Every spring, the marketing industry anticipates the next wave of the latest breaking research to be revealed at the AHAA Annual Conference because the data reinforces the powerful effect of the Hispanic market on a brand’s bottom line and helps shape the strategies that impact revenue growth. Known for its data-driven insights, AHAA: The Voice of Hispanic Marketing will kick off its annual conference with compelling, new research from Mintel, PEOPLE en Español, and The Futures Company. Moderated by AHAA Board Member Nancy Tellet, SVP of Research & Consumer Insights, Tr3s, these in-depth sessions will take place on Monday, April 27 from 2:00 to 5:00 p.m. at the Eden Roc Hotel in Miami.

“In the path to relevance, having the right data is critical to harness the right cultural insights to build a successful marketing campaign,” said AHAA Chair Aldo Quevedo, principal/creative director, Richards/Lerma. “It is this research that lays the foundation for your creative, for your tactical executions, for the way you engage your consumers – and ultimately is the key to increasing a brand’s market share.”

  • Mintel: Hispanic Millennials – Hispanic First, Millennial Second
    Speaker: Juan Ruiz, Sr. Multicultural Analyst, Mintel

    With 16.5 million people, the Hispanic Millennial generation accounts for a significant share of the Hispanic population at 29.3% and represent 21% of total U.S. Millennials. Understanding this market is essential due to its significant size and the influence that they have on older and younger Hispanic generations. In this session, you’ll learn all about Hispanic Millennials: their views of the future, their aspirations and concerns, and the image they have of themselves. You also will learn how Hispanic Millennials interact with brands and what are the issues and insights marketers need to reach them in meaningful and relevant ways.


  • PEOPLE en Español HOT Study: The Latina Millennial
    Speaker: Monique Manso, Publisher, PEOPLE en Español

    Over the years through its Hispanic Opinion Tracker, PEOPLE en Español has observed how Hispanic women are reshaping their roles as they shed traditional standards and become more empowered, confident, independent and assertive. This year’s focus on Millennials is shaped not only by market factors, but also by direct brand relevance. Latina Millennials are similar to non-Hispanic whites in terms of their demographics, social purpose orientation, sense of globalism and digital fluidity. However, there are other characteristics, like the perception that Millennials are entitled, especially in the workplace, or that Millennials believe there generation will be as successful as their parents’ generation that do not fit our Latina Millennial at all. Learn all about the Latina Millennial, what drives her purchase behavior, how she connects with brands, and what makes her the segment to watch.


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