Page 4 - CMC Hispanic Market Guide 2018

Demography and digitalization are the two most transformative and disruptive forces in our society
today. The growth and influence of the Hispanic consumer, coupled with increased social, pop
culture and political clout of African-Americans, is transforming the American cultural landscape.
At the very same time, new digital platforms are emerging and existing ones are evolving giving
consumers more control over the on-demand content they crave.
So, what's the biggest mistake many marketers
are making today?
Either they forget about culture... or, they don't fully understand the
depth \[7 breadth of culture outside
ofjust in-culture spaces.

Many marketers think they can effectively reach Hispanics—and even African-Americans—with
their mainstream marketing. They use one-size-fits-all campaigns...they see Hispanics through the
lens of language...they fail to understand the power of culture—oftentimes because they don't
have the right culture marketing specialists advising them. According to the u.$_Census there

are 58 million Hispanics in the United States, comprising more than 17 percent of the population.
California is the state with the largest Hispanic population with an estimated 15 million, followed
by Texas and Florida. That means if brands aren‘t harnessing the power of culture in their marketing
strategies, they are leaving money on the table in key markets.

Despite changing demographics, there is one national obsession that connects us all: digital Digital
inhabits every area of our lives today, transforming how we buy things as well as redefining content
sharing curation, delivery 8 consumption across entertainment. news, marketing and everyday
human interaction.

“Our little devices are so psychologically powerful, they don't only change
what we do, they change who we are."
Sherry fur/(le, professor of the social sludies of science and technology M/T

With culture playing a larger role in the American mainstream, the Culture Marketing Council: The
Voice of Hispanic Marketing (CMC) conducted a quantitative multicultural study to uncover how
digital is used to gather or provide information; socialize, consume or share entertainment: and
maximize utility all through a cultural lens to ascertain areas of similarity, cultural uniqueness

or areas of cultural fusion. This 2018 national study includes 3,500 total 13 to A9-year-old
respondents with equal representation of non-Hispanic whites (NHW), non-Hispanic African-
Americans (NHAA) and Hispanics (HISP).

The results of this new study provide marketers with a clearer road map to navigate both
demographic and digital disruption—and re-emphasizes the strategic imperative of placing culture
at the center of your campaigns and valuing your culture specialists as key advisors. We hope this
study can help marketers maximize success with in-culture, multicultural segmented efforts and
avoid costly cultural gaffes in their mainstream marketing by using culture specialists.

I. 1018 CM(HlSPANl( MARKETGUIDE