tag:blogger.com,1999:blog-15272324790294558332024-03-13T23:44:29.216-07:00Multicultural Issues in a New American SocietyHispanics/Latinos, Asians, and African Americans will soon be half of the US population. These cultural groups tend to preserve key elements of their ancestral cultures. Communicating and marketing in culture to these important groups requires cultural understanding. Cultural diversity and multiculturalism are important trends in the United States and around the world. This blog is about cultural diversity and multiculturalism.Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.comBlogger107125tag:blogger.com,1999:blog-1527232479029455833.post-1731814805433186562023-04-08T06:25:00.002-07:002023-08-10T06:12:13.959-07:00Demographic and language use profile of US Hispanics<p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 0px 0px 16px; white-space: pre-wrap; word-break: break-word;">The Hispanic population in the United States is the second largest cultural group in the country, after non-Hispanic whites. According to the 2020 Census, there are 62.1 million Hispanics living in the United States, representing 18.9% of the total population. The Hispanic population is growing rapidly, and is expected to surpass the non-Hispanic white population by 2045.</p><p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 16px 0px; white-space: pre-wrap; word-break: break-word;">The Hispanic population is also very diverse, with people from a variety of countries and cultures. The largest Hispanic groups in the United States are Mexican (61.6%), Puerto Rican (9.6%), Cuban (3.9%), Dominican (3.8%), and Salvadoran (2.9%). Hispanics also speak a variety of languages, with Spanish being the most common.</p><p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 16px 0px; white-space: pre-wrap; word-break: break-word;">The Hispanic population is concentrated in certain parts of the United States, particularly in the Southwest and West. The states with the largest Hispanic populations are California, Texas, Florida, New York, and Illinois. Hispanics are also a growing population in the South and Midwest.</p><p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 16px 0px; white-space: pre-wrap; word-break: break-word;">The Hispanic population is younger than the non-Hispanic white population, with a median age of 29 years old compared to 38 years old. Hispanics are also more likely to be of working age, with a labor force participation rate of 66% compared to 62% for non-Hispanic whites.</p><p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 16px 0px; white-space: pre-wrap; word-break: break-word;">The Hispanic population is also more likely to be of low income, with a poverty rate of 21% compared to 12% for non-Hispanic whites. Hispanics are also more likely to lack health insurance, with 22% of Hispanics uninsured compared to 8% of non-Hispanic whites.</p><p style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 16px 0px; white-space: pre-wrap; word-break: break-word;">The Hispanic population is a rapidly growing and diverse group in the United States. Hispanics are younger, more likely to be of working age, and more likely to be of low income than non-Hispanic whites. The Hispanic population is also very diverse, with people from a variety of countries and cultures. As the Hispanic population continues to grow, it will have a significant impact on the United States.</p><p data-sourcepos="1:1-1:129" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;">According to a 2020 survey by the Pew Research Center, US Hispanics are divided into the following language ability groups:</p><ul data-sourcepos="3:1-6:0" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 4px 0px; padding-inline-start: 36px;"><li data-sourcepos="3:1-3:19" style="margin-bottom: 10px;">English Only: 50%</li><li data-sourcepos="4:1-4:19" style="margin-bottom: 10px;">Spanish Only: 20%</li><li data-sourcepos="5:1-6:0" style="margin-bottom: 10px;">Both English and Spanish: 30%</li></ul><p data-sourcepos="7:1-7:345" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">The percentage of Hispanics who speak English only has been increasing over time, from 31% in 2000 to 50% in 2020. This is due to a number of factors, including the increasing number of US-born Hispanics, the high rate of English acquisition among Hispanic immigrants, and the widespread availability of English-language education and resources.</p><p data-sourcepos="9:1-9:315" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">The percentage of Hispanics who speak Spanish only has been decreasing over time, from 44% in 2000 to 20% in 2020. This is due to the same factors that are driving the increase in English-only speakers, as well as the fact that many Hispanics are choosing to learn both English and Spanish in order to be bilingual.</p><p data-sourcepos="11:1-11:224" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">The percentage of Hispanics who speak both English and Spanish has remained relatively stable over time, at around 30%. This is likely due to the fact that many Hispanics who speak Spanish also speak English, and vice versa.</p><p data-sourcepos="13:1-13:298" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">It is important to note that these language ability groups are not mutually exclusive. It is possible for a Hispanic person to speak English only, Spanish only, or both English and Spanish. The language ability group that a Hispanic person belongs to is determined by their primary language of use.</p><p data-sourcepos="15:1-15:591" style="background-color: white; color: #1f1f1f; font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 16px; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">The distribution of language ability groups among US Hispanics is significant for a number of reasons. First, it has implications for the education and economic opportunities of Hispanics. Hispanics who speak English only are more likely to be employed and earn higher wages than Hispanics who speak Spanish only. Second, the distribution of language ability groups has implications for the cultural and linguistic landscape of the United States. As the number of English-only speakers among Hispanics increases, the influence of Spanish on American culture and society is likely to decline.</p>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-86848189088024736152022-11-29T16:14:00.005-08:002023-04-08T06:48:01.818-07:00Entertainment as cultural learningStreaming video has become an important part of entertainment in the US and around the world. As the demand for content increases and the production faces limitations an important cultural phenomenon is taking shape.<div><br /></div><div>As viewers look for content on the now pervasive Netflix platform, Prime Video, and others, they discover that a very large proportion of the content they find comes from cultures other than their own. That is not necessarily new in entertainment, but the sheer volume of culturally diverse content has dramatically increased. </div><div><br /></div><div>Series and movies from India, China, Korea, Argentina, Mexico, Spain, Germany, Denmark, England, Sweden, Norway, Canada, Australia, New Zealand, etc. are increasingly presented as choices. This is not a criticism at all but a realization that inadvertently an increasing number of people around the world are becoming culturally informed. Many times this cultural education is without the awareness of the viewer.</div><div><br /></div><div>Many of these movies and series come with generic lip movements that can be synchronized to multiple languages. So, for the unaware consumer it is difficult to discern that they are exposed to content from other cultures. There is nothing inherently right or wrong with this. Cultural learning is nevertheless taking place with or without the awareness of the viewer.</div><div><br /></div><div>The implications of this new world of global content are many. Multiculturalism may have a fast track in this new environment. Tolerance of diverse points of view may increase and prejudice may give way to more understanding. The taste for different looks and points of views may become diversified. On the other hand some prejudices may be solidified as some viewers confirm their biases. </div><div><br /></div><div>I believe that paying attention to this trend towards culturally diverse content is important and worth studying. Will children grow up more tolerant and accepting of differences? Will viewers learn to appreciate content that diverges from the preconceived ideas of cultural norms? </div><div><br /></div><div>Content providers may benefit from monitoring and studying how content preferences in their audiences develop and change. From my point of view this seems to be a promising phenomenon for the good of humanity. </div><div><br /></div><div>On the other hand, it is also possible that prejudices may be reinforced as some audience members avoid content that looks foreign or generic. The look and feel of culturally diverse content is difficult to hide. Generic lip movements can be detected and deemed as fake. </div><div><br /></div><div>Overall, as this trend of multinational content evolves, it is possible that it will create a more harmonious global understanding and a more tolerant society. At least that is my hope.</div>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-38220178571671172602021-02-28T05:57:00.000-08:002021-02-28T05:57:00.257-08:00The Culture of Videoconferencing and Video get togethers: A Virtual Community<p> When in 1976 I started reading and thinking about teleconferencing and videoconferencing I had no clue that one day that would become a way of life. I wrote then a paper called "A Theory of Electronic Propinquity." In that paper I talked about the conditions under which mediated get togethers would work better or worse. <a href="https://korzenny.cci.fsu.edu/Propinquity.pdf" target="_blank">Click here to read that paper.</a></p><p>Togetherness has changed in meaning as people are afraid of physical contact and travel. Thus, now electronic propinquity is the way to be close!</p>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-37385498484093116572021-01-02T05:36:00.003-08:002021-02-28T05:47:38.427-08:00The Internationalization of US Audiences in the Face of Parochialism <p> Online media has been one of the few sources of content available during the virus situation in 2020 and 2021. We have experienced great amounts of anxiety and content deprivation in times of isolation and lack of social interaction.</p><p>Netflix and Amazon Prime have been some of the few sources of content to alleviate loneliness and anomie. These important content venues have contracted with international producers to deliver programming from most continents to the public of the US and many other countries. This variety of international content must have some impact on the awareness and disposition of audiences everywhere. The US being largely parroquial now has a large diet of content from different parts of the world.</p><p>Paradoxically, the previous US government had been keen on looking inwards and vilifying the rest of the world. The contrast has been interestingly challenging. While some prefer to be isolated from the rest of the world, they currently have few choices but to be immersed in international content even without their awareness. I say without their awareness because dubbing has gotten very sophisticated and many times undetectable. Still the culture and values reflected in international content permeates screens almost everyone is glued to.</p><p>Disruptive as it may sound, the war of the minds seems to be in favor of internationalism. Think about the fashion, physique, language, and themes of global programming contrasted with the locally produced US content. Sheer volume is in favor of internationalism, but also fashion and looks. Language diversity is becoming mainstream in the living room.</p><p>Think about popular shows like "Money Heist" (not a good translation of "La casa de papel")with its mostly Spanish (from Spain) and also international cast. The way of behaving and being in that series is appealing to audiences in the US but it is so different. The philosophy of life in it is almost nihilist: <i>Enjoy what you can because when the party is over <b>it's over</b></i>. That is in contrast with deterministic and religious undertones in US domestic content. Even English and Danish content reflects values and ways of being different from those prevalent in the United States.</p><p>Younger generations turning into adults in the US, having been influenced by the protracted "stay at home" way of life, will come out of their shells with a mindset that is in sharp contrast with that of their predecessors. These will be the democratic leaders of tomorrow who instead of looking to close borders will aim at internationalism because they will better understand others who are different. </p><p>When a physical virus spreads across countries and cultures with unprecedented speed, so does an international mindset despite the bitter wishes of some. Culture is also a virus, but in my opinion, a more constructive virus that allows those of us meandering on the surface of the earth to better understand each other.</p><p><br /></p>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-3244479626844994122020-05-24T04:04:00.002-07:002020-05-28T05:21:56.776-07:00Podcast on Hispanic Culture<div>
<a href="https://dmauthor.libsyn.com/hispanic-marketing-an-interview-with-dr-felipe-korzenny" target="_blank"><font size="6">Hispanic Marketing: An Interview with Dr. Felipe Korzenny</font></a></div><div><font size="6"><br /></font></div><div><font size="6"><br /></font></div><font size="6">
Interview conducted by David Morse<br />
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<a href="https://dmauthor.libsyn.com/hispanic-marketing-an-interview-with-dr-felipe-korzenny"><font size="6">Click here</font></a></div><div>
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Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-88724032437250562282019-07-08T13:05:00.000-07:002019-07-09T10:49:39.498-07:00Social Diversity as a Parallel to Genetic DiversityMost of us know that if we get a mix breed cat or dog they can be healthier than purebred animals. The reason is that when genes from different heritage lines mix, stronger and more resilient genes become dominant. When there is too much inbreeding the outcome tends to be weaker as defects become emphasized.<br />
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Interestingly, a society or workplace that promotes diversity tends to result in stronger and more creative ideas. That is precisely because ideas coming from different cultural experiences can enhance each other. This metaphor, to me is important as we strive to make our organizations increasingly stronger and better suited to cope with a complex environment.<br />
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When ideas intermix and get debated stronger results happen. Not surprisingly the United States is a great example of how diversity results in a stronger society. A nation of immigrants without precedent has become the most powerful and creative society the world has seen. Efforts to contain diversity are likely to be ill informed as diversity has been the engine that promotes prosperity and innovation.<br />
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It is understandable that certain groups would like to remain isolated and intact from outside influence. After all, we all have the primitive tendency to try to stick with others who are like ourselves. Unfortunately that effort is unlikely to do good for society as it perpetuates old conservative ideas that tend to restrain thought and innovation.<br />
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Clearly, borders have a reason to be. They protect economic interests and they contain social and cultural identities. The problem is that borders can be used as a political tool to restrain diversity and promote homogeneity. That is likely to result in a degraded social system. Having rational immigration and border protection policies makes sense for sure. Promoting fear of "immigrants" and others who are different, on the other hand, can be very counterproductive.<br />
<br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-78244224223908789252018-07-09T17:05:00.000-07:002018-07-09T17:05:00.315-07:00DACA, Immigration, and the US Labor Force<span style="background-color: white; color: #333333; font-family: "lato"; font-size: 18px;">"Just as we respect your borders and your sovereignty, we insist that you respect ours," was a recent statement by the current Vice President of the United States. That is interesting and almost comical because the United States has clearly intervened in Latin America many times during the past century. I assume the Vice President has some notion of that. Still, I understand that the current political discourse is to blame US problems on undocumented immigration. I am sure there are very few people that believe that US borders should not be respected. All countries have the right to have their boundaries protected. The discourse on the issue, however, has to be well informed and put into context.</span><br />
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<span style="background-color: white; color: #333333; font-family: "lato"; font-size: 18px;">Unfortunately, the issue goes a lot deeper than politicians would like the US population to believe. They talk about "wait your turn in line," and about the evil nature of Mexican and other Latin American immigrants. The facts are different and they have deep historical roots.</span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">The usual "wait your turn in line" argument is misinformed as there is practically no line to speak of. Close relatives of US Citizens can usually get a "green card" within 10 years of applying. Also, highly skilled individuals with advanced degrees and/or scarce skills can be certified by the department of labor and be admitted to the US. Regular laborers have a very remote opportunity to immigrate legally. For them there is basically no line and that is the key problem because these are the most numerous segment of people wishing to immigrate to the US.</span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">It is the farm workers, construction workers, service workers, and other laborers that are needed in the US now. So, rational immigration reform that allows for these needed workers to come to the US with documentation, do their work, and then return home should be the kernel of the discussion.</span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">Mexicans in particular, and other Latin Americans have deep roots in the United States. About half of the US used to belong to Mexico in the 19th century. So, for many, the border left them behind. That accounts for the deep connections between people on both sides of the border.</span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">Further, over the past 40 or 50 years, the lack of labor availability in the US led many employers to encourage workers from Mexico and other countries to fill the void. The availability of work has been the main lure. This is particularly true because even these mostly undocumented immigrants get paid better in the US than in their country or origin. Still those wages are low but have afforded them a better life and the opportunity to send money to their relatives to improve their lifestyles. These are not evil people but mostly people who have escaped deep poverty. Now they have been vilified and humiliated when the reason for their coming to the US is the opportunity the US has provided them.</span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white;"><span style="font-size: 18px;">There have been many attempts at remediating the immigration system. Generally these have been poorly orchestrated and failing efforts. The Obama administration was one of the most aggressive in deporting undocumented workers but they did it silently. That administration installed DACA (Deferred Action for Childhood Arrivals) which gave two years of renewable or not renewable permission to those who were brought to the US as children. At face value DACA seemed like a good measure for immigrants, but upon analysis it was a smart maneuver to get these people to come forward and be accounted for, and also identified and tracked. It was a beneficial move for the US and provided some hope to those who were brought here as children. That is now in jeopardy and the mood of anti-immigration is growing.</span></span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white;"><span style="font-size: 18px;">Few politicians and news people bother to point out that net immigration from Mexico has been below zero for the past several years. Still, the vilification of immigrants continues. The Bureau of Labor Statistics states "</span></span></span><span style="background-color: white; font-family: "times" , "times new roman" , serif; font-size: 14.5px;">As a result of declining fertility rates and decreasing international migration, the population of the United States is growing more slowly than in previous decades and is also getting older." <a href="https://www.bls.gov/opub/mlr/2015/article/labor-force-projections-to-2024.htm" target="_blank">(reference)</a></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">It is tragic and difficult to understand that US politicians are spending so much time demeaning immigrants that are needed for the prosperity of the country. The US should be rushing to establish a rational and well designed immigration systems that benefits the US and those who are willing to work hard here.</span></span><br />
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<span style="color: #333333; font-family: "lato";"><span style="background-color: white; font-size: 18px;">Undocumented (so called illegal) immigrants have provided Americans with housing, food, services, and other types of labor that have benefited everyone. Why not do it with a system that recognizes the value of these workers to the economy and encourages legal immigration? </span></span><br />
<br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-12231983473020632582018-06-23T09:42:00.000-07:002018-06-23T09:42:34.977-07:00Census Citizenship Question!I have neglected my blog since 2016 because, honestly, I felt insulted by the political nonsense and could not bring myself to dignify the ignorance and ill intended diatribe. Now I am writing because I feel that well meaning Americans should be aware of the consequences of adding a citizenship question in the 2020 Census of the United States.<br />
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Those of us who study social psychology and communication science understand that there are several issues at stake by including a citizenship question in the 2020 Census. These are important considerations:<br />
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1. The intention of adding a citizenship question in the 2020 Census can be interpreted in different ways. The first, assuming a straightforward motivation, is to find out how many people are actually citizens. That would be a fine motivation. Most likely, however, the motivation for such a question is to discourage people from answering the US Census at all. In that case, redistricting and other related political interests would favor those against immigrants. And remember, the Census is about counting everyone in the United States. <br />
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2. Remember that being a citizen is not a requirement for being counted. There are many legal residents who are not citizens. Many politicians, however, do not know that. <br />
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3. Both undocumented (so called illegal) and non-citizen legal residents are likely to just opt out of the Census. Why? Because of implicit intimidation. While the US Census is supposed to be completely confidential and no identities are supposed to be revealed, many people do not know that or doubt it. Japanese American confidentiality was violated during World War II and given current xenophobic circumstances it may happen again. Why would an undocumented (so called illegal) reveal their status even if assured anonymity? It makes no sense. In the case of legal residents who are not citizens, they may fear being ostracized or even targeted for exclusion. Fear in this time of general hostility towards immigrants in general is justified. <br /><br />Even US Citizens of Hispanic, African, or Asian heritages may be discouraged from completing the Census because of fear of being suspected. "Will they question my citizenship?" Others may not answer just by being insulted because their friends and relatives are being targeted. Others may just object to the Census count because it is the mandate of the Census to count everyone without restriction.<br />
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So what happens if a citizenship question is asked in the US 2020 Census? There will likely be a severe undercount that will jeopardize the purpose of the Census and more importantly allow for more political manipulation. The 2010 Census had a legend in the envelope stating that people residing in the US were mandated by law to reply. I wonder how many people did not answer just by the fear generated by that statement. Imagine the headaches the Bureau of the United States Census will face in trying to compensate for lack of response from a wide variety of constituencies. <br />
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Getting someone to answer a survey or a census requires understanding the social psychology of the situation. The problem is that ill intentions dressed in moral garbs can mislead everyone, even those who have the best interest of the United States in mind.<br />
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<br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-47062227339835858682016-06-14T09:30:00.000-07:002016-06-14T09:30:00.447-07:00Guilt as a Powerful Cultural Motivator<div dir="ltr" style="line-height: 1.38; margin-bottom: 3pt; margin-top: 0pt;">
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Feelings of guilt are internalized ways of reacting to one’s actions or inactions. Developmental psychologists (for example Justin Aronfreed) have found that parents who raise their children by references to feelings about their children’s behavior or “induction” are more likely to have children who internalize guilt. On the other hand, parents who raise children by asserting their power or “sensitization” are more likely to have kids who are concerned about avoiding external punishment. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">“Inductive” parents talk to their children about how they feel when the kids misbehave. They use expressions like “you hurt me when you do that.” “Sensitizing” or externally oriented parents are more likely to use physical force to guide behavior.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">While these two types of parents exist in all cultures some are more prevalent in some cultures than in others. Jewish mothers are well known for inducing guilt in their kids and use expressions like “you make me suffer with your actions.” Interestingly many Latin American cultures share that as a common orientation. It may be because the mother in these cultures is so extremely revered that she has a very strong influence. Hispanic kids are extremely careful not to offend or disappoint their mothers. Latino mothers are also likely to talk to their children about how they feel about their behaviors.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Again, it is not that one culture is completely one way or another but that there are tendencies that are more prevalent in one or the other. Let’s look at guilt learning and experience among Hispanics.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Anyone who has viewed a “Telenovela” or a Latin American “Soap Opera,” can clearly identify the suffering that mothers experience and the way they induce guilt in their children. The suffering mother is a constant theme. “Telenovelas” are important tools of cultural learning for Latinos. They remind viewers of their own experience but also reinforce guilt oriented behaviors. </span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Anthropologists (for example Ruth Benedict) have also classified cultures as guilt or shame oriented. Guilt oriented cultures tend to share more of the Judeo-Christian orientation towards internalizing a sense of feeling bad for transgressing while Eastern cultures tend to be more oriented towards a sense of shame for not conforming to the group.</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">When marketing to Latinos in the US, it is important to keep these cultural tendencies in mind. For example:</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Mothers coming to the US from Latin America are likely to feel that they do not do enough for their families and experience guilt. Clearly there are products and services that can be positioned as guilt reducing elements in the lives of these consumers.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Insurance: Reduce guilt by protecting the family as much as one can.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Preventive health care: Reducing guilt by doing more to avoid illness.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Consumer products: Reducing guilt by giving kids what parents could not afford before.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Technology: Reducing guilt by re-establishing contact with loved ones.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This is one example of how cultural insights when properly understood can help communicate legitimate products and services in ways that are culturally compatible. Cultural insights need to be studied by looking at cultural trends in the literature, and also need to be explored via qualitative research.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Qualitative research, when well done can uncover deep rooted common trends that can help a brand distinguish itself from a cultural point of view. Qualitative research is frequently misunderstood as pro forma interviewing and that is not it. In-depth qualitative research can dig up important trends that marketers and service providers can use to the benefit of consumers and of their services and brands.</span></div>
<br /><br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-82298541666770448802016-01-20T05:43:00.000-08:002016-01-20T05:43:50.813-08:00Multiple Screens in a Multicultural Society: What the Future Can BringDavid Deutsch in his notable book "The Beginning of Infinity" talks about how science progresses. He argues that scientific progress has been mostly achieved through conjecture and criticism. These are the two tasks I am engaging in here in talking about the digital future of a multicultural society.<br />
<br />
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Many organizations have been concerned lately with the implications of the increased and prolonged use of multiple screens by young and also older people. The Kaiser family foundation, Ipsos, The Pew Research Center, and others have conducted studies in which they have found that the access to smartphones in particular has increased dramatically. Also, that infants use tablets and smartphones even when watching television. Many report fatigue and other strain related issues. And as we know some run into walls and have accidents when driving, biking, etc. while texting or doing some other activity on their mobile devices. </span></div>
<b id="docs-internal-guid-abf14488-5f42-f350-9fc4-77c11066e272" style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Many eschew direct social contact to favor technology. A New Yorker cartoon recently showed two teenage girls talking while looking at their smartphones and one stated that it should be a special boy that is the one that she first looks directly in the eyes. Families sitting at tables in restaurants are many times found busily looking at their smartphones as opposed to engaging in interpersonal face to face interactions. Many look at their different social media accounts while watching television or doing almost anything else.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 16pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #666666; font-family: Arial; font-size: 20px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">What has the world come to?!</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The world has experienced many important revolutions, evolutions, and discontinuities. The digital era has brought about a challenging environment that in some ways divides old from young, and those technologically connected and those that are not yet. </span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Clearly, some of the negative implications, which are more easily drawn, include:</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Social dysfunction and lack of interpersonal skills</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Isolation and daunting individualism</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Obesity and ill health due to lack of physical activity</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Life span decreasing and quality of life deteriorating</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Illiteracy because of lack of reading and writing in grammatically accepted ways</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Increased selective exposure to materials that agree with one’s points of view, thus polarizing society further</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Formal education becoming less important and attractive to young people</span></div>
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</ol>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">These are just some of the potential ills that our new society may witness evolving over the next years. But, like most things in life, there may be different effects as well. As Jon Stewart found when he used to consult with his “senior speculators” many perspectives and alternative futures may materialize.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">What if what we are witnessing now in terms of technology impact is just a transitional phase leading us to a more interesting and challenging future? What if alternative realities materialize?</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Think for example, that looking at screens is just a temporary phase in the evolution of technology. We know that soon there will be technology increasingly present in our eyeglasses, earpieces, clothing, accessories, and perhaps even implanted in our brains. The emergence of virtual reality and other technological evolutions will change our behavior and probably enhance our skills as well.</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Also, who will be best prepared to take on the evolutionary turns that technology will bring? As we have seen in multiple pieces of research including my own, Hispanics, Blacks, and Asians have outpaced non-Hispanic Whites in their use of new technologies. Does that mean they will be better prepared for the future? Will social classes flip so that the “have-nots” of today become the “haves” of tomorrow. Will the agents of change be the minorities of today?</span></div>
<b style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">What consequences may current and future technologies bring?</span></div>
<b style="font-weight: normal;"><br /></b>
<ol style="margin-bottom: 0pt; margin-top: 0pt;">
<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Brain transformations that allow for increased multitasking and multiple brain operations at once thus making us more versatile in our dealings with people and objects</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Increased and constant social interaction by dramatically increasing and diversifying our social networks to extents never possible before</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Increased physical activity as technology will allow for exercise while being virtually connected literally “on the run”</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Integration of virtual and physical networks to extents never imagined so that people with common interests can navigate between virtual and physical worlds fluidly</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">“</span><a href="http://korzenny.comm.fsu.edu/Propinquity.pdf" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Electronic propinquity</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">” or virtual personal nearness will allow for intimacy with distant people who are dear to us and allow for relationships that go beyond what we have known as a relationship</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Education will become more challenging and interesting as lectures and formal settings become a thing of the past and experiential learning becomes more prevalent</span></div>
</li>
<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Images and sounds will become the new literacy as our brains become more capable of comprehending the world in more complicated symbolic forms</span></div>
</li>
<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Linear literacy will be replaced with immersion literacy, in which one experiences symbols</span></div>
</li>
<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">By being connected with distant multiple and diverse others our ability to empathize and understand differences will increase</span></div>
</li>
<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: decimal; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Life spans will continue to increase as exercise and healthy habits are reinforced by new technologies</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Alternative worlds can be envisioned and contemplated. Multiculturalism may become more of a reality and also a benefit as humans interconnect at more levels. Members of current minorities may have an edge because of their earlier immersion in the “tech” code of doing things. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The moral of the story is: Alternative futures may surprise you!</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-73112449946591461122015-09-02T08:46:00.000-07:002015-09-02T08:46:38.747-07:00Hispanic Millennials: Implications for Marketing<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The discourse on Latino Millennials, both in the online and in the offline literature, suggests that there is a great amount of similarity among those Hispanics born between 1980 and 2000. Also, that there is similarity between Hispanic and non-Hispanic Millennials. While the exact years of birth vary by source, most of them are close to the 1980 - 2000 range. From my point of view there is a fallacy involved in classifying Hispanics born in this age range as sharing a high degree of similarity both among themselves and when compared with non-Hispanics. According to the Bureau of the Census about 37% of US Hispanics were born between 1980 and 2000. That is a very substantive number of people. Are they similar in many ways?</span></div>
<b id="docs-internal-guid-9474ee6b-8ea9-6079-cc7e-470c96076a18" style="font-weight: normal;"><br /></b>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The generational aggregation of people into assumed homogeneous populations is arbitrary at best. Among Latinos this is even more arbitrary. Let me explain.</span></div>
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<br />
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In theory, for example, what makes “Baby Boomers” unique is that they are the post war generation. It is understandable that those born in the US did have a large amount of shared experience as a consequence of being born at the end of the war. But think about the case of Latinos. Those born after the war in Latin America did not share the American experience. Still they are referred to as “Baby Boomers.” The same logical error applies to “Millennials.” A large majority of them were born in Latin America and had very different experiences from those in the US. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The history of the majority of Latinos born between 1980 and 2000 is greatly influenced by what was happening in their country of origin, their socio-economic circumstances, life-stage, etc. As many readers know most Hispanics in the US ar</span><span style="background-color: transparent; color: black; font-family: Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">e of Mexican origin. Also, a great majority of this subset were brought by their parents in search of a better life in the US. They were mostly subsistence farmers and blue collar workers earning very little money. That is very different from the experience of the American middle class. </span><br />
<span style="background-color: transparent; color: black; font-family: Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span>
<span style="background-color: transparent; color: black; font-family: Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">And as Randy Stockdale emphasizes </span><span style="background-color: transparent; color: black; font-family: Arial, Helvetica, sans-serif; font-size: x-small; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">"</span><span style="background-color: white; color: #333333; line-height: 16px;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The age range is so wide, that by the time they get to the end of the spectrum (those born in '80) they have gone through 2-3 life stages. And this may differ by gender - Hispanic females likely married with kids, yet many men likely not." <a href="https://www.linkedin.com/grp/post/35453-6044468263918776320" target="_blank">REFERENCE</a></span></span></div>
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<br />
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">What makes Hispanics ages 15 to about 35 somewhat similar is a history of seeing their parents strive to make the life of their children better. A life of decreasing deprivation. It has been a life of ambition and achievement. Latino youth are not the kids that went back to their parents’ homes because of 9/11 or the downturn of 2008. Many of these Latino kids never left the home of their parents but not because they were depending on them but because they were contributing to the economy of a traditional household. A household that enjoys keeping the kids around as long as possible. A current example of trends among Hispanic youth is in the following video: </span><a href="https://www.youtube.com/watch?v=pjGSywSFceA" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">https://www.youtube.com/watch?v=pjGSywSFceA</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> .</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As one can see the young Latino has a unique perspective on the world shaped by many diverse experiences. Clearly, Latinos are also tech savvy, multitaskers, collectivist, etc. but that has been a characteristic of Hispanics in general not just young people.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The lessons are:</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Generational groupings and generalizations are tricky and many times inaccurate</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Latinos have not gone through the same experiences as their non-Hispanic counterparts, thus generalizing to them can be misleading</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Young Hispanics come in many types and with diverse backgrounds. Still, there are central tendencies based on experience, socio-economic background, and country of origin</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Marketers need to pay attention to the subtleties of different segments of the population and avoid costly mistakes by assuming homogeneity</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The “New Latino” is an important synergistic identity of not being from here or there, but shaped by the common experience of being different... </span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Marketers and market researchers will benefit from researching this new Latino identity and behavior</span></div>
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<li dir="ltr" style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; list-style-type: lower-alpha; text-decoration: none; vertical-align: baseline;"><span style="background-color: transparent; color: black; font-family: Arial; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Using giant clusters such as "Millennials" is not a segmentation approach but a way to avoid looking at important differences that can be used for effective targeting and communication</span></li>
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<br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-27580565734555425532015-08-27T07:59:00.000-07:002015-08-27T08:01:53.133-07:00Story about the use of lime in Mexican tradition. An excellent story by Brenda Salinas for PRI. I am interviewed in it.<div class="separator" style="clear: both; text-align: center;">
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<img src="http://cdn1.pri.org/sites/default/files/styles/story_main/public/story/images/15288823502_233fe8140c_o.jpg?itok=t28HjzkT" height="225" width="400" /></div>
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<span style="font-size: large;">Listen to the story by clicking here:</span><br />
<a href="http://www.pri.org/stories/2015-08-25/why-lime-flavor-suddenly-everywhere" style="background-color: white; color: #1155cc; font-family: verdana, sans-serif;" target="_blank"><span style="font-size: large;">http://www.pri.org/stories/<wbr></wbr>2015-08-25/why-lime-flavor-<wbr></wbr>suddenly-everywhere</span></a>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-22707381402204060702015-06-04T07:05:00.001-07:002015-06-04T07:05:28.837-07:00Hispanics & Retirement Planning: A Marketing Perspective<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Financial services companies in the United States have been lured by the promise of the growing Latino market. Many have tried to engage Hispanic consumers with different financial services offerings. Few have succeeded and it is likely that lack of historical and cultural knowledge have contributed to a patchy track record.</span></div>
<b id="docs-internal-guid-8abab092-becd-2c88-d55d-4bd0ecae13f5" style="font-weight: normal;"><br /></b>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 10pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #666666; font-family: 'Trebuchet MS'; font-size: 17px; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Retirement and the family</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">According to a 2014 study by </span><a href="http://www.prudential.com/media/managed/hispanic_en/prudential_hafe_researchstudy_2014_en.pdf?src=Newsroom&pg=HAFEen_PDF" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Prudential </span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">53% of Hispanics compared with 62% of the rest of the US population say that saving for retirement is an important priority. Retirement is a culturally derived concept. Many Latinos still hold on to the value that retirement is a step in life in which they will be supported by the children they raised with so much care. They expect these children to be there for them. Many anticipate retirement as a part of family life during which they will help take care of grandchildren and enjoy their “golden” years in a family environment.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It would never occur to many Latinos that their kids would place them in an institution. The feeling of reciprocity for all they have done for the children is an important element of family trust. This way of thinking is derived from Latin American tradition. As one gets older new generations take over and assume responsibility for their elders. Thus retirement is not really a completely separate phase in the life of Latinos but a continuation of a way of life.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As Hispanics have generally helped support their children and many relatives and friends during their productive years, they believe these people will do the same for them in their old age. Some are right but many are not as cultural and social norms evolve in the US.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 10pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #666666; font-family: 'Trebuchet MS'; font-size: 17px; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Retirement and country of origin</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Many Hispanics have immigrated to the US with the intention of returning “home” to rejoin family and friends. They save for building a home back “home.” Their intentions are to return but the dreams of return often become frustrated by the difficulties back “home,” and by their children’s integration in their new society. The dream of going back “home” turns out to be a dream after all. Many of these US born children share partly in the love for the country of origin of their parents but feel mostly at home in the US. This is a struggle of generations and of frustrated dreams. Retirement back home is elusive.</span></div>
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<span style="background-color: transparent; color: #666666; font-family: 'Trebuchet MS'; font-size: 17px; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Retirement and debt</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It is generally known that Latinos are averse to debt. This tendency has deep cultural roots that may trace its origin to the Arabic belief that lending and debt are taboos. The notion of only spending what you have is deeply embedded in the culture. Only buying what you have the money for appears to still be prevalent among many.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This tendency stands in the way of saving for retirement as many Latinos prefer to spend their current assets as opposed to using them in the future. If these Hispanics believe that buying retirement is an important immediate goal, then they may be willing to accumulate savings for their future retirement. The incentive, however, for saving for retirement is not strong as long as they believe their family and friends will be there for them when they need it.</span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 10pt; margin-top: 0pt;">
<span style="background-color: transparent; color: #666666; font-family: 'Trebuchet MS'; font-size: 17px; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Retirement and saving behaviors</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The </span><a href="http://www.prudential.com/media/managed/hispanic_en/prudential_hafe_researchstudy_2014_en.pdf?src=Newsroom&pg=HAFEen_PDF" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Prudential</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> study referred to above documents that pension plans and savings in general are less popular among Hispanics than among the rest of the population. For example 19% of Hispanics report having an Individual Retirement Account compared to 39% for the rest of the population. </span></div>
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<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Lack of savings and participation in pension/retirement plans has to do with lack of resources, lack of education and information, and mistrust in these plans and programs. As the affluence of Hispanics increases over time, their participation in savings and retirement related products will increase but they need to be educated and informed about these plans. They must trust the institutions and those who sell the products.</span></div>
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<span style="background-color: transparent; color: #666666; font-family: 'Trebuchet MS'; font-size: 17px; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">What can marketers do?</span></div>
<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As we indicate in our book “</span><a href="http://smile.amazon.com/Hispanic-Marketing-Connecting-Latino-Consumer/dp/1856177947/ref=sr_1_1?ie=UTF8&qid=1432663265&sr=8-1&keywords=korzenny" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Hispanic Marketing: Connecting with the New Latino Consumer</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">” sales personnel who understand the culture and are proactive in reaching out to Hispanics are likely to succeed. These sales people or agents can have a powerful influence in how future generations of Latino retirees fare in their advanced years.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Agents must become aware of the cultural barriers and sincerely involved in the Hispanic community in order to establish trust and engagement. If Hispanic consumers feel they have a true ally they will be willing to listen and purchase a savings product. Not only that but these consumers are likely to spread the word among their friends and relatives about the quality of the agent.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Agents need to be more personally involved in establishing relationships, going to homes, spending time with families, listening to needs, and genuinely trying to solve felt problems of their Latino customers.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Agents need to spend time understanding the cultural nuances of these consumers and attempting to learn basic concepts in Spanish. While the Spanish language may not be as fundamental for communication now as it was a few years ago, it still has strong emotional connotations that will more readily communicate the importance of savings and how life is changing for Latinos in the US. The agent is as good as s/he can empathize with the Latino consumer.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Overall, there is ample opportunity for marketers of financial services to serve the Hispanic population. The opportunity will only grow. Establishing a foothold in the community is fundamental for future product and brand growth, but more importantly to assist Latinos with their retirement needs. These needs will only grow as the population ages.</span></div>
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Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-66077060913342281052015-02-18T05:01:00.000-08:002015-02-18T05:01:13.962-08:00I am going to start believing this... Thank you!<div align="center" style="background-color: white; color: #222222; font-family: Arial, Helvetica, sans-serif; font-size: 13px;">
<b>Faculty, Students and Top Marketing Professionals To Honor the Lifetime Accomplishments of Hispanic Marketing Pioneer Dr. Felipe Korzenny</b></div>
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Dr. Korzenny is an internationally recognized marketing research practitioner, social scientist, researcher, author and professor. In 2004, he founded The Center for Hispanic Marketing Communication (The Center) at FSU. His groundbreaking research, both in academia and business, helped revolutionize marketing practices geared toward Hispanics and other multicultural consumers. He is one of the most respected pioneers in the realm of Hispanic and multicultural marketing.</div>
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“As a researcher and as a teacher, no one has had been more influential in my life than Dr. Korzenny,” says Dr. Sindy Chapa, Associate Director of the Center and Assistant Professor at FSU. “He revolutionized our field. He is for most of us the greatest mind in consumer research, and I will gladly spend my career following in his footsteps.”</div>
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Dr. Korzenny’s most important accomplishment may be the way he has inspired students. He has groomed countless successful professionals and brought the best out of many young minds.</div>
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“I wouldn’t be where I’m at today without Dr. Korzenny,” says Katherine Cook, M.S., 2014. “I was stuck in a job that I didn’t like and where I wasn’t using either of my majors. After reading his book I was completely inspired. I knew that I had to work with him and Betty Ann (his wife.) So I packed up and moved to Tallahassee. I’m humbled by his dedication to mentor his students and to provide them with the opportunities to not only learn but to excel. Dr. Korzenny has been a true inspiration.”</div>
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Dr. Korzenny is not only revered by academics and students but by business and marketing leaders as well. The Center’s Advisory Board has always included a who’s who of industry leaders including executives from Google, Coca-Cola, Netflix and the country’s top multicultural advertising and marketing agencies.</div>
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The gala, part of the 2015 Hispanic/Latino Media & Marketing International Conference, will begin at<span class="aBn" data-term="goog_687920887" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">7:00 p.m.</span></span>, on <span class="aBn" data-term="goog_687920888" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">Feb. 20</span></span>, at the Donald Tucker Civic Center. All donations received will contribute to an endowment benefiting The Center and its students.</div>
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<b><u>Dr. Felipe Korzenny</u></b></div>
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In the Fall of 2003, Dr. Korzenny, became Professor of Advertising and Integrated Marketing and Management Communication at FSU. In 2004 he founded and directed The Center. He holds degrees from the Universidad Iberoamericana in Mexico City and Michigan State University (MSU). Prior to joining FSU, Dr. Korzenny founded Hispanic & Asian Marketing Communication Research (H&AMCR) to help Fortune 1000 companies open doors to culturally diverse markets. H&AMCR was one of the first companies in the U.S. to explore multicultural market research. In 1999, H&AMCR merged with Cheskin.</div>
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Dr. Korzenny is co-author with wife Betty Ann of Hispanic Marketing: A Cultural Perspective and Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer. He has authored almost 100 research publications dealing with communication and culture. He is an Outstanding and also a Distinguished Alumni of MSU. He is the first recipient of the Hill Library HispanSource Award for Outstanding Achievement in Hispanic Marketing Research. He is a prominent speaker at nationwide symposiums and conferences on Hispanic markets. </div>
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<b><u>Hispanic/Latino Media & Marketing 2015 International Conference</u></b><br />The 2015 Hispanic/Latino Media & Marketing International Conference is a platform where global scholars present their research, findings and theories on the dynamics of the Hispanic/Latino media and markets in the United States, Latin America and Spain. It is the largest such meeting of academics, media professionals, and students worldwide. It includes top scholars and practitioners from Spain, Colombia, Mexico, Puerto Rico and the United States.</div>
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The 2015 Conference will take place <span class="aBn" data-term="goog_687920889" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">February 19-21</span></span> in Tallahassee, Florida at the Donald Tucker Civic Center, 505 West Pensacola Street. It is hosted by the FSU College of Communication & Information’s Center for Hispanic Marketing Communication.</div>
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For more information, visit <strong style="color: #1155cc;"><a href="http://mailer.hispanicad.com/mailer/link.php?M=4782&N=904&L=2479&F=H" style="color: #1155cc;" target="_blank"><u>conference.latinomediamarkets.<wbr></wbr><span class="il">com</span></u>.</a></strong></div>
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<b><u>The Center for Hispanic Marketing Communication</u></b></div>
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The Center, founded by Dr. Felipe Korzenny in 2004, is devoted to educating students and professionals and to advancing knowledge in Hispanic and multicultural marketing. The Center is the first of its kind in the United States and is widely recognized as the nations’ premier education and research institute in the field. The Center’s programs are housed in FSU’s School of Communication.</div>
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Faculty and students working with the Center conduct groundbreaking research, produce publications that further the understanding of Hispanic consumer behavior, and serve as an innovative source of knowledge for the Hispanic marketing industry. The Center is lead by Founder and Director, Dr. Felipe Korzenny; Associate Director and Assistant Professor, Dr. Sindy Chapa; and Co-Founder and Senior Advisor, Dr. Betty Ann Korzenny, as well as by an Advisory Board comprising of top leaders in the industry.</div>
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For more information on The Center, visit <strong><a href="http://mailer.hispanicad.com/mailer/link.php?M=4782&N=904&L=2478&F=H" style="color: #1155cc;" target="_blank">hmc.comm.fsu.edu. </a></strong></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-89937307527089526612015-02-08T05:54:00.000-08:002015-02-08T06:01:22.433-08:00 Tenth Anniversary Center for Hispanic Marketing Communication, Florida State University, and International Media and Marketing Conference - February 19 - 21, 2015<div dir="ltr" style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">
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<img src="https://ci3.googleusercontent.com/proxy/N4joY6axdWHVck2VS5nVAlezKSHG3yTN2NRUytFpJ1FUteKGtkJFiDuEOHxEPPc2G4q6fVWZ-Lo7akqUtxIelwTm8RzuR0yHq_c=s0-d-e1-ft#http://hispanicad.com/sites/default/files/fsu1_1.gif" /><span style="font-size: 12.8000001907349px;">Florida State University’s Center for Hispanic Marketing Communication celebrates its 10th anniversary and </span><span class="il" style="font-size: 12.8000001907349px;">honors</span><span style="font-size: 12.8000001907349px;"> </span><span style="font-size: 12.8000001907349px;">the pioneering leadership of </span><span class="il" style="font-size: 12.8000001907349px;">founder</span><span style="font-size: 12.8000001907349px;"> </span><span style="font-size: 12.8000001907349px;">Felipe Korzenny during the fifth annual International Conference on Hispanic/Latino Media and Marketing, which brings together marketing professionals and scholars from across the United States, Spain, and Latin America. The Center’s Board of Advisors, the FSU community and industry leaders will</span><span style="font-size: 12.8000001907349px;"> </span><span class="il" style="font-size: 12.8000001907349px;">honor</span><span style="font-size: 12.8000001907349px;"> </span><span style="font-size: 12.8000001907349px;">Dr. Korzenny at a special gala February, 2015.</span></div>
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“We are confident that business leaders from different industries will come together to support and celebrate Felipe, a pillar of Hispanic marketing and communications,” said Mark Lopez, head of U.S. Hispanic audience at Google and member of the Center’s Advisory Board.</div>
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In 2005 Korzenny <span class="il">founded</span> FSU’s Center for Hispanic Marketing Communication, the preeminent academic program focused on training students and professionals in the field of U.S. Hispanic marketing and advertising.</div>
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“Dr. Korzenny and the Center have prepared hundreds of students and professionals who have demonstrated a passion for the trillion dollar Hispanic market and the opportunities it presents for companies, organizations and government institutions that need to connect with this market segment,” said Lawrence C. Dennis, dean of the School of Communication and Information. “In the decade since Dr. Korzenny started the program, faculty and students have worked tirelessly to conduct ground-breaking research and serve as an innovative resource for the Hispanic marketing industry.”</div>
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The gala honoring Korzenny’s career is scheduled for Friday, Feb. 20, from 7:00 -10:00 p.m. The conference will be hosted from Thursday, Feb. 19 to Saturday Feb. 21. The purpose of the conference is to educate and promote topics related to Hispanic marketing and Spanish media. The conference will bring together leaders to share knowledge, increase awareness of trends, exchange ideas, and facilitate the collaboration between academia and industry.</div>
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“We look forward to gathering Hispanic marketing industry peers to celebrate Dr. Korzenny’s contributions, as well as sponsorship support to cultivate Korzenny’s vision while helping sustain the Center’s research, academic and scholarships programs,” said Sindy Chapa, associate director of the FSU Center for Hispanic Marketing Communication. </div>
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For more information on the Korzenny Tribute weekend and the conference, contact: Mafé Brooks, director of development, <a href="tel:850-294-8240" style="color: #1155cc;" target="_blank" value="+18502948240">850-294-8240</a>, <a href="mailto:mafe.brooks@cci.fsu.edu" style="color: #1155cc;" target="_blank">mafe.brooks@cci.<wbr></wbr>fsu.edu</a>.</div>
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About The FSU Center for Hispanic Marketing Communication:</div>
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The Center for Hispanic Marketing Communication at Florida State University was <span class="il">founded</span> by Dr. Felipe Korzenny in 2004. The Center’s programs are housed in the FSU School of Communication. The Center is the first of its kind in the United States devoted to educating students and professionals in the field. Faculty and students working with the Center are conducting ground-breaking research and serving as an innovative resource for the Hispanic marketing industry.</div>
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Recognizing the immediate need for professionals trained in Hispanic Marketing Communication, the Center’s goals focus on educating students to serve the Hispanic marketing industry; training professionals who currently serve the Hispanic market in the U.S.; conducting relevant research to further the understanding of the Hispanic market; and serving as a source of knowledge about the Hispanic market for industry professionals.</div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-84364570160607402342015-01-23T09:47:00.000-08:002015-01-23T09:47:06.411-08:00Please join us at the International Conference of Hispanic Media & Marketing at Florida State University this FebruaryThis February 19 - 21, Florida State University is hosting the International 2015 Conference of Hispanic/Latino Media & Marketing. Dr. Sindy Chapa has been organizing this event in collaboration with a committee from academia and industry. The Conference will have panels and presentations in Spanish and English by many renowned scholars and marketing executives. It promises to be a grand event that links theory and practice and honors the importance of US Hispanics and Latin Americans.<br />
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During the conference my colleagues and students are having a gala dinner honoring my contributions to academia and industry. This is truly humbling. Still, it makes me very happy to know that the proceeds from attending the conference, the gala dinner, and any gifts to <a href="https://one.fsu.edu/sslpage.aspx?pid=809&fid=Ie4L2go%2bhNk%3d&fdesc=OAehezQN4JxUsKgN25y5ck07sv2nFfqoKrHUCsa2NOZtD9rU7v3plMFd2%2ftZnND1" target="_blank">a new endowment in my name</a> will go for the support of students and the research activities of the Center for Hispanic Marketing Communication. This is a Center which I founded ten years ago to promote the study, research, and the practice of marketing to US Hispanics. Please go to <a href="http://conference.latinomediamarkets.com/gala"><b>http://conference.latinomediamarkets.com/gala</b></a> for more details on the event.<br />
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I am very pleased to leave the Center in the capable hands of Dr. Sindy Chapa as I retire from Florida State University in the near future. That does not mean I will stop supporting the Center in any way I can. Also it does not mean that I will stop writing, consulting and doing research for organizations interested in connecting with US Latinos.<br />
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Please join us either in person or virtually.<br />
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<a href="http://conference.latinomediamarkets.com/gala" target="_blank"><img alt="the Center For Hispanic Marketing Communication, Florida State University" src="http://conference.latinomediamarkets.com/wp-content/uploads/2014/10/fsu_logo_s.png" /></a><br />
<br />Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-44988138243058074512014-10-23T15:08:00.000-07:002014-10-29T14:57:53.726-07:00Cultural Marketing, Total Market, How and Why?<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">So, while the notion of finding a common denominator may be appealing for the good reason of realizing economies of scale and having a great reach, the brand connection may be lost. Why? Because while we all love our children, the meaning is different across cultural groups. It would be trivial to say that because children are generally loved by their parents, life insurance, for example, could be sold across the board for the sake of the love “you have for your children.” This positioning would not be ownable. And even if it were, the specifics of how Hispanic parents think of their children or their future compared with African Americans, Asians and non-Hispanic Whites would be more powerful than a more general approach. To mind comes the example of the insurance company that had a picture of a girl in her “quinceañera” dress as a reminder of the dreams the parents have for her. That is a very culturally specific message that would not cut across cultures, but that would be more powerful than a general message in reaching Latinos.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Cultural marketing is about connecting the consumer at the level of their cultural traditions and archetypes. Culture is more than interesting idiosyncrasies. Culture is the passed on set of tools for living that humans have found to work in different social contexts. Even when these tools cease to be effective, we humans tend to keep them close to our heart as they are the elements which define who we are. So, for example, fatalism. In a better organized and more predictable society fatalism would not be an effective way of coping with life. Nevertheless, it stays with members of a culture for generations regardless of their geographic and social movement over time.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Cultural marketing consists in understanding those tools for living that are mostly implicit in people's heads and that dictate how they view the world. Ethnographic and other qualitative studies can uncover many of these regularities that marketers can use to better communicate their products, brands, and services. Finding a powerful cultural cue can establish a deep relationship with consumers over many generations. Consider “sonrisas Colgate” or the Colgate toothpaste smiles that have transcended from Latin America to the United States following the descendents of Latinos. The popularity of Colgate toothpaste among Hispanics continues to be strong and much of it has been passed on from generation to generation.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">A “total market” approach should not be an excuse for not attempting to establish a strong long lasting link with culturally diverse consumers. It can be detrimental. Cultural marketing is the new marketing. It goes beyond ethnicity to encompass the many different lifestyles that consumers hold dear.</span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">For the keynote presentation on this topic at the Multicultural Health National Conference on October 15, Atlanta Georgia<a href="https://docs.google.com/presentation/d/1qsw6jKBRJmemuQF3waDlualVEiNa_xW9_HSRsw4cHNE/edit?usp=sharing" target="_blank"> PLEASE CLICK HERE</a>. Please quote the source and reference when using this copyrighted content.</span></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-17767151845552588132014-07-04T07:51:00.000-07:002014-07-04T07:54:09.769-07:00Spanish and English Use by Hispanics: Implications for Marketers<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The US Census Bureau collects data from a very large sample every year (about 3 million people) to better understand changes in the US population. This used to be the long form of the regular census taken every ten years. This is one of the most comprehensive and accessible databases about US residents and it is called the American Community Survey or ACS.</span></div>
<b id="docs-internal-guid-495d7efe-01db-1ec7-b980-85a6ace19ed6" style="font-weight: normal;"><br /></b>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Since the publication of our book “</span><a href="http://korzenny.com/?page_id=25" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Hispanic Marketing: Connecting with the New Latino Consumer</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">” in 2012 new data from the ACS has been made available. When writing the book we only had access to the 2009 ACS data. Now there is ACS data available online for 2012.</span></div>
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<br />
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I wanted to see how the use of English and Spanish among Latinos had changed, if at all, since 2009. To my surprise, changes have been relatively small. Actually, changes have been small since 2005. While the US Hispanic population has grown substantially since then, the use of language has remained relatively constant among Hispanics 5 years of age and older. The questionnaire asks for each member of the household if they speak a language other than English at home. If they say yes, they indicate which language, and then get asked about how well that person speaks English. The table below summarizes the ACS data for 2012.</span></div>
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<div dir="ltr" style="margin-left: 0pt;">
<table style="border-collapse: collapse; border: none; width: 624px;"><colgroup><col width="*"></col><col width="*"></col><col width="*"></col><col width="*"></col></colgroup><tbody>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">2012 Hispanics 5 years of age and older</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">2012%</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><br /></td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Total:</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">47,825,811</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak only English</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">12,227,515</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">25.57%</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #980000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak Spanish:</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #980000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">35,373,903</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #980000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">73.96%</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Of these 73.96%</span></div>
</td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak English "very well"</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">19,800,218</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">55.97%</span></div>
</td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak English "well"</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">6,337,402</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">17.92%</span></div>
</td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak English "not well"</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">5,984,839</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">16.92%</span></div>
</td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak English "not at all"</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: #660000; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">3,251,444</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">9.19%</span></div>
</td></tr>
<tr style="height: 0px;"><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Speak other language</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">224,393</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 3px 3px 3px 3px; vertical-align: bottom;"><div dir="ltr" style="line-height: 1; margin-bottom: 0pt; margin-top: 0pt; text-align: right;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 13px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">0.47%</span></div>
</td><td style="border-bottom: solid #000000 1px; border-left: solid #000000 1px; border-right: solid #000000 1px; border-top: solid #000000 1px; padding: 7px 7px 7px 7px; vertical-align: top;"><br /></td></tr>
</tbody></table>
</div>
<b style="font-weight: normal;"><br /></b>
<br />
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It is impressive that almost 26% of the respondents are said to speak only English at home, and even more surprising is that almost 74% continue to speak at least some Spanish at home. Given nativity trends one would have expected that proportion to go down recently because the majority of Latinos in the US are now US born. Perhaps most informative is the distribution of English proficiency among those who speak at least some Spanish at home, as can be seen in the chart below:</span></div>
<b style="font-weight: normal;"><br /></b>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh3.googleusercontent.com/nx-fk634dFzQ0ZYMVJeYRi8t5kMY8TrgfXjn50E62B8AnMNEjOHhGdmpPH57lADX0l0ILbwf2jC4GuZMPO9A9ec2RGJVUFgYtN-O5MikELYGnyn9Je2tDcNQNCc6uvO4Nw" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">An amazing 74% of Latinos are said to Speak English well or very well besides speaking at least some Spanish at home. Consequently, when you add the 25% who speak only English, to the approximately 55% of the total who are said to speak English very well or well, you have that almost 80% of Hispanics should be able to communicate in and understand English quite readily. </span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It is no surprise then that Latinos in the US are dividing their media and social media time among a multiplicity of channels regardless of language. That is because they can generally choose the content they wish to be exposed to. Media plans need to reflect this freedom of selection.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Is the Spanish language still important for marketers? I believe it is because Spanish continues to be pervasive with 74% of Latinos being said to speak at least some of it at home. Also, the language of the home is likely to be linked to deep seated emotions. Spanish should continue to be considered a connection point with Latinos.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The issue now is that freedom to select content pervades the majority of the Hispanic population. So instead of asking what language to use, we need to ask what is the content relevant to Latinos? We now need to better understand lifestyles, motivations, aspirations and values, not just language usage. A key question to ask these days is: How is Latino culture evolving in the US?</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Using at least some Spanish will likely continue to help strengthen the connection with this important and growing segment. But now marketers need to understand more.</span></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-38142710697691724902014-05-01T07:33:00.000-07:002014-05-01T07:33:20.686-07:00Digital Media Use in the Multicultural Marketplace<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">At the end of 2013 at the Center for Hispanic Marketing Communication at Florida State University we conducted a survey of 735 Hispanics, 647 non-Hispanic Whites, 744 African Americans, and 732 Asians. The data was collected courtesy of Research Now, under the supervision of Ms. Melanie Courtright and Dr. Kartik Pashupati.</span></div>
<b id="docs-internal-guid-a134394f-b82f-e0dd-3c15-ad73b4ae536e" style="font-weight: normal;"><br /></b>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">One of the segments of the online survey asked about the number of hours per week that respondents engage in different activities. Many of the items measured digital media usage. The data confirms many of the trends we have observed over the past few years and also provide some interesting surprises. As can be seen in the chart below, Hispanics and Asians watch the largest number of hours of streamed videos per week.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh4.googleusercontent.com/hrHyNoott6isMmLkHC7X4g1pWuxNW4K2Znnnrzy3L0G9G1g2PVA90h196UvP91GOshV9dxe7KyfyN9SfdSIWCGv-MRSzl9kKczLiQ6IKRpRBN1BCQS0dcR1LTx4_ZQZ28g" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">African Americans follow in order of weekly time spent and as found in prior research, non-Hispanic Whites use the least amount of video streaming. This picture should certainly send a message to providers of digital video streaming services. And note that this is the media used in English. The amount of time spent in another language is negligible for African Americans and non-Hispanic Whites, and relatively small for Hispanics (half an hour) and for Asians (slightly over one hour per week). The fact that most streaming is done in English may be related to the nature of the online panel, the availability of content, and the fact that English is becoming more prevalent among culturally diverse groups. Still, the key implication is that the new emerging majority is diverse, and is using English language video streaming. This is important because programmers of streaming media need to understand the cultural programming that is relevant to these consumers. The chart below illustrates the use of social media like Facebook. The findings are even more surprising.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh4.googleusercontent.com/cM-rMqKSloH153LJwEjxCFPbaR8Vx2K_oGp3RVvL7X36XcOBChG5m8BD8QJWKIDch-rIkzjWZzgcd3aF4lUhkqKKBgIIZKE9ATeo0t8Gk2RC58fBrZQTTdhnDvYgWXQnvw" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">That Hispanics spend the largest amount of time with social media compared to anyone else is revealing. As learned in prior studies we found again that cultural minorities were more likely to use it. In this study we found that Asians and non-Hispanic Whites are using social media less than their Hispanic and African American counterparts. The notion that these new technologies of liberation appeal the most to those who were previously deprived from such means of self-expression is interesting. Also, these findings show the relative sociability of the different cultural groups. The use of social media in another language for Asians and Hispanics is less than half an hour per week.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The picture of the amount of time spent listening to satellite radio is also revealing. Non-Hispanic Whites use this medium the most, followed by Hispanics and African Americans. Asians use it the least, as seen in the chart below. These trends may be due to the costs associated with the medium and also to the availability of content relevant to these consumers.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh5.googleusercontent.com/THGN8YKJJXtZQM8uItMCztyVrvXb_QWdJSDb_6tkHRE7jUn68fnUrY5I75TYV9dZuuwm_-STKDI-2VzYe-SifKQFuE9l2iBLlrTc3pmBzlyye3BgwVbi12UvsdWnzX_xkQ" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Listening to streamed audio on the Internet (like Pandora), presents a different pattern as seen below.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh4.googleusercontent.com/xMm673GbCl_C2vFqpF-YLbmqbjeoW71ZbWMcsDjR3CL-E-uZGSVKsieD5Pv3PYqs2NgzTTCgUZTjmpbDUVh_CiKjaL2lWBxBPpO_V0xJ4K33BFPqCgvGTATSIyY8YzYZ2Q" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Hispanics are the most avid listeners of Internet radio, followed by African Americans, then Asians and finally non-Hispanic Whites. The amount of exposure to Internet radio in another language is about an hour a week for Hispanics and about a quarter of an hour for Asians. As discussed in our book “Hispanic Marketing: Connecting with the New Latino Consumer” the cultural affinity of Hispanics to radio appears to strongly transfer to online offerings. And that seems to be also the case for African Americans.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">For the purposes of a reality check we asked about the number of hours that these different cultural groups spend talking to friends in face-to-face situations. The most socially engaged are African Americans, they are followed by Hispanics and non-Hispanic Whites. Asians lag to some extent in English, but in general the levels of interpersonal face-to-face contact is high compared with social media, for example.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh5.googleusercontent.com/ATr8XumdecWmgaMVmrWobsDJUkVMcKdCyRLqhxTO0Q6n996V_-R8iQV62nCyxrqVT-VmiYWd3g_yOCXjS0u0pjCJ-Rpv2f-mpeWY-_hn2ukiSjH3RY0EQQfVqhWJ9ylGJQ" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Thus the notion that social media is replacing interpersonal contact may not necessarily be correct. The study of how social media and interpersonal face-to-face contact complement each other appears to be a priority. In this case, however, the use of another language does make a substantive difference as Hispanics spend almost two hours per week talking to friends face-to-face in another language (most likely Spanish, of course), And Asians spend almost an hour and a half per week in interpersonal communication with friends. When another language is included Hispanics are the most socially engaged, and Asians closely match non-Hispanic Whites. The use of one’s native language in personal communications seems to be more relevant than when using social media, and it makes sense. Still the largest amount of interpersonal contact is in English. Again, we need to caution the reader that the composition of the sample may be responsible for the dominance of the English language, nevertheless the trends seem to be in line with current data and observations of increased English language usage among Hispanics and Asians. Clearly, this trend highlights the importance of understanding how culture and language use intersect and change the identity of culturally diverse individuals. The overall use of the Internet is documented in the chart below:</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><img height="371px;" src="https://lh5.googleusercontent.com/GldSjJh2d0yRImpm_JsJUT9Jp_IOUDPn61kTK5rRJ6gmoz2hFc1amOXTJd-kIWGG_kcFVcjWHpmh3NwLw_dptO-nQ0BN-y0LZQhouyOUuLKH4cxNg0YVBiE5R_6-b5wo5Q" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="600px;" /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The overall use of the Internet is very high in general and when added to Hispanic and Asians the approximately one hour they spend in another language, they all seem to use it to very much to the same extent.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This data is robust in that it was collected with quotas for US region, age (18+) in different brackets, and gender. That it may be over-representing those who prefer English is possible. Nevertheless, the numbers make sense in light that about 30% of US Hispanics prefer to communicate in Spanish, and the rest are a mix of English language preference or no preference.</span></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The trends generally confirm that emerging minorities continue to lead in the use of digital media. While Netflix and Pandora, for example, are doing more in satisfying content preferences of culturally diverse audiences it seems like they could be doing more to the benefit of their own businesses and these audiences are their present and their future. It is not just having Latin American, Asian, or African American movies and music that can bring increased revenue, but the understanding of non-obvious tastes and preference. A Netflix or Amazon series that reflects the values of Latinos, for example, without necessarily being just for Latinos could be more attractive than a mafia or government affairs theme.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Again, “all marketing is cultural.”</span></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-47798964237098200592014-03-16T06:57:00.000-07:002014-03-16T06:57:07.432-07:00Search Trends in the Multicultural Market<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I have many times said that Google is probably the most useful company in the world. They are making information availability pervasive and usable. They have a service called Google Trends that traces, in relative terms, the prevalence of searches of specific terms and expressions in their search engine. They do not provide actual frequencies but percentages of a total represented by the tallest point in the distribution and that is equal to 100.</span></div>
<b id="docs-internal-guid-9947baf2-cb2c-11ab-2fc4-39ce42165f6f" style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I thought it would be interesting to check and see how different searches in the </span><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">United States</span><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> reflect the sentiment of those who search for multicultural and related marketing topics. The first search I did was for the term “Multicultural Marketing.” The resulting graph is below:</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="34px;" src="https://docs.google.com/drawings/d/sFJdIYnmHkqUj4jp8TEkh8A/image?w=255&h=34&rev=25&ac=1" style="border: none;" width="255px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="224px;" src="https://lh3.googleusercontent.com/UGwwr7l3pMlSHhapvwyXJNmbK4gxu7O30UGLLkgyRDzQvmu7-EriBou89CbDwYrswQIKSsYHg60VwKcPyZD3aZqwTODoUH5xPLw0pW6eEnirQ5dT883vwi7cdALQiw" style="border: none;" width="624px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b><br />
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Surprising and thought provoking, this graph shows that there was a moment in recent history when Multicultural Marketing in the US was very salient. Interestingly as the recession took root searches for multicultural marketing diminished in relative frequency, but then stabilized over time up to the present. It is important to note that Google trends started approximately in 2004, so it is difficult to know what the popularity of terms was before that. What about Hispanic Marketing? </span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="34px;" src="https://docs.google.com/drawings/d/sa_nbt0xT9CkzWLwDFbYcHQ/image?w=224&h=34&rev=22&ac=1" style="border: none;" width="224px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="221px;" src="https://lh4.googleusercontent.com/weIyv4d0y1Zkj09TCoCwYj7XENlsb5icdi1aJlPA03bi5uHmoAdoZFgwXerCDGOmJsz0W14YMiBeDs0iSBp999KfB2KEXVP2-xwka0N_6yAX1IWHE4PVFh8X6jxmPQ" style="border: none;" width="624px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b><br />
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The search incidence for “Hispanic Marketing” had its peak in 2004 and then decreased to relative stability since 2009. The term “Latino Marketing” shows a similar tendency so I am not posting it here. Google reports that there is not enough data to report trends for “African American Marketing” or “Asian Marketing.”</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The concept of “Total Market” has become popular in recent times. The problem with this term, however, is that it has more than one meaning and it is difficult to sort the searches for the meaning associated with marketing in general. With that word of caution, the graph shows a surge as “Total Market” has been a novelty in recent years.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="34px;" src="https://docs.google.com/drawings/d/spF7WwkKeZqfay9t6tJwkCQ/image?w=259&h=34&rev=14&ac=1" style="border: none;" width="259px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="224px;" src="https://lh5.googleusercontent.com/YA4SDwHSIqlp4LaP1mHW28ItbhUBtvUR1kZAPwm0x3VOTth-S5f7YUIvgCzxUR2bdTpkN9vnQip_Ur_1bs-auLlSu8iqsVa5FDkEo7ELFQIbOv8aW4o-bnqn4ogcIA" style="border: none;" width="624px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b><br />
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Total Market searches reached its highest point at the end of 2008 and has been relatively high until the present day. I thought I should compare all these trends with their relative frequencies against each other.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="34px;" src="https://docs.google.com/drawings/d/sivKUJC1R3PscGPjVfTki_w/image?w=261&h=34&rev=19&ac=1" style="border: none;" width="261px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="225px;" src="https://lh5.googleusercontent.com/KlNbS0pa5EmTH3ZWjXH2BlkdQ0U1VOC_oqWq5bpwDKXTM1OOMdadbxopAkBpUzo7hBOoSUTUwzyyAp6RkbVz7xeVAYwh3ZykaDYXWJbZE2X38ZRmrfCO9O9T0IYGXw" style="border: none;" width="624px;" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b><br />
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In this chart the color blue stands for “Total Market,” red for “Hispanic Marketing” and yellow for “Multicultural Marketing.” This graph provides a relative perspective on the prevalence of the three topics. Hispanic and Multicultural marketing seem to have stabilized and run in parallel. “Total Market” however has actually increased in relative interest over time.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It is difficult to make generalizations based on these data. It, nevertheless, is interesting to observe how the marketing community has shifted its interest from Hispanic and Multicultural Marketing to Total Market. This is somewhat unsettling to people like me who believe that culturally based marketing is important for touching the emotional cords of culturally diverse consumers. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> </span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As I have stated elsewhere, total market approaches may be appealing as an energy and money saving compromise. However, that is likely to backfire; marketing is precisely about reaching large groups of consumers that share something in common with relevant messages and products. Culture is what makes groups of humans unique, because it identifies what they share, including values, beliefs, and perspectives. It is what we are brought up with and what makes us see the world in special ways. Culture influences perception and perception is reality. It is very difficult to have an overarching approach that touches consumers deeply without taking culture into consideration.</span></div>
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Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-47254820822797054312013-12-23T13:12:00.000-08:002013-12-23T13:12:25.325-08:00Cultural Marketing, Total Market, How and Why?<b id="docs-internal-guid-31b25ec3-2148-245b-8c3c-7e486a29a266" style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This has been the year of the debate over the “Total Market” approach. The idea is to find a common denominator that different cultural groups can all relate to. That makes some sense at first glance. After all, most people love their children, enjoy being free, enjoy food and other good things of life.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">So, finding an insight that would resonate with most people is possible. But let us think again about the nature of marketing and advertising. What brands want is to establish deep connections with consumers, at a level that the consumer feels like the brand understands them uniquely. </span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">So, while the notion of finding a common denominator may be appealing for the good reason of realizing economies of scale and having a great reach, the brand connection may be lost. Why? Because while we all love our children, the meaning is different across cultural groups. It would be trivial to say that because children are generally loved by their parents, life insurance, for example, could be sold across the board for the sake of the love “you have for your children.” This positioning would not be ownable. And even if it were, the specifics of how Hispanic parents think of their children or their future compared with African Americans, Asians and non-Hispanic Whites would be more powerful than a more general approach. To mind comes the example of the insurance company that had a picture of a girl in her “quinceañera” dress as a reminder of the dreams the parents have for her. That is a very culturally specific message that would not cut across cultures, but that would be more powerful than a general message in reaching Latinos.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Cultural marketing is about connecting the consumer at the level of their cultural traditions and archetypes. Culture is more than interesting idiosyncrasies. Culture is the passed on set of tools for living that humans have found to work in different social contexts. Even when these tools cease to be effective, we humans tend to keep them close to our heart as they are the elements which define who we are. So, for example, fatalism. In a better organized and more predictable society fatalism would not be an effective way of coping with life. Nevertheless, it stays with members of a culture for generations regardless of their geographic and social movement over time.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Cultural marketing consists in understanding those tools for living that are mostly implicit in people's heads and that dictate how they view the world. Ethnographic and other qualitative studies can uncover many of these regularities that marketers can use to better communicate their products, brands, and services. Finding a powerful cultural cue can establish a deep relationship with consumers over many generations. Consider “sonrisas Colgate” or the Colgate toothpaste smiles that have transcended from Latin America to the United States following the descendents of Latinos. The popularity of Colgate toothpaste among Hispanics continues to be strong and much of it has been passed on from generation to generation.</span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">A “total market” approach should not be an excuse for not attempting to establish a strong long lasting link with culturally diverse consumers. It can be detrimental. Cultural marketing is the new marketing. It goes beyond ethnicity to encompass the many different lifestyles that consumers hold dear.</span></div>
Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-19377669039685071042013-11-25T06:14:00.001-08:002013-11-25T06:15:59.077-08:00Online Courses on Hispanic and Multicultural Marketing Open to All This Spring 2014<div style="font-family: Arial, Helvetica, sans-serif; font-size: 13px; text-align: left;">
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;">Register by December 1, 2013. </span></div>
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<a href="http://mailer.hispanicad.com/mailer/admin/temp/newsletters/15/fsu1.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="fsu1.gif" border="0" height="125" src="http://mailer.hispanicad.com/mailer/admin/temp/newsletters/15/fsu1.gif" style="font-size: 13px;" title="fsu1.gif" width="125" /></a><span style="font-size: 13px;">The Center for </span><span class="il" style="background-color: white; font-size: 13px;">Hispanic </span><span style="font-size: 13px;">Marketing Communication at Florida State University offers the following online courses Spring 2014:</span></div>
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<li style="margin-left: 15px; text-align: left;"><span style="background-color: white;"><span class="il">Hispanic</span> Marketing Communication (graduate)</span></li>
<li style="margin-left: 15px; text-align: left;"><span style="background-color: white;"><span class="il">Hispanic</span> Marketing Communication (undergraduate)</span></li>
<li style="margin-left: 15px; text-align: left;">Account Planning (undergraduate)</li>
<li style="margin-left: 15px; text-align: left;">Multicultural Marketing Communication (graduate)</li>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"><span style="font-size: 13px;">These courses can be taken by themselves or as part of the undergraduate or graduate certificate in Multicultural Marketing Communication. The links provided above lead to the certificate requirements that include descriptions of each one of the courses.</span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"><a href="http://www.amazon.com/gp/product/B00800VAJ2/ref=s9_simh_gw_p351_d1_i1?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-2&pf_rd_r=1Z8S9Q6MTTFAER448Q2F&pf_rd_t=101&pf_rd_p=1630083502&pf_rd_i=507846" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img alt=" Hispanic Marketing: Connecting with the New Latino Consumer" border="0" src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcQxkujHSC3QobpIAVUJzeAxQwP0q-iBVFp5PJbUHAIMA9dw-CBv" /></a><span style="font-size: 13px;">The courses start on </span><span class="aBn" data-term="goog_1498979591" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; font-size: 13px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">January 6th</span></span><span style="font-size: 13px;"> and run until </span><span class="aBn" data-term="goog_1498979592" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; font-size: 13px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">May 2nd, 2014</span></span><span style="font-size: 13px;">. Professionals, interested individuals, and students at other universities, who would like to participate in the Certificate programs or just by taking one or two of the courses are encouraged to apply. Online discussion boards allow for the exchange of ideas and networking opportunities. The courses are asynchronous so students can work when their schedules allow.</span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"><span style="font-size: 13px;">For admission requirements </span><strong style="font-size: 13px;"><a href="http://mailer.hispanicad.com/mailer/link.php?M=4782&N=33&L=117&F=H" style="color: #1155cc;" target="_blank">CLICK HERE</a>.</strong><span style="font-size: 13px;"> For more information about admissions please write or call: </span></span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;">Anthony McDonald </span><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"> </span></b></div>
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<a href="mailto:abmcdonald@fsu.edu" style="color: #1155cc; font-size: 13px;" target="_blank">abmcdonald@fsu.edu</a><span style="font-size: 13px;"> </span></div>
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<a href="tel:850%20645%209486" style="color: #1155cc; font-size: 13px;" target="_blank" value="+18506459486">850 645 9486</a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"><span style="font-size: 13px;">The application deadline is </span><span class="aBn" data-term="goog_1498979593" style="border-bottom-color: rgb(204, 204, 204); border-bottom-style: dashed; border-bottom-width: 1px; font-size: 13px; position: relative; top: -2px; z-index: 0;" tabindex="0"><span class="aQJ" style="position: relative; top: 2px; z-index: -1;">December 1, 2013</span></span><span style="font-size: 13px;">, so act soon.</span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13px;"><span style="font-size: 13px;">Watch this video for more information </span><strong style="color: #1155cc; font-size: 13px;"><a href="http://mailer.hispanicad.com/mailer/link.php?M=4782&N=33&L=118&F=H" style="color: #1155cc; font-size: 13px;" target="_blank">CLICK HERE.</a></strong></span></div>
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Visit the Center's site at <a href="http://hmc.comm.fsu.edu/" target="_blank">http://hmc.comm.fsu.edu </a></div>
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Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-76484233886985847152013-11-20T06:57:00.000-08:002013-11-20T06:57:55.541-08:00Beyond Tacos, Guacamole, and Hugs: El Dia de los Muertos<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Latino influence in the US keeps growing one cultural example at a time. The Wall Street Journal published on Friday November 1, 2013 an article entitled "No Bones About It, Day of the Dead Is Finding New Life." The article talks about a trend among non-Hispanics, particularly in areas of heavy Latino presence like California and Texas, who now set up altars to their dead relatives in different locations. An interesting example is that of a non-Hispanic woman in Oceanside, California, who created an altar to her father in the trunk of his car.</span></div>
<b id="docs-internal-guid-57292e78-75ff-4804-a300-0b940f7f02a3" style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I am surprised as I thought that this particular ritual would not transfer from the population of Mexican origin to non-Hispanics. I had the impression that spiritual rituals tend to be more strongly culture bound and related to deeply ingrained beliefs and emotions. Emotions that are derived from people's upbringing and sense of self. </span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">But there it is! Not only has hugging become popular (see a prior blog post), but now more spiritually oriented beliefs are transcending their origin. The Day of the Dead celebrated on All Saints Day, has its roots in cultural beliefs that talk about the skies opening on that day so the souls of the dead pour back to earth to spend time with loved ones. Then, the loved ones left behind celebrate the life of the departed with lively parties at cemeteries, homes, and other locations.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In Google.com/trends one can see that the highest number of searches for both "dia de los muertos" and "day of the dead" happened in 2013 in the United States and that the States where those searches originated most prominently were California, New Mexico, and Texas. Clearly these searches may have been originated mostly by Latinos, nevertheless, why would 2013 be the highest incidence year when immigration from Mexico and Latin America is lower than in many prior years? It is likely that these searches originate from many non-Hispanics who are embracing the celebration.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">At the Center for Hispanic Marketing Communication at Florida State University, where many of the students are non-Hispanic, Dr. Sindy Chapa erected an altar in the memory of her father as shown below.</span></div>
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<b style="font-weight: normal; margin-left: 1em; margin-right: 1em;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><img height="320" src="https://lh6.googleusercontent.com/4VB0_sKFd3eQwx2yKEQ6nSR3xiPvuUu-mIHvXA35fcZkzxjckAY8Nul-asBfnFhnY4Jg8bvu7psgSXufVdIB20Sx69o3TGlAXXbFHA5oMNWy5Nxe3kFoW9T8Qg" width="179" /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
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<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Museums around the US have had exhibits of altars for dia de los muertos both to celebrate the culture and to show the folkways of mesoamerica. From Oakland, California, to El Paso, Texas, even to the Idaho Historical Society, museums have in one way or another presented exhibits to mark the celebration.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Skelita Calaveras the Monster High doll created for Dia de Los Muertos has been a great success for Mattel, and the doll has been searched by name extensively in US States with strong Latino presence. As marketers realize the importance of Latinos to their bottom line, almost by accident they also educate the rest of the population about Latino cultural features.</span></div>
<br /><span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;"></span><span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;">What do all these stories and anecdotes tell us? As Hispanics acculturate they also spread the allure of their customs and beliefs. Acculturation is a two way street in which we learn from each other and find aspects of the culture of others attractive and meaningful. When cultural influence goes beyond the material aspects to the intangible and spiritual, one witnesses a societal transformation that should make marketers think more about culture and the future of marketing.</span>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-85870206093578212772013-10-25T12:54:00.000-07:002013-10-25T12:54:06.505-07:00Focus Groups: In the Search of Cultural Meaning<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I have conducted about 5,000 qualitative sessions during my career in market research. Most of these sessions have been focus groups and a substantive number have been ethnographies. In our 2012 book "</span><a href="http://www.amazon.com/Hispanic-Marketing-Connecting-Latino-Consumer/dp/1856177947/ref=sr_1_1?ie=UTF8&qid=1382463268&sr=8-1&keywords=Hispanic+marketing" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Hispanic Marketing: Connecting with the New Latino Consumer</span></a><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">" (Routledge) we discuss focus groups with Latinos in much detail and clarify many common concerns marketers have in conducting them. In this opportunity I am reflecting on the focus group as one of the most misunderstood versions of qualitative research. Here I intend to talk about the essence of focus groups and how to make them work for cultural marketing.</span></div>
<b id="docs-internal-guid-3c541912-f128-444e-5a17-9510828a5bff" style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">A focus group is not a question and answer session. For that you can simply interview people individually in person, online, or on the phone. The focus group is a focused discussion to understand how people think and feel about ideas. It is an opportunity for understanding how meaning is created collectively during human interaction. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This type of interaction has great value because it reveals cultural meanings that are not obvious and cannot be asked directly. One cannot expect people to tell you why they prefer a product or idea just by asking a direct question because the context of the situation is not a realistic consumer behavior opportunity. But asking the group to discuss brand "X" is likely to reveal inner feelings, attitudes, and values. Thus, focus groups are not for finding out why people use a particular brand on an individual basis but to find out how the group talks about a brand.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">But a key aspect of moderating a focus group is that the moderator must be a pretty silent person in the process. One asks "please talk about brand X" and then one stops talking. Silence produces discussion. One can also say, "interesting... I would like to understand better how you feel... please tell me more about brand X," and again remain silent and nodding. The richness of meaning derived from such an activity cannot be underestimated. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I understand that many research departments and clients are likely to be anxious about spending money without having a long questionnaire as a discussion guide for the focus groups, but that is because many do not understand what focus groups are for. They are for generating group discussion. If discussion and symbolic interaction is not the goal, then simply do individual interviews and save some money.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Besides brands there are many other aspects around which a focus group can be centered. For example, a discussion on the importance of one's health. As respondents discuss the issue, the observers and moderator infer the meaning of health and capture important insights that can be used to market products and services. Generally these are likely to be culturally laden insights that can be used for brand positioning purposes. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Actually, on many occasions focusing on an aspect related to the brand as opposed to the brand itself can be richer in delivering cultural insights. Thus discussing health can be richer than discussing "HMO plan X." This is because properties of the brand are more relevant to consumers and they can more readily engage in a meaningful discussion. The aim of the focus group is to uncover the meaning of health, in this instance.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">There are those who hold stereotypes about focus groups because of their personal experiences. A poorly trained moderator can readily damage a focus group by not knowing how to establish a warm and comfortable personal relationship with respondents. A lot of the chemistry of focus groups has to do with the warm-up and the bonding phase.</span></div>
<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Another myth is that focus groups do not tell the truth because one individual biases the others. Clearly, this has to do with respondent selection, the establishment of focus group procedures, and group process management. But most importantly, when one expects a focus group to answer a barrage of questions, one is bound to have more social influence of one respondent over the others because the focus group is being rushed and not carefully prompted to engage in concentrating on an issue. </span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Further, social influence is part of social life and a discussion will reveal patterns of interaction that can be very valuable in suggesting marketing approaches. One way of getting group participants to focus before coming in contact with each other is to give them the assignment to do something about the issue they will focus on. That preempts much of the concern about social influence as people have been focusing on the issue.</span></div>
<br /><span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;"></span><span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;">I will write more about focus groups and other research approaches. Here my main aim is to clarify that focus groups are for discussion focused on an issue or set of issues, they are not question and answer sessions. A moderator needs to be a social scientist by training, a group facilitator, understand cultural trends, and enjoy people profoundly. </span><span id="docs-internal-guid-16ddb68c-e158-c0f2-7fd7-24ccbdaf1df2"></span><br />
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<span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;">Focus groups are for uncovering cultural meaning in the course of symbolic interaction.</span>Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0tag:blogger.com,1999:blog-1527232479029455833.post-9692987644768278282013-09-19T06:27:00.003-07:002013-09-19T06:27:59.646-07:00Salsa, Tortillas, Dulce de Leche, and now Hugs<div dir="ltr" style="margin-bottom: 0pt; margin-top: 0pt;">
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I read in the Wall Street Journal (September 14 - 15, 2013*) that hugs are an issue now in the United States as many more people hug than ever before. My first reaction was that as tortillas overtake white bread and salsa overtakes ketchup, hugs overtake social distance. Is this the Latino influence? Now the WSJ article talks about how to defend yourself from huggers. That is a serious departure from the nature of hugging in Latin America and other "hugging" regions of the world where the hugging is seen as a welcome sharing of human warmth and reassures people of their relationship.</span></div>
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<b id="docs-internal-guid-28ae60b6-365f-d3f1-7fe0-cd4a6923efd1" style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">When I was young, in high-school and then in college in Mexico, every day, I had to hug and kiss many women, which I thought was nice, and hugged many men as well, which I felt were my dear friends. It was routine, the business of social life. You hug those you care for and those you want to keep as part of your circle of friends. Also, it felt good. It was reassuring. I felt I belonged.</span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Hugging feels good. It releases chemicals in our body that make us feel good. A most interesting substance is oxytocin which contributes to our social happiness and well being. It is known to be released when people touch and hug and helps people bond together. Hispanics are good at this. I believe this is an important contribution that Latinos and other "hugging" people are making to US society.</span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Chipotle, mango, salsa, papaya, tortillas, cilantro, yuca, and many other flavors are clearly now part of the mainstream. Also, Latin music and architecture have become part of the American mainstream. But that is only the part of the culture that is clearly observable. What about the less observable parts of the culture? What about the subjective culture composed of values, ideas, attitudes, and ways of thinking? Hugging is part of the subjective culture that is now influencing the United States. Subjective because it emanates from primitive impulses, beliefs, and values that take us back to our origins. </span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Marketers ought to consider that the most powerful insights come from those attitudes, beliefs, values, and perceptions that are transmitted via our cultural groups but that are hidden from view. Hugging is visible, but not its motives and consequences. Touching produces a different social structure. Marketers can capitalize on those motivations and the effects of touching and hugging (haptics) by establishing connections associated with their brands.</span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Human contact feels good and makes people happy. Clearly, it has to be appropriate, but Latin Americans don't worry about that. They know when the toucher is a creep. In low contact cultures any contact can be misinterpreted. But in high contact cultures contact means care and affection. As we move into a more touch oriented society in the US, our ways of behaving, thinking, and feeling change as well.</span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
<div dir="ltr" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Now that Latinos have influenced the US culture beyond imagination, it is not only with the material things of life where Hispanics are making a statement but also with emotions. While marketers have long thought that differences in culture are apparent in the numerous manifestations we observe, now we need to take notice of the more hidden aspects.</span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Marketers do not only capitalize on high contact cultures when understanding their motivations and bonding feelings, but they may now have a "total market" approach in their hands. Hugging will likely transcend cultural groups. </span></div>
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<b style="font-weight: normal;"><br /><span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"></span></b></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The author of the WSJ article was trying to help others with larger personal space needs to defend themselves from the rising tide of huggers. Well, another take on the trend is that it is good for you and potentially excellent for marketers who understand cultural patterns. </span></div>
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<br /><span style="font-family: Arial; font-size: 15px; vertical-align: baseline; white-space: pre-wrap;"></span></div>
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<span style="background-color: transparent; color: black; font-family: Arial; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In Hispanic Heritage month let's celebrate hugging and all that comes along with it.</span></div>
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<span style="font-family: Arial;"><span style="font-size: 15.333333015441895px; line-height: 11.333333015441895px; white-space: pre-wrap;">______________________________</span></span></div>
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<span style="font-size: x-small;">*"The Delicate Protocol of Hugging: For fans of personal space, these are difficult times: America has become a nation of huggers" by Peggy Drexler</span></div>
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Felipe Korzennyhttp://www.blogger.com/profile/01847908356248485747noreply@blogger.com0