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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Arlan Hamilton, Elizabeth Gore, Melinda Gates, Carla Harris, Freada Kapor Klein and much more

This week’s blog post has a strong focus on women as you can see from the headline. I did not realize that until I was close to finalizing it.  So this morning one of the first tweets I saw, fortunately, was Arlan Hamilton on the cover of FastCompany. Here is the story here.  This photo Arlan shared was not quite my reaction but close to it. Read here on why Stephanie Mehta selected Arlan. Listen to her interview with Tanzina Vega on The Takeaway. I recommend you follow Arlan to see how, via Backstage Capital, she is disrupting the VC industry. 

Then later today I read this by Elizabeth Gore in Inc. She is absolutely right. I am grateful that I get to work with entrepreneurs and disruptors like Genius Plaza founder Ana Roca Castro and SheWorks! founder Silvina Moschini and other entrepreneurs who are making an impact and are a part of the #NewMajority.

Other interesting reads this week include “Dell, other tech giants team up to improve diversity in training pipeline,” “Beauty Is More Diverse Than Ever. But Is It Diverse Enough?,” “Fifty years of economic history proves that inclusive workplaces make us all richer,” “Female Role Models Empower Young Girls to Pursue STEM Careers in Latest Ad Council Campaign,” and this “Few minorities, only 45 Latinos, in U.S. House’s top staff jobs, report says.” Here is this report from Nielsen titled “From Consumers to Creators: The Digital Lives of Black Consumers.”  

I also recommend reading this from Melinda Gates on closing the gender tech gap and listen to Carla Harris’ podcast with Freada Kapor Klein on the “Leaky Tech Pipeline.”

ICYMI this is from the New York Times titled “As TV Seeks Diverse Writing Ranks, Rising Demand Meets Short Supply.”

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Nike, Chase, AmEx, US Open, Latinx, Backstage Capital, WarnerMedia & more

I can’t believe it’s already September! I love this time of the year for many reasons, including the US Open in New York. This year diversity is well represented both on the courts and on the creative front. Chase and Nike launched inspiring Serena Williams ads and American Express is running its ad with Lin Manuel Miranda.  If you are not a fan, there are some great storylines this year. There is of course Serena. You also have two players from Japan making history Kei Nishikori on the men’s side and Naomi Osaka on the women’s side. And Nike posted this in response to the French Open’s decision regarding Serena’s catsuit.

This week Nike has captured most of the headlines with its decision to have Colin Kaepernick as the face of its current campaign. There has been extensive coverage and analysis on this decision – just do a quick Google search. If you haven’t seen the ad that will run during the NFL season opener, the US Open and other sporting events, you should. Here’s a link. I agree with Patrick Rishe – for Nike “the reward will exceed risk because it knows its demo.”  

Other news I am following includes that the term “Latinx” has been added to the Merriam-Webster dictionary. I’ve written about the debate on using this term before. Adrienne Trimble took the helm at the National Minority Supplier Development Council. Nielsen released a report stating that Hispanic consumers over-index on cause-related purchases. Backstage Capital announced it is launching “an accelerator in four cities to promote underrepresented founders.” I am voting for Miami as the fourth city. WarnerMedia unveiled its diversity policy – congratulations to the team leading this effort! Also here is this good read from The Wharton School titled “Why Diversity Is About Much More Than Numbers.”

ICYMI watch Sylvia Acevedo’s interview on CBS This Morning. Proud to say I’ve known her for years, she’s inspiring!

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World Cup, The LAGRANT Foundation, Latinx Collective, Facebook, Spotify, Staff Up Congress & more

The World Cup is a global celebration, and as I think most would agree, diversity was a big winner! Grant Wahl, one of my favorite soccer reporters, has this great commentary.

This year the LAGRANT Foundation celebrates its 20th anniversary. This is an important milestone for an organization that has had a great impact in creating access for diverse professionals in PR. The Foundation, led by Kim Hunter, has awarded more than $2.1 million in scholarships to 400 students since its inception. You can learn more about the great work they do here. Congratulations to the LAGRANT Foundation team! 

Every summer a number of organizations serving diverse communities host their conferences, including NALEO in Phoenix,  NAACP in San Antonio, LULAC in Phoenix, UnidosUS in Washington DC, Essence Fest, NAHJ here in Miami and NABJ in Detroit. Most are listed in the events calendar here because they are important venues to connect with their constituents and learn about the opportunities and challenges they are facing. I’ll be updating this soon. Please share any additional events to be added.

Thank you to the Latinx Collective for including us this week – it helped me discover, follow and become a fan. If you don’t follow, you should! 

Here are a few headlines from last week including “West Point Gets 1st Black Superintendent in 216-Year History,” “Two New Multi-Million Dollar Funds Aim To Level The Playing Field For Women Founders And Creators of Color,” “Lack of diversity in top orchestras remains a major challenge for musicians of color” and this from The Hill titled “Latino Staffers Who Call the Shots on Capitol Hill.”  

In addition, we continue to hear about diversity challenges in tech. Facebook and Spotify released their annual diversity reports, both showing slow progress – if any; and Uber faced new issues. Here is this interesting read from Fast Company.  Here are good reads that speak to the experience of diverse professionals in tech, this from Ana Arias Gonzalez and this Stacy Brown-Philpot profile.

ICYMI Staff Up Congress is a a joint campaign between the National Association of Latino Elected and Appointed Officials Educational Fund and the Joint Center for Political and Economic Studies working to “increase senior-level diversity.” Learn more here.

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Dear TV bookers: Here’s a list of 50 Latinos

For many Latinos who follow Sunday and political shows closely it is extremely frustrating to see the lack of Hispanic representation in media. This is not new – here is this article from last year and there is this Media Matters report. The issue came to a head this week because as the top story in the country is about immigration, the Sunday shows only had one Latino headliner. This not only resulted in headlines but also in a number of twitter conversations including this one and this one. One of my top tweets thus far (and if you follow me you know I am active on twitter) was recommending to Brian Stelter that he host a segment focused on the lack of Latinos on Sunday shows (and hope to see this soon!)

Here is the thing – and read this also from Media Matters on the topic – Latinos should be invited not only to talk about immigration but to address any and all issues. Latinos represent close to 18 percent of the country, we are very diverse, speak English or Spanish or both or more than two languages. We care about education, the economy, entrepreneurship, healthcare and much, much more. There are conservative, moderate and progressive. We are very diverse. So why are we not at the table?

I have had many conversations on this issue but if I’ve learned something these past few years is that it is not enough to complain or talk about an issue – you need to do something. So here is my small contribution – a list of 50 Latinos that could be invited to these shows. Not all to talk about immigration, some on business or other issues. I hope any and all TV booker can use this list for morning shows, Sunday shows or any news segment. These are just a select 50, trust me locally and nationally there are many more. There are also many in other fields from healthcare, to marketing to entertainment not included but that may be a future post. I also have not added elected officials because you can find them by reaching out to NALEO, CHCI and CHLI. Of course feel free to add any other names to the comments section below.

Finally, this Sunday, as John Oliver covered on his show this past weekend, Mexico elects a new president. So bookers keep in mind that there are many very knowledgeable  individuals you can invite to your shows including former Ambassador Tony Garza, Dallas Morning News reporter Alfredo Corchado, Jorge Ramos or Enrique Acevedo from Univision, Maria Elena Salinas who is an independent award-winning journalist, Laura Martinez from CNET or Leon Krauze who is a Univision anchor in Los Angeles who moderated a Mexican presidential debate.

Trust me there are many knowledgeable, eloquent Hispanics who would be great sources for your shows. As this is not an all encompassing list but hopefully helps demonstrate why there is no reason for a lack of representation.

Journalists (this list is just a few – NAHJ is a resource to identify more).

Tanzina Vega Host, The Takeaway https://twitter.com/tanzinavega
Suzanne Gamboa NBC https://twitter.com/SuzGamboa
Alfredo Corchado Dallas Morning News https://twitter.com/ajcorchado
Maria Elena Salinas Independent https://twitter.com/MariaESalinas
Maria Hinojosa Pres-Futuro Media Group; anchor & EP @LatinoUSA @NPR, https://twitter.com/Maria_Hinojosa
Jorge Ramos Univision https://twitter.com/jorgeramosnews
Enrique Acevedo Univision https://twitter.com/Enrique_Acevedo
Leon Krauze Univision https://twitter.com/LeonKrauze
Laura Martinez CNET https://twitter.com/miblogestublog
Jose Diaz-Balart Telemundo https://twitter.com/jdbalart
Mariana Atencio MSNBC https://twitter.com/marianaatencio
Lulu Garcia-Navarro NPR https://twitter.com/lourdesgnavarro
Julio Ricardo Varela In The Thick https://twitter.com/julito77
Olivia Tallet Houston Chronicle https://twitter.com/oliviaptallet
Charo Enriquez New York Times https://twitter.com/charohenriquez?lang=en
Veronica Villafañe Forbes https://twitter.com/veronicav

Hispanic-serving organizations (the National Hispanic Leadership Agenda also is a resource to identify others).

Janet Murguia NCLR https://twitter.com/JMurguia_Unidos
Arturo Vargas NALEO https://twitter.com/ArturoNALEO
Sindy Benavides LULAC https://twitter.com/SindyBenavides
Fernand Fernandez USHCC https://ushcc.com/about/team/
Thomas A. Saenz MALDEF https://twitter.com/ThomasASaenz
María Teresa Kumar Voto Latino https://twitter.com/MariaTeresa1
Ana Valdez Latino Donor Collaborative https://twitter.com/LDCAna1
Alex Nogales National Hispanic Media Coalition https://twitter.com/alexcnogales
Cid Wilson HACR https://twitter.com/CidWilson

Politics/pundits

Ana Navarro CNN contributor https://twitter.com/ananavarro
Maria Cardona CNN Commentator/

Latinovations

https://twitter.com/MariaTCardona
Victoria M. DeFrancesco Soto Political scientist https://twitter.com/DrVMDS
Leslie Sanchez CBS News contributor https://twitter.com/LeslieSanchez
Ruben Navarrette Navarrette Nation podcast https://twitter.com/RubenNavarrette
Laura Hernandez Pescador https://twitter.com/Laurajhv
Matt Barreto Latino Decisions https://twitter.com/realMABarreto
Cristina Tzintzun JOLT https://twitter.com/TzintzunCris

Business/entrepreneurship/general (these are just a few names but here is this list of 50 Latinas and this one of Latina Tech Founders).

Carlos Gutierrez Former Secretary of Commerce https://twitter.com/carlosgutierrez
Henry Cisneros Former HUD secretary https://twitter.com/henrygcisneros
Nina Vaca Pinnacle Group https://twitter.com/ninavaca
Jessica Rodriguez Univision Communications Inc. https://twitter.com/_RodriguezJess
Monica Lozano College Futures Foundation https://www.linkedin.com/in/monica-lozano-7524666/
Sol Trujillo Trujillo Group Investments, LLC https://www.linkedin.com/in/soltrujillo/
Pedro Pizarro Edison International https://www.linkedin.com/in/pedro-pizarro-087a5287/
Oscar Muñoz United Airlines https://www.linkedin.com/in/oscarmunozua/
Marcelo Claure CEO Softbank Group Int’l, https://twitter.com/marceloclaure
Cesar Conde NBC Telemundo https://twitter.com/cesarconde_
Geisha Williams CEO and President, PG&E http://fortune.com/2018/03/14/most-powerful-latinas-2018/
Claudia Romo Edelman Co-Host @GlobalsGoalsCast https://twitter.com/claudiagonzalez
Adriana Cisneros Cisneros https://twitter.com/cisnerosadriana
Charles Garcia ALPFA https://twitter.com/charlespgarcia
Chiqui Cartagena Hispanic marketing expert and author https://twitter.com/ChiquiCartagena
Silvina Moschini SheWorks! https://twitter.com/Miss_Internet
Ana Roca Castro Genius Plaza https://twitter.com/AnaRC

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Pew Research on Diversity, HP, GM, Google, from diversity to equality, diversity in film critics & more

As we continue to celebrate pride month, Pamela Aquino posted this on her LinkedIn: “The next journey for the corporate world is from diversity to equality for LGBTQ employees.” 

If you missed this report from Pew Research, it is a much needed read as we hear about, and see, the divide in our country: “Most Americans express positive views of country’s growing racial and ethnic diversity.”

Here are two items from Alan Murray’s newsletter this morning, one of my daily must reads, he shared this about HPs CEO commitment to diversity. And this: Dhivya Suryadevera is GMs new CFO. Per Murray, “GM will enter rare Fortune 500 territory as one of only two companies with a female CFO and a female CEO.”

This week we had more elections and saw more women winning – so as Kelly Grace Gibson writes, “Women are running and winning in record numbers. Is DC ready?”

A USC’s Annenberg Inclusion Initiative study found that “in 2017, only 2.5% of top critics were women of color, while 80% of film critics who reviewed the year’s top box-office movies were male.” This gained some headlines, and more after Brie Larson called for more inclusivity.

Other stories this week include Google’s diversity numbers, diversity in dance music, this story titled “Amazon chasing Netflix for black content creators,” and also reading about more black women running startups.

ICYMI watch this inspiring graduation speech .

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Cinco de Mayo, Top Companies for Diversity, New Boy Scouts Name, Girl Scouts response, plus more

As we head into the weekend there will be thousands of Cinco de Mayo celebrations around the country…and when I say country I mean the United States, not Mexico. Because as you can read here, here and here, it is not Mexican Independence Day and not as big a holiday in Mexico. Cassandra Jaramillo wrote this about how activists encouraged Cinco de Mayo to celebrate culture. Marketing, primarily by beer companies, is why the holiday is what it is today.  Companies spend millions, and so do consumers, but you have to be careful to not be offensive, as MSNBC, Golin, GMA and many others have learned.  Some Latinos dread the Holiday because of the stereotypes. Many of us can relate to this tweet from Laura Martinez.  

If you need more backup on why diversity matters, read this from Big Think titled “Diversity is more than a box to tick. It’s a smart business strategy.” Late last month Uber released its diversity report. This week the 2018 DiversityInc Top Companies for Diversity was released – the top three companies are Johnson & Johnson, Marriott International and AT&T.

This week we also saw the Boy Scouts drop “Boys” from its name and it is now being called “Scouts BSA” as they prepare to welcome girls. The Girl Scouts responded by saying they’ll remain the first choice for girls.

Some of the other stories I followed this week include this great read from Remezcla titled “How to Make it in Journalism,” this from MediaPost about what language to use for B2B marketing and the frustration from black lawmakers for the lack of diversity in tech.

This is one of my favorite “feel good stories” of the week, the two men arrested at Starbucks settled with the City of Philadelphia for $1 each and a commitment to create a $200,000 fund for young entrepreneurs. As CNN says here, they are paying it forward.

ICYMI – if you want to see Black Twitter in action, look up the #IfSlaveryWereAChoice hashtag and read more here.

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