Category: ethnic

Brand News: BET, MySpace, Kimberly-Clark, Subway

April 23, 2009 by anne

BET is launching a new network; Centric will target an “affluent, trendsetting black audience” and will debut in October. AdAge 4/23/09

Co-founders Chris DeWolfe and Tom Anderson are leaving MySpace, prior to the expiration of his contract. “The decision suggests News Corp.'s growing dissatisfaction with the company that it acquired for $580 million but that is now losing ground to rival Facebook, which has been making rapid gains in users, even in the U.S., where MySpace has dominated.” LATimes 4/23/09

Following its launch of Scott Naturals, the first eco-friendly line of toilet paper, paper towels and napkins from a major packaged-goods player (Marcal and Seventh Generation already have Earth-friendly rolls) Kimberly-Clark (KMB) has introduced Huggies Pure & Natural diapers. BrandFreak 4/17/09

Research Insights: Segment Hispanic Consumers by Acculturation for Effective Marketing

December 8, 2008 by anne

Nielsen PreView notes that Hispanics are 12% of the US population, and the majority (67%) are under age 35. The average Hispanic age is 26 versus the average Caucasian age of 39. As a result, certain categories are more relevant than others when it comes to targeting the Hispanic community.

Nielsen advises marketers who want to connect with America’s diverse Hispanic community to understand that there are three distinct segments to the U.S. Hispanic population, based on a scale of acculturation, from least acculturated, to bi-cultural to most acculturated.

You can view Nielsen PreView’s abridged study or access the complete study. You'll be asked to complete Nielsen's free registration process if you're not already a member. 

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African Americans & Health - 3 Things Marketers Need to Know

July 21, 2008 by anne

According to consumer research company, Yankelovich, African American attitudes about health are shaped by 3 key influences:

Fatalism – a belief that one must “let go and let God”

Curative vs. Preventive Mindset – a tendency to focus on cures after a health problem has developed, rather than preventive measures before it occurs

Holistic Approach – Use of alternative, home and natural cures for illnesses and injuries.

Yankelovich advises health marketers, and advertisers who want to communicate effectively with African Americans, to understand that “the health disparities between African Americans and other groups are real, and the roots lie in unique cultural characteristics and attitudinal differences rather than in any biologic or genetic factors.”

To be successful marketers must ensure they understand their audience (key for any communications strategy), tap into African Americans’ social networks, and understand the reasons behind African American attitudes about health so they can specifically address them.

Source: Yankelovich MONITOR Minute Flash