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The Cultural Connection

The Cultural Connection

How Hispanic Identity Influences Millennials

May 13th, 2012 |

24 pages, Power Point slides


By Beth Snyder Bulik

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Univision Consumer Insights Research has been uncovering and studying the nuances and influence of Hispanic culture on consumer behavior for many years, and has now determined a concrete way of measuring U.S. Hispanics' cultural connections. Earlier this year, the team embarked on a study with research firm Burke to explore the cultural connections of Hispanic consumers, looking at millennial and nonmillennial Hispanics. With this survey data, it has created the Cultural Connection Index, a quantitative metric that identifies the relative importance of cultural influence based on family, heritage and community. This report examines how the Cultural Connection Index can help marketers understand and pitch their messages to Hispanic consumers in an effective and meaningful way.


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