Sensis Bureau

Jan 08

Seven Hispanic Market Stories to Watch in 2016

By Jose Villa

As we begin 2016, we anticipate what the New Year has in store for our industry. I have never been afraid of making predictions, but I think 2016 will be unpredictable. So I’ll instead highlight important stories and trends to track. Latin American Immigration This topic has the most direct impact on Hispanic marketing – both in the short- and long-term.

Dec 04

Is Hispanic Marketing Dying or Maturing?

By Jose Villa

All industries go through cycles and evolve. Most follow a common trajectory that begins with rapid growth, then slows down, matures and ultimately faces creative destruction (which J.

Oct 01

Replacing the Acculturation Model

By Jose Villa

Hispanic marketing started out in the 1960s as an industry built around language – Spanish language media and advertising to reach recent immigrants to the U.S. During the late 1980s the concept of culture began to replace language as a key strategic foundation of most Hispanic and multicultural marketing. What is culture?

Sep 04

Multiracial Gen Z and the Future of Marketing

By Jose Villa

Millennials are generally believed to be the most ethnically and racially diverse generation in American history. Hispanics (20%), African-Americans (14%) and Asians (6%) make up 40% of the total millennial population.

Aug 06

The Media, Entertainment and Technology World of Crosscultural Millennials

By Jose Villa

Millennials are the most heavily researched and analyzed group in America. Yet most of this research has failed to understand the roles ethnicity and culture play on this highly diverse generational cohort (43% of millennials are either Hispanic, African-American, Asian or of mixed race). This has been impetus behind the Hispanic Millennial Project initiative.

Jul 10

Emerging Hispanic Markets Provide Marketers Another Shot

By Jose Villa

The Hispanic market is big business, attracting over $8.3 billion in ad spend to reach a growing population of 55.4 million with over $168 billion in discretionary spending.

Jun 04

Moving Multicultural Out of the Silos

By Jose Villa

Corporate America is increasingly undertaking enterprise-level initiatives to move multicultural market considerations from a segment-driven consideration into their core business operations. Market realities are driving this trend: the growth of multicultural populations, their spending power and the projections they will drive a majority of market growth in many industries.

May 30

How Hispanic Millennials use Food and Beverages to Connect with Their Culture

By Jose Villa

For the last year and half, I’ve been involved in a nationwide research initiative focused on Hispanic Millennials. OurHispanic Millennial Project research has focused on understanding how Hispanic Millennials differ from “mainstream,” Asian and African-American Millennials, as well as older Hispanics (35+).

Apr 21

Millennials, Music, Marketing

By Jose Villa

The last two weekends, all three combined for the ultimate West coast music festival, Coachella.

Mar 30

Digital is the New Currency

By Karla Fernandez...

I recently attended SXSW Interactive, the premiere international symposium on digital, and watched a panel about “turning fans into customers.” I really liked what Peter Scott, of Turner Sports, said: “Digital is the new currency.”

We are at a crossroad in marketing to bridge the gap between “physical” and “digital.”