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FRESH MARKET Copyright 2012 by Wing and Experian Simmons www.insidewing.com www.experian.com/simmons

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FRESH MARKET

Copyright 2012 by Wing and Experian Simmons

www.insidewing.com www.experian.com/simmons

Thanks for checking out the Wing/Experian Simmons Latino Influence Project. We’re very excited about what we’ve uncovered, and we think you will be too.

Here at Wing (and I think I speak for the team at Experian Simmons too), we are a curious bunch. We find culture fascinating, and we think there’s value in looking at it from all sides. We love seeing culture evolve and are constantly on the lookout for ways to capture, document, and quantify that evolution. The Latino Influence Project is our most recent and biggest undertaking in understanding who we all are and where we are going.

Andrew SpeyerManaging Director, Wing

[email protected]

4 Welcome6 Methodology Findings A BRAVE NEW WORLD: Technology, mobile, and Internet LIVIN’ LA VIDA HEALTHY: Holistic health and nutrition DRESSING TO IMPRESS: Fashion and appearance VÁMONOS: Culture and travel TIME FOR A COMMERCIAL BREAK: Advertising IT’S NOT HARD TO BE GREEN: Environment and recycling FIESTA, FÚTBOL, AND FLAVOR: Food, drink, sports, and music LA MESA GRANDE: Food, Freshness, and Cooking THE AMERICAN DREAM: Work and success 27 What have we learned

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Welcome to theLatino Influence Project!

The rapid growth of the Latino population, along with the release of 2010 Census data demonstrating that one in six people in the U.S. are now Hispanic, have made conversations about Latino assimilation and acculturation ubiquitous. More recently, however, close observers have started to notice, not just that Latinos are being influenced by the U.S. culture around them, but that, more and more, they are actually influencing mainstream culture.

Numerous popular anecdotal examples of this influence exist. If you’ve had any contact with the world of Hispanic marketing, you’ve inevitably heard that “tortillas and salsa now outsell bread and ketchup” and that “dulce de leche is Häagen-Dazs’ top-selling flavor of ice cream.” In fact, Cheerios, a quintessentially American cereal, recently launched their own “dulce de leche” flavor. Ricky Martin appeared on Glee, Sofia Vergara launched a clothing line at K-Mart, and Victor Cruz is teaching the world to salsa every time he scores a touchdown.

In an effort to move beyond this anecdotal evidence, Wing and Experian Marketing Services partnered to quantify the extent to which Latinos are influencing the non-Latinos around them. The findings show that Hispanic influence extends far beyond tortillas and jalapeños into attitudes and beliefs around health, technology, and even the environment.

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For example, in contrast to non-Hispanics who live in areas with a low density of Hispanics, non-Hispanics living among Hispanics:

For more examples of Latino influence and updates on what else we’re doing with the project, visit latinoinfluenceproject.com

As seen above, Hispanics are influencing non-Hispanics, not only in their preferences in food and music, but also in their behaviors and beliefs. Given that the Hispanic population will continue to grow and increase as a percentage of the total population, we hypothesize that this Latino influence on the mainstream will continue and increase in the coming years.

These findings should encourage marketers to think about how this influence can be leveraged in marketing and communication plans, such as considering how to leverage Hispanic insights in general market communications, taking advantage of Hispanic “influencers” as brand ambassadors, and focusing on Hispanic markets as hotbeds for cultural activity and interaction.

Are more interested in other cultures and traveling abroado Are 3 times as likely to be interested in other cultures and love the idea of traveling abroadLead the way in technologyo Are twice as likely to use their cell phones and the internet for information and entertainmentConsume more Hispanic products including food, music and sportso Are 5.5 times more likely to eat jalapeños

o Are 6 times as likely to listen to and enjoy salsa and merengueEat less processed foodo Are twice as likely to look for organic and natural food when shopping for food Enjoy standing out in the crowd and being fashionableo Are twice as likely to say they like to stand out from the crowd and 70% more likely to experiment with new clothing stylesAre more environmentally consciouso Are twice as likely to buy recycled productsHave a more holistic view of healtho Are twice as likely to use homeopathic medicine and prefer alternative medicine to standard medical practicesAre more receptive to ad messageso Are almost 2.5 times as likely to pay attention to the commercials in the movie theaters

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MethodologyThe Latino Influence Project measured over 48,000 respondents across 60,000 variables measured in the Experian Simmons National Hispanic Consumer Study, including language, demographics, brand preferences, attitudes, lifestyles, and even political outlook.

The Experian Simmons National Consumer Study uses a patented, multi-frame sample design to produce representative measures of consumer behavior and attitudes to products, brands, and media among all American adults–Hispanics/Latinos and non-Hispanics, English-speaking and Spanish-speaking.

The Experian Simmons National Consumer Study provides year-round, single-source measurement of major media (English-language and Spanish-language), products/brands, services, and in-depth demographic, lifestyle, and psychographic characteristics. The study uses a two-phase data collection approach with Phase 1 consisting of either a telephone placement interview or mail-based recruitment questionnaire to obtain the household’s participation in the survey and Phase 2 involving the mailing of self-administered survey booklets to eligible household members.

The research compared the average Latino population density around non-Latinos who responded in agreement with Latinos on a given variable to the average Hispanic population density around non-Latinos who responded in non-agreement with Latinos on a given variable. The methodology utilized three sets of regression analyses using statistical software and Generalized Linear Model (GLM) logistic regressions on the subset of non-Latino residents. Within each regression, the coefficient of the mean Hispanic density was tested for significance. The study controlled for the affect that other variables, such as age, geography, income, and the presence of children at home may have had on the results.

Variables were then organized by topics and sorted by significance for further analysis by the Simmons and Wing teams.

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We’ve all seen studies showing the fast pace at which Hispanics are embracing the use of smartphones and tablets. In 2011, The Pew Research Center’s Internet & American Life Project reported that 44% of Latinos own smartphones, compared to only 30% of non-Hispanic whites. Only a year later, in 2012, Nielsen’s American New Mobile Majority reported even higher numbers, with 57% of Latinos owning smartphones vs. 45% of non-Hispanic whites.

A BRAVE NEW WORLD: Latino-influencednon-Latinos are leading the way in technology and mobile usage.

The penetration of tablets is higher among Latinos than among non-Hispanic whites (24% vs. 21%).3

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This fascination of Latinos with new technology is partially related to a need to connect with others; it allows them to maintain their close connections in the U.S. and abroad. Another natural explanation for the high smartphone and tablet penetration among Hispanics is age. More young people buy these gadgets as they tend to be “digital natives,” and Latinos are younger, on average, than the general population. Price is also a factor, as these devices are typically cheaper and more convenient than home computers and don’t require a contract with a phone or Internet provider to have access to the web. A more symbolic aspect of the love for new technology is its ability to convey status, elevating users to the status of “innovators.”

- 25% of Hispanics texted or called friends/family about a product compared to 18% of non-Hispanics- 23% of Hispanics sent a picture of a product to friends/family compared to 17% of non-Hispanics-14% of Hispanics shared information about a product via a social network compared to 6% of non-Hispanics

HISPANICS ARE MORE LIKELY TO ENGAGE IN MOBILE ACTIVITIES WHILE VISITING A RETAIL STORE THAN NON-HISPANICS. 4

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Smith, Aaron. Pew Internet & American Life Project: 35% of American Adults Own a Smartphone. Rep. Pew Research Center, 11 July 2011. Web. <http://pewinternet.org/~/media//Files/Reports/2011/PIP_Smartphones.pdf>. “America’s New Mobile Majority: A Look at Smartphone Owners in the U.S.” Weblog post. America’s New Mobile Majority: A Look at Smartphone Owners in the U.S. Nielsenwire, 07 May 2012. Web. <http://blog.nielsen.com/nielsenwire/online_mobile/who-owns-smartphones-in-the-us/>. “iPad Use to Nearly Double This Year.” EMarketer Newsletter. EMarketer, 11 June 2012. Web. <http://www.emarketer.com/Article.aspx?R=1009106>. 2012 Terra Hipanic Digital Consumer Study by comScore. Rep. Terra and ComScore, 25 July 2012. Web. <http://www.terra.com/advertise/Terra_ comScore_Study_Slides_2012-07.pdf>.

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Latino-inspired non-Latinos like to keep up with technology and are the first to try new gadgets and equipment. They are…o 71% more likely to try to keep up with developments in technologyo 67% more likely to love buying new gadgets and appliances o 63% more likely to like or want to learn more about computer technology and the Internet o 43% more likely to get as much information as possible about an electronic item

And they don’t settle for just any product; they make sure they find the perfect fit. They are…o Twice as likely to switch cell phone service providers if another provider offers the latest in technologyo 28% more likely to have switched to their current cell phone service provider because they offered better planso 56% more likely to switch to a new provider as soon as possible if the

They see cell phones as an expression and extension of who they are and a facilitator in their social lives. They are…o Twice as likely to say texting is just as meaningful as an actual conversation with the person on the phone o 44% more likely to say their cell phone connects them to the social worldo 22% more likely to say their cell phone is an expression of who they areo 31% more likely to say friendships would not be as close as they are without their cell phone

They rely on their cell phones for news and information. They are…o 77% more likely to rely on their cell phone to keep up with news or sportso 2.3 times more likely to use their cell phone in many different ways to get the

The following data shows that through cultural contact with Latinos, non-Latinos living among them are more likely than their counterparts (those who don’t live in Hispanic-dense areas) to view and utilize technology like Latinos do:

quality of their cell phone service is disappointing

information they need

before they buy it

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vsWhen targeting Latinos or the general population in Latino-dense areas, adding online and mobile efforts to the mix seems to make more sense than ever.

$103.19

Latinos spend more per online transaction than their counterparts $103.19 vs $90.82 for non-Latinos.

$90.82 Something to consider:

Rodriguez, Fernando. “U.S. Hispanics Lead in Technology Purchases.” Global News. Ad Age Global, 23 Dec. 2010. Web. <http://adage.com/article/global-news/ digital-u-s-hispanics-lead-technology-purchases/147884/>.

Latinos Non-Latinos

The influence Latinos are having in the area of technology goes beyond the use of mobile devices and gadgets. Non-Latinos who live among Hispanics are maximizing the use of the Internet for information and entertainment more than their non-influenced counterparts.

They see the Internet as an important source of entertainment and information. They are…o 78% more likely to say the Internet has become a primary source of entertainment for their family o Twice as likely to say the Internet has become a primary source of entertainment for them personally o 75% more likely to say the Internet has increased their desire to learn/search for information o 66% more likely to say the first place they look is the Internet when they need information

They are comfortable purchasing online. They are…o 15% more likely to say it is safe to make purchases onlineo 32% more likely to do more shopping on the Internet than before

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LIVIN’ LA VIDA HEALTHY: Non-Hispanics living among Hispanics have a more holistic view of health and nutrition.The physician treats, but nature heals. -Hippocrates

In Hispanic culture, good health is usually seen as a balance among the spiritual, the physical, and the emotional. Latinos don’t usually see health in a purely scientific way and in consequence, they may explain and treat illnesses in psychological, social, environmental, or even supernatural ways. This more holistic view of health comes from an amalgam of the many traditions that have shaped Hispanic culture: indigenous and African practices (folk medicine, curanderismo, santeria, etc.), the influence of Catholicism (one’s health may depend on God’s will, praying may cure illness), and Western medicine.

The degree to which Hispanics use folk remedies depends partially on the level of education and acculturation, but regardless of acculturation, Latinos seem to be open to traditional, natural, and herbal remedies and forms of alternative medicine.

59% of Latinos (vs. 46% of whites) are interested in learning more about alternative or complementary forms of medicine, such as acupuncture and massage, and 46% would rather take an herbal or natural remedy than medication (vs. 39% of whites).

The findings in this study show that Latino-influenced non-Latinos are more likely than their non-influenced counterparts to share someaspects of the Hispanic holistic view of health:

Latino-inspired non-Latinos believe in alternative or complementary forms of medicine. They are…o 2.2 times more likely to trust homeopathic medicineo 2.1 times more likely to prefer alternative medicine to standard practices

They believe in the health benefits of vitamins and minerals. They are…o 71% more likely to use vitamins/minerals (nonprescription)o 81% more likely to believe that vitamins/minerals should be taken for long-term benefitso 72% more likely to believe people need more vitamins as they get older

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Lee, JH; Goldstein, MS; Brown, ER; and Ballard-Barbash R. (2010) How does acculturation affect the use of complementary and alternative medicine providers among Mexican and Asian-Americans? Journal of Immigrant and Minority Health. Vol 10, Number 3. 2011, Health and Wellness Study. Yankelovich Partners Inc. The Futures Company.

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Compared to their non-influenced counterparts, Latino-influenced non-Latinos are…o Twice as likely to say their friends ask for their advice about health and nutritiono 25% more likely to take counsel on health issues from their friends

It is necessary to acknowledge that the interest in holistic medicine (acupuncture, yoga, chiropractors, meditation, supplements, etc.) has been growing in mainstream America for a while, in part driven by the influence of Asian culture, but also by a general shift to more personal, more natural, less invasive, and often less expensive options. But because these alternative practices are already compatible with the Hispanic view of health, Latinos seemto be adopting and advocating for them more strongly, in turn influencing non-Latinos who live among them.

Another characteristic that non-Hispanics seem to be picking up from Hispanics is the Latino tendency to rely on friends and family when looking for health information as well as the ease with which they offer health advice to others; Latinos frequently rely heavily on word of mouth for health-related information, and non-Latinos around them seem to be doing the same.

Health and wellness providers (including those working in the areas of beauty, sport, nutrition, etc.) and marketers should keep in mind that non-Latinos living in Latino-dense areas may be looking for and expecting a more holistic approach to health. Messages that reflect this mindset may be more relevant than messages that use a more scientific approach.

Something to consider:

57% of Latinos say friends and family are the main source of health-related information vs. 41% of non-Latinos.

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Lee, JH; Goldstein, MS; Brown, ER; and Ballard-Barbash R. (2010) How does acculturation affect the use of complementary and alternative medicine providers among Mexican and Asian-Americans? Journal of Immigrant and Minority Health. Vol 10, Number 3.“Univision’s Hispanic Patient Journey Study Identifies Gaps - From Awareness and Information to Diagnosis and Adherence.” Univision Communications Inc. Univision PR, 15 Feb. 2012. Web. <http://corporate.univision.com/2012/press/univisions-hispanic-patient-journey-study-identifies-gaps-from-awareness-and-information-to-diagnosis-and-adherence/>.

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Latino men are no exception!

“In English, the word vanity tends to have a somewhat negative connotation in the culture, [while] in Spanish, vanidad is a positive attribute. It means taking care of yourself and presenting your best self to the world.” –Graciela Eleta, former Senior Vice President, Client Development Group at Univision.

Latinos care about their appearance and are proud of their beauty…that’s fairly obvious. Let’s reminisce on past Miss Universe pageants: seven out of the past eleven pageants have been won by Latinas. Hispanics grow up with very high standards and expectations about appearance. This is particularly true for Latinas. For whom...“beauty is a cultural imperative that transcends age and income level. When it comes to spending on yourself, there is no limit, because we consider it an investment. Somehow, we are born with it, the idea of looking good,” says Kika Rocha, beauty and fashion director of People en Español.

With appearance being such an important value for Hispanics, it is not surprising that they are driving growth in the health and personal care categories. Over the past decade, their spending on personal care products grew nearly three times faster than it did among non-Hispanic consumers.

Latinas don’t hesitate to spend money on beauty. In fact, 32% of Latinas say they are willing to spend more on beauty products, compared to just 19% non-Latinas.

DRESSING TO IMPRESS: Influenced non-Latinos care about standing out in a crowd.

64% of Hispanic men surveyed said yes to the statement “I am a scent seeker” vs. 31% for non-Hispanics men. They spend $8 more per month than non-Latino men for hairstyling products, moisturizer, and fragrances.

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Fine, Jenny. “The Next Generation in Beauty: Viva Latina.” Editorial. Women’s Wear Daily: Beauty Inc. 10 Feb. 2012: 30-35. WWD. 10 Feb. 2012. Web. <http://www.wwd. com/beauty-industry-news/beauty-features/the-next-generation-in-beauty-viva-latina-5593960?full=true>. The Latino Health and Beauty Care Shopper. Rep. Market Research, 1 Oct. 2011. Web. <http://www.marketresearch.com/Packaged-Facts-v768/Latino-Health-Beauty- Care-Shopper-6497880/>. Eleta, Graciela. “Cosmetics Executive Women Agree: Hispanic Consumers Must Be a Priority.” Univision. Univision Communications Inc., 8 Feb. 2012. Web. <http://corporate.univision.com/2012/hispanic-consumer/cosmetics-executive-women-agree-hispanic-consumers-must-be-a-priority/>. “Latinos Celebrate “Vanidad” Over “Machismo”” Why Latinos Look so Good. Univision, 15 Mar. 2011. Web. <http://whylatinoslooksogood.com/why_latinos_look_so_ good/Press_Release.html>. Latina Consumer (The) – U.S. May 2011. Rep. Chicago: Mintel, 2011. Print.

The findings in our study show that Latino-influenced non-Latinos are more likely than their non-influenced counterparts to value appearance in a way that’s similar to Hispanics:

Latino-inspired non-Latinos are more into looks/appearance. They are…o 36% more likely to say it is important to be attractive to the opposite sex

The importance of appearance also affects how Latinos perceive others: 90% of Latinas believe personal appearance says a lot about a person. This mentality seems to be inspiring non-Hispanics who live in Latino-dense areas.

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Part of looking good is keeping up with fashion. Hispanics have influenced global fashion for years with designers like Oscar de La Renta, Carolina Herrera, and Angel Sanchez.

Celebrities like JLo and Sofia Vergara have influenced the general market through their clothing lines, but it seems that non-celebrity Hispanic fashionistas are also influencing those who live around them:

Non-Latinos who live in Latino areas care about staying up to date with fashion. They are…o 94% more likely to say they no longer wear a lot of the clothes they wore a year ago because they have gone out of styleo 18% more likely to say they like to keep up with the latest fashions

They want to be trendsetters and being first is important to them. They are…o 84% more likely to say they are usually the first among their friends to try new clothing styleso 61% more likely to say people often copy what they do or wearo Twice as likely to agree they are usually the first among their friends to shop at a new store

They want to feel unique and stand out. They are…o Twice as likely to say they like to stand out in a crowdo 46% more likely to say they like to make a unique fashion statemento 16% more likely to say I am not afraid to appear unconventional

They see brands and designers as status symbols. They are…o 37% more likely to say designer labels improve a person’s image o 77% more likely to say top designers make quality clothes

Looking good and keeping up with fashion requires shopping, and these Latino-influenced Americans are into it. They are… o 52% more likely to say they really enjoy clothes shoppingo 54% more likely to say they really enjoy any kind of shopping o 24% more likely to say they tend to spend long periods of time in a store browsingo 3.3 times as likely to say they often go out of their way to find new stores to shop at

The general market in Hispanic-dense areas may care more about how they dress and look. This insight could be useful beyond the beauty and fashion industry into health and wellness, education, and other areas.

Something to consider:

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¡VáMONOS!: Non-Latinos living among Latinos are more open to other cultures and travel more.“The mind that opens to a new idea never returns to its original size” –Albert Einstein

Because their lives require them to constantly navigate two cultures, Latinos are highly aware of what culture means and the role it plays in their lives. Most Hispanics don’t want to reach a “fully as-similated destination” because they see navigating two worlds as something that makes them more interesting and opens more doors for them.

So besides doing what it takes to adapt to life in the U.S., Latinos work to actively maintain and transmit their culture. They travel back home, teach their children Spanish and traditional Latino values, and surround themselves with representations of culture that keep them connected to their roots. In Hispanic-dense areas, the display of Latino culture is more intensified: language, music, art, products, artifacts, traditional stories, personal warmth, etc, are ubiquitous. This “Latino ecosystem” seems to be attracting the non-Latinos who prefer diverse environments and inspiring those already there to be more interested in how others live and to be more adventurous in life.

Here is what the findings tell us:Non-Latinos living among Latinos are more culturally curious than their counterparts. They are…o 3.3 times more likely to be interested in other cultureso Three times more likely to agree that they love the idea of travelling abroad o 2.2 times more likely to eat foreign foods

They have traveled abroad and plan to continue doing so more than non-influenced non-Latinos. They are…o 2.6 times more likely to have taken a foreign trip in the last three yearso 29% more likely to have used a travel agent in the last 12 monthso 3.7 times more likely to have a plan to take a cruise in the next 12 monthso 4.8 times more likely to own a valid passport

Increased interest in culture also means increased interest in different forms of arts.

These Latino-influenced non-Latinos are…o Twice as likely to be interested in the artso 2.3 times more likely to have been to live theater/concerts/dance/comedy clubs

“Univision Study Reinforces Deep Emotional Connection Bilingual Hispanics Have With Language and Culture.” Univision Communications Inc. Univision PR, 3 Oct. 2011. Web. <http://corporate.univision.com/2011/press/univision-study-reinforces-deep-emotional-connection-bilingual-hispanics-have-with-language-and-culture/>.

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Interacting with others who are in different life situations develops empathy. Latino-influenced non-Latinos are…o 83% more likely to feel broad-minded, open-minded, liberal, and tolerant o 65% more likely to participate in a civil protest if they feel strongly about an issueo 2.6 times more likely to be interested in international events

Messages and initiatives that celebrate diversity and encourage cultural exploration may resonate particularly well among non-Latinos who live in Latino-dense areas.Hispanic-dense areas have the potential to be epicenters for mainstream cultural movements. If you are planning on creating one, consider starting there.

Something to consider:

El dia de los muertos (day of the dead) celebrations are quickly drawing in the non-Latino population in larger cities. Los Angeles will be celebrating this day in 2012 with a huge event at the Hollywood Forever Cemetery, an iconic location for Latinos and non-Latinos alike.

“Halloween’s Sibling, Dia De Los Muertos.” Hispanic Ad. Hispanic Ad, 17 Oct. 2012. Web. <http://www.hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=35441>.1

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TIME FOR A COMMERCIAL

BREAK

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In a way, Hispanics are marketers’ dream consumers because they tend to pay attention to advertising. As opposed to more jaded general market consumers who are overwhelmed with messages, Hispanics often use advertising as a source of information for products and services, as a way to learn about U.S. lifestyle, and even to learn a new language. This is especially true among less acculturated Hispanics.

Influenced non-Hispanics are more receptive toadvertising messages.

Curiously, non-Latinos who live in Hispanic-dense areas show behaviors similar to Latinos For example:Non-Latinos who live among Latinos are… o 38% more likely to expect advertising to be entertainingo 19% more likely to say they remember advertised products when they are shoppingo 80% more likely to think that advertising presents a true picture of the products of well-known companies in generalo 17% more likely to often notice the ads on billboards

They seem to notice and share more information about products and brands they find interesting. Those non-Latinos who live among Latinos are…o 73% more likely find TV advertising interesting and to say that it often gives them something to talk abouto 28% more likely to say that after they watch their favorite TV show, they can remember the brands of products characters were using during the show (and 46% more likely after watching their favorite movies) o 47% more likely to say that whenever they are shopping (in a store or online) and they see a brand they recognize from a TV show, they are more likely to buy it rather than its brand competitor (and 55% more likely for brands recognized from movies)o 21% more likely to notice brand-name products used as part of the set in a movieo Twice as likely to pay attention to in-theater commercialso 84% more likely to say that when they see a character in a movie using a brand name product they have never tried before, they are likely to try it o 54% more likely to say that when they see a brand name product they’ve used before in a movie, they are reassured that the product is good

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Something to consider:Overall, since the data shows that those non-Hispanics living around Hispanics are more interested in other cultures and tend to be more open-minded in general, this may explain their openness to advertising.

Latino-influenced non-Latinos are even more open to marketers connecting with them through their phones. They are…o 2.9 times more likely to be interested in a service that would let them use their cell phone to make purchases in-store o 47% more likely to be willing to accept advertisements sent to their cell phone if they were to receive something of value in exchangeo 2.4 times more likely to purchase products they see advertised on their cell phone

Emarketer. “Hispanics Respond Well to Online Ads.” Adweek. Adweek, 2 June 2010. Web. <http://www.adweek.com/news/technology/hispanics- respond-well-online-ads-102314>.

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19% of Hispanics are very likely to read and take action after viewing banner ads compared to 14% of African-Americans and 5% of non-Hispanic Whites.1

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IT’S NOT SO HARD TO BE GREEN: Non-Latinos living among Latinos care more about the environment.“Whether following customs and practices handed down from sus padres or los abuelitos or borne from economic necessity, many Latinos have found ways to reduce, reuse and recycle long before these became the mantra for the green movement.” –Jonathan Higuiera

Hispanics’ concern for the environment can be connected back to their tendency toward collectivism and their appreciation for nature. A study from Florida State University confirms this: Spanish-dominant Latinos are more concerned with the environment than non-Latino whites, Asians, African-Americans, or even English-dominant Latinos.

In early October 2012, California, the most populous Latino state, published the results of a survey that gauged commitment to various conservation issues. The findings from their study show that Hispanic voters have serious concerns about a variety of conservation issues, especially in relation to their health and the health of their families.

85% of Latino voters in CA say that toxic pollution is a serious problem to their health and the health of their families; 80% say that water pollution is a serious problem.

Korzenny, Dr. Felipe. “Marketing Trends in a New Multicultural Society.” : Emerging Minorities, Concern for the Environment, and What Marketers Can Do. N.p., 28 May 2011. Web. <http://felipekorzenny.blogspot.com/2011/05/emerging-minorities-concern-for.html>. Tulchin, Ben, and Corey O’Neil. “New California Statewide Survey Shows Conservation Is a Core Latino Value.” Tulchin Research. Tulchin Research Polling & Strategic Consulting, 4 Oct. 2012. Web. <http://www.clcvedfund.org/pdf/latinos-memo-clcvef-10-04-12.pdf>.

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Our study confirms that non-Latinos living among Latinos hold many of the same beliefs. Here’s what we found:

Latino-inspired non-Latinos are more concerned about the environment and feel a responsibility to recycle. They are…o 2.1 times more likely to say they are worried about pollution and congestion caused by carso Twice as likely to say all products that pollute the environment should be bannedo 3.6 times more likely to say they make a conscious effort to recycle paper, glass, cans, etc.o 77% more likely to say they have a duty to recycle

They are buying and using recycled products and don’t mind paying more. They are…o Twice as likely to say they buy paper products (napkins, towels, toilet paper, etc.) that are recycledo 41% more likely to say people have a responsibility to use recycled products whenever possibleo 74% more likely to say they would be prepared to pay more for environmentally friendly productso 54% more likely to say they buy products that use recycled paper in their packaging

Latino inspired non-Latinos also believe that companies have a responsibility to the environment. They are… o 69% more likely to say it is important that a company acts ethicallyo 30% more likely to actively tell companies to stop sending them catalogs via the mail to protect the environmento 14% more likely to buy a product from a company that uses environmentally-friendly methods of advertising

Green packaging efforts should be a priority for brands trying to position themselves as sustainable and green-friendly to the general market, as this seems to be an area of particular interest to both Hispanic and their influenced non-Hispanic counterparts.

Something to consider:

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FIESTA, FúTBOL, AND FLAVOR: Hispanics have shared their love for Hispanic foods, sports, and music with their non-Hispanic counterparts.Some of the aspects that most define places and cultures are food, music, and sports. Hispanics love to play and watch sports, especially soccer; they appreciate an elaborate meal and take time to enjoy the moment; they also enjoy going out to dance because, yes, most of them feel an innate rhythm within.

Latinos like to have a good time not only on special occasions but also in everyday life, and they like to do it together. Their celebrations with family and friends are centered around music, food, and baile (dance). In general, parties last longer than American standards, and those moments show their intense passion for enjoying everyday life.

As it turns out, non-Hispanics who live around Hispanics are being inspired by these seemingly Latino aspects of enjoyment.

Not very surprisingly, non-Latinos influenced by Latinos eat more Hispanic foods and iconic brands than their non-influenced counterparts. They are…o 2.2 times more likely to say that they enjoy eating foreign foodo 56.9 times more likely to use Rosarita-brand Mexican enchilada sauce or Mexican-style refried beans o 15.2 times more likely to use Mission-brand Mexican tortillas, sauce, and taco shellso 14.2 times more likely to eat enchiladaso 9.1 times more likely to consume corn tortillaso 5.5 times more likely to eat jalapeños and 4.9 times more likely to eat green chilieso 3.6 times more likely to eat refried beanso 2.8 times more likely to consume burritos

This influence has not only been driven by the proliferation of restaurants, food trucks, and specialized stores but also through the massive introduction of Latino products in local supermarkets, TV cuisine shows, magazines, and cookbooks in the U.S. Mexican cuisine is becoming so mainstream that at this point, some doubt it should be considered ethnic cuisine. But let’s not forget about all the other regional specialties that are becoming more and more popular, like arepas and ceviche.

FOOD ITEMS THAT HAVE “CARIBBEAN” IN THE PRODUCT DESCRIPTION INCREASEDBY 150% FROM 2009 TO 2010.

“Ethnic Food-lovers Developing a Taste for Exotic Flavors.” Mintel Press Release. Mintel, Feb. 2011. Web. <http://www.mintel.com/press-centre/press-releases/666/ethnic-food-lovers-developing-a-taste-for-exotic-flavors>.

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Talking about sports, Latinos have influenced non-Latinos especially in soccer and boxing and now Hispanic-influenced non-Hispanics are…o Eight times more likely to watch soccero 52% more likely to affirm that they have played soccer in the last 12 monthso 2.4 times more likely to say that they have watched boxing in the last 12 months

Soccer continued its climb into the mainstream

during 2011, and for Americans age 12-24,

soccer ranks as their 2nd favorite sport

behind the NFL.

Latinos love watching sports, especially those that they grew up with and those where Hispanic figures serve as role models and inspiration. Soccer has always been a top pick. Additionally, boxing is a major event for thousands of Hispanic males in their 20s and 30s.1

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Music is one of the most important Latino cultural manifestations. Young Hispanics tend to have a stronger foundation in music than their general market peers. This enthusiasm for music appears to be contagious.Non-Latinos influenced by Latinos also are…o 56% more likely to confirm that music is an important part of their lifeo Six times more likely to listen to salsa and merengue

Something to consider:

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Jacobson, Adam R. Beyond The World Cup: The Power Of Hispanic Sports Fans. Rep. Fox Deportes, Hispanic Ad, PR Newswire, 2010. Web. <http://www.hispanicad.com/banners2/downloads/Hispanic_Sports_Overview_2010.pdf>. Soccer Popularity Continues To Climb. Digital image. N.p., n.d. Web. <http://assets.sbnation.com/assets/989739/419471_10150588294383616 _104233683615_9185391_1179294703_n.jpg>.

“Insight Tr3s.” Insight Tr3s, n.d. Web. <http://us4.campaign-archive1.com/?u=872796846a865eab2d95bd3cb>.

Sports and music-related events that are typi-cally targeted to Hispanics might be an oppor-tunity to connect with the general population.

If Mexican food is so mainstream that is not even considered ethnic anymore, we might expect the same trend to happen for other regional specialties and products.

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FRESH MARKET

LA MESA GRANDE: Non-Latinos living among Latinos eat more natural and organic food.“Don’t eat anything your great-great grandmother wouldn’t recognize as food. There are a great many food-like items in the supermarket your ancestors wouldn’t recognize as food, stay away from these.” –Michael Pollan

Hispanics have long been known for cooking fresh, homemade meals. Mealtime is much more than a meal; it’s a chance for the family to come together and share the day’s experiences. The food, then, is more than just food; it’s an expression of love, a way to stay connected to culture, and also a primary means of keeping the family happy and healthy.

Latinos use pre-packaged food in moderation, especially because they don’t feel it tastes the same as homemade food and because they fear preservatives. The preference for fresh food is rooted in taste, then, but also in tradition. Many Hispanics (or at least their parents or grandparents) grew up eating local fresh food that they themselves or people they knew produced. This local sourcing of food tends to create a closer and more emotional relationship with food.

With food being a centerpiece of Hispanic culture and one of the aspects they are most likely to share with others, including non-Hispanics, it is no surprise that Latino-influenced non-Latinos are also buying more organic and natural products.

And while these numbers may seem contrary to high obesity rates observed among Hispanics, it is important to note that the perception of “healthy” among Latinos (and perhaps among their non-Hispanic neighbors) is more related to the idea of fresh and natural products rather than concepts like low-fat, low-calorie, etc.

35% of low-acculturated Hispanics look for organic/natural foods when shopping for food vs 24% of the general population.

27% of Hispanic Millenials look for organic or natural foods when shopping vs. 23% of their non-Hispanic peers. These Hispanic youngsters are also more likely to look for the freshest ingredients when they cook (50% vs. 44% of non-Hispanics).

Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans. Rep. 8th ed. N.p.: Market Research Group, 2011. Print. “Hispanic Millennials: How They Feel About Traditional Foods and Cooking | Insidetr3s.” Insight Tr3s. Tr3s, n.d. Web. <http://www.insidetr3s.com/insight-tr3s/hispanic-millennials-how-they-feel-about-traditional-foods-and-cooking/>.

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When Latino-inspired non-Latinos are shopping and cooking, they look for organic or natural foods and the freshest ingredients. They are…o Twice as likely to say they especially look for organic or natural foods when shopping for food o 99% more likely to say they prefer foods without artificial additiveso 67% more likely to say they look for the freshest ingredients when they cook

These non-Latinos have gained the inquisitiveness of Latinos and like to know about ingredients before buying food products as well as information on nutrition and a healthy diet. They are… o 22% more likely to say they like to know as much as possible about ingredients before they buy food productso Twice as likely to say they actively seek information about nutrition and healthy diet

Latino inspired non-Latinos are looking at nutrition in deciding which foods they eat and are concerned with their diet. They are…o 68% more likely to say nutritional value is the most important factor in what foods they eato 57% more likely to be working towards eating a well-balanced dieto 73% more likely to always try to eat healthy foods and maintain a balanced diet o 21% more likely to say they try to eat healthier foods these days

Something to consider:It seems that Hispanics are becoming more aware of the health issues affecting their community and therefore learning which as-pects of their eating habits (both traditional and those learned in the U.S.) are healthy and which ones are not. One can hope that Hispanics and non-Hispanics will continue to influence each other towards adopting a healthier lifestyle.

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“Life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement regardless of social class or circumstances of birth.” –James Truslow Adams

Today, Latinos play an important role in helping keep the American Dream alive. They come to the U.S. looking for better job opportunities to provide a better life for themselves and their families. In fact, 75% of U.S. Hispanics say that most people can get ahead if they are willing to work hard.

The findings in this study not only corroborate this mentality, but also contribute additional evidence as to how Hispanics are influencing non-Hispanics in areas like jobs, money and professional aspirations.Latinos are influencing non-Latinos when thinking about their professional goals and now those non-Latinos are…o 74% more likely to say that they want to get to the very top in their careerso 56% more likely to pursue a life of challenge, novelty and changeo 99% more likely to agree that they would like to set up their own business one day

87% OF LATINOS BELIEVE THAT THE OPPORTUNITY TO GET AHEAD IS GREATER IN THE U.S. THAN IN THEIR COUNTRY OF ORIGIN.

THE AMERICAN DREAM: Latino-influenced non-Latinos are on their way to the top.

Taylor, Paul, Mark H. Lopez, Jessica H. Matinez, and Gabriel Velasco. “When Labels Don’t Fit: Hispanics and Their Views of Identity.” Pew Hispanic Center.

Pew Research Center, 4 Apr. 2012. Web. <http://www.pewhispanic.org/2012/04/04/iii-the-american-experience/>.

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Although the last statement above may sound contradictory because of how much family means to Hispanics, the reality is that the work/family dynamic presents a constant struggle. Latinos want to provide their family with the best they can afford: the best school, the best vacations, the best home, etc. And in order to do that, they often have to sacrifice time with their family to get ahead at work.

Entrepreneurial Latinas are evidence of this hard-work mentality. They start businesses at a rate six times the national average and own 37% of all Hispanic-owned businesses. Non-Latinos who live among Latinos see money and the sacrifices they are willing to make for work similarly. They are…o 98% more likely to think that money is the best measure of successo 61% more likely to recognize they go to their current job for the moneyo 63% more likely to sacrifice time with their family in order to get ahead

The “American Dream” for Hispanics has a lot to do with finding happiness through a balance between personal and professional success. It will be interesting to see whether Latinos influence non-Latinos in the next few years to believe that the American Dream is not only about working hard in order to climb the social-economic ladder but also about enjoying life and time with the family.

Something to consider:

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Santiago, Fabiola. “Why Hispanic Buinesswomen Are Prospering.” NHLI News. National Hispana Leadership Institute, 31 Oct. 2010. Web. <http://www.nhli.org/news_articles/103110_latinas_prosper.html>. HACR Corporate Governance Study. Rep. Hispanic Association on Corporate Responsibility, 2007. Web. <http://www.hacr.org/research_institute/2007 HACRGovernanceStudy.pdf>.

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What we’ve learnedAs evidenced in the data, Latinos are indeed influencing non-Latinos around them in areas ranging from technology to fashion to beliefs about the environment. In many cases, this influence takes form in purchasing or consumption habits, but just as often (and perhaps more interestingly), the shifts are taking place in core beliefs and attitudes.

We expect this trend of non-Hispanics adopting elements of Hispanic culture to continue and even increase in the coming years as the Hispanic population continues to grow and the number of non-Hispanics who live in high-Hispanic-density areas begins to increase as well. Also, as elements of Hispanic culture, especially in music and entertainment, continue to gain a larger foothold in major media channels, non-Latinos will have greater exposure to Hispanic culture, which will likely encourage the adoption of some cultural attitudes and elements of Latino culture by non-Latinos.

While this study answered many of our questions, it raised many others. As we worked on the study, an inevitable question was, “How is this influence happening?” And though the study was not designed to answer this question, we have hypothesized that Latinos’ influence on non-Latinos is in part due to a phenomenon known as cultural diffusion.

What marketing professionals often fail to realize is that the same types of acculturation processes that they often think about when examining the experiences of Hispanics living in the U.S. are also at work with non-Hispanics who live, work, or shop in close proximity to Latinos. Cultural diffusion is a two-way process where values and traditions from two different cultures are exchanged between members of each culture. This is often the result of geographic propinquity–that is, in this case, non-Hispanics living in neighborhoods that have higher concentrations of Hispanics. Cultural diffusion may also take place through exposure to popular culture elements such as music, movies, television, or even through non-media pathways, such as cuisine. As the Hispanic population continues to significantly grow in the U.S., we can expect to see a trend where more elements of Hispanic culture are transmitted to and adopted by non-Hispanics.

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We should also note that while most of the data in this report related back to ideas, behaviors, and practices that are widely accepted to be closely associated with Latino culture, we couldn’t explain the influence of Latinos on non-Latinos in certain data points, including the fact that non-Latinos in Latino-dense areas are…

• 270% more likely to have visited a casino in the past 12 months• 220% more likely to have visited a movie in the past 6 months• 270% more likely to have visited a theme park in the past 12 months• 84% more likely to use oven cleaners• 43% more likely to say they always buy new cars (not used)

…plus others.

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What does it all mean? Well, for starters, it means:

If Latinos already account for one in six people in the U.S. and are having an influence on their non-Latino counterparts, then perhaps we need to reconsider how we approach advertising and marketing campaigns. Today, the typical approach is to build a strategy and campaign that work for the general market, and then adapt for the Hispanic audience. The data in this report suggests that incorporating Hispanic insights into strategies and creative from the beginning is likely to have the potential to influence general market consumers

• Reconsidering who your “influencers” are.Brands like Pepsi have already taken a step in this direction, recognizing that young multiculturals are the ones influencing others, at least as it relates to pop culture. Take advantage of Latinos as cultural influencers for your brand.

• Focusing on Hispanic markets as hotbeds for cultural activity. In key trendsetting markets, like Los Angeles, New York, Chicago, Miami, etc., Latinos make up a much larger percentage of the population. Thinking about events, guerrilla or experiential marketing? Leveraging these cultural hotbeds can make marketing and advertising efforts go even further. And don’t forget, of course, to make sure your campaign appeals to Latino consumers. If it does, it’s likely that non-Latinos will be influenced.

• Rethinking what we mean when we think about a “general market” campaign.

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For more examples of Latino influence and updates on what else we’re doing with the project, visit latinoinfluenceproject.com.

About WingWing (formerly WingLatino) is a leading full-service marketing communications agency focused on the intersection of the U.S. Hispanic, Latin American, and general markets, reimagining what it means to be an agency in the Latino space. Wing’s client roster includes some of the world’s most recognizable brands, such as P&G’s Pantene, Downy, Cover Girl, and Olay, in addition to DIRECTV, Goya Foods, Eli Lilly, Mike’s Hard Lemonade, RadioShack, Red Lobster, Reliant Energy, The Partnership at Drugfree.org and the Ad Council. An agency within WPP’s Grey Group, Wing is headquartered in New York with offices in Miami.

For more information about how we think, please visit www.insidewing.com or contact [email protected]

About Experian Simmons Experian Simmons, Experian Marketing Services’ consumer research service, has been chronicling the American consumer for 60 years. From the products that all Americans buy and the brands they prefer to their Internet shopping behaviors, attitudes and lifestyles, and the media that they use, the Simmons National Consumer Studies survey more than 30,000 American consumers each year to deliver reliable national and local data.

For more information, please visit www.experian.com/simmons or contact [email protected]