Study on the Current Financial State of the U.S. Latino Community Released by mitú and The MRKT

LOS ANGELES, CA – May 5th, 2022 – Leading Latino digital media company mitú, in partnership with premier multicultural marketing and communications agency The MRKT, released today the second edition of the mitú InTell Series of studies focusing on the current financial state of the US Latino population. Some of the discoveries indicate that Latinos lead in certain aspects when compared to the general population, such as in the use of financial technology and in the early adoption of cryptocurrencies and NFTs but fall behind in other aspects including home ownership and in the use of banking products and services. 

For more key insights and to read the full study, visit: http://mituintell.mitunetwork.com.

 
 

The MRKT Expands Capabilities with Formation of Integral AAPI and Influencer Marketing Divisions

LOS ANGELES – FEBRUARY 2, 2022 – The MRKT, the multicultural marketing and communications arm of Terry Hines & Associates, today announced that it has expanded its suite of capabilities with the formation of two all-new divisions, specializing in influencer marketing and marketing/communications reaching Asian Americans and Pacific Islanders (AAPI).

“Our commitment to advocating for and creating marketing solutions to better understand and appeal to the ever-changing diverse U.S. consumer has always been at our core,” said The MRKT Executive Vice Presidents Bree Bosselmann and Venessa Fraguio in a joint statement. “Our new divisions and experts allow us to provide our clients much-needed strategic insights and access to the influential AAPI and creator communities while ensuring our campaigns are more holistic and have the best opportunities for impact.”

The creation of the AAPI Division was born out of The MRKT’s recognition of the increasing influence of Asian Americans as the fastest-growing ethnic segment at a time when entertainment companies and brands are looking to better serve diverse communities. The division is led by Diane Nguyen, who recently joined The MRKT from AAPI Marketing agency, IW Group Inc., where she spearheaded the groundbreaking PR campaign for Warner Bros. Pictures’ 2018 box-office smash Crazy Rich Asians. Driven by her expertise, the team will focus on providing high-level strategies and campaigns that tap into Asian-American and Pacific Islanders’ driving force as cultural influencers and powerful consumers, as well as developing messaging to reach this diverse community, spanning the languages and cultural traditions of more than 40 different ethnicities to ensure authentic representation.

The all-new Influencer Marketing division is led by Shawn Savage Jaramillo, who came to The MRKT in 2021 with over 10 years of influencer and social media marketing experience, spanning both entertainment and consumer brands, and Misha Lightner, a seasoned influencer specialist who has spearheaded impactful influencer initiatives for AT&T’s “Dream in Black” and McDonald’s “Black & Positively Golden” throughout her extensive career in the space. With their combined leadership, the two oversee a dedicated influencer team working with influencers, content creators, and celebrities, at both the macro and micro level, to develop strategies and content that maximize reach and cultural relevance across various social platforms for the agency’s entertainment and brand campaigns. Recent campaigns include a series of Influencer Watch Parties for Prime Video’s original series Harlem, and a tastemaker launch party celebrating the release of NBC’s new series Grand Crew.  

The newly formed groups join The MRKT’s existing targeted divisions that focus on Latinx marketing/communications, African-American marketing/communications and multicultural social media/creative marketing. Savage Jaramillo and Nguyen will report to Bosselmann, Fraguio, and The MRKT President Marcos Barron. 

Founded in 2004, The MRKT is a brain trust of multicultural marketers who utilize their cultural knowledge and insights into the latest consumer trends, to create emotion-led narratives that connect organically with diverse communities. Birthed out of a need to groom and seed more marketers of color into the industry, The MRKT was created with a mission to both incubate new multicultural talent to become decision makers in the field, and to garner greater access and opportunities for journalists and communities of color. Almost two decades later, The MRKT has grown to a full-service marketing consultancy and communications firm working with some of the biggest brands and entertainment companies in the world, helping tell their stories to diverse audiences nationwide. 

For more information on THE MRKT, visit www.mrktco.com or contact info@mrktco.com.

The MRKT and Mitú Release the First of a Series of Studies on the Current State of the U.S. Latino Community 

LOS ANGELES, CA – November 18, 2021 – Mitú And The MRKT Release the First of a Series of Studies on the Current State of the U.S. Latino Community Titled The mitú InTell Series, the study aims to reveal the current state of the Hispanic community post-pandemic.

Leading Latino digital media company mitú, in partnership with premier multicultural marketing and communications agency The MRKT, released today the first of a series of studies titled The mitú InTell Series. The studies aim to gain and socialize insights on the current state of the U.S. Hispanic community while digging deeper into their motivations and behaviors behind topics ranging from health and wellness to finance, sports, food, commerce, and travel.

Mitú InTell: Health & Wellness in the Latinx Community

“As a digital media brand that has stood for Latinx representation for 10 years, mitú has conversations with millions of Latinos daily. This interaction and our editorial process allows us to gather signals and real-world concerns from our audience to develop insights not only on what our community is thinking, but also why - and to do so while the topics are still actionable and timely,” said President of mitú, Stephen Brooks. “Ultimately we feel a responsibility to not only share these insights, but to give a voice to our audience.”

Both mitú and The MRKT are inherently able to provide insights into the state of the U.S. Hispanic population both from a macro, public perspective and at an interpersonal scale, allowing them to uncover nuances and evaluate the community from a unique point of view not seen before. 

“As a leading multicultural marketing and communications agency, our team lives and breathes the experiences that permeate the cultural zeitgeist within our community, making the issues that affect the U.S. Hispanic community incredibly evident to us. It is with that real-world and professional experience that we help create these studies which we hope enable other entities and organizations to identify the most current needs of the U.S. Latino population and bring us closer to a future where our community is fully seen and heard.” said President of The MRKT, Marcos Barron.

This first online quantitative study – conducted by a third party, HyperFocus ROI, with a sample size of 1,000 U.S. Hispanics – consisted of evaluating participants for their various attitudes, perceptions and behaviors across a number of demographic segments relative to the broader topic of health & wellness. Four key areas under this topic – medical, mental health, fitness + exercise and nutrition – were evaluated across key audience segments broken out by age, income, gender, and U.S. vs. non U.S. born.

While specific insights relative to each of these four areas were uncovered across the various audience segments, mental health emerged as the most common denominator, garnering the highest overall importance ratings when compared with the other three subcategories, with 65% of all respondents rating mental health as very important. Notably, mental health has declined across all segments of the U.S. Latino population vs. two years ago.

 Additional key findings include:

  • U.S. born Latinos are reporting health issues that affect multiple generations at nearly twice the rate as non U.S. born Latinos.

  • 37% of the Latinos surveyed report that the #1 reason they don't have a primary care physician is their financial situation, with non U.S. born Latinos expressing this as a barrier with even more frequency at a rate of 46%.

  • Latinos in the lowest income bracket (earning under $49K) are rating all of the health subcategories (medical, mental health, fitness + exercise, nutrition) as being somewhat/not at all important to them. However, there are some key barriers and reasons that surfaced on why they may not be placing importance on their health when compared to the other groups.

  • Out of the four subcategories, Latinos aren't placing as much importance on fitness + exercise even though their reported habits are demonstrating that they are exercising at higher rates when compared to two years ago, with 45% stating that they are exercising more often.

For more key insights and to read the full study, visit: http://mituintell.mitunetwork.com or see below. 

FULL STUDY BELOW