Marketing

By the year 2020, gen Z will account for 33 percent of the global population. Moreover, they already account for between $29 billion and $143 billion in consumer spending. It can be easy for marketers to assume they should be treating this burgeoning consumer group the same way they’ve treated millennials. However, early research is showing there are some key differences between the two demographics. In this presentation, we’ll cover four things your brand can do to position itself in the good graces of gen Z consumers.

The average tenure for chief marketing officers of leading U.S. consumer brand companies decreased to 43 months from 44 months, according to the 15th annual CMO tenure study by leadership consulting firm Spencer Stuart.

Naming new brands is one of the most nettlesome marketing tasks. But now it's getting even more challenging, taking up additional bandwidth among time-strapped marketers.

The future of the U.S. is multicultural, and has been trending that way for years. In fact, since 2010, 92 percent of the population growth in the U.S. has emanated from Hispanic, African-American and Asian population groups. In this episode of the Why Behind The Buy, Monique talks with multicultural marketing expert Cesar Melgoza about effective multicultural marketing. She also talks with Sonia Cisneros, manager of the Pacific Northwest region for Novamex, a food and drink distributor that is out front in marketing to multicultural consumers in the CPG space.

Want to trigger impostor syndrome? Try this: Imagine being invited to a blind wine tasting. With a bunch of French wine buffs. You’ll have to guess each wine’s region and year and defend your position in an in-depth discussion. Sweaty palms yet?.  by Maren Seitz - Director, Global Connect Center - Kantar

In the U.S. today, Latinx consumers are melding the physical and digital worlds to create personalized, culturally relevant shopping experiences on their own terms. These consumers’ paths-to-purchase, or consumer journeys, are social and circular. Purchase decisions can be frequently traced to the recommendation of a friend, family member or consumer review website. And, because Latinx consumers are so digitally connected—97% of Latinx households own a smartphone, and Latinx consumers spend over 27 weekly hours using apps and the web on smartphones—the consumer journey plays out in real-time. Brands that are not attuned to Latinx values and habits stand to miss out on this powerful market, which is reshaping the U.S. mainstream.