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This article looks into social media usage trends among the Hispanic population in the US, based on analysis of Wave, a global tracking study run by UM, the media agency. Hispanics have been leading the way in social media uptake in the US and are ahead of other groups in their level of interactivity. This is due to Hispanics' comparatively high smartphone ownership and their desire to share content aimed at their communities - a trend which opens the door for marketers. The key point of difference is their general communal attraction to one another - Hispanic populations cluster in large cities - and pride in their culture. Two key trends are also discussed: social shopping and geo-location sharing. The article concludes with advice for marketers in reaching Hispanic consumers via social touchpoints.

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This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of Lesbian Gay Bisexual Transgender marketing.

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This paper discusses results of the Latino Influence Project, a research initiative carried out among the US Hispanic population to quantify the extent to which Latinos are influencing the non-Latinos around them. Among the findings are that non-Hispanics living among Hispanics are more likely to be interested in other cultures, and are more likely to use their cell phones and the internet for information and entertainment. Latino culture, from salsa to jalapeños, are also becoming part of daily life for this segment. The authors also extract specific implications from marketers, including advocating a tighter focus on Hispanic markets as hotbeds for cultural activity.

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This paper argues that UK marketers need to stop thinking about diversity in terms of how specific groups could be targeted for niche marketing or as a distracting cause of fragmentation of budgets and execution and start thinking of diversity as central to mainstream marketing strategy. In all, 13% of the UK population was born overseas and one in four children born in the country have at least one parent born abroad. The conventional approach still has a role to play where there are specific issues of relevance to a particular audience but if the communication is seen as tokenism, it can have unwanted effects. When marketing to a multicultural mainstream, marketers need to consider how to extend the brand footprint to embrace consumers who share the same needs and aspirations, no matter what their cultural background. An overview of the British Polish community is provided as an example of the benefits that marketers could gain from re-thinking diversity.

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Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.

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This presentation by Havas Media provides an overview of the Hispanic market in the USA. There are currently 50 million US Hispanics, this presentation provides insight in to the Hispanic consumers' purchasing power, lifestyle, attitudes, values, media consumption and attitudes to advertising.

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In this article, Brad Feinberg, media group manager at MillerCoors, discusses how the company has attempted to engage Hispanic consumers. This audience has contributed almost all of the growth recorded by the firm's Coors Light brand in recent years, helping it enjoy consistently strong figures despite the challenges facing the wider industry. A tie-up with Univision, the Spanish-language broadcaster, has been particularly important in enhancing Coors Light status with this audience.

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This summary from the Advertising Research Foundation offers an overview of the Asian American demographic group, the fastest growing multicultural segment in the USA. Key features of this group are presented, including an emphasis on family, a high incidence of Bachelor's degrees and professional or management-related employment. Asian American households also have a much higher than average median income, are early adopters of technology and view significantly higher number of web pages.

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This US study by Nielsen examines the shopping habits and buying power of lesbian, gay, bisexual and transgender (LGBT) households. The LGBT community represents valuable opportunities to manufacturers and retailers. The survey looks at specific category buying habits and finds the consumer packaged goods (CPG) sector shows above-average spending in same-sex households. The survey suggests retailers and marketers should consider this in their business plans. Understanding how LGBT consumers shop and buy can help companies to better meet LGBT consumers' needs and improve sales.

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This report outlines how Clorox, the leading laundry-bleach brand in the US, is using innovative marketing to stay relevant. One example is the use of consumer segmentation, which has enabled the company to find new channels for growth in the Hispanic-American market, with a Clorox Fraganzia line of home-cleaning products. Another is the use of digital channels to identify and build brand segments: at Burt’s Bees, a natural toiletries subsidiary, a dedicated online marketing-research community of 2,000 brand loyalists provides a steady stream of consumer insights.