Quarterly Digest SML Q2 2019 V3

quarterly digest a snapshot of hispanic social conversations... As the makeup of America changes to become more multicultural by the day, we at Alma have also changed. Beginning with this volume of our Quarterly Digest, we’ll be reporting trends in culture beyond Hispanics. If it’s happening with a segment audience, we’ll be capturing it and interpreting it in the context of the segment and as a whole. It’s not a shift to universal understanding, rather, it’s a shift towards better understanding the specificity that drives true authenticity. quarterly digest Vol. 14 As we look to 2020, when America’s under 18 population officially becomes minority-majority, it is imperative that we understand shifts in culture holistically, how the Q2-2019 same issues take different shapes depending on the cultural values they are looked through, and what unique trends are popping up for individual segments. We hope you’ll enjoy this new cultural lens and learn along with us. Gina @ginampedraza WHAT’S Pan-hispanic unity so what? TRENDING It’s so good!!! Reminds me so much Young, relatable Latinx influencers have of my childhood growing up. I could been building social media presence for never sleepover a friends house quite some time; however, as some of the especially if they have a brother (s) most popular ones begin making their way porque uno nunca sabe! I’m also the onto other platforms, such as James with same way with the expiration dates this book, or Lele Pons landing a deal with too lol! Thank you for writing this Jack-in-the-Box, it is a signal of society’s book! hispanic influencers increasing appetite for stories with more #definitelyHispanic <3 varied perspectives. It also reaffirms Hispanic consumers’ desires to see their stories reflected with authenticity and Danny nuance — something they’re looking for @EsquiresFinest and expecting from brands as well. Great body of work @LeJuan_James. Touching stories of love, loss, failures level up & success! I started this morning and level up didn’t stop until the end. Lol @audible_come #DefinitelyHispanic The average age of Latinos in the U.S. is LeJuan James is a prime example. just 27. Much younger than the average Capitalizing on his popularity for his goin_bonkerz age of their non-Hispanic White comical portrayals of his own growing up @goin_bonkerz counterparts at 42. There are a number of Latino experiences on social media young Latino social media influencers who platforms, he recently released a book of Reading #DefinitelyHispanic by have quickly built their following by simply essays on this exact topic: “Definitely @LeJuan_James brought back being their 20-something year-old selves Hispanic: Growing Up Latino and memories of when I was younger and connecting with other young Latinos Celebrating What Unites Us.” LeJuan fans especially the chapter where he growing up in the U.S. It is their could not contain their excitement over discusses moving out of his parents authenticity that allows them to build real this book of stories that had them saying, house. Went through the exact same camaraderie with their followers, “That’s how I grew up too!” thing! connecting over the shared nostalgia and experiences that are so near and dear to their Hispanic hearts. lady marie SO what? @itsladymarie WHAT’S representation Blues clues was my 2nd ALL TIME fav show growing up (after barney lol) and to see the TRENDING matters As the country becomes more diverse and reboot made PROPERLY *AND* with access to content of all types increases, filipino/asian representation makes this all the people want to see their stories more sentimental for me. I’m so excited represented on screen — and it goes far beyond casting. Consumers are craving more authentic and nuanced portrayals austin kim that push the boundaries of how they’re @kimsanity47 typically defined and seen, and brands can play a pivotal role in ensuring that their “Always Be My Maybe” is actually such a cute movie and also we love Uncle Randall/Ali Wong content features the true richness of their /Asian representation in media! Esp. diverse audiences. appreciated that the directors were detail-oriented in depicting the Asian American asian-american representation experience in many subtle but important ways! pushing boundaries thomas mision @shadow_uzumaki Yo, I’m loving all these #AAPI and #Asian #superheroes all kicking Fire demon butts. @Marvel #AgentsofAtlas #NewAgents Last year’s Crazy Rich Asians quickly the beloved Josh. gained mainstream popularity as the • Netflix’s Always Be My Maybe has an all ramsha highest-grossing romantic comedy in a Asian-American lead cast that defies @pantokki decade. And following its success, there’s stereotypes by featuring modern been an upswing in Asian-American storylines. Instead of following the cliche IM LEGIT GONNA WATCH THIS. I’m so happy to see Asian/Filipino representation on a kid’s representation across content platforms portrayal of being highly educated, hard show as big as Blues Clues and networks. For example… working, and goal-oriented, the male lead, Marcus, is a 30-something-year-old stoner • Marvel announced the release of New who plays in a local band. Agents of Atlas, a five-part comic book rachel series with a roster of exclusively Asian Although there’s still a long way to go, @racheltle and Asian-American superheroes, Asian-Americans are acknowledging these Watching Always Be My Maybe and seeing all including their first ever Filipino superhero, strides in representation, expressing their these asian American culture references Wave. excitement on social in seeing themselves representative of my upbringing casually • Nickelodeon released a trailer for its and their stories reflected in mainstream dropped throughout the movie has my heart all. Representation is important! reboot of Blue’s Clues with Filipino actor content. Joshua Dela Cruz taking over the role of “The US and Latin American gentlethot media has done a great @ohhmygators WHAT’S job at constructing an Ya’ll go watch Victor and Valentino, it’s about the fight for inclusivity image of what Latinx two half brothers, living with their blind TRENDING grandmother Chata; for the summer. They’re look like, and that image exploring the city and discovering old is rarely black or fully places/creatures of mesoamerican folklore Indigenous.” ad myth. - Kat Lazo, YouTube Activist abbie latam indigenous culture’s moment in the limelight @abbie_belen There’s a cartoon show on Netflix called Pachamama and it’s about Inca culture. I’m ready to learn more about my ancestors. There’s been a recent surge of interest in Latin American indigenous cultures from the mainstream, as evidenced by two SO what? latina gerontologist @latinageron emergent animated properties: Cartoon While we know Hispanics in the U.S. often White Latinxs need to understand the they Network’s Victor and Valentino, which rally around their shared experience, we’re do not represent the majority of Latinxs follows two brothers in a mystical Mexican also seeing that the term “Hispanic” may Only because you’re a successful white town where Mesoamerican myths come to no longer work as a catch-all for the Latinx, doesn’t mean you’re representing the advancement of Latinxs. You’re not. life, and Netflix’s Pachamama, which tells diverse collection of Latin American the story of an Incan family growing up Where are the indigenous & Afro Latinxs? cultures that want to feel included. Brands How are we including them? during the Spanish conquest. aiming to connect with Hispanic consumers will need to evolve their In response to the content, Hispanics approach if they want to demonstrate a expressed gratitude for the opportunity to olivia abtahi more sophisticated understanding of the @oliviaabtahi connect with aspects of their background true diversity that exists among Hispanic Gentle reminder that Latino is an ethnicity and that aren’t as commonly emphasized, and sub-segments. non-Hispanic cartoon enthusiasts and not a race. There are indigenous, black, African, asian, white & other races (+mixtures educators embraced the chance to learn of these) that exist within the Latino ethnicity about new mythologies with different sets category. Being Latino does not automatically of characters. make you poc. But what’s most interesting about indigenous cultures entering the limelight, geo holmes is the self-reflection it sparked among @geoholmes many Hispanics on social media, leading I just found out about Huehuecoyotl from an them to question whether culture has episode of the show Victor and Valentino and properly depicted and included indigenous already love his over-the-top chaotic trickster demigod nature. and afro people as a part of broader “Hispanic” portrayals. True to the spirit of Pride Month, and in joey response to this string of rousing cultural @pinkrevolution WHAT’S moments, we’ve seen Hispanics, I LOVE the you need to calm down music video minority solidarity African-Americans and Asian-Americans sm……the aesthetics, the message, & the TRENDING take to social to voice their support and representation wow solidarity. This is especially notable considering that, historically, communities ernesto of color have been more closed to these @echip13 issues. Y’all so I was at the LA Pride and the cast of “love is love”: a proud unifier One Day at a time was there. When I tell you I “love is love”: a proud unifier balled my eyes out, I seriously couldn’t stop crying, I love them so much • Cast members from the beloved Netflix SO what? series One Day at a Time rode a float at LA Although Pride Month is only 4 short Pride, serving as a reminder of how they moseh dunn opened the door for content that tackles weeks, brands have an opportunity to @moseh_dunn connect with their diverse audiences and traditionally sensitive topics in Latin I am not going to be judging anyone’s child, if culture.

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