Convenience Stores: A $140 Billion Opportunity

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Multicultural consumers are changing the retail landscape and the way brands approach shopper marketing. Convenience store marketing, however, is often neglected and poorly understood, especially across multicultural segments. But why? According to Nielsen, convenience-store sales represent 17% of total retail sales, and reached $140 billion in 2016, up from $126 billion in 2012. This trend, combined with the rising purchasing power of multicultural consumers, reveals a big need for multicultural insights within the convenience-store channel.

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Tales of Telecom: See What Multicultural Consumers Really Want from Providers

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In 2017, cell phones, internet, and watch-anywhere TV have become appendages of consumers’ bodies. We’ve conducted several studies about digital behaviors and attitudes, but our latest work goes deep into how consumers make the critical decisions around which telecommunications products to buy, and what features are important to them. The research uncovers a broad array of insights, with explorations into the telecom landscape, deep-dives into cell phone, TV and internet providers, and path-to-purchase.

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Are Modern Families Really All that Different?

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modern familyIt’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family.

But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?

We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:

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Authentic Cooking: What “Home Cooking” Means to Different Cultures

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Chances are you’ve heard someone talk about an “authentic recipe” or an “authentic dish” at some point. In fact, during conversations about cooking, the word authenticity is usually hard to avoid. But what does “authentic cooking” really mean? Does the meaning change depending on who you talk to?

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A Changing Nation: A Generational View of Shifting Attitudes in America

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While political polarization has been on the rise in the U.S., in many ways the 2016 presidential election was a collective moment of realization of just how far apart Americans are.

Young vs. old, left vs. right, urban vs. rural – since the election, understandings of “other segments” are frequently discussed. However, many of these conceptions are constructed through stereotypes and anecdotes instead of data.

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Six Steps To Capture Financially Underserved Consumers

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We often think of checking and savings accounts as commonplace, but in reality over a quarter of the U.S. population doesn’t have either one. This translates into 67 million individuals being financially underserved in America. These consumers are referred to as “underservedbecause they’re not fully leveraging traditional financial offerings of a bank.

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Get Real: Tips to Create Culturally-Authentic Content

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In today’s media landscape, consumers are deluged with advertisements: on TV, before YouTube videos, sandwiched between Instagram posts, you name it. In the sea of content, it can be hard for consumers to differentiate between ads and remember brands.

We constantly assess what makes certain spots stick, while others fall by the wayside. Over time, the pattern is clear: consumers like content that authentically mimics their experiences, cultures, and values.

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Changing Views on Immigration

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It’s no secret that the demographics of the United States are shifting. White Americans comprise just above half of the youngest two generations, while they remain a strong majority in older generations.

Never has the makeup of the country become such a core part of the national discourse as in the lead-up to the 2016 election.

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Changing Tastes: Non-Alcoholic Beverages

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Whether you’re five or ninety-five, you probably drink at least one non-alcoholic beverage per day. Despite this, the non-alcoholic beverage industry has seen a steady decline over the past few years. Is this driven by more interest in healthy foods, a change in tastes, or something else? Our latest total market study was designed to learn more about consumers’ beverage preferences and uncover the drivers behind the trends.

Multicultural Consumers are More Loyal

Hispanic and African-American consumers typically stick with their favorite brands when shopping for non-alcoholic beverages. They’re less likely to be swayed by a sale or coupon. On average, 27% of consumers say that  they purchased a non-alcoholic beverage because of a sale.

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Quick chart: How Patriotic are Gen-Zers and Millennials?

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We live in an age when patriotism is expressed in various, sometimes divisive ways. Some people prefer traditional displays of flags and “The Star Spangled Banner.” While younger Americans may have a less tangible interpretation, focused on ideals and a way of life.

Does this mean that gen-Z and millennials are less patriotic than older generations?

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