hybricultural now
DESCRIPTION
Brands are facing an emerging challenge in multicultural marketing—how do they execute against total market? Changing demographics and the need for efficiencies in market spend, targeting and process are driving this discussion. Achieving effective solutions requires a deeper understanding of cultural dynamics. Brands must be engaged in more authentic and meaningful dialogue with consumers; inspire innovation and creativity that connects more broadly; and achieve efficiencies through an integrated approach. Within the US and globally we are experiencing the acceleration of a cultural shift marked by ‘cultural remix’ or Hybriculturalism. The desire to respond to this cultural shift is evident in the call to action known as total market. However, there is still a struggle to understand the dynamics. For total market approaches to work, this understanding is critical.TRANSCRIPT
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SHIFTING THROUGH 3 KEY PARADIGMSMono > Multi > Hybri
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Socio-Cultural Empowerment
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South-to-South Influence
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COLLECTIVE IMAGINATION
IN THE PAST, The collective imagination was an escape. People had fewer potential paths to take. There were more rigid roles. And imagination was an escape
TODAY The collective imagination truly allows people to reimagine society and their role within it. It offers models as well as resources. Access to technology and social media is access to possible lives
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hyb
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remix culture in the us and the rise of hispanic influence
Food Music Sensibility
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Globally this is about the rise of hybridity. Western/American culture continues to be an influence but it is now being integrated into cultural forms that celebrate and modernize tradition
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KEY DRIVERS
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Key d
rivers
6 KEY DRIVERS
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Key d
rivers
WHAT HYBRICULTURALISM LOOKS LIKE IN DIFFERENT MARKETS DEPENDS ON THE WEIGHT OF EACH OF THESE DRIVERS AND HOW THEY INTERACT WITH EACH OTHER
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Flow
of
peop
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HISPANICS’ PRESENCE EXPANDING ACROSS US
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Movem
ent
of
peop
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Migration to urban centers from rural areas of China and India has upset traditional family/village life
There are greater geographic distances between family members, including parents and children
The idea of friends as family takes on greater weight and importance
Exposure to people from different regions and to people from different countries
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The s
pre
ad
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tech
nolo
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IN THE US HISPANICS ARE LEAP FROGGINGHispanics are mobile technology leaders and social media-use leaders and influencers
41% Follow the trends
31% Like to try newproducts
30% Like to be thefirst to sharewith friends
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Hispanics are mirroring what we are seeing in emerging markets when it comes to the role of mobile as a means of connecting with people, entertainment, and information
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FLO
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INCREASED HISPANIC SPENDING POWER
$210Billion
550% Growth
$1.5Trillion
HOME OWNERSHIP
Increase between 2001-2013
58%
NEW CAR SALES
Higher than overall industry
93%
This is indicative of a community that is becoming more affluent, with a broader middle class. This is impacting key categories such as home ownership and new car sales
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FLO
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By 2015, China will represent 1/3 of
global luxury spending
China Rest of the globe
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FLO
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Indian consumption uptrend visible in credit card
outstanding
*Credit card outstanding in million Rs.
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Sp
read
of
info
rmati
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INEXTRICABLY LINKED TO THE FLOW OF GOODS, AND SOCIAL MEDIA ETC. IS THE EXCHANGE OF IDEAS
In the US there is a rise in non-Hispanic parents putting their kids in language immersion schools so they can be bilingual. And, non-Hispanic girls are celebrating Quinceañeras (a traditional coming of age party for girls when they turn 15).
We see mutual acculturation globally - cultures influence each other and people adapt and adopt aspects of each other’s cultures.
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We see the rising importance of the individual in cultures such as China and India which were traditionally more collectivistic. It’s not a full embrace of Western/US-style individualism, but it’s a departure from the traditional cultural norms.
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Social media amplifies the socio-cultural influence of different subcultures
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Social media connects those who stay behind and those who move abroad, thereby increasing the connection between heritage and the new host countries.
Social media enables Latinos to bridge connections across borders.
SIMILARLY, SOCIAL MEDIA HAS GIVEN VOICE TO YOUTH IN INDIA AND CHINA TO EVOLVE CULTURE OR TO ENGAGE WITH TRADITIONAL VALUES IN NEW WAYS.
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For the Chinese social media is an arena for action as opposed to an extension of this world. It’s an escape hatch from the pressures to succeed and to be a good citizen. At the same time it is providing a means for fulfilling traditional roles and responsibilities. Children can regularly communicate with parents
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Bridge between tradition and modernity
Bridge to exploration and adoption
Hybricultural themselves
Global vs. local champions
HYBRICULTURALISM OPENS UP IMPORTANT OPPORTUNITIES FOR BRANDS. THEY HAVE A VARIETY OF POSSIBLE ROLES TO PLAY IN CONSUMERS’ LIVES
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Sp
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tech
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CHINESE WHISPERS
45.5%
of Chinese Weibo users will check reviews posted on Weibo before purchasing
57%of Renren (a social media site) users recommend products
Wechat, a Chinese social networking and messaging app, brought tradition into the digital age by allowing people to send virtual red envelopes to family and friends on New Year’s
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Brands can be a bridge to cultural exploration and adoption
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The polar opposite to the Asian mentality of 'more, faster, better’
Corona found that the Latin sensibility of “let the world wait” was desirable among the Asian market
BR
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CORONA “LET THE WORLD WAIT” CAMPAIGN
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Bra
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exam
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They can be hybricultural themselves
This underscores the value of Latin insights as inspiration for brands
After test marketing the Dulce de Leche flavor in Argentina, Haagen Dazs introduced it to the US to see how it would do amongst less acculturated US Hispanics. It went on to become their fastest growing new product innovation
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Brands can be global champions
And they are becoming savvier about how they market and innovate.
INCREASING APPEAL OF CHINESE AND INDIAN BRANDS
Local brands know their local customers best and how they are evolving . They develop products specifically for them, so ethnographic understanding becomes crucial for non-local brands
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KEY TAKEAWAYS »
Total market is a call to action and the underlying cultural dynamic is Hybriculturalism
This paradigm shift in the U.S. is reflective of a broader global dynamic with local manifestations
To fully leverage total market opportunities, brands need to start by understanding cultural shifts in their category; who’s driving those shifts; and how to turn to those segments into their wellspring of core insights for innovation, positioning, and communications.
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WE ARE WELL-SUITED TO BE YOUR TOTAL MARKET PARTNERS
Evolving the dialogue beyond traditional thinking on multicultural marketing
Clear point of view on contemporary cultural dynamics
Rooted in a core belief that socio-cultural dynamics drive behavior
Global cross-cultural expertise
Tota
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solu
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Their families, communities, peers, influencers
SOCIO-CULTURAL FRAMEWORK
The broader cultural dialogue around the category/brand issues
Tota
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solu
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TOTAL MARKET IS A CALL TO ACTION»
driven by changing demographics & the need for efficiencies in market spend, targeting, and process
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Achieving effective total market solutions requires a deeper understanding of the cultural dynamic
We‘ve developed an approach to identify crossover insights
This approach is meant to inform and inspire total market/cross cultural marketing approaches
Uncovering Multiculturalinsights
Gauge broaderresonance
Refine insightplatforms
Validate withmulticulturalaudience Cross Over
Insights
… Through this process we also uncover “differential insights”
As result we can help brands identify when and how they need to inflect the cross over insight across
segments without losing the core “truth” – multicultural insight for total market execution
Uncovering Multiculturalinsights
Gauge broaderresonance
Refine insightplatforms
Validate withmulticulturalaudience Cross Over
Insights
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MEASURING HYBRICULTURALISM
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HYBRICULTURAL SEGMENTATION
Asked people about preference/avoidance and engagement with American culture, Latin culture, other cultures, and blended cultures across a range of areas
PROFILES (FOCUS ON MOST HYBRICULTURAL)
HOW HYBRICULTURALISM CHALLENGES TRADITIONAL WAYS OF LOOKING AT THE HISPANIC MARKET
Really forces us to rethink how brands have been approaching acculturation groups
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WE SET OUT TO MEASURE THIS DYNAMIC LOOKING AT AFFINITY/AVOIDANCE FOR LATIN/AMERICAN/BLENDED/OTHER CULTURES
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Measu
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We have developed a tool to measure Hybriculturalism among consumers
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…AND IDENTIFIED SIX CONSUMER PROFILES
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THE MODEL PROVIDES A PATH FORWARD WHEN IT COMES TO MULTICULTURAL MARKETING
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SO WHAT?
Provides you with the expertise to evolve with the market
An integrated approach, with an end-to-end solution—from insights to execution
Enhanced credibility of claims for having you lead total market initiatives
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QUESTIONS