This spring, AHAA: The Voice of Hispanic Marketing, will kick off its annual conference with compelling, new research from Mintel, PEOPLE en Español and The Futures Company.

Moderated by AHAA Board Member Nancy Tellet, SVP of Research & Consumer Insights, Tr3s, these in-depth sessions will take place on Monday, April 27 from 2:00 to 5:00 p.m. at the Eden Roc Hotel in Miami.

"In the path to relevance, having the right data is critical to harness the right cultural insights to build a successful marketing campaign," said AHAA Chair Aldo Quevedo, principal/creative director, Richards/Lerma. "It is this research that lays the foundation for your creative, for your tactical executions, for the way you engage your consumers – and ultimately is the key to increasing a brand’s market share."

Here is a rundown of the presentations:

• Mintel: Hispanic Millennials – Hispanic First, Millennial Second
Speaker: Juan Ruiz, Sr. Multicultural Analyst, Mintel

More than 16 million strong, the Hispanic Millennial generation accounts for a significant share of the Hispanic population at 29.3 percent. And it represents 21 percent of total U.S. Millennials. Understanding this market is essential due to its significant size and the influence it will have on older and younger Hispanic generations.

This session will focus on Hispanic Millennials’ views of the future, their aspirations and concerns and their self image. It will also show how Hispanic Millennials interact with brands and what issues and insights marketers need to reach them in meaningful and relevant ways.

• PEOPLE en Español HOT Study: The Latina Millennial
Speaker: Monique Manso, Publisher, PEOPLE en Español

Over the years through its Hispanic Opinion Tracker, PEOPLE en Español has observed how Hispanic women are reshaping their roles. They are shedding traditional standards and becoming more empowered, confident, independent and assertive. This year’s focus on Millennials is shaped not only by market factors, but by direct brand relevance.

Latina Millennials are similar to non-Hispanic whites in terms of their demographics, social purpose orientation, sense of globalism and digital fluidity. However, there are other issues, such as the perception that Millennials as a whole are entitled (especially in the workplace) or that Millennials believe their generation will be as successful as their parents’ generation. These assumptions do not fit the Latina Millennial at all.

• The Futures Company: Finding Relevance in Polycultural America
Speakers: Valeria Piaggio, Vice President, Head of Multicultural Insights, The Futures Company

Diversity has reached a tipping point, becoming an inescapable part of the everyday fabric of life and of an individual’s identity. This shift is not driven solely by the growing numbers of ethnic consumers. It is driven by the fact that diversity itself is shaping consumer expectations, needs and lifestyle choices across the entire marketplace. The Futures Company calls this new reality polyculturalism. Polyculturalism marks the Hispanic experience, which is about continuously balancing not two, but many different cultures. Yet Hispanics are a major driver of our nation’s polyculturalism. This is why engaging Hispanics today means reaching far beyond this consumer group: it means connecting with Polycultural America. This session will cover cultural intelligence, reveal new cultural orientation models and provide effective approaches to reaching consumers within a polycultural context.

Early-bird registration is available through March 20, 2015. For more information, please visit http://ahaa.org and follow all conference chatter on Twitter using the @ahaa handle and hashtag #thinkahaa.

Or contact:

Natalie Judd,
203-605-9515
natalie@bigvoicecomm.com

Jennifer Walus
630-873-3080
jennifer@bigvoicecomm.com