BabyCenter® and Collage Group Release Results of New Study “Futurecasting Families: Early Insights into Generation Z & the Future of Parenting

SAN FRANCISCO, Calif.–(BUSINESS WIRE)–Today, BabyCenter®, the world’s #1 pregnancy and parenting web and mobile destination, and Collage Group, a leading insights and strategy company, released findings from their landmark new study, “Futurecasting Families: Early Insights into Generation Z & the Future of Parenting.” The two organizations partnered on this research to place Generation Z alongside current Millennial moms to offer an early look at how this young generation of digital natives will prioritize, shop, communicate, and connect when they become parents.

The research primarily focuses on Gen Z women ages 18 – 20, both those with children and without, to examine their attitudes compared with Millennial moms (Gen Z moms defined as those born 1997-1999; Millennial moms from 1980 and 1996). “Futurecasting Families” also includes the opinions of younger Gen Z teens, ages 13 – 17, to ensure that the study encapsulates a wider generational perspective on everything from ideals and values to technology and social media, and more. The results uncover important differences between Gen Z and their Millennial predecessors – differences that don’t necessarily fit with previously held assumptions. These distinctions will require brands and retailers to adjust their thinking and approach to successfully reach the next generation of parents.

The report uncovers six key takeaways:

  1. The new traditionalists: Gen Z moms are carving a unique path to adulthood, emphasizing “success” as a key measure of the ideal life. But even with this younger set, some traditional values, such as marriage and teaching responsibility, still hold weight – even more so than with their Millennial mom counterparts. For example, no matter age and whether a parent, approximately one-third of Gen Z females say that “success” is a top ideal, while just one-fifth of Millennial moms say the same. On the traditional side, when asked if as children they pictured themselves getting married, more than 6 in 10 Gen Z females said that they envisioned the walk down the aisle.
  2. Social media is an ever-present tool: Gen Z has a very realistic, almost jaded view of social media. While they live much of their lives on these platforms, they don’t necessarily love them, and being connected all the time leads to a deep fear of missing out. More than 70 percent of Gen Z girls and Gen Z women without children report that they regularly experience “FOMO.” Interestingly, becoming a parent seems to soften some of that pressure – with that figure tumbling to 36 percent with Gen Z moms and dropping to 31 percent for Millennial moms.
  3. Higher reports of loneliness and anxiety: Likely due to the timing of the recession, and growing up in the aftermath of 9/11, Gen Zers have a more imperiled perspective than Millennials. Their own parents, Gen X, instilled a worry-filled mindset. Gen Z females, no matter age and parenthood status, are more apt to admit to being more anxious than most people (Gen Z girls: 57 percent; Gen Z women: 58 percent; Gen Z moms: 56 percent). This is in direct contrast with the emotional state of today’s Millennial moms, with just 44 percent reporting similar feelings of anxiety. In addition, Gen Zers have only known a life that places pressure on them to present outwardly exciting personas on social media.
  4. A high value on spontaneity: Most Gen Z females idealize the notion of cutting loose on the spur of the moment, with 60 percent of 18- to 20-year-old Gen Z women – whether a parent or not – agreeing that the best things in life are spontaneous. The younger Gen Z set feel similarly, at 59 percent. With their deep engagement on social media, and their need to share these moments, it points to an opportunity for brands and retailers to engage through “surprise and delight.”
  5. Less trust in the wisdom of the crowd: Gen Z moms trust professional reviews in line with Millennial moms (Gen Z moms: 27 percent; Millennial moms: 25 percent). However, when comparing Gen Z moms to Millennial moms, there is a precipitous decline in trust of consumer reviews on Amazon, Yelp, and the like – highlighting the need for marketers to understand the value of content in context. New Gen Z moms need help and advice on the products they buy, but they won’t turn to sources that they don’t know and trust.
  6. Open to digital advertising: No matter age or parenthood status, Gen Z females are more likely to appreciate targeted ads that are relevant to their interests than Millennial moms (Gen Z girls: 42 percent; Gen Z women: 41 percent; Gen Z moms: 46 percent; Millennial moms: 29 percent). Having grown up in an era when digital screens are the norm is a potential cause – Gen Z is simply used to these types of ad experiences. In addition, it is likely that Gen Zers have a better understanding of the value exchange between data for free content or services than their Millennial counterparts.

“In just four years, 2 out of 5 new parents in the United States will be Gen Z, so it is important that marketers begin to focus on this new generation,” says Julie Michaelson, head of Global Sales for BabyCenter. “We have already heard a great deal about this up-and-coming generation – young people for whom technology is like oxygen. Facebook was created in 2004 and the iPhone hit the market just three years later, which means this generation came of age in an era when social media, apps, and other tech were readily available, if not ubiquitous. This study’s results confirm some of our assumptions and busts others wide open, providing invaluable early guidance for reaching tomorrow’s moms.”

“We know Gen Z is the future, but exactly what that future entails is hard to figure out,” says Andrew Rouse, senior director at Collage Group. “Our approach distinguishes characteristics that make Gen Z unique from those that are merely life-stage dependent. Our joint work with BabyCenter breaks new ground, providing insight into who Gen Z mothers are today, while giving a glimpse into the unique attitudes, behaviors, and values they will retain well into the future. The findings help companies avoid the myths and support more resonant engagement.”

The complete “Futurecasting Families: Early Insights into Generation Z & the Future of Parenting” report is available upon request.

Methodology:

The report includes U.S. data from both BabyCenter Brand Lab Insights and Collage Group. BabyCenter fielded an online survey on the BabyCenter site and among its Global Parents’ Panel, managed by Research Now®, between November 13 and November 29, 2017. The BabyCenter sample includes 204 Gen Z moms and 1,752 Millennial moms. The analysis pairs BabyCenter findings with insights from Collage Group and its two-part series highlighting Gen Z attitudes (2016) and Gen Z digital trends and platforms (2017). The Collage Group sample cited in the insights includes Gen Z women without children, ages 18 – 20, and Gen Z Girls, ages 13 – 17.

About BabyCenter® LLC

BabyCenter is the world’s #1 pregnancy and parenting digital destination, reaching more than 51 million parents a month in every corner of the globe through its 10 owned and operated properties in nine languages. In the United States, 8 in 10 new and expectant moms online use BabyCenter each month. BabyCenter provides parents with trusted information, advice from peers, and support that’s Remarkably Right® at every stage of their child’s development. Products include websites, mobile apps, online communities, email series, social programs, an Alexa skill, a Roku channel, and more. BabyCenter also leverages its industry-leading audience engagement to provide unparalleled insights and innovative marketing solutions to the world’s top brands, retailers, and institutions. BabyCenter is committed to improving maternal health globally and, through its Mission Motherhood™ campaign, works closely with nonprofits, NGOs, and governments to help make motherhood safer for all women. BabyCenter LLC is a member of the Johnson & Johnson family of companies. Visit BabyCenter on FacebookPinterest,Instagram, and LinkedIn, or follow @BabyCenter and @MomInsights on Twitter.

About Collage Group

Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy. They support leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks – Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z. Collage also offers a full suite of custom research and consulting services. More information can be found at collagegroup.com.

Collage Group Hires New Head of Product and Content

BETHESDA, MD. (PRWEB) JANUARY 10, 2018 -Collage Group is pleased to announce the hiring of David Evans to lead the product and content teams, responsible for research, data, and innovation. Evans most recently served as a senior advisor for Cushman & Wakefield, and held senior leadership positions at CoStar Group and CEB, in addition to working at the White House where he founded the Office of Executive Councils.

The consumer landscape is fundamentally changing as America becomes more diverse and fragmented. Success hinges on attracting and retaining high-growth consumers. Yet the deeply held cultural values of those diverse consumers are often poorly understood.

Evans will lead the team responsible for creating products and solutions to help marketers navigate this complex landscape. Their work will allow companies to pinpoint what works and what doesn’t with these segments, determining the attributes of successful brand-building investments.

“There are tremendous growth opportunities for companies that can appeal to a wide range of diverse segments. We’re embarking on a journey to help clients better understand the performance of their brands, as seen through the lens of a new America,” says Evans. “This is an extraordinary time to be at Collage Group and I’m honored to be leading the product and content teams at such a pivotal moment.”

The work will build on a proprietary data asset incorporating 10 million data points from hundreds of consumer surveys across the last nine years. Collage Group is uniquely positioned to help clients like no other company in the space, serving 200 of the world’s most prominent brands including Citi, Coca-Cola, Google, Target, Toyota, and Walt Disney.

“We’re thrilled to have David join the team. His deep experience in research, analytics, and product development will help lead the way as we generate predictive insights into what works and what doesn’t, to help clients win with the fastest growing and most influential consumers” says David Wellisch, CEO of Collage Group.

To learn more about the latest work on cultural fluency, download the eBook.

ABOUT COLLAGE GROUP

Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy. They support leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z. Collage also offers a full suite of custom research and consulting services. More information can be found at collagegroup.com.

Collage Group and A+E Networks Host Roundtable on Marketing in a Changing Landscape

BETHESDA, MD. (PRWEB) NOVEMBER 14, 2017 – Collage Group will continue their executive roundtable series on November 17 in New York City. Co-hosted by A+E Networks, the day-long session will bring together top brands to discuss cutting-edge approaches to multicultural and youth marketing. Over 40 executives will join from companies including Citibank, Eli Lilly, NFL, Toyota, Unilever, and more.

The day will start with a release of keystone findings around Cultural Fluency, the ability to understand and navigate the intersection of cultural identity and cultural values in a society. This will be followed by a framework for activation and relevant case studies.

“A+E Networks is committed to continually looking closer at our audiences, going beyond ethnicity and standard demographics, to truly understand viewers’ multi-faceted identities. We’re pleased to host the Collage Roundtable featuring the group’s latest Cultural Fluency framework along with some of our own research in this area,” says Marcela Tabares, Head of Multicultural Insights at A+E Networks.

The session will also include the latest findings on reaching and breaking through with gen-Z and millennial consumers, presented in partnership with comScore.

“Connecting with younger consumers is top of mind for most organizations,” says David Wellisch, CEO of Collage Group. “Creating effective campaigns is harder in the rapidly evolving digital landscape, so our latest research uses a data-driven approach to uncover what actually resonates with these younger generations, to help brands break through.”

The third session in the roundtable series will be held in early 2018.

ABOUT COLLAGE GROUP

Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy. They support over 100 leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z. Collage also offers a full suite of custom research and consulting services. More information can be found at collagegroup.com.

Collage Group and Google Host Executive Roundtable on Revolutionary New Marketing Framework for Cultural Fluency in America

The unique format is designed to balance proprietary content from Collage’s expert team with peer discussion. The day will start with a release of keystone findings around Cultural Fluency, the ability to understand and navigate the intersection of cultural identity and cultural values in a society. This will be followed by a framework for activation and accompanying case studies.

Lagging market results indicate that the Total Market approach is not working. Cultural insights and nuances are often overlooked for the sake of more efficient, generic insights that might appeal to the entire market. Leading consumer brands are in need of a fresh framework to navigate the increasingly complex culture in America.

“We’ve been researching how culture defines American consumers for years,” says David Wellisch, CEO of Collage Group. “Our ground-breaking new framework pushes people to think about culture in a new way, going beyond census labels and ethnicity. By factoring in cultural identities and values, it opens up tremendous growth opportunities for brands.”

“Google is excited to host another Collage Group executive roundtable. Empowered multicultural consumers are relying on digital platforms more than ever to meet their personal needs whether in language or by cultural affinity; therefore, this forum is vital to fuel important discussions around the future of multicultural marketing,” says Sarah Carberry, Head of Multicultural Sales at Google.

The second session in the roundtable series will be co-hosted by A+E Networks in New York City on November 17.

ABOUT COLLAGE GROUP: Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy. They currently support over 100 leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z. Collage also offers a full suite of custom research and consulting services. More information can be found at collagegroup.com.

Nielsen’s Newest Roster of Connected Partners Leverage Cutting-Edge Digital Technology and Help Spread Social Responsibility

New York, NY – Sept. 5, 2017 – Today, Nielsen (NYSE: NLSN) announced the latest roster of companies that have joined the Nielsen Connected Partner Program, reinforcing the successful and steady expansion of its open partner ecosystem. Six new companies join Nielsen’s Connected Partner program: HowGood, Collage Group, Food Maestro, Social Standards, Singular Intelligence and Planalytics. This latest list of partners reflects a new designation of digitally savvy and socially responsible companies who leverage the power of data and cutting edge technology to empower clients, consumers and the communities they serve to do better.

Centered around creating positive change, Connected Partners like HowGood translate food sustainability research into an easy-to-understand rating system so consumers can make more informed purchases at shelf. Nielsen data allows manufacturers and retailers that license these ratings to measure return on investment (ROI) and view product-level data through a new lens. Utilizing market intelligence and insights sourced through collaboration, Collage Group is another exemplary partner that empowers fast-moving consumer goods (FMCG) companies to better engage multicultural communities that are often under served, yet represent the fastest-growing and most influential consumers.

“With the largest food sustainability database, we believe in the strength of data as a means to drive positive change in the world,” said Alexander Gillett, CEO of HowGood. “We’ve seen firsthand the massive shifts that result from arming consumers with information on the environmental and social impact of their food. Combining the HowGood data set with Nielsen data provides a powerful and unique lens into current market trends and the opportunity to better understand the influence of sustainability on consumer behavior.”

“As we grow our partner program, finding companies that are socially responsible to create positive change has become an important component of our partner ecosystem,” said Chris Morley, President of Nielsen, U.S. Buy. “This newest set of partners enrich companies, consumers and communities through data and cutting-edge technology. We are excited to support and amplify their work to help extend their ‘do good’ nature to our clients and the communities they serve.”

The Nielsen Connected Partner Program is an industry first, offering an open ecosystem for companies servicing the retail and consumer packaged goods (CPG) industry. By opening up data pipelines, partner companies and Nielsen clients can find each other and collaborate in an open data ecosystem; removing the most common and burdensome barriers to connecting applications and data sets at scale. With Nielsen’s data as the DNA of this program, Nielsen clients and partners will harness more efficient and accurate analytics that drive better industry results from all angles.

Since the program’s launch 11 months ago, the Nielsen Connected Partner Program has successfully grown into a community of 36 active partners that include companies such as: 1010data, Applied Predictive Technology (APT), BasketSavings, Chuze, ciValue, Clear Demand, Destini, Eversight, GreatVines, Ground Signal, Interactive Edge, Jyve, MarketTrack, MediaFly, Mobisave, Neogrid, Pathformance, PivotStream, Periscope by McKinsey, Prevedere, RangeMe, ShopAdvisor, Spring, Symphony EYC, TABS Analytics and Vermont Information Processing (VIP).

Click here for additional information on Nielsen’s Connected Partners or if you are interested in becoming a Nielsen Connected Partner Program member.

ABOUT NIELSEN

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

CONTACT

Genevieve Aronson: [email protected]; 646-654-574

Latinum Network Announces Company Rebrand, Launches Collage Group

Bethesda, MD – July 20, 2017 – Latinum Network announces the launch of new umbrella brand, Collage Group.  The company was founded in 2009 focused on the U.S. Hispanic market and has since broadened its scope to cover all multicultural segments including Asian, African-American, and Hispanic.  They also launched genYZ in 2016, a network focused on youth and millennials.

“It became clear that we needed a new brand identity to unite our expanding businesses. We’re excited about the launch of Collage Group because equipping our clients to better serve and engage with the fastest growing and most influential consumers is key to their success” said David Wellisch, co-founder and CEO.

Consumer behavior in America is changing dramatically.  Culture and youth are at the epicenter of this transformation. “Brands that understand and design for this increasingly culturally engaged, culturally open American consumer base will win every time, both because they’re growing faster and buying more things, but also because they’re directly setting trends which will become mainstream over the next 10 to 20 years,” said Wellisch.

With the new brand comes a revamped public website (collagegroup.com) and a new client platform. All the proprietary content, tools, and data are available in a fresh, mobile-responsive interface with enhanced search capabilities, better tagging, and simplified navigation.   Recent work includes:

  • Modern Families in 2017 – Redefining “Traditional” in America – Analysis around the composition of today’s modern family with detailed insights around purchase decisions, media consumption, political and social attitudes.
  • The Big Shift – The fourth iteration of this analysis continues the investigation into the role of multicultural consumers in the context of the rebounding economy.
  • Integrated Digital Study & Toolkit – Examines the digital trends, platforms, and properties impacting gen-Z and millennials on and offline to show brands how to better engage with younger generations.
  • Influencer Marketing in America: Moving beyond Census Labels to Marketing across the Cultural Continuum: Focused on understanding what culture means today and how brands can capitalize on consumers’ cultural influence to be more relevant and successful.

 

ABOUT COLLAGE GROUP:  Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy.  They currently support over 100 leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z.  Collage also offers market intelligence tools and a full suite of custom research and consulting services. More information can be found at collagegroup.com.

genYZ Network Launches, with Hulu as Charter Member, to Support Brands in Engaging Millennial and Gen-Z Consumers

genYZ Network and Hulu partner to dive deep into always-connected millennials.

Due to demand from its 200+ member brands for better millennial and gen-z consumer and marketing insights, Latinum Network is excited to launch genYZ with Hulu as the first charter member organization. With millennial media habits shifting, Hulu is looking to increase activation with millennial and gen-Z consumers.

genYZ was built using the same blueprint as the Latinum network: Members steer the syndicated agenda, and in return gain access to ongoing qualitative and quantitative market research, proven strategies supported by detailed case studies, and a powerful analytic platform to dive deep on this critical consumer segment. The unique network model means that members get powerful insights and strategies at a fraction of the cost of fully bespoke work. And, when the network isn’t enough, members have access to a full-service custom consulting and research team to take off where shared-cost stops.

“Better engaging and activating millennial and youth consumers are top of mind for our member companies. We are excited to launch genYZ with Hulu as our charter member, and continue to leverage the success of Latinum’s shared-cost model and proprietary technologies.” – David Wellisch, CEO of Latinum Network

As part of the network’s kick-off, genYZ recently completed a deep dive to uncover new insights into the cord cutting phenomenon. The study uses our proprietary 5-year lens approach to better understand age-based technology tribes, and then examine the interaction with ethnicity, income, and education. The findings were co-presented on Thursday May 12th via a webinar entitled “genYZ Mythbusters: Millennials & Cord Cutting”.

Below are a few key takeaways from the millennial cord cutting study:

  • Despite the media narrative that millennials are leaving PayTV, only 5% are cord cutters vs. 2% of Gen-Xers and 1% of Baby Boomers.
  • The larger shift is happening in consumption habits due to streaming services and multi-device usage. Millennials spend 10.4 hours per week watching content on “other” devices vs. 7.1 hours for gen-X and 4 hours for boomer+
  • Certain millennial segments, like African-American (85%) and $100k+ household income (82%), do not show any significant deviation from older generations in PayTV consumption habits.
  • To learn more or see the webinar replay, visit genYZ

ABOUT LATINUM NETWORK: Latinum Network is the premier member-based advisory company that equips leading organizations to better serve, engage, and activate the fastest growing and most influential consumers through a shared-cost subscription model. Latinum currently supports more than 100 distinct corporations, and over 200 brands. Proprietary solutions include VozLatinum, a bilingual online community and panel used to support both network-wide and custom client research; Insights Designer, a proprietary tool that allows members to search and crosstab any questions across the 100+ syndicated studies we have conducted on Multicultural Consumers and Latinum’s Multicultural Knowledge Center that provides clients with proprietary syndicated research, actionable category-level insights, online tools, data and best practices.

Latinum Network and Facebook Host Executive Roundtable to Share Insights and Strategies for Engaging Millennial Consumers

More than 40 executives from leading brands gather to discuss “Young, Influential, and Multicultural” consumers, co-hosted by Facebook

Latinum Network, America’s premier member-based multicultural advisory firm, hosted the first of two sessions as part of its biannual Executive Roundtable series on October 28, 2015 in Miami.

Co-hosted by Facebook, this in-person meeting brought together more than 40 executives from some of America’s top corporations in order to discuss strategies and best practices in multicultural marketing. Among this Executive Roundtable’s attendees were representatives from the National Football League, The Coca-Cola Company, Prudential, The Walt Disney Company, 3M, Sprint and more.

“As multicultural audiences become core to most brands’ marketing strategies, Facebook is focused on providing our partners with solutions to effectively reach and connect with the right consumers,” says Christian Martinez, Head of Sales, U.S. Multicultural at Facebook.

The unique format of the session was designed to balance proprietary member-only content from Latinum’s expert team, with discussion of real in-market experiences between the peer executives in attendance. Latinum kicked off the day with insights from its major new work entitled “How Cultural Influencers are Driving a Generation and Changing a Society”, and then co-presented with Discovery Communications groundbreaking new ethnographic research on “Breaking through the Stereotype of Hispanic Women.” The rest of the agenda was built around learnings from Facebook, Coca-Cola and US Bank on their recently successful millennial campaigns.

“At Latinum, we’ve been researching how multicultural consumers will lead and influence the millennial generation for years,” says David Wellisch, CEO of Latinum Network. “Now’s the time for brands to explore the best strategies for how to effectively engage multicultural millennial consumers.”

The second session in the series will be co-hosted by Nestle in Glendale, CA and will be open to all Latinum member companies.

ABOUT LATINUM NETWORK: Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. Founded in 2009, the Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies, and data and tools. Latinum currently supports nearly 100 member brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.

The Walt Disney Company and Latinum Network Co-host Executive Roundtable to Share New Total Market Approach: Marketing Across the Cultural Continuum

Nearly 50 executives from leading brands gather to discuss “Total Market in Context”

Latinum Network, America’s premier member-based multicultural advisory firm, is hosting its biannual Executive Roundtable series on March 26, 2015 at the Walt Disney Studios in Burbank, CA.

Co-hosted by the Walt Disney Company, this in-person meeting brings together about 50 executives from some of America’s top corporations in order to discuss strategies and best practices in multicultural marketing. Among the Spring Executive Roundtable’s confirmed attendees are representatives from the National Football League, Facebook, Coca-Cola, Discovery US Hispanic Networks, Nestlé USA, and more.

“The Walt Disney Company is pleased to be hosting Latinum Network’s Spring Roundtable event, as we take a closer look at how to better serve an increasingly multicultural consumer,” says Christine Cadena, Vice President, Multicultural Initiatives, the Walt Disney Company.

“We are excited to unveil Latinum’s new proprietary methodology around multicultural marketing with the Walt Disney Company,” says Latinum’s co-founder and CEO, David Wellisch. “Our Marketing Across the Cultural Continuum framework is a practical, efficient, and comprehensive how-to approach to marketing to a multicultural America.”

“In the past few years, the Total Market approach has been debated passionately among the multicultural marketing community.” adds Latinum Network’s Senior Vice President of Products and Research, Andy Hasselwander. “At Latinum, we believe that the right kind of Total Market strategy has its place, but that dedicated approaches remain viable and compelling. We think of it as putting Total Market in context.”

 

ABOUT THE WALT DISNEY COMPANY: The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media.

ABOUT LATINUM NETWORK: Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. Founded in 2009, the Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies, and consumer access. Latinum currently supports nearly 100 member brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; Veo, a consumer mobile platform that allows direct, two-way engagement between brands and consumers; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.

Latinum Network’s Executive Roundtable Series Dives Deep on How to Win with Biculturals

Leading Brands Will Gather at the Headquarters of Network Member DIRECTV to Share Strategies for Capitalizing on Cultural Influence and Language

Latinum Network and DIRECTV will co-host a second day-long session of the Fall 2014 Executive Roundtable series in El Segundo, CA on December 4th, with a welcome reception at the Univision Atrium in Los Angeles the evening of December 3rd. Representatives from 25 Latinum Network corporate member companies will be in attendance, including Bar-S, Bush Brothers, Domino’s, Disney and Disney ABC Television Group.

“Bicultural Hispanics and other multicultural segments are redefining and leading American mainstream culture,” said David Wellisch, managing partner and co-founder of Latinum Network. “Our Fall 2014 Executive Roundtables are focused on new insights around language—how it is used functionally and emotionally, how parents are envisioning a bilingual future, and how marketers can better reach bicultural Hispanics with specific case examples. We also have a special joint presentation with member Discovery Networks US Hispanic Group, about tackling the stereotypes around Hispanic men.”

Winning With Biculturals agenda topics include:

  • The power, tensions and influence of bilinguals
  • Adaptive language strategies for 2015 and beyond
  • Tackling the stereotypes around Hispanic men: How biculturalism and millennial values are changing a segment

“DIRECTV looks forward to co-hosting our peers with the Latinum Network, as we take an even closer look at how to better serve the bicultural community,” said Karla Sustatita, Director Hispanic Segment DIRECTV.

Click here to set-up a consultation call prior to this session of Latinum’s Fall 2014 Executive Roundtable.

About DIRECTV: DIRECTV is one of the world’s leading providers of digital television entertainment services delivering a premium video experience through state-of-the-art technology, unmatched programming and industry leading customer service to more than 39 million customers in the U.S. and Latin America. In the U.S., DIRECTV offers its over 20 million customers access to more than 195 HD channels and Dolby-Digital® 5.1 theater-quality sound, access to exclusive sports programming such as NFL SUNDAY TICKET™, Emmy-award winning technology and higher customer satisfaction than the leading cable companies for 13 years running. DIRECTV Latin America, through its subsidiaries and affiliated companies in Brazil, Mexico, Argentina, Venezuela, Colombia, and other Latin American countries, leads the pay TV category in technology, programming and service, delivering an unrivaled digital television experience to more than 19 million customers. DIRECTV sports and entertainment properties include two Regional Sports Networks (Rocky Mountain and Pittsburgh), and minority ownership interests in Root Sports Northwest and Game Show Network. For the most up-to-date information on DIRECTV, please visit http://www.directv.com.

About Latinum Network: Founded in 2009, Latinum Network is the premier member-based advisory company dedicated to helping brands succeed in the multicultural economy. The Company’s mission is to enhance members’ ability to drive growth and measurable ROI from multicultural audiences via actionable insights, business analytics, proven strategies and consumer access. Latinum currently supports nearly 100 member brands. Proprietary solutions include VozLatinum, a bilingual online community used to support both network-wide and custom client research; Veo, a consumer mobile platform that allows direct, two-way engagement between brands and consumers; and Latinum’s Digital Platform that provides clients with proprietary syndicated research, actionable category-level insights, online tools and best practices.