In times of uncertainty, African Americans and Hispanics have always drawn on their cultural strengths to help them cope, survive and thrive.This week’s MONITOR Minute looks at why and how ethnic consumers are sustaining a resilient optimism during this economic climate, an emerging trend explored in the just-released Yankelovich Multicultural Marketing Study 2009, and how marketers can strengthen brand connections by tapping into their optimism.

Hispanic and African-American Consumers Are Sustaining a Resilient Optimism

Despite higher degrees of worry, stress and economic anxiety(1) compared to Non-Hispanic Whites, African Americans and Hispanics are more likely to be sustaining a resilient optimism—64% of Hispanics and 56% of African Americans say, “I am optimistic,” compared to 48% of Non-Hispanic Whites. Even among consumers with the highest economic anxiety, the resilient optimism of African Americans and Hispanics shines through. For example, they believe that different aspects of their life will improve in the next few years—from the amount of control they will have in their life and the overall well-being of their children to their potential for advancing in their career and their ability to make a positive difference in their cultural communities and in the world.

Why They’re More Optimistic than Others

There are a number of reasons for such a resilient optimism among African-American and Hispanic consumers. First of all, the optimism they possess is a broader, more future-oriented attitude toward life, fueled by a strong spirituality that serves as an especially powerful source of strength and sustenance. Second, ethnic consumers consider today’s economic climate to be a short-term part of day-to-day life. Many Hispanics, especially immigrants, are accustomed to crisis, so in some ways they are less affected by the current economic problems than others. They are well aware that life is not predictable and things can go wrong. For African Americans, this resilient optimism stems from a history and a heritage of overcoming obstacles. And third, for both Affican American and Hispanics, Barack Obama’s Presidential election is further fueling this resilient optimism, giving ethnic consumers more hope for their future and more faith in their country.

Implications & Opportunities

Don’t peddle pessimism. Support positive feelings about the future. Develop messaging and communications for African-American and Hispanic consumers that lift the spirits and position your brand as an emotional salve. For example:

·      Integrate your brands into this optimism for the future, and link the positive feelings about the future to your brands. Be especially optimistic in your communications, in both tone and message. Join ethnic consumers in looking for the silver lining, and avoid fear tactics.

·      Make empathy implicit rather than explicit—acknowledge concerns, but do not be patronizing, and do not dwell on the concerns. Recognize that there is a problem,  but focus on the solution, not the problem—in both the short and long term.

·      Give ethnic consumers more than a reason to buy; give them reasons to believe.

Bottom Line

While many consumers are apprehensive about the future or aggressively tightening their  purse strings, Hispanic and African-American consumers are focusing on the good to come and are looking for brands that will help them get there. Marketers who tap into ethnic consumers’ hope, energy and excitement about the future will engage consumers who are not timid in the marketplace and will sustain, or possibly even grow, their brand during tough economic times. 

Running with It

·      Pizza Patron, self-described as “the premier Latino pizza brand,” rolled out its new Amigo Pizza in all of its restaurants nationwide. For the first time in the company’s 22-year history, the company is offering a 12-inch medium pizza as an alternative to its signature 15-inch extra-large pie. “Our customer base has been hit particularly hard by the current economic conditions, often forcing a choice between filling the gas tank or treating the family to pizza,” said Andrew Gamm, director of brand development. “The addition of Amigo Pizzas to the menu helps us reinforce our commitment of keeping ‘Mas Pizza’ for ‘Menos Dinero’ accessible to as many people as possible.”(4)

·      The message of Coca-Cola’s 2008 offline Christmas campaign was “share what you have”—with as many people as possible. In one print advertisement depicting a Hispanic family, the text across the top says, “Caviar for 2? Let’s have chicken for 12.” Text below the image says, “We wish you a Merry Christmas, this year more than ever.” Reinaldo Padua, Assistant VP of Hispanic Marketing at Coca-Cola North America, said that “Coca-Cola is committed to bringing Hispanic families relevant programs and events, especially those that bring hope, optimism and togetherness.”(5)

MONITOR Resources

 Yankelovich Multicultural Marketing Study 2009, The New Realities of Empowerment

Multicultural Marketing Study OmniPlus Recontact Study, February 2009

In times of uncertainty, African Americans and Hispanics have always drawn on their cultural strengths to help them cope, survive and thrive.This week’s MONITOR Minute looks at why and how ethnic consumers are sustaining a resilient optimism during this economic climate, an emerging trend explored in the just-released Yankelovich Multicultural Marketing Study 2009, and how [...]

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