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Erika Patino, Director

In the second blog in this 3-part Hispanic retro-acculturation series, Ana Villodres wrote about how her teenage son went from being uninterested in his Hispanic heritage to wanting to learn more about it. In the last blog in this series on Hispanic retro-acculturation, Erika Patino writes about how her husband went from acculturated Hispanic to bicultural.

african american marketing, advertising to african american

A Timely Conversation About Genuine Cultural Connections

Creating a genuine and thorough understanding of multiculturalism and diverse consumers takes time and effort: It is a journey, not a sprint! And, along that journey, when your strategy and marketing efforts aren’t grounded in cultural understanding, missteps can happen that lead to undesired consequences with your target audiences. Conversely, there are companies that have a vision and prioritize diversity, equity, and inclusion (DEI) as the cornerstone of their business. They create an authentic connection with diverse audiences and, as a result, are rewarded with loyalty.

Ana Villodres, Senior Director

In our first blog in our Hispanic retro-acculturation series, we learned how becoming a new mom inspired Cynthia Schaffer to think about how she would pass along bi-cultural identity integration to her daughter. Here, you’ll read how Ana Villodres inspires her teenage son to reconnect with his heritage.

Cynthia Nuñez Schaffer, Senior Analyst

What is Acculturation?

According to Merriam-Webster, acculturation is a cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture; also the process by which a human being acquires the culture of a particular society from infancy.

Mimie Lund, Vice President

C+R’s multicultural research team, CultureBeat, believes that answering this question and many others sets the groundwork for cultural understanding. The Cultural Discovery Series is a collection of carefully curated historical facts, cultural tidbits, data and insights on various ethnic groups and is designed for us to support and guide your immersion and also walk alongside you, no matter where you and your teams find yourselves along your multicultural research journey.

Ashleigh Williams, Senior Director

Baking, zoom parties, and Netflix binge-watching are the things we relied on during the pandemic as our behaviors shifted to adapt to a “new” normal. Another area where we shifted our behaviors during the pandemic was the beauty and grooming category. Starting from necessity of being sequestered at home, most of us were forced to learn and take ownership of our beauty routines and rituals that we might normally have a professional handle. Nielsen reports that the Do-it-yourself (DIY) self-care movement in the personal and beauty categories grew 16% across all channels in 2020.

Ana Villodres, Senior Director

As a moderator, I feel fortunate to have the opportunity to talk to people from all walks of life and various backgrounds about different topics. I know I'm doing this on behalf of my clients, analyzing these discussions and then passing on recommendations so they can make more informed decisions. Conducting these interviews, however, is the part of my job I love the most. Of course, as moderators, when we're interviewing respondents, it's super important that we're present and engaged in every part of the discussion, but often after the fact, the people tend to blend together.

Understanding the LGBTQ+ Community

Infographic: All the Colors of the Rainbow - Understanding the LGBTQ+ Community

Please fill out the form below to view a downloadable infographic that provides a quick overview of what was covered in our TMRE @ HOME session, “All the Colors of the Rainbow - Understanding the LGBTQ+ Community.”

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