This document is a presentation by Geoscape, a company that provides market intelligence and data analytics. It discusses the growth of the Hispanic population in the US and the opportunity it presents for businesses. Some key points made include:
- The Hispanic population in the US is growing rapidly and will account for over half of total US population growth. Their annual buying power exceeds $1 trillion.
- By 2040, non-Hispanic whites will make up less than half of the US population as Hispanics and Asians become an increasingly large share.
- Capturing the Hispanic market requires more than just marketing - companies may need to realign organizationally to serve new consumer segments effectively. Geoscape resources can help
Geoscape Capturing Business Growth In The 21st Century (What The Coo Needs To Know) 120907
1. Capturing Business
Growth During the 21 st
Century’s Cultural
Transformation
The COO's Guide to Capitalizing on the Hispanic Growth Explosion
September 10, 2012
Contact César M Melgoza
1 (888) 211-9353
cmelgoza@geoscape.com
2. 2
2
Today’s Agenda
Quick Geoscape Background
Data and technology resources
What the COO needs to know
Q&A / Discussion
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
4. 4
Who We Are
Geoscape provides market
intelligence systems, data and
analytics for companies who need to
find growth amid a culturally-diverse
economy. Our clients realize that
growth depends on diversity and on
powerful intelligence platforms that help
grow their market share and gain
strategic advantages.
ENABLING
TECHNOLOGY
UNIQUE ANALYTICS/
DATA CONSULTING
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
5. 5
Leader in multicultural market intelligence.
1995 2002 2004 2007 2011
Geoscape Geoscape BV Geoscape Merged NexGen
Founded in Founded in Intelligence Ownership GIS
Miami Amsterdam System with Goldman Launch
Launched Sachs
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
6. Who We Serve
6
Geoscape enjoys reciprocal licensing relationships with key data partners to address challenges
across industries and intelligence applications.
KEY DATA PARTNERS SAMPLE CLIENTS FROM AMONG 200+ MAJOR BRANDS
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
7. Why We 7
Are Different
Geoscape leads the delivery of
resources that support strategic and
tactical initiatives to access the new
mainstream consumer.
Unique and powerful data resources,
computerized intelligence systems.
Advanced research and analytics
guided by experience across industry
sectors and operational lines.
Unique value-add to enterprises, leading
to impressive R.O.I.
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
8. Unique Value Proposition
8
Business growth depends increasingly on consumers from diverse cultural backgrounds…
GENERAL MARKET MULTICULTURAL
New Mainstream
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
10. Unique Data 10
Resources
Geo-Demographic Segmentation
Consumer Spending
Shopping & Media Behavior
Direct Marketing Consumer Lists
Direct Marketing Business Lists
Media Reach and Coverage
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
11. Geoscape Intelligence System
11
®
The Leading Online Platform for Gaining Market Intelligence
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
14. Topline Hispanic 14
Basic Facts
54 million steady residents.
Plus 4 million in Puerto Rico.
17 percent of the population.
60 percent of population growth.
Over $1 Trillion in annual buying power.
Greater average lifetime value.
Trend towards biculturalism – not fully assimilating.
Variety of sub-segments.
Avid consumers across categories.
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
15. Population Change by Ethnicity/Race
15
By 2040, the population in the three largest ethnic groups is projected to meet or exceed the
population of Non-Hispanic Whites in the United States, a true minority-majority.
Non-Hispanic White
population will drop below
50% of the U.S. population
by 2040.
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
16. Majority-Minority Counties in 2012
16
Non-Hispanic Whites are the minority in
an increasing number of counties - 356
in 2012. Those listed at right are ranked
by multicultural population in 2012.
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
17. 4
What the COO needs to know
Before the board and investors ask the question…
Access the New Mainstream
18. 18
Key Questions for the COO
Where will you find the growth to satisfy Wall Street expectations?
Which trade-offs are needed vs. current investment mix?
Is this a matter of marketing or will it require re-engineering key
parts of the organization?
Can you simply hire an agency to take care of it for us?
Is there a short-term quick fix?
What kind of investment do we need to capitalize on the growth?
Who can I expect to resist these changes?
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
20. Generational Growth & Decline
20
By 2017, Hispanics make up a much more significant proportion of the population in the
younger generations while non-Hispanic Whites are nearly 4/5 of the total population age 75+
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
21. 21
Which Consumer is
Worth More?
CUMULATIVE LIFE SPENDING
Acquiring a household today and retaining it
throughout their lifespan will result in very different
cumulative revenue due to age, spending and life
expectancy.
Asian households will spend the most, followed by
Hispanics. Each sector varies, often the average
spending per household also is higher even if income
is lower. Differences in lifespan result in compelling
outcomes in favor of Hispanic and Asian consumers.
The continued rapid growth in the Hispanic
population will result in an aggregate spending worth
that is becoming difficult to ignore—making it more
important and strategic for corporations to shift their
investment priorities.
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
22. Cumulative Lifetime Spending
22
The present Hispanic household lifespan is 16 years longer and with more spending in some
categories—the cumulative total is greater for Asian and Hispanic.
Median Age Life Expectancy Span in Years
Hispanic 27.3 84.0 56.7
Asian 35.7 82.5 46.8
Black 31.9 76.5 44.6
Non-Hispanic White 41.2 81.0 39.8
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
23. The Corporate Continuum
23
Where does your company fit on the continuum?
COMMUNITY
RELATIONS
CUSTOMER RELATIONSHIP
MANAGEMENT
LEGAL LIABILITY
MITIGATION
CORPORATE STRATEGIC
RESPONSIBILITY ADVANTAGE
DOING WELL BY DOING
GOOD
1 (888) 211-9353 | www.geoscape.com | geoscape@geoscape.com
25. Capturing Business
Growth During the 21 st
Century’s Cultural
Transformation
The COO's Guide to Capitalizing on the Hispanic Growth Explosion
September 10, 2012
Contact César M Melgoza
1 (888) 211-9353
cmelgoza@geoscape.com