Category
Business
Assisted Conversion
Trend cluster
Category
Empowered
Culture
Hispanic Millennials react to negativity by re-identifying with their roots.
3.3
Trend score
Trend
What is the Empowered Culture trend?
Empowered Culture: Hispanic in North America are undergoing a stronger re-identification with their culture–channeled through media, art empowerment and education. These ventures raise Hispanic voices and promote the cultural values of Hispanic communities.
Insight
The consumer insight behind the Empowered Culture trend
The negative political discourse around Hispanic immigrants in the USA has resulted in a counter-reaction where individuals and groups from these communities are redefining success in America as something to be achieved with their cultural roots intact, rather than the "assimilation" that the system has been trying to promote for decades among immigrants.
Trend themes
Themes within the Empowered Culture trend
Three behaviours holding the trend together01
Hispanic Empowerment
Negative political discourse in the US has led Hispanic millennials to re-identify with their roots, thus creating a need for apps, multicultural commercials, and entrepreneurial support that cater to their culture and values.
02
Multicultural Marketing
Businesses are increasing their consumer base by targeting multicultural audiences, leading to the creation of campaigns and product lines that promote diversity and self-expression.
03
Hispanic Business Empowerment
Business associations and partnerships like the National Hispanic Business Women Association and $tand By Me are providing entrepreneurial support and coaching to overcome challenges like language barriers.
Industry implications
What the Empowered Culture trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Multicultural campaigns and targeted product lines are playing a major role in increasing brand awareness, consumer engagement and loyalty.
For
Entrepreneurship and Small Business
The entrepreneurial spirit of Hispanic entrepreneurs in the US is being supported by initiatives by organizations promoting coaching, mentorship, and financial stability.
For
Furniture and Design
Designers of Hispanic origin are using traditional artistic expressions to inspire modern-day products that communicate with space and people.
Workshop question
How can your brand better empower individuals and groups?
Trend signals
Trend signals for Empowered Culture
Trend score 3.3 out of 10, from popularity 47%, activity 45%, freshness 8%.
Popularity47%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
South America
Evidence
Examples of the Empowered Culture trend
7 featured examples from May 12, 2016 to May 30, 2018CategoryArt & Design
Architectural Barrier Walls
'Prison-Wal' Turns a Controversial Idea into a Celebration of Mexico
The Architectural industry provides an excellent opportunity for buildings to become a powerful medium for political and social commentary
CategoryArt & Design
Uruguay-Inspired Furniture Collections
Estudio Persona Debuts the Flow Collection at ICFF in NY
Disruptive innovation opportunity: Redefine traditional furniture design by combining aesthetics, functionality, and cultural elements.
CategoryLife-Stages
Latino Influencer Summits
Hispanicize Texas Aims to Empower With Engaging Sessions
Fashion brands can collaborate with Latino influencers to reach a broader and more diverse audience.
CategoryBusiness
Entrepreneur Empowerment Programs
$tand By Me Has Partnered with the Delaware Hispanic Commission
Personal finance coaching firms could expand their services to include coaching for small business owners, with a focus on addressing language barriers.
CategoryMarketing
Multicultural Retail Commercials
Target's 'Lúcete A Tu' Manera Campaign Targets Hispanic Consumers
By diversifying marketing strategies, retailers can tap into new markets and attract more customers.
CategoryBusiness
Cultural Business Associations
This Business Women Association Connects Hispanic Professionals
Business associations catering to specific demographics, like the National Hispanic Business Women Association, have the potential to connect professionals, foster empowerment, an…
CategoryTech
Latino Voting Apps
The Latino Vote App Helps Latinos Register For Presidential Elections
The development of voting apps like Latino Vote App presents disruptive innovation opportunities for mobile app developers to create specialized apps that cater to specific voter…
