The transcultural female hybrid green papers vol. 1

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The Transcultural Female Hybrid | The Garner Circle PR

http://www.google.com/url?q=http%3A%2F%2Fwww.thegarnercircle.com&sa=D&sntz=1&usg=AFQjCNFK_RzObJGK37AZ7ds1NjMADOmobA

The Garner Circle analyzed this rapidly growing US consumer demographic, with an estimated increases from $1 trillion to a

projected $1.3 trillion by 2017 (AA Consumer Report)

The definition of General Market / Multicultural Market as we have known it for years has evolved, and the concept of an "average American" is non-existent in today’s times. The average American has been replaced by a complex, multidimensional society that defies simplistic labeling. This is a tremendous opportunity for those smart enough to recognize it, and brave enough to undertake the transformation of their models.


In a recent study by Social Psychology Quarterly, “Multi-ethnic Americans change the way they self-identify depending on who they're talking with and the current need of belonging and there is a growing percentage of the population that choose not to identify themselves by ethnicity at all”.

Here are our recent findings:

•Hybrids are today’s trend-setters. They live and breathe social media. Social-savvy brands with engaging social presence tend to get long-term support from Hybrids, creating a true a community of customers.

•Hybrids are the most diverse generation in U.S. history. Four in ten (42%) adult Millennials 21-35 are Multicultural (Census ACS 2012).

•Hybrids believe in the future of today’s society which they see as enriched by multiple cultures•Expect advertising to reflect modern diversity (not just ethnic)•Low/no identification with a singular race only approach•Thought leaders, information savvy, experiential, truth seekers •Hybrid women do not want to be targeted by brands, but rather invited •Hybid women trust marketing from authentic brands that execute engaging programs where they can be entertained


hy•brid (ˈhaɪ brɪd)

n.1. a person produced by the interaction or crossbreeding of two unlike cultures, traditions, etc.2. anything derived from unlike sources, or composed of disparate or incongruous elements; composite.3. a word composed of elements originally drawn from different languages, as television, whose components come from Greek and Latin.adj.4. bred from two distinct races, breeds, varieties, or species.5. composite; formed or composed of heterogeneous elements.

[1595–1605; < Latin hybrida, hibrida a crossbred animal]

Source: Websters Dictionary


“The social shift of transcultural ideation has created a need for innovative systems to step in where traditional marketing has left off, and catalyze a fresh, autonomous mindset among Gen Xers and Ys that is causing a blurring of lines, a merging of genres, and a multi-dynamic redefining of approach” states Nicole Garner (CEO, The Garner Circle PR).

@thegarnercircle


- 71% of women today use

social media

- The most popular social

media sites for women are,

Facebook (72%), Pinterest

(25%) and Instagram (16%)

- 70% Of all social media

activity is done by residents

of the city as opposed to

rural areas.

SOURCE MEDIA BISTRO


SOURCE: PEW RESEARCH CENTER

PEW RESEARCH CENTER

The Transcultural Female consumer is a hybrid of culture, interests, and socio-economic factors that create an emerging and rapidly growing market. There are many faces of the Transcultural Female consumer as the definition

itself spans over many ethnic heritages. African-American, Hispanic American, Asian American, and Native American communities all encompass the

Transcultural female consumer.

These consumers not only make up a large portion of the population, but also have large social influence and significant buying power. Self-identification

has begun to bloom in the areas of psychographics over demographics and behavior over ethnicity.

In understanding who this consumer is, their purchasing habits and their media influence, marketing to them can become a less daunting task.


2013: THE YEAR OF THE SELFIE

- Nearly 55 million

Instagram shots were named

#selfie (Sky Magazine)

- The word #selfie was

added to the Oxford

Dictionary

- The selfie has proven to be

the next great leveler in

social media


Transculturation is a term coined by Cuban anthropologist Fernando Ortiz in 1947[1] to describe the phenomenon of merging and converging cultures.

Transculturation encompasses more than transition from one culture to another; it does not consist merely of acquiring another culture (acculturation) or of losing or uprooting a previous culture (deculturation). Rather, it merges these concepts and additionally carries the idea of the consequent creation of new cultural phenomena (neoculturation).[2]


http://www.google.com/url?q=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FFernando_Ortiz&sa=D&sntz=1&usg=AFQjCNGmSJ_bjGv-KBCrT_qNBXUTOaFDwA


http://www.google.com/url?q=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FTransculturation%23cite_note-1&sa=D&sntz=1&usg=AFQjCNH18uper9nUwQ2dDU9SU6qkw4QrIA


http://www.google.com/url?q=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FTransculturation%23cite_note-2&sa=D&sntz=1&usg=AFQjCNEFcYSCRtlFrEPfEG_S5L4IJqwtZg

As the consumer, media, and technology landscapes evolve over the next decade, marketers and agencies will continue to create

new roles to address these changes. According to Forbes Magazine,

“The future will call upon Transcultural Anthropologist. Broad demographic categories like black, white and hispanic will continue to lose interest. Researches will be more focused on understanding pockets of global culture that influence and remix with each other.

Expect to see more briefs that aim at hybrid audiences like “LGBT B-Ball Fanatics” or “Latina K-Pop Enthusiasts”.


"Tanning is the catalytic force majeure that went beyond musical boundaries and into the psyche of young America-blurring

cultural and demographic lines so permanently that it laid the foundation for a transformation," says Steve Stoute, entertainment

marketing icon.

This 'tanning' phenomenon - the positive, powerful potential of urban culture that, when harnessed properly, can bring disparate

groups of people together - raised the generation of black, Hispanic, white and Asian consumers who have the same 'mental complexion'

based on shared experiences and values. Today's consumer is a mindset, not a race - and when businesses get it right, and have a

proper understanding of tanning, success is imminent.

SOURCE: TANNING OF AMERICA

According to the 2013 AA Consumer Report, African-American women make up 43% of the buying power for the African- American

population as the overall African-American buying power increases from $1 trillion to a projected $1.3 trillion by 2017. The buying power for U.S.

Hispanics has already reached the $1.3 trillion mark and is also on the rise. A recent Nielsen study reported that in the U.S. 86% of Latinas are the

primary shoppers in their households.

These large numbers can only mean one thing for marketers and brands alike, the transcultural female consumer is a valuable asset and

worth catering to. It is useful for corporations looking to expand into the transcultural market to understand the ever changing mindset of these

consumers. Many of which are looking for brands that are not only knowledgeable about their behaviors and habits but also celebrate them in

an authentic way.


SOURCE: BROMLEY

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The transcultural female hybrid green papers vol. 1

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