Millennial Latina Uniqueness Differences with White_Part1

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Santiago Solutions Group conducted a statistical analysis of a consumer survey to identify differences between Millennial Latinas and non-Hispanic white women. They found that Millennial Latinas have stronger aspirations to advance their social and financial status, are more environmentally friendly, have a strong work ethic balanced with enjoying leisure activities, value both individualism and collective benefit, strongly preserve their culture while remaining open to other cultures. The differences identified through statistical analysis were supported by insights from qualitative research among Millennial women.

Marketing

LATINA MILLENNIAL
NUANCES
Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
K E Y D I F F E R E N C E S B E T W E E N M I L L E N N I A L
L AT I N A S & N O N - H I S PA N I C W H I T E WO M E N
0 3 . 2 0 . 1 7
818.509.5901
- Part 110

QUANT-QUALI
METHODOLOGY
S a n t i a g o S o l u t i o n s G r o u p c o n d u c t e d a
d e e p s t a t i s t i c a l a n a l y s e s o f G f K M R I
S u r v e y o f t h e A m e r i c a n C o n s u m e r t h a t
i d e n t i f i e d m a j o r d i f f e r e n c e s ( 9 0 - 9 5 %
c o n f i d e n c e l e v e l ) b e t w e e n M i l l e n n i a l
L a t i n a s & N o n - H i s p a n i c W h i t e M i l l e n n i a l
Wo m e n .
T h e m a j o r d i s t i n c t i o n s w e r e f u r t h e r
c o n t e x t u a l i z e d w i t h i n s i g h t s f r o m o u r v a s t
q u a l i t a t i v e w o r k a m o n g M i l l e n n i a l Wo m e n .
2
Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
3
Have firmer aspirations &
optimism to advance their
social and financial status
UPWARDLY
MOBILE
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic
01
Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
4
Concerned about the
environment, global warming
and doing their share to protect
nature
ENVIRONMENTALLY
FRIENDLY
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic
02

Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
5
PLAY HARD –
WORK HARD
More fervent fun
seekers yet hold
stronger drive to get to
top of professional
career
03
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
COLLECTIVE MINDED YET
INDIVIDUALISTIC
6
Latinas take time for themselves as their self-interest and personal
development is very important yet look first for the benefit of the unit
04
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
7
LATINO CULTURE
GUARDIANS
Millennial Latinas zealously
preserve their culture and
heritage and establish rituals
to ensure their children
embrace their cultural values
& OPEN TO OTHER
CULTURES
Similarly, they are hungry to
learn about other cultures
Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant
differences with White Non-Hispanic
Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
05

Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com
8
About SSG
We guide clients’ growth strategies leveraging
advanced consumer research, marketing & sales
analytics, ‘size of the prize’ scenario planning,
innovative segmentations and predictive modeling.
Our end goal is to enhance clients’ marketing
effectiveness and sustainable total growth through
actionable & ‘ownable’ business and consumer
segments insights.
By leveraging Client-side and Consulting
experience, we arm clients and agencies with
intelligence, drivers to purchase, customer journeys
and strategic pathways across marketing Ps
aligned with the highest ROI options for Gen Z,
Millennial, Multicultural, Hispanic, African American,
Asian American and Total Market.
Santiago Solutions Group
@Carlos_SSG
818.509.5901
@Santiago_Group
santiagosolutionsgroup.com/subscribe/
Carlos@SantiagoSolutionsGroup.com
Stay current with SSG studies and insights at:
www.SantiagoSolutionsGroup.com/Media-
Center/Newsletters
SantiagoSolutionsGroup.com
Insights Brief Newsletter Sign-Up

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1. LATINA MILLENNIAL NUANCES Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com K E Y D I F F E R E N C E S B E T W E E N M I L L E N N I A L L AT I N A S & N O N - H I S PA N I C W H I T E WO M E N 0 3 . 2 0 . 1 7 818.509.5901 - Part 110

2. QUANT-QUALI METHODOLOGY S a n t i a g o S o l u t i o n s G r o u p c o n d u c t e d a d e e p s t a t i s t i c a l a n a l y s e s o f G f K M R I S u r v e y o f t h e A m e r i c a n C o n s u m e r t h a t i d e n t i f i e d m a j o r d i f f e r e n c e s ( 9 0 - 9 5 % c o n f i d e n c e l e v e l ) b e t w e e n M i l l e n n i a l L a t i n a s & N o n - H i s p a n i c W h i t e M i l l e n n i a l Wo m e n . T h e m a j o r d i s t i n c t i o n s w e r e f u r t h e r c o n t e x t u a l i z e d w i t h i n s i g h t s f r o m o u r v a s t q u a l i t a t i v e w o r k a m o n g M i l l e n n i a l Wo m e n . 2 Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

3. Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 3 Have firmer aspirations & optimism to advance their social and financial status UPWARDLY MOBILE Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 01 Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

4. Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 4 Concerned about the environment, global warming and doing their share to protect nature ENVIRONMENTALLY FRIENDLY Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic 02

5. Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 5 PLAY HARD – WORK HARD More fervent fun seekers yet hold stronger drive to get to top of professional career 03 Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

6. ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com COLLECTIVE MINDED YET INDIVIDUALISTIC 6 Latinas take time for themselves as their self-interest and personal development is very important yet look first for the benefit of the unit 04 Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com

7. Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 7 LATINO CULTURE GUARDIANS Millennial Latinas zealously preserve their culture and heritage and establish rituals to ensure their children embrace their cultural values & OPEN TO OTHER CULTURES Similarly, they are hungry to learn about other cultures Source: SSG analyses of GfK MRI 2016 Doublebase, 90% significant differences with White Non-Hispanic Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 05

8. Copyright ©2017 Santiago Solutions GroupInc. SantiagoSolutionsGroup.com 8 About SSG We guide clients’ growth strategies leveraging advanced consumer research, marketing & sales analytics, ‘size of the prize’ scenario planning, innovative segmentations and predictive modeling. Our end goal is to enhance clients’ marketing effectiveness and sustainable total growth through actionable & ‘ownable’ business and consumer segments insights. By leveraging Client-side and Consulting experience, we arm clients and agencies with intelligence, drivers to purchase, customer journeys and strategic pathways across marketing Ps aligned with the highest ROI options for Gen Z, Millennial, Multicultural, Hispanic, African American, Asian American and Total Market. Santiago Solutions Group @Carlos_SSG 818.509.5901 @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Stay current with SSG studies and insights at: www.SantiagoSolutionsGroup.com/Media- Center/Newsletters SantiagoSolutionsGroup.com Insights Brief Newsletter Sign-Up

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