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ANA/AIMM study: Advertisers Don’t Stop Investing In Hispanic Segment
Liz Unamo| 29 de octubre de 2018
The Case for Change
According to the recent study Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth, advertisers in the U.S. that target multicultural and inclusive groups have reduced their efforts all around except for the Hispanic segment, which remains stable. Most advertisers say they see big opportunities for brands to grow by increasing their multicultural and inclusive advertising budgets, but when consulted about allocations for those segments, between one-third and two-thirds had not assigned specific budgets for those segments (31 percent for Hispanic and 58 percent for LGBTQ). The study, aimed at helping advertisers better understand the importance of granting priority to multicultural and inclusive consumers, reveals that budgets were far below the size of the segment (just 25% for Asians and African Americans, 29 percent for LGBTQ, and 41 percent for Hispanics). To conclude, the study says companies that address diverse consumers directly are increasing their efforts while their competitors remain inactive, ignoring this growing group and its potential to stimulate earnings both in the short and long term.
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