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 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. Many Hispanics were touched by play an active role in the push for equality the child is and wants to go to a gay pride the cast’s commitment to continue year-round. For example, shaving brand event I will support them, they are still my child and I will love them the same, I really have more pushing LGBTQ+ stories even when Harry's consistently incorporates the LGBTQ+ community in all of their respect for Gabrielle Union and her husband off-screen. Dwayne Wade for supporting son Zion 11 • Dwayne Wade and Gabrielle Union marketing campaigns, not just during supported their 11-year-old son, Zion, by Pride, and this year they donated all profits from their Shave With Pride Kit to the attending the Miami Pride Parade. And eugene lee yang although Wade was unable to attend due Trevor Project … and consumers praised @eugeneleeyang them for it. Brands that engage in to a game, he posted a picture on Being gay and Asian is your mom seeing your Instagram of his wife and son with the "rainbow washing” risk being seen as video and the first she she says is caption, “We support each other with superficial by consumers expecting “you look too skinny” pride!” authenticity and sincerity from the brands • Eugene Lee Yang, best known as an they choose to put their dollars behind. Internet celebrity for his work with , came out as a gay man in a powerful video that he wrote, directed, and choreographed, giving many in the Asian community all the feels. • And most recently, Taylor Swift released June is Pride Month, a time to celebrate her latest hit “You Need To Calm Down,” the impact and influence of the LGBTQ+ featuring LGBTQ+ icons like Ellen community, while continuing to charge Degeneres, the Fab 5 from Netflix’s Queer forward towards full equality. And this Eye and Orange is the New Black’s year’s Pride was more inclusive than ever, Laverne Cox. The video drives viewers to witnessing allies from all different sign Taylor’s petition for Senate support of ethnicities rally in bright support. the Equality Act. WHAT’S TRENDING brands living with purpose

the sprint to support #wayfairwalkout rockstar @rocksta57446063 Mis respetos para los senadores de la Although there’s been ongoing oposición del gobierno Trump que han conversation about the treatment of llamado como tal a esos campos de migrants at the southern border, it’s been concentración que tienen en la frontera sur de EEUU. at a relatively low simmer. That is, until Latina congresswoman Alexandria john anthony Ocasio-Cortez labeled detention centers @chocobohomo used to house children as “concentration Hey @Wayfair — event professional here camps,” sparking a wave of responses who’s easily spent in the tens of thousands on decor product from you over the years, that culminated in the recent resignation of but won’t be doing any more business now the head of U.S. Custom and Border SO what? that you’re cozying up to concentration Protection. camps for children @wayfairwalkout The tense socio-political climate of recent Just a few days after AOC’s comments The popular children’s magazine barb years has created an environment where @d8n_barb took over the media, a brand became Highlights, for example, took a stance in even brands can take stances on political Hey @Wayfair, I won’t be buying ANYTHING embroiled in the uproar. Employees at condemning the separation of migrant issues. Not only does this shift make it from your company again unless you stop Wayfair, upon finding out that it was selling families at the border. Aiming to live by the easier for consumers to support brands selling to these detention camps. You don’t mattresses to migrant detention centers, company’s core belief — “Children are the based on shared values, it also opens have just what I need. I need ethical staged a walkout. The news immediately world’s most important people” — CEO brands up to more scrutiny as consumers companies that don’t support putting kids in drew sharp rebukes from Hispanics and Kent Johnson released a statement turn into more proactive, savvy activists cages. #BoycottWayfair I support @wayfairwalkout non-Hispanics alike, notable public figures saying, "As a company that helps children who aren’t afraid to put otherwise and entertainers, advocacy organizations, become their best selves — curious, “neutral” brands on the spot. Today’s raices and even other brands, all coming creative, caring and confident — we want consumers want to associate themselves @raicestexas together to stand in proud solidarity with kids to understand the importance of with brands that authentically live their We applaud @Wayfair workers who are the Wayfair employees. having moral courage. Moral courage beliefs and values, which means it’s more walking out to protest Wayfair profiting from means standing up for what we believe is important than ever for brands to “walk detention centers. No one who works for a right, honest and ethical — even when it is the talk.” company profiting from these camps should be standing idly by as children are dying. This hard.” takes a village. #WayfairWalkout nora WHAT’S SO what? @noramaybury mutual influence on a flight to Boston and even a few NY TRENDING The public reaction to what happened to fans have expressed appreciation for this “Big Papi” serves as another reminder of shirt y’all David Ortiz transcends rivalries the influence and impact that Hispanics #DaaaJankeesLose #BigPapiStrong continue to promulgate in broader culture, and of the power it has to bring different people together. Brands should seize the opportunity to boost their relevance across dominican baseball icon target groups by embracing cross cultural influence to connect with varied groups of or symbol of cultural unity? people.

In a day and age where sensitivities run israel ortiz high and almost any subject can polarize people, an event that almost proved fatal @israelortiz brought together not only Latinx and Swear to God I’ve never missed watching non-Latinos, but also the fans of two a player more rest up big papi teams with one of the most rabid rivalries #BigPapiStrong in professional sports. After former Red Sox star and Boston legend David "Big Papi" Ortiz was shot in his native julio Dominican Republic, social media was flooded with posts of love and support @jujpabon429 from people of all races, ages, My day was made much better upon communities and sports — even from learning that my gd friend, David "Big fans and players of the Yankees, their Papi" Ortiz has taken some steps, and arch-rivals. The Dominican Republic is conversing with family. Our world needs more people like David. a big beisbol country (more than 10 #DavidOrtiz #DavidOrtizShot #BigPapiStrong current MLB players reportedly hail from #latinosports #latinomvp the Caribbean nation), and Ortiz is one of its most high-profile native sons. And one of the best in baseball – ever. An American citizen since 2008, his Chrisc impact has made him a legend among legends in Boston, in the @c_dubs1587 broader region, within the sport this honestly brings tears of joy to my and beyond. eyes. knowing David is back home where he belongs. #BigPapiStrong