Buzz on Multicultural Millennials 2016

B U Z Z O N M U LT I C U LT U R A L
M I L L E N N I A L S 2 0 1 6

TA B L E O F
C O N T E N T S
3
4
6
8
12
16
28
35
41
54
60
NOTE FROM TINA WELLS
OVERVIEW
METHODOLOGY
DEMOGRAPHICS
POP CULTURE
MEDIA
INFLUENCE
BRANDS
LIFESTYLE TRENDS
ADVERTISING
CONTACT

H E L L O T H E R E !
BUZZ ON MULTICULTURAL MILLENNIALS 3
Resilient. Trendy. Unapologetic. These are the words Multicultural
Millennials use to define themselves. It’s important to note that they
don’t call themselves multicultural, urban, minorities, or ethnic. We’re
in a marketing season where consumers are defining themselves, and
deciding how and where they see themselves. They’re filtering out what
doesn’t serve their vision of themselves.
So how do we define them? We like the word transcultural. In literal
definition, it means “seeing myself in another.” Isn’t that who Millennials
are? Specifically, 43% of Millennials are non-white and Gen Z is even
more diverse. They’re growing up in multilingual, multigenerational
households. So the terminology being used to define this generation is
off putting, to say the least.
We hope this report inspires you to expand how you view Multicultural
Millennials and the clear marketing opportunity that exists with this
unique demographic.
TINA WELLS MARCUS WELLS
CEO & Founder SVP of Research & Planning
CONFIDENTIAL

O V E R V I E W
THEY KNOW WHAT THEY WANT AND WHAT THEY ARE WORTH
This is a group of young influentials – in fact, 95% believe that people
around them see them as influential. Tie that with the fact that 95% of
them say they are loyal to the brands they like, and you have a consumer
who knows what they want, sticks to it and influences their peer group.
In fact, 80% usually introduce trends, artists, styles, etc. to friends and
family before they blow up in pop culture.
They recognize their worth (and power) and want brands to do the
same. 82% would like to see more brands focus their marketing and
advertising on minorities.
SELF-CONFIDENCE IS SUPREME
78% feel like they have power as a consumer to influence big brands,
and given the opportunity they may do just that. Multicultural Millennials
bring a strong sense of self to the party and they expect to be
recognized for that.
CONFIDENTIAL

O V E R V I E W
78% consider themselves to be very trendy. 82% enjoy following and
talking about the latest trends, while 60% stated they know everything
that happens in pop culture as soon as it happens.
THEY ARE INFORMATION HUNGRY & DISCERNING
OF THEIR MEDIA CHOICES
The amount of media they take in is astounding. 93% download apps for
their smart phones monthly, 89% watch TV daily, 87% read magazines
monthly, 78% listen to the radio daily, and 77% read newspapers weekly.
What they trust is a different matter. Almost forty percent rarely rely
on mainstream media for news. And almost eighty percent reported
that Mainstream media is biased and tends to leave out facts when
convenient.
CONFIDENTIAL

M E T H O D O L O G Y
THE ANALYSIS in this report is based on in-
depth online surveys conducted among a national
sample of 400 multicultural adult men and women
as defined by Buzz Marketing Group, aged 21-
36 living in all 50 U.S. territories. Buzz Marketing
Group posted surveys, only open to people who
are part of the buzzSpotter community, between
October 1-10, 2016. Survey estimates presented in
this report are not weighted. No margins of error
are reported. In addition to sampling error, one
should bear in mind that question wording and
practical difficulties in conducting surveys can
introduce error or bias into the findings.
CONFIDENTIAL

D E M O G R A P H I C S
LOCATION:
PARTICIPANTS:
AGE:
400
21-36
12%
11%
10%
8%
8%
8%
6%
5%
5%
3%
24%
NEW YORK
LOS ANGELES
CHICAGO
ATLANTA
HOUSTON
PHILADELPHIA
BOSTON
MIAMI
SAN FRANCISCO
NEW ORLEANS
REST OF USA
RESIDENCE:
57%
37%
6%
URBAN
SUBURBAN
RURAL
GENDER:
60% FEMALE
40% MALE
BUZZ ON MULTICULTURAL MILLENNIALS 9CONFIDENTIAL

EDUCATION: 27%
55%
16%
2%
HIGH SCHOOL
BACHELORS
MASTERS
DOCTORATE
58%
37%
5%
SINGLE
MARRIED
DIVORCED
ETHNICITY: 32%
27%
16%
10%
8%
5%
2%
AFRICAN AMERICAN
HISPANIC
ASIAN AMERICAN
EUROPEAN
MULTIRACIAL
INDIAN AMERICAN
MIDDLE EASTERN
AMERICAN
MARITAL
STATUS:
BUZZ ON MULTICULTURAL MILLENNIALS 10CONFIDENTIAL
51% YES
49% NO
PARENTAL
STATUS:

60%
30%
9%
1%
DEMOCRAT
INDEPENDENT
REPUBLICAN
TEA PARTY
ANNUAL
HOUSEHOLD
INCOME
LEVEL:
11%
11%
20%
24%
9%
9%
5%
6%
5%
LESS THAN $33K
$33K - $45K
$45K - $60K
$60 - $82K
$82K - $100K
$100K - $125K
$125K - $150K
$150K - $170K
MORE THAN $170K
POLITICAL
PARTY:
EMPLOYMENT: 66%
11%
8%
5%
5%
5%
FULL-TIME
PART-TIME
SELF-EMPLOYED
STUDENT
HOMEMAKER
UNEMPLOYED
CONFIDENTIAL BUZZ ON MULTICULTURAL MILLENNIALS 11

How do Multicultural
Millennials identify
with POP CULTURE?
said that TECHNOLOGY
IS THE MOST IMPORTANT
aspect of their life63%
reported that they are always
the FIRST TO KNOW ABOUT
NEW TRENDS in technology78%
INTRODUCE PEOPLE
TO NEW TECHNOLOGY
before it becomes popular69%
INTRODUCE TRENDS, ARTISTS,
STYLES, ETC. to friends and family
before they blow up in pop culture80%
said they are NOT AFFECTED BY
POP CULTURE and prefer to do
their own thing48%
P O P C U LT U R E

P O P C U LT U R E
RARELY RELY ON
MAINSTREAM MEDIA
for news39%
love when different celebrities/
brands CROSS OVER AND TRY
SOMETHING NEW84%
prefer that celebrities/brands
STAY IN THEIR LANES AND
DO WHAT THEY DO BEST32%
consider themselves
to be VERY TRENDY
78%
enjoy FOLLOWING
AND TALKING ABOUT
the latest trends82%

P O P C U LT U R E
know everything that
happens in pop culture
AS SOON AS IT HAPPENS60%
spend a lot of their free
time CHECKING WHAT
CELEBRITIES ARE UP TO47%
reported that MAINSTREAM
MEDIA IS BIASED and tends to
leave out facts when convenient78%
SPEND MORE TIME ON SOCIAL
MEDIA AND GOSSIP WEBSITES
THAN THEY SHOULD62%
ﬁnd themselves attracted to
media that is THE COMPLETE
OPPOSITE OF THEIR REAL LIFE80%

How often do
Multicultural Millennials
consume and interact
with various forms
of MEDIA?
READ BLOGS
on a daily basis
62%
WRITE ON A BLOG
at least once a month
47%
WATCH TV
every day
89%
LISTEN TO THE RADIO
every day
78%
READ THE NEWSPAPER
every day
45%
M E D I A

READ MAGAZINES
at least once a month
87%
DOWNLOAD APPS
onto their smartphones
on a monthly basis93%
POST OR READ POSTS
ON TWITTER
every day49%
POST OR READ POSTS
ON FACEBOOK
every day85%
TEXT PEOPLE
every day
90%
CHAT VIA AN ONLINE
MESSENGER
every day79%
M E D I A

POST OR READ POSTS ON
PRIVATE MESSAGE BOARDS
every week76%
POST OR READ ONLINE
PRODUCT REVIEWS
every week82%
HANG OUT WITH FRIENDS
on a weekly basis
94%
HANG OUT WITH FAMILY
on a weekly basis
84%
M E D I A
READ NEWSLETTERS
weekly
77%

ATTEND TRADE SHOWS
on a monthly basis
37%
DISCOVER NEW MUSIC ARTISTS
every week
60%
DISCOVER NEW BLOGS/VLOGS
every week
55%
DISCOVER NEW CLUBS
AND BARS
69%
GO ON DIGITAL DIETS (TAKE
A BREAK FROM TECHNOLOGY)
every month28%
M E D I A LISTEN TO RELEVANT
PODCASTS
on a weekly basis58%

Where do Multicultural
Millennials go to get
their DAILY NEWS?
M E D I A
TV
Facebook
Radio
Friends
Newspapers
Family
Phone Apps
Texting
Twitter
Instagram
Magazines
Blogs
Newsletters
Snapchat
Podcasts
Message
Boards
81%
73%
66%
63%
60%
56%
53%
46%
45%
41%
40%
40%
34%
30%
25%
21%

CONFIDENTIAL
M E D I A | FAV O R I T E T V C H A N N E L S

M E D I A | FAV O R I T E B L O G S

CONFIDENTIAL
M E D I A | FAV O R I T E R A D I O S TAT I O N S

CONFIDENTIAL
M E D I A | FAV O R I T E N E W S PA P E R S

CONFIDENTIAL
M E D I A | FAV O R I T E M A G A Z I N E S

CONFIDENTIAL
M E D I A | FAV O R I T E S M A R T P H O N E A P P S

Which sources of
INFORMATION do
Multicultural Millennials
trust the most?
I N F L U E N C E
CONFIDENTIAL
55%
50%
37%
30%
25%
24%
23%
21%
19%
17%
16%
15%
11%
10%
8%
6%
TV
NEWSPAPERS
RADIO
FAMILY
FRIENDS
FACEBOOK
PHONE APPS
BLOGS
MAGAZINES
TWITTER
INSTAGRAM
TEXTING OTHERS
NEWSLETTERS
PODCASTS
SNAPCHAT
MESSAGE BOARDS

A L I C I A V I K A N D E R
C H A N N I N G TAT U M
D E N Z E L WA S H I N G T O N
I D R I S E L B A
E M I LY B L U N T
E U G E N I O D E R B E Z
E VA L O N G O R I A
G E O R G E L O P E Z
H A L L E B E R R Y
J A M I E F OX X
J AV I E R B A R D E M
J E N N I F E R L AW R E N C E
J E N N I F E R L O P E Z
J E S S E W I L L I A M S
J O H N L E G U I Z A M O
K E R R Y WA S H I N G T O N
K E V I N H A R T
L E O N A R D O D I C A P R I O
M I C H A E L B J O R DA N
M I C H A E L P E Ñ A
M I C H E L L E R O D R I G U E Z
P E N É L O P E C R U Z
S A L M A H AY E K
S A M U E L L J A C K S O N
S E L E N A G O M E Z
S O F I A V E R G A R A
TA R A J I P H E N S O N
T E R R E N C E H O WA R D
T Y L E R P E R R Y
V I O L A DAV I S
W I L L S M I T H
Z O E S A L DA N A
M E D I A | FAV O R I T E A C T O R S

M E D I A | M U S I C A R T I S T S

DAY M O N D J O H N
D R . P H I L
E L I Z A B E T H VA R G A S
E L L E N D E G E N E R E S
G O R D O N R A M S AY
J I M M Y FA L L O N
J U L I E C H E N
K I M K A R DA S H I A N
L A L A A N T H O N Y
M A R I A M E N O U N O S
M E R E D I T H V E R A N DA
M I C H A E L S T R A H A N
N I C K C A N N O N
O P R A H W I N F R E Y
R A C H A E L R AY
S H E R R I S H E P H E R D
S I M O N C O W E L L
S T E V E H A R V E Y
T O N I B R A X T O N
T Y R A B A N K S
W E N DY W I L L I A M S
M E D I A | FAV O R I T E T V P E R S O N A L I T I E S

M E D I A | FAV O R I T E AT H L E T E S

ARIANNA HUFFINGTON
BETRO PEREZ
BILL GATES
BRYAN “BIRMAN” WILLIAMS
CHRISTOPHER GRAY
CURTIS “50 CENT” JACKSON
DAYMOND JOHN
JERMAINE DUPRI
MAGIC JOHNSON
MARK CUBAN
OPRAH WINFREY
RUSSELL SIMMONS
SEAN “DIDDY” COMBS
SHAWN “JAY-Z” CARTER
SHONDA RHIMES
TROY CARTER
TYLER PERRY
TYRA BANKS
M E D I A | FAV O R I T E E N T R E P R E N E U R S

A M C
H B O
S O N Y
R I T Z
D I S N E Y
X B OX
N E T F L I X
N I N T E N D O
YO U T U B E
L I V E N AT I O N
E S P N
B R A N D S | E N T E R TA I N M E N T

B R A N D S | FA S H I O N

B R A N D S | B E A U T Y
AV O N
M A C
L A N C Ô M E
S E P H O R A
S H E A M O I S T U R E
D O V E
N A R S
PA L M E R ’ S
B A R E M I N E R A L S
YO U N I Q U E
M A R Y K AY
L A R O C H E - P O S AY
U R B A N D E C AY
M A K E U P F O R E V E R
TATA H A R P E R
U LTA

B R A N D S | T E C H N O L O G Y

B R A N D S | F O O D & B E V E R A G E
K F C
Z A X B Y ’ S
M C D O N A L D ’ S
S TA R B U C K S
7 E L E V E N
PA N E R A
F I V E G U Y S
C H I C K- F I L - A
J I M M Y J O H N ’ S
D U N K I N D O N U T S
B E N & J E R R Y ’ S
TA C O B E L L
C H I P O T L E
K R I S P Y K R E M E
I N - N - O U T B U R G E R
W E N DY ’ S
S A X B Y S C O F F E E
B U R G E R K I N G
J A M B A J U I C E

Where do Multicultural
Millennials go when
they want to discover
NEW TRENDS?
MUSIC:
FASHION:
NEWS:
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
BLOGS
MAGAZINES
TELEVISION

BEAUTY:
TECHNOLOGY:
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
DISPLAY BLOGS MAGAZINES

What do you post/read about most on social media?
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
L I F E S T Y L E T R E N D S

How do you decide what to watch, read, listen to,
or follow when faced with so many choices?
L I F E S T Y L E
T R E N D S
CONFIDENTIALCONFIDENTIAL

What do you like to do in your free time?
L I F E S T Y L E
T R E N D S
CONFIDENTIALCONFIDENTIAL

If you were asked to describe yourself in your
own words, which adjectives would you use?
L I F E S T Y L E
T R E N D S
S E X Y
CONFIDENTIAL

WHAT DO YOU
AND YOUR
CLOSE FRIENDS
HAVE IN
COMMON?
45%
49%
29%
35%
84%
54%
6%
ETHNICITY
EDUCATION
RELIGION
OCCUPATION
HOBBIES/INTERESTS
ECONOMIC STATUS
NOTHING AT ALL
WHAT IS YOUR
BIGGEST SOURCE
OF STRESS?
53%
40%
39%
34%
19%
15%
5%
MONEY PROBLEMS
FAMILY ISSUES
CAREER PROBLEMS
PERSONAL ISSUES
RELATIONSHIP ISSUES
HEALTH PROBLEMS
FRIENDSHIP PROBLEMS
L I F E S T Y L E
T R E N D S
DO YOU BELIEVE PEOPLE AROUND YOU
VIEW YOU AS AN INFLUENTIAL PERSON?
95% YES
5% NO

HAVE VOLUNTEERED IN THEIR
COMMUNITY in the past year
73%
HAVE VOTED FOR PUBLIC
OFFICE in the past year
72%
HAVE PARTICIPATED IN A
PROTEST in the last year
20%
HAVE PARTICIPATED IN A
BOYCOTT in the last year
28%
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
Are Multicultural
Millennials ACTIVE IN
THEIR COMMUNITIES?

HAVE MADE A DONATION TO A POLITICAL
PARTY OR CAUSE in the past year
40%
HAVE USED A SPECIFIC HASHTAG TO SUPPORT
A CAUSE on social media in the past year
61%
feel that they have been RACIALLY PROFILED
in the last year
71%
admit to having RACIALLY PROFILED
someone else
38%
feel comfortable BEING THEMSELVES
in the United States
80%
feel WELL REPRESENTED in the United States
42%
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
Are Multicultural
Millennials ACTIVE IN
THEIR COMMUNITIES?

consider themselves LOYAL TO BRANDS
THAT THEY LIKE
95%
like when brands SPEAK SPECIFICALLY
AND DIRECTLY TO THEIR ETHNIC GROUP
72%
would like to see more brands FOCUS THEIR
ADVERTISING AND MARKETING ON MINORITIES
82%
feel like they have power as a consumer
TO INFLUENCE BIG BRANDS
78%
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
Millennials feel about
CELEBRITIES
AND BRANDS?

L I F E S T Y L E
T R E N D S
CONFIDENTIAL
Millennials feel about
CELEBRITIES
AND BRANDS?
like it when CELEBRITIES TAKE A PUBLIC
STAND for or against issues they believe in
86%
like it when BRANDS TAKE A PUBLIC STAND
for or against issues they believe in
83%
currently own LUXURY BRAND PRODUCTS
68%
BUY LUXURY GOODS THEY CANNOT AFFORD
but would like to own anyway
24%

buy luxury brands because
THEY ARE HIGHER QUALITY
79%
THEY ARE TRENDY AND STYLISH
42%
THEY MAKE ME FEEL BETTER ABOUT MYSELF
37%
THEY MAKE OTHER PEOPLE THINK BETTER OF ME
11%
L I F E S T Y L E
T R E N D S
CONFIDENTIAL
If you buy LUXURY
BRANDS please
tell us why.

A D V E R T I S I N G
NIKE: “Just do it.”
APPLE: “Apple’s Ipod with the black
silhouettes dancing. Visually it was
striking with the use of negative
space and the music was great- I
actually bought both the ipod and
music.”
WENDY’S: “Where’s the beef?
Wendy campaign because it was so
funny.”
RED BULL: “TV spot “Basketball”
with Blake Grifﬁn because it’s
inspirational.”
SNICKERS: “I love the pretty panda
commercial from years ago. It still
makes me laugh.”
MOUNTAIN DEW: “Commercial
where dog was dancing. I loved it
because of the humor.”
SPRITE: “Homage to hip hop.”
BARBIE: “A recent ad that I saw
was actually for Barbie. It showed
young girls in different occupational
situations, doctor, teacher, coach,
taking on those respective roles with
adults who were confused as to why
the little girls were acting as such. At
the end of the commercial, it showed
a little girl playing with different
Barbies, doctors, coaches, teachers,
and the overall message was that
they could be whoever they wanted
to be. I loved that idea. The idea that
we’re promoting and encouraging
young girls to aspire to be whatever
they want to be.”
GEICO: The Geico unskippable ad
because it was so relatable and
hilarious. I’d never seen a company
come up with an ad like that and it
was 100% spot on.
CONFIDENTIAL
THE BEST
ADVERTISEMENT
you can remember
and why.

CONFIDENTIAL
THE BEST
ADVERTISEMENT
you can remember
and why.
DORITOS: “Pregnant woman giving
birth.”
CHEERIOS: “Using families for all
different backgrounds.”
ALWAYS: “Commercial where the
little girl is being asked to run like a
girl. My daughter is 8 and I connected
with that because I am always
trying to empower my daughter,
and her growing up to be a strong,
independent woman who does not let
the world change her conﬁdence.”
STATE FARM: “Commercials....’gotta
be quicker than that’. They are always
funny and memorable.”
COCA COLA: “The remake of I Love
to Teach the World to Sing...brings
people from all ethnicities together.”
DOVE: “Campaign regarding all body
types.”
T MOBILE: “Drake for T Mobile. It was
attention grabbing.”
GEICO: “Ice T. It caught my attention
and held it to the end.”
NATIONWIDE: “With singers, I like
that artists write music for this.”

CONFIDENTIAL
THE WORST
ADVERTISEMENT
you can remember
and why.
SKITTLES: “Their commercials, they
are really strange…”
CARL’S JR.: “Superbowl ad with Kim
Kardashian. I don’t want that family
making any more money for no
perceived talent.”
CARL’S JR.: “Pretty much all Carl’s Jr.
ads because they sexualize women
and when I’m watching TV with my
kids, I don’t need for them to be
watching half naked women with
burgers.”
KFC: “Mary J. Blige KFC commercial
because it just didn’t feel right.”
CASAMIGOS: “George Clooney’s
new ad for his new tequila is horriﬁc
because none of the Hispanics around
him speak at all and it was just a
terrible visual.”
GO DADDY: “All Go Daddy
commericials are annoying!”

CONFIDENTIAL
MOST MEMORABLE
ADVERTISEMENT
you can remember
and why.
YOUTUBE: “YouTube Music app ad.
The value proposition was deep and
different: “It’s not about music, it’s
about who we are”.
WENDY’S: “Wendy’s Where’s the
Beef...I remember the phrase and the
old lady...I don’t know why.”
BUDWEISER: “Whassup campaign
because it was such a catchy phrase
from years ago that still catches me
saying today and using the words
upon doing many things”
MILK: “Probably the GOT MILK
campaigns. I don’t like milk, but I sure
loved those commercials, the old lady
with a houseful of cats… and she runs
out of milk, the power cuts and you
hear cats meowing menacingly HA!!”
DOS EQUIS: “Because he’s the most
interesting man in the world.”

CONFIDENTIAL
A campaign that
actually worked
and PERSUADED
YOU TO TRY A
PRODUCT and why.
FITBIT: “they did a campaign where
the commercial was “Find your Fit”
and the word Fit stayed in place and
Bit was replaced by different words
and would show different scenarios
where the FitBit could be used. I liked
that it showed how no matter what
your use of it was for, running, hiking,
swimming, or whatever, that it was
or everyone. I ended up buying one
for myself.”
SAMSUNG: “I would say the Samsung
Galaxy S6 commercial, I really loved
the examples of how the technology
could improve my life because they
were easy to relate to.”
APPLE: “The Apple Music commercials
persuaded me to try the free trial”
APPLE: “Shot on iPhone campaign,
I love instagramming and taking
photos.”

Q U E S T I O N S ?
L E T ’ S S I T D O W N A N D C H AT
ADDRESS
Buzz Marketing Group
132 Kings Highway East | Suite 202
Haddonﬁeld, NJ 08033
EMAIL & PHONE
hello@buzzmg.com
856-433-8579
SOCIAL MEDIA
facebook.com/BuzzMG
@BuzzMG

Buzz on Multicultural Millennials 2016

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