“The Next America” Relevant trends and implications for marketers

The Pew Research Center recently released it’s new study tracking the demographic and social transformation of America and making projections for the future. The following slides share key trends and implications that are most relevant and actionable in a marketing space. Trends include: • From ‘Black and White’ to ‘Blurred Lines’ • Millennials remain stubborn optimists • The online world is all they’ve ever known

INTRODUCTION

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From ‘Black and White’ to ‘Blurred Lines’ TREND

Intermarriage is at its highest rate

ever

In the past 10 years, the number of people who identify by more than one ethnicity

was up 32%

Where being mixed race once meant feeling like an outcast, it is more and more

becoming the new normal

...Blackanese, Filatino, Chicanese, Korgentinian...

Source: “National Geographic Concludes What Americans Will Look Like in 2050, and it’s Beautiful” 2014 3

IMPLICATION

• The definition of what it means to be “Latino” is becoming more and more expansive - We’ll need to have a better understanding of how mixed-race Hispanics identify with and relate to Hispanic culture - How do we address them? How can we connect?

• Address their multicultural reality - To them, it’s the way it is and always has been, and they are more open-minded than previous generations

In-culture targeting getting more complex

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Millennials remain Stubborn Optimists TREND

Their dreams are on hold but in tact They are making gains towards their goals slowly but surely, and not losing hope

Highly educated... ...and saddled with debt

but un/underemployed...

YET, They believe their own best days (and America’s) are ahead

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IMPLICATION

• Acknowledge that they have it rough but have not given up, especially among Latinos, for whom the tough times are amplified yet they maintain even higher levels of optimism

• Uplifting, positive, and empowering messages resonate

Opportunity to connect to their sense of optimism

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The online world is all they’ve ever known TREND

for social interaction and information acquisition

The typical Millennial who uses social media has 250 Facebook friends — making them five times “friendlier” than the smaller number of Silents who use social media

In one word...

As Digital Natives, their chosen place to engage is online and they do so more enthusiastically

INDISPENSABLE

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IMPLICATION

• This valuable platform cannot be ignored, especially when trying to reach Millennials - Must be treated as a primary way to engage, or at least an integral part of any communications plan vs. an after-thought.

• Look for ideas to leverage the space in different ways; think outside the ‘Facebook Box’

Social Media is more important than ever

Taco Bell was one of the first brands to adopt Snapchat. They used it to share a brand story and introduce new products

Burt’s Bees identified the calendar as one place advertising had not yet infiltrated, and developed a program to introduce personal care messages that appear as appointments in user’s calendars.

Fox show, “The Mindy Project” used the dating app, Tinder, to promote the show by creating profiles for it’s main characters.

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