Edelman Multicultural Capabilities

50 million (16.3%) 17 million (~5%) 42 million (12.6%)
By 2050, multicultural communities will represent
54% of the U.S. population.
Source: 2010 U.S. Census

40% of Millennials
are minorities.
61% of Millennials
are bilingual.
Persons of color
accounted for more than
85% of U.S. population
growth from 2000-2010.
African Americans and
Hispanics make up one
third of the U.S.
population.
In addition, 9 million
people identify as
bi-racial or multi-racial.

A Look at the Numbers Hispanics
of Hispanic children were born in the U.S., compared to
only 47% of Hispanic adults
Roughly 47% of Spanish-dominant Latinos use the Internet
compared with 74% of bilingual Latinos, and 81% of English-
dominant Latinos
of babies born in
U.S. are Hispanic
¼ 91%
52% of the U.S. Hispanic community are males
of Hispanics said they spent no
time on English-language sites
53%
of the Hispanics online are ages 18-29
million online Hispanics prefer Spanish or are bilingual
85%
14.6

Hispanic Purchasing Power
Hispanic purchasing power is estimated to range from $1.2-$1.3 Trillion, and is
expected to reach $1.4 Trillion in the next 12-18 months
 $2,006 a year on apparel and services
 $1,657 a year on entertainment
 Projected 1990-2018 change 600%+

A Look at the Numbers African Americans
of Black households are headed by a single woman
of the Black population
are younger than 18
1/3
51% of the African American community are females
of all African Americans use text
messaging, vs. just over half of whites
of African Americans will be online in four years,
according to eMarketer estimates
of African Americans own a desktop
compared
to 65% of whites
56%
51%
30%+
70%
of African Americans use Facebook regularly47%

African American Purchasing Power
It is estimated that African American purchasing power is $1 Trillion and growing
 $1,777 a year on apparel and services
 $1,482 a year on entertainment
 $684 million on hair care products
 Projected 1990-2018 change 400%+

the media
and
digital
LANDSCAPE

Hispanic Media
THE EVOLUTION OF HISPANIC MEDIA
 Language preferences are evolving
 Hybrid outlets are popular among Millennial
 Latino bloggers are growing as influencers
 Social channels for news are popular among
Millennials
Engaging the Evolving Hispanic Consumers:
A Look at Two Distinct Sub-groups (nielsen research, september 2014)
* Hispanics over-index in mobile video, second-screen consumption
(media post, may 2014)
* The bilingual brain (nielsen research, june 2014)

Hispanic Media
THE DIGITAL TRAILBLAZERS
 Speak their culture
 Give them choices—más opciones
 Be Mobile
 Be where they are—video and mobile
 Connect and engage with cultural
relevancy
Engaging the Evolving Hispanic Consumers:
A Look at Two Distinct Sub-groups (nielsen research, september 2014)
* Hispanics over-index in mobile video, second-screen consumption
(media post, may 2014)
* The bilingual brain (nielsen research, june 2014)

Hispanics are using more social mediaHispanics are using more social media
Social Media Habits of Hispanics and Blacks
(Mintel Research, 2014)
64%
Acculturated
78%
All Hispanics
79%
Bicultural
81%
Unacculturated

Social networks bring Hispanic families closer
40%
Acculturated
85%
Bicultural
80%
All Hispanics
93%
Unacculturated
Social Media Habits of Hispanics and Blacks (Mintel Research, 2014)

African-American Media
THE EVOLUTION OF AFRICAN
AMERICAN MEDIA
 The AA market are heavier consumers of
print media
 Hybrid outlets tailored to the AA market
are popular in this market
 Radio consumption among African
Americans remains high
 The AA audience views nearly 45 hours of
television per week
Powerful. Growing. Influential:
The African American Consumer Report (Nielsen Research, 2014)

African-American Media
THE DIGITAL LANDSCAPE
 Smartphone penetration is 78%
 Mobile video viewing at an increase of
24%
 81%more likely to show support for a
favorite company or brand using social
media
 76% percent more likely to share opinions
by posting reviews and ratings online
 Religion Crosses Platforms
Powerful. Growing. Influential: The African American Consumer Report
(Nielsen Research, 2014)

Role of social media to Blacks
Social Media Habits of Hispanics and Blacks (Mintel Research, 2014)
Entertainment,
informative,
fun
Demographic
and lifestyles
should be
taken into
consideration
Avoid
saturation,
personal space
invaded

Digital/Smart Phone Usage
of African Americans will be online in four years56%
of African Americans own a desktop compared to
65% of whites51%
Communities of color are more
likely than white people to own
smartphones
50%
Black
of African Americans use social networking sites68%
of the Hispanics online are ages 18-2985%
million of Hispanics online prefer Spanish or are
bilingual14.6
of Hispanics use social networking sites72%
49%
Hispanic
Source: 2010 Pew Internet & American Life Project, 2012 Pew Internet: Social Networking
Source: 2012 ReachingBlackConsumers.com

Implications
Given the spending power of these groups,
brands who engage with these communities
in an authentic way can see financial and
reputational results
Edelman has opportunity to do more work
and win more business in this space

How we do it
COUNSEL + CONTEXT
Strategic Counsel on Multicultural
Communities
and Outreach
Multicultural Immersions
Transcreation
BRANDING + POSITIONING
Multicultural Competency
Roadmap Development
Narrative Development
Program Creation
REACH + ENGAGE
Grassroots and Grasstops
Engagement
Media Engagement
Influencer/Community
Engagement
Partnership Development
Digital and Social Program
Development and Management

Dinnertime is part of Latina moms'
connection with family and culture
 36% of Hispanic moms vs. 15% of non-
Hispanic moms say dinner is the best time
of the day
 41% maintain Hispanic food as part of
their daily diet
 57% cook from scratch vs. 11% of non-
Hispanic moms
Source: BabyCenter

Hispanics are main
growth driver in the
food, beverage and
restaurant sectors
Accounted for 57.7% of sales growth in the
food, beverage and restaurant sector, generating
$52 billion of new inflation-adjusted spending.
+
+ Source: Latinum Network, April 2010
+ + Source: The Future of Eating: Who’s Eating What in 2018? NPD Group

Hispanics are main
food, beverage and
restaurant sectors
The NPD’s recently released The Future of
Eating: Who’s Eating What in 2018? report
indicates that Hispanics and the rest of the under-
37 age group (over 50% of the entire Hispanic
population) seem to want to be more involved with
their meals and passing on “food beliefs” to the
new generation. + +

Hispanics are main
food, beverage and
restaurant sectors
Generation Z, Millennials, and Hispanics will be
the growth drivers of this country’s eating patterns
over the next five years, making it a pivotal time
for manufacturers and retailers to gain their favor
as many of their habits are being formed now.
Most are still at a life stage when their behaviors
are flexible and they are receptive. + +

Hispanic Shopping Habits
 Hispanics are destination-shopping
 Variety is the spice of Hispanic shopping
 Personal map replaces "near my home"
 One shopper, four lists
 "Shopping" is limited to only planned trips
 54% of Latinas share their purchase
decisions with spouses or partners vs.
44% of non-Hispanics

Edelman Multicultural Capabilities

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Editor's Notes