A lot has changed in 10 years. In 2010…
And, there hasn’t been another census since then. Maybe not a big deal to everyone, but in an industry where we rely on knowing the population, the census is important!
They say, “it’s just hair, it will grow back”…right? While that saying may be somewhat true, we know that hair is seen as a crown of glory (especially for women). Hair can be something people envy others for, and it can also be used as a weapon to label a group or culture as “other.” The expression of beauty through hairstyles has been a long-standing signature of Black culture. From the "fro" to hair wraps to braids, Black men and women use their hairstyles as a personal expression of who they are and to show the evolution of Black culture over time.
As qualitative researchers, we often find ourselves in the trenches with consumers, seeing firsthand the environments, interactions, and behaviors that influence their daily lives. This also means seeing consumers’ challenges play out in real-time. As multicultural researchers, especially, it is our job to bridge the gap between our clients and a specific cultural cohort.
Clients often come to us with the request, “How do I reach the African American consumer?” Sounds easy enough, right? But it may not be that simple. Cultural identity in today’s world is an ever-evolving concept that some consumers ponder continuously, and how individuals identify themselves can have a profound impact on their behaviors and preferences.
National Pork Board Report Calls for Pork Industry to Better Meet the Needs of Hispanic Consumers. New Research Identifies Steps for Retailers and Packers to Seize Once-in-a-Generation Opportunity.
We Live Hispanic! Culture and curiosity drive our passion to help your brands make a connection with Latino Consumers. We combine our robust research expertise with our natural curiosity and innate cultural connection to help our clients create successful marketing strategies.
Latinos are as diverse as the tiles in a mosaic, yet they come together to form a unique identity that makes them different from the general-market population.
Cultures are no longer separate entities, but rather influencers over each other. The variety of cultures, ethnicities and lifestyles—and the dynamics that intertwine them—define today’s marketplace and how consumers interact with brands around them.
