The Center for Hispanic Marketing Communication Newsletter • April 2015
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the center for hispanic marketing communication newsletter • april 2015 APRIL 2015 Contents Flavor: Stirring Up 4 the Market Understanding the 5 Billion-Dollar LGBT Market Staf Proile: Bianca Vilagrana 7 Graduate Spotlight Wen Zhao 8 Neleen Leslie 9 Alumni Spotlight Brock Wright 10 Interview with Nicole 11 Rankin 3 THE CENTER FOR HISPANIC MARKETING COMMUNICATION APRIL 2015 a marketing event sponsored Understanding the by global lavoring company Symrise, highlights the Latino Multi-Billion Dollar inluence in the modern American food system. Barbie LGBT Market M. Casasus, Multicultural and By Blanca Vilagrana Latino consumer expert of CEB Last month, César average U.S. household, which Iconoculture Consumer Insights, Melgoza, founder and CEO of ofers considerable opportunities explains that these consumers Geoscape and board member for manufacturers and retailers interact with food labels, but they of the Florida State University that are able to satisfy the need are not reading labels in the same Center for Hispanic Marketing states of these consumers. way as other demographic. Latino Communications, invited several Data points out that consumers are looking for cues staf members of the Center 75% of LGBT are living in DINK that communicate the values to attend the 11th Annual New households. “If you are with a of quality that they are looking Mainstream Business Summit. company that is looking to market for, and‒in addition to price and This multicultural conference is to a community with traditionally nutrition‒a delicious lavor is the premier event on obtaining more disposable income, then what they expect from their food. access to high growth consumers the LGBT market is something Flavor has always been a and businesses from diverse you should consider,” says Jeen vor: Stirring Up factor in purchasing behavior, cultures such as Hispanic, Asian, T. Grace, LGBT marketing and the Market but today it’s more important African-American and LGBT communications expert. than ever. Mintel concluded that communities. According to Grace, if By Blanca Vilagrana At the summit, we you put in perspective the LGBT According to Euromonitor immigration and a growing non- American’s relationship to discovered helpful insights into buying power with the top four International, a London-based White population are spurring lavor is changing. With concerns the LGBT market, one of America’s niche segments, LGBT consumers market research irm, Americans lavor interest and the internet shifting towards what food does to highest-spending markets. Even have four times the buying power consume more than 600 million has allowed a free low of lavor LGBT stands for lesbian, out body, we’ve almost forgotten though Witeck Communications per person than Hispanics and pounds of synthetic lavoring information. The report explains gay, bisexual, and transgender. The to ask the simple question, “How estimates the total buying African Americans, and double the annually. Research conducted that Caucasian consumers are LGBT movement uses the rainbow does it taste?” Current weight-loss power of the U.S. LGBT adult buying power of Asian Americans. by the BBC on global lavor and interested in worldly, ethnic lag to symbolize diversity, with trends argue we eat excessively population at $830 billion, LGBT So while LGBT Americans are the fragrance commerce estimates cuisines, while African-American hot pink representing sexuality, because food is a delight to the consumers are one of America’s smallest sized based on actual that the North American market consumers would like to see red for life, orange for healing, palate, and according to Mark least understood niches due population, they have two to four worth of synthetic lavoring was more ethnic lavors that are tied yellow for the sun, green for Schatzker, author of The Dorito to stereotypes and prejudices times more buying power than $7.1 billion in 2013 and is expected to theirs roots. According to nature, turquoise blue for art, and Efect: The Surprising New Truth that have blocked many from their counterparts. to grow to $9.9 billion by 2019. Mintel, millennials and Hispanics indigo for harmony. According to About Food and Flavor, the human a greater understanding of this Marketers should know American newsletterconsumers • april are driving the new lavor trends Community Marketing Inc., 57% body takes lavor very seriously. market. If marketers make short- that LGBT adults are loyal are experiencing a proliferation in food service. of gay men and 65% of lesbians “We would not be programmed to term generalizations, they should consumers who shop more in the amount and variety of use the rainbow lag. seek out new lavors if they were know that these misconceptions consistently, spend more, and lavored products. Hispanic and “Americans consume our enemy,” Schatzker claims. will not be stable over time. feel positive about the shopping Asian markets are becoming “A new Gallup poll Over the last ifty years, more than 600 million Today, the rise of the experience. Numbers show that increasingly inluential to U.S. U.S. farms have become more pounds of synthetic LGBT community, its increasing estimates that about 70% of LGBT adults would pay food and drink manufacturers, productive, afordable, and worldwide acceptance, and their 3.4% of the U.S. a premium for a product from a introducing niche lavors to the lavoring annually” resistant to disease yet the food growing purchasing power, has company that supports the LGBT mainstream. Market research adult population, or they produce is losing lavor at forced corporations to change community, while 78% of LGBT irm Mintel says that 57% of the Targeting the right an equal rate. The foods farmers their marketing strategies to nine million people, adults, along with their friends, population consider themselves audience for new lavors will grow now are virtually tasteless compete for the LGBT niche family, and relatives, would switch adventurous eaters and 82% are bring positive results for food identify as LGBT.” compared to their 1950s market. But, before engaging to brands that are known to be open to trying new lavors (2014). marketers. Spicy, sour, bitter, counterparts, but the same this double-income, no kids LGBT-friendly. There is a magnitude of tangy, and smoky lavors are The LGBT community advances responsible for this (DINK) consumer, it’s important A common mistake in opportunity available to food exploding in mass market appeal. is a signiicant contributor to lavorless increase in production for companies that are seeking engaging an LGBT audience is companies that successfully There is a clear resurgence in the the U.S. economy. The buying have allowed these lavors to be to have exponentially increased to assume that the entire LGBT market to the Latino consumer desire for lavor, and the trend is power of same-sex households is replaced by synthetics. sales to learn more about the community shares the same population. Sabor in America, growing. signiicant when compared to the LGBT community. beliefs, ideas, and values. “If 4 5 THE CENTER FOR HISPANIC MARKETING COMMUNICATION APRIL 2015 you target everyone, you are not to identify the three biggest faux Marketers can no longer Meet the Author: My internship with resonating with anyone,” Grace pas and their damaging efects: aford to ignore LGBT consumers, The Center has exceeded my says, “Each individual within and the predominance of this Blanca Villagrana greatest expectations. I have the LGBT community should 1. Insinuations. The irst, and community is transforming been introduced to professionals be treated as a separate target major, faux pas that can damage the pop culture conversation. My name is Blanca with valuable understanding market. Marketers should use the bottom-line is to insinuate What once was a taboo subject Villagrana. I’m pursuing a double and experience of multicultural diferent strategies for each that being LGBT is a choice. Grace is now part of mainstream major in Editing Writing & Media, environments, along with the segment of the LGBT community suggests avoiding the use of discourse. There are big business and Modern Language in Spanish cultural diversity inherent in the and should not stereotype.“ phrases such as “gay lifestyle.” (A opportunities for any corporation at Florida State University. global marketplace, including The better you understand good example of the proper use willing to expand and grow their Coming from Mexico City, I business, education, and the LGBT customer, the faster of a lifestyle is “healthy lifestyle”, business with the LGBT market, decided to pursue my academic agencies. your business with this market “active lifestyle”, etc.) which remains largely unexplored. degree in the U.S. because it I was selected as the will grow. You can start by reining is considered one of the most recipient of the Center for Hispanic your target market and gathering 2. Gender assumptions. Do prestigious and internationally Marketing and Communications detailed information on who not assume the gender of one’s recognized countries for higher Leadership Scholarship; thanks your current clients are. If you spouse. It creates unnecessary education. I’ve always wanted to Adrien Lanusse, Vice President do not really know your current awkwardness and could result in to be a professional, bilingual Consumer Insights at Netlix, who clients, create a short survey for a lost consumer. communicator able to educate, generously funded the Center’s your current client base to reach entertain, inform and persuade scholarship program. potential LGBT audience. 3. Insensitive language. The people in Spanish and English. I believe that if something Once you identify your third is to insinuate that LGBTs I heard about the is worth doing, it is worth doing potential LGBT market, make have “alternative lifestyles” or are Center for Hispanic Marketing well, that work and service come sure everyone in your company a “non-traditional family”. This is Communication and its one- irst, and that leisure is possible is trained on how to work with often seen in inancial industry of-a-kind certiicate program only when other matters are LGBT clients.