American Family Insurance’s Multicultural Work Recognized With Three Awards

Three distinct industry awards have recognized American Family Insurance for the 30-second Spanish-language television spot “Nadie Como Tu,” created by its multicultural advertising agency, The San Jose Group. The creative execution was recognized for its creative excellence with a Silver Telly Award, Silver Communicator Award and Gold Hermes Creative Award. “We are thrilled that these three competitions have honored our efforts in the multicultural market,” said Telisa Yancy, advertising director for American Family Insurance. “Every family is unique, and the ‘Nadie Como Tu’ spot enhanced the messaging that American Family Insurance’s product offerings are tailored for each family’s specific needs.”     “Nadie Como Tu” (English: There’s no one like you) was the company’s first-ever music-licensing advertising campaign for the Hispanic market featuring the reggaeton song, “No Hay Nadie Como Tu” by Calle 13. A collective mix of Latin music styles, the song won the 2009 Latin Grammy for best alternative song. “The spot was part of our 2010 multicultural efforts that targeted the total market,” said George L. San Jose, president and COO of The San Jose Group. “Creative development is underway for American Family Insurance’s next multicultural campaign, and we look forward to continued...

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Hispanic Consumer Trends in Haircare

By Tony D’Andrea, PhD – SJG Director of Planning and Research   In haircare and skincare, mainstream consumers often turn to cheaper or store brands in times of economic hardship. But, regardless of price and income, Hispanics tend to stick to their brands of choice. As recurrently found by CPG market monitors, brand loyalty is significantly higher among Spanish-speaking consumers, often 5 to 15 percentage points above those of English-speaking Hispanics and general market consumers (verified as recently as February 2011 Mintel Oxygen). Latinos and other multicultural consumers spend around 5 billion dollars on haircare products each year. This includes shampoos, conditioners, haircolor, styling products, relaxers and sprays. About 70% of all expenditures are made on regular products, whereas the remainder is spent on ethnic-specific products specially designed for African Americans, Hispanics and Asian Americans. Their overall spending has grown an average of 2.6% a year since the mid 2000s, and is being mostly driven by the higher than expected growth of the Hispanic population in America. According to the U.S. Census Bureau, Latinos represent 56% of the overall population growth over the 2000s, and they now total 50.5 million inhabitants with an estimated purchasing power of 1.3 trillion dollars. Except for relaxers and hairsprays, Hispanics index higher in the consumption of all haircare products, with dramatic leads in haircolor and depilatories (127 and 150 points respectively, according to Packaged Facts 2010 report). No, it is not about genetics or beauty obsession. As the main reason, Latinas attend to their haircare needs at home rather than at a professional salon: 46% of Hispanic women do it at home against 32% of all women (Packaged Facts 2009 DIY Report). It is worth noting that, the handling of haircolor at home, though less expensive, produces more waste per application. More widely, in line with the projected growth of the Hispanic population, Mintel and Package Facts agree that the consumption of haircolor products is expected to increase in the coming years. “While open to general market options,...

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Latina Business Owners: Women’s Entrepreneurship on the Rise

By Tony D’Andrea, PhD – SJG Director of Planning and Research The U.S. Census has just released new data on the ethnicity of female business owners. As a main highlight, the phenomenal growth of Latina entrepreneurs clearly stands out: 788,000 Latinas now run their own businesses, according to the most recent Survey of Business Owners (last conducted in 2007). This represents a 46% increase against a 20% found across all female business owners over a five-year period. Their national background is Mexican (44%), Cuban (9%), and Puerto Rican (8%), also complemented by a myriad of Central and South American nationalities. As such, Hispanic women now own 36% of all companies owned by minority women in the country. Latina business’ revenue growth and job creation have been outstanding by all accounts. They generate over 55 billion dollars annually, a 57% increase against the more modest 5% across all women’s business (measured over the same 2002-2007 period). With an annual revenue growth of 9.5% per year, Latina business is expanding faster than most developed nations of the Western world. As main industries, they concentrate in healthcare (20%), administrative services (18%), retail (10%), professional (9%) and real estate (6%). Although most firms are run as sole proprietorships, the remainder employs over 363,000 workers, a 29% increase vis-à-vis the 5% seen in the overall female business-owners group over a five-year period. “The strength of Latina entrepreneurs is indicative of larger shifts occurring in the Hispanic population,” as noted by Jim Legg, The San Jose Group’s EVP of Leadership and Innovation. In addition to these business owners, almost 50% of all Hispanic women have joined the nation’s workforce, according to the U.S. Bureau of Labor. Consequently, as Latinas play a more prominent role in the economy, they will develop new tastes and consumption patterns that depart from old expectations and fading stereotypes. In this scenario, The San Jose Group has developed a new segmentation model focusing on the “Nueva Latina” which explores new trends and opportunities in this evolving...

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A Growing Concern

Hispanic children spend on average 13 hours daily “plugged in” to technology (1). This statistic is a godsend for marketers using the digital frontier and television to interact with consumers, but if they spend most of their time in the virtual world, what is the state of their health? According to the Office of Minority Health, Hispanic Americans are more likely to be obese than Non-Hispanics; Mexican Americans more so than other Hispanic groups (2). In fact, about 78% of Mexican American men over the age of 20 are overweight or obese (2). That means less than a quarter of the population, in that age bracket, is at a normal or below average weight level. Women come in at 75% which is lower than the men but still incredibly high, especially when compared to Non-Hispanic women (2). The overweight ratio between Mexican Americans and Non-Hispanics gets even worse in between the ages of 6-11 where Mexican American boys are 1.8 times more likely to be overweight (2), (3). This is reason for concern considering that Mexican American adults are two times more likely to be diagnosed with diabetes, and this could continue to increase if nothing is done to prevent child obesity rates from rising. The silver lining in the statistics is that several organizations have started programs to educate the Hispanic population. Although a step in the right direction, more educationally-focused campaigns are needed in order to provide beneficial information to help battle against other potential weight-related problems such as high blood pressure or bad cholesterol. Let it be clear, the purpose of this article is not to point the finger at technology, because a correlation between weight and media use has yet to be proven, but rather to inform the public of growing health concerns for Hispanic Americans. For more information about the San Jose Group please visit www.thesanjosegroup.com Sources: (1) Marcus, Mary Brophy. “Minority Kids Spend Most of Their Waking Hours Plugged in – USATODAY.com.” Your Life: Health, Fitness, Food &...

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RockMelt: The Rise of the Social Browser

Have you been hearing the recent buzz about RockMelt, and been wondering why you should consider another web browser when there are plenty of existing options, and you’re already familiar and comfortable with the one you use? Unique and the first of its kind, RockMelt incorporates the use of social media with everyday web browsing. The social browser is designed for the way people use the web today, making everything just a click away. The days of navigating from page to page are gone. Rockmelt makes it easy and convenient to browse the web and share content. With its social media features built into the browser, users can stay in touch with friends and family, share pictures and videos, get updates from their favorite websites and share content via blogs and social media websites. RockMelt is the first browser that is fully backed by the cloud. Through its log-in feature, users’ personal browsing experience can be accessed from anywhere, including bookmarks and preferences. The look of RockMelt is very similar to a traditional browser, but includes additional bars on the left and right sides of the webpage. The right side incorporates a Facebook component, allowing users to update your status and connect with friends, while the left bar allows for bookmarking of favorite sites and RSS feeds. Users are alerted when a new story comes out, a friend posts new photos, or a new video is available – all without leaving the page they are currently on. Another great feature is the share button next to the URL that allows users to share the content of the page they are on through their Facebook or Twitter accounts, eliminating the need to have multiple browser tabs open as you jump between websites. Overall RockMelt makes web browsing more efficient by incorporating the features people use everyday right into the browser. You can download and try RockMelt by visiting rockmelt.com. For more information about this topic please email sjgpr@sjadv.com. For more information about the San Jose...

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