As part of our ongoing series of reports supported by DMS Research, the Center for Hispanic Marketing Communication at Florida State University has released in March 2009 a new study of attitudes of consumers in the Multicultural marketplace. The full report can be obtained at: http://hmc.comm.fsu.edu.


The data in this report includes 39 attitudes and multiple demographics to provide a sense of how members of different cultural groups feel about select aspects of life and commerce. The list of specific attitude items is in the section dealing with overall trends below.


The data revealed a six factor structure that resulted in six factor score coefficient weighted indexes:
Network Oriented or an inclination to use social media and being sociable

Gay Favorable or a positive predisposition to GLT issues and people

Sports Oriented or a favorable disposition towards sports

As soon as this June, if you don’t like how ads are representing you, it may be time for a personality overhaul. NPR reports today about new technologies that will allow for smart advertising…TV ads that are targeted to you, your buying habits and individual tastes.

What would your ads look like? To which spectrum of your ‘cultural’ identity would the ads speak? Your race or ethnicity? Your economic or social status? Your orientation? Your role as a parent or caregiver?

OK, I have to admit when I became aware of this study I dropped everything because I've been trying to figure this out for the last 38 years! LOL. But, this isn't a "Hombres are from Mars and Mujeres from Mercury," but rather a look by Meredith Hispanic Ventures and Telemundo Group at what Latinas want in a variety of areas.

Key findings included:
-- 81% of respondents said they are either the main decision-maker or make decisions with their spouse.
-- The key factors determining their success in life were education, being fluent in English as well in Spanish, and often owning a business.
-- Latinas are optimistic and self-confident, with 66% describing themselves as "someone who can do it all," compared with 53% of non-Hispanic women.
-- Respondents said their greatest financial concerns were rising taxes (75%), saving for retirement (71%) and paying bills each month (70%). Not including home mortgages, 44% said they have less than ...

And I thought the Burger King Burger Shots ad was offensive in its objectification of women! The new Hardees Western Bacon Thickburger campaign, created for the US market by Mendelsohn Zien Advertising, LLC, goes over the top with its raunchy scene of model/actress/author Padma Lakshmi seductively eating said product. The fact that she is Indian/Hindu seems like adding insult to injury, given the dietary practices and sacred stature of the cow in that religion. And, just in case you weren’t already grimacing, the ad ends with the tagline, and I’m not making this up, “More than Just a Piece of Meat.” Can you say “Ewww!”?