Category
Lifestyle
Assisted Choices
Trend cluster
Category
Digitized
Culture
Brands aim to connect with Hispanic youth digitally.
2.2
Trend score
Trend
What is the Digitized Culture trend?
Digitized Culture: Increasingly, brands are working to specifically target North American Hispanic youth online. From direct-to-consumer businesses to culturally-nostalgic social media games, these offerings speak to the desire Hispanic youth in North America have to both engage with and generate loyalty for brands through online platforms.
Insight
The consumer insight behind the Digitized Culture trend
Diversity, inclusion, and belonging are becoming more important to many Hispanic Millennials and Gen Z, especially in the current political climate in America surrounding immigration policies. These consumers are looking to see themselves represented in the media they consume, and their purchasing behavior is heavily influenced by a brand’s approach to representation and inclusion.
Trend themes
Themes within the Digitized Culture trend
Three behaviours holding the trend together01
Hispanic Youth Digital Targeting
Brands are specifically targeting North American Hispanic youth online, which speaks to the desire of Hispanic youth in North America to both engage with and generate loyalty for brands through online platforms.
02
Diversity and Inclusion
Diversity, inclusion, and belonging are becoming hugely important to many Hispanic Millennials and Gen Z and their purchasing behavior is heavily influenced by a brand's approach to representation and inclusion.
03
Gen Z Marketing Campaigns
Brands such as SunnyD are launching targeted campaigns at teens between the ages of 13 and 18 and are utilizing diverse representation and individuality to appeal to their focus on expression and personality.
Industry implications
What the Digitized Culture trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Brands are specifically targeting youth of Hispanic descent through digital means and also leveraging social media to showcase short-form content campaigns.
For
Consumer Goods and Services
Consumer goods such as mattresses and traditional products such as Loteria are being updated and marketed, particularly to the young Hispanic demographic in the US.
For
E-commerce and Direct-to-Consumer
Direct-to-consumer brands like Nectar Sleep are introducing specific services for their target Hispanic market in order to offer a full-service customer experience.
Workshop question
On what platform does your target consumer engage the most? How can your brand use this platform to generate loyalty?
Trend signals
Trend signals for Digitized Culture
Trend score 2.2 out of 10, from popularity 33%, activity 26%, freshness 8%.
Popularity33%
Activity26%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
South America
Evidence
Examples of the Digitized Culture trend
4 featured examples from Nov 20, 2017 to Oct 4, 2018CategoryArt & Design
Millennialized Lottery Games
Millennial Loteria is an Updated Version of the Beloved Hispanic Game
The gaming industry can capitalize on the trend of millennialized card games by developing and marketing innovative, digitally-infused versions of classic games like Loteria.
CategoryMarketing
Refreshed Citrus Punch Campaigns
SunnyD is Sporting a New Look and a Gen Z-Targeted Campaign
Beverage companies can update their branding and campaigns to appeal to younger demographics and emphasize individuality and diversity.
CategoryTech
Short-Form Soda Campaigns
7UP's #RefresCosas Shares Fun and Entertaining Clips on Social Media
Opportunity for beverage companies to use creative social media campaigns to connect with customers and drive brand awareness.
CategoryArt & Design
Hispanic D2C Mattresses
Nectar Sleep Specifically Targets Hispanic Consumers in the US
Disruptive innovation opportunity: Introduce innovative features and materials to differentiate products in the mattress industry.
