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New Research on Millennials and Polyculturalism to Be Unveiled at 2015 AHAA Annual Conference


Fairfax, VA, March 20, 2015 – Every Spring, the marketing industry anticipates the next wave of the latest breaking research to be revealed at the AHAA Annual Conference because the data reinforces the powerful effect of the Hispanic market on a brand’s bottom line and helps shape the strategies that impact revenue growth. Known for its data-driven insights, AHAA: The Voice of Hispanic Marketing will kick off its annual conference with compelling, new research from Mintel, PEOPLE en Español, and The Futures Company. Moderated by AHAA Board Member Nancy Tellet, SVP of Research & Consumer Insights, Tr3s, these in-depth sessions will take place on Monday, April 27 from 2:00 to 5:00 p.m. at the Eden Roc Hotel in Miami.

“In the path to relevance, having the right data is critical to harness the right cultural insights to build a successful marketing campaign,” said AHAA Chair Aldo Quevedo, principal/creative director, Richards/Lerma. “It is this research that lays the foundation for your creative, for your tactical executions, for the way you engage your consumers – and ultimately is the key to increasing a brand’s market share.”

Mintel: Hispanic Millennials – Hispanic First, Millennial Second
Speaker: Juan Ruiz, Sr. Multicultural Analyst, Mintel

With 16.5 million people, the Hispanic Millennial generation accounts for a significant share of the Hispanic population at 29.3% and represent 21% of total U.S. Millennials. Understanding this market is essential due to its significant size and the influence that they have on older and younger Hispanic generations. In this session, you’ll learn all about Hispanic Millennials: their views of the future, their aspirations and concerns, and the image they have of themselves. You also will learn how Hispanic Millennials interact with brands and what are the issues and insights marketers need to reach them in meaningful and relevant ways.

• PEOPLE en Español HOT Study: The Latina Millennial
Speaker: Monique Manso, Publisher, PEOPLE en Español

Over the years through its Hispanic Opinion Tracker, PEOPLE en Español has observed how Hispanic women are reshaping their roles as they shed traditional standards and become more empowered, confident, independent and assertive. This year’s focus on Millennials is shaped not only by market factors, but also by direct brand relevance. Latina Millennials are similar to non-Hispanic whites in terms of their demographics, social purpose orientation, sense of globalism and digital fluidity. However, there are other characteristics, like the perception that Millennials are entitled, especially in the workplace, or that Millennials believe there generation will be as successful as their parents’ generation that do not fit our Latina Millennial at all. Learn all about the Latina Millennial, what drives her purchase behavior, how she connects with brands, and what makes her the segment to watch.

• The Futures Company: Finding Relevance in Polycultural America
Speakers: Valeria Piaggio, Vice President, Head of Multicultural Insights, The Futures Company

America is at the cusp of a paradigm shift— diversity has reached a tipping point, becoming an inescapable part of the everyday fabric of life and of an individual’s identity. This shift is not driven solely by the growing numbers of ethnic consumers, but also by the fact that diversity itself is shaping consumer expectations, needs and lifestyle choices across the entire marketplace. The Futures Company calls this new reality polyculturalism. Polyculturalism marks the Hispanic experience, which is about continuously balancing not two, but many different cultures; and yet Hispanics are a major driver of our nation’s polyculturalism. This is why engaging Hispanics today means reaching far beyond this consumer group: it means connecting with Polycultural America. This session will cover cultural intelligence, reveal new cultural orientation models and provide effective approaches in reaching consumers within a polycultural context.

The 2015 AHAA Annual Conference is delivering a powerful roster of C-Suite leaders and notable trendsetters of the industry: Brian Terkelsen, CEO of MediaVest USA; Rick Gomez, SVP, Marketing, Target; Peter Hall, SVP, Marketing, Heineken; Jim McNamara, Chairman of Panamax Films and Pantelion Films; Bob Pittman, Chairman and CEO of iHeartMedia, Inc.; Emmy®-nominated host of National Geographic Channel’s hit TV series Brain Games and creator of viral short film series Shots of Awe, Jason Silva; Ravi Rajcoomar, CMO of Six-Speed; Jonathan Stern, VP/head of business development for Fusion TV; Jennifer Lukas-Bourgeois, principal, Ti22 Marketing; and Joe Jarvis, creative copywriter.

Early-bird registration is available through March 20, 2015. For more information, please visit http://ahaa.org and follow all conference chatter on Twitter using the @ahaa handle and hashtag #thinkahaa.