as diversity in tech continues to be a significant issue

It was great to see that CES listened to the concerns last year on the lack of diversity as Lisa Su, chief executive of AMD and Ginni Rometti, IBM’s CEO, were named as keynote speakers. Also, read this from  Black Enterprise titled “Black and Brown Tech Innovators and Enthusiasts Gather for Bigger, Better Techconnext conference.”

In other news, CNBC wrote about how Latino owned small businesses are “turbocharging growth,” I love this from the New York Times done to celebrate the International Day of the Girl and called #ThisIs18 and the Google Doodle honors Roberto Clemente

Finally, ICYMI here is one of my favorite ads this year, from JetBlue, celebrating Puerto Rico.

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Puerto Rico, Hispanic Heritage Month,  Col. Gil Coronado, Sol Trujillo, Fortune’s Most Powerful Women, Marc Pritchard and more

One year after Hurricane Maria hit Puerto Rico, here is this from the Takeaway titled “After The Storm: Stories of Puerto Rican Resilience” and CBS aired this special titled “Puerto Rico: The exodus after Hurricane Maria.” Want to help? Support PRxPR.

As many of you may know, Hispanic Heritage Month is celebrated between September 15 and October 15 each year.  Watch this to learn more about how this month-long celebration started. Thank you Elaine Coronado for sharing. Here is more info on the celebration. There are numerous events and celebrations and many companies take the opportunity to host internal and/or external events, it is also a good time to spotlight the many contributions of Hispanics to the U.S. This from CNBC talks about the impact of Latino small businesses in the economy and watch Sol Trujillo talk about how Latinos are impacting the economy.  Here is this from Carlos Lozada from 2013 on who is Latino (or today Latinx) that also speaks to the history of the term Hispanic.

Some of the items I’m following this week: Fortune released the list of Most Powerful Women, an inspiring list of leaders, you can read more here. Axios had this article about how this Congress, depending on the election results, could be the more diverse in history and more accurately reflect the country.  Another week and another article about the importance of diversity in business.  Here is this great read titled “Why Confronting Our Unconscious Biases Is Both a Moral and Business Imperative.”

On the arts and entertainment front, the Getty Research Institute is launching an African American Art History initiative and Latinos made the “The Nun” #1 at the box office during its premiere week

ICYMI read this titled “Marc Pritchard shares personal journey around bias and labels.”

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