As Hispanic culture permeates mainstream America, a new research study by Conill reveals where the effect is most concentrated and which groups are most receptive to its influence.
"The Hispanic Influence on American Culture" details how people across all demographics see the country changing as a result of the infusion of Latino culture. The influence is fueled by the sheer size of the Hispanic population -- now roughly one in six Americans, and the recognition, acceptance and consequent organic adoption of aspects of the Hispanic culture by non-Hispanics.
"We set out to better understand how Hispanic identity might evolve over time," said Conill Chief Strategy Officer Verena Sisa. "For example, do Hispanics see themselves as agents of change? What are their views on balancing their distinctive heritage with the pull of the mainstream? We also wanted to know where their perceptions diverged from non-Hispanics."
The study revealed surprising and not-so-surprising truths:
-- Food, music and sports were confirmed as the greatest areas of influence by Hispanics and non-Hispanics alike.
-- Discrepancies arise when it comes to beauty and style.
-- Hispanics and non-Hispanics agree that the diversity of Hispanic culture in the U.S. is not well understood.
-- Despite the fact that Hispanics over index in the use of technology, the two areas where Hispanic influence is perceived to be the weakest by non-Hispanics are technology and the internet.
-- Only 1 in 10 of all respondents believes that Hispanics are "Extremely Safe" living in the Unites States.
"The Hispanic Influence on American Culture" contains an abundance of insights into an increasingly complex consumer marketplace. It is freely available for download at http://bit.ly/RUgGFY
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies' O'Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency's roster of clients includes Kraft, Procter & Gamble, Sony PlayStation, T-Mobile and Toyota Motor Sales.
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