Be the Culture. Be the Market: How We See The Consumer

Consumers are not numbers. Consumers are people.

As solution-seekers, our strategic approach mines data for insights while our cultural pertinence takes care of providing enhanced emotional connectivity with the consumer.

Research and data can provide invaluably effective knowledge. Through the practice of Being the Culture and Being the Market we then find behavioral connections that arise from affective knowledge ― what we call cultural codes.

Whether through social listening tools, learning through programmatic buying or proprietary studies designed for our clients, our models utilize both effective and affective knowledge to build the right strategic foundation, from the ground up.  This is invaluable for an enhanced dialogue with consumers and a connection between brand and consumer can be amplified for maximized results.

“To understand the consumer, it helps to be the consumer. To share the same cultural codes.”
– Daisy Expósito-Ulla

Community before Market
We belong to, and are longstanding champions of, the Hispanic community ―not just with the Hispanic Market and its compelling statistics.  We find it important to have this distinction in mind in order to frame our marketing strategies correctly and to obtain best results from our efforts.  What’s more, we have leveraged our expertise for pro-bono, cause-related campaigns that have helped make a difference in our community.  In exchange, we have gained a deeper level of understanding and invaluable insight, which we apply to help our clients become community champions, as well.

Being culturally attuned to the community and to the market it generates, allows us to understand ―and elevate― the consumer on a human level beyond the conventional confines of data and research.

The way favors a humanistic vision of our consumer. We try hard to see the consumer through the consumer’s eyes.

Moved to give
Empathy is key to how we see our place in the world and in our community. There’s nothing virtuous in what should come naturally. Organically, we think being too selfish is, well, too selfish and we’re moved to act and to give.

A certain generosity of commitment makes what we do a bit more meaningful. You feel good when you don’t stand idly in the face of human pain, social marginalization, ecological plunder or human rights violations. This is the heart of ―this is at the core of who we are as a team of people.

Looking for those cultural codes
It’s an exciting, even if complex, process and our mission is to serve as a GPS that will help clients harness the potential of the market with a greater ease and with a more effective ― and affective ― depth by understanding our target’s cultural codes.

Markets are constantly moving fast and we’re constantly going after any sign of a core sentiment that may exist behind a change in consumers’ behavior. If it’s great to find an abundance of riches and successes between brand and consumer, clients can also expect us to quickly zoom in on any question that may come between brand and consumer.

Reading the heartbeats of success
How can we, together, brand and agency, win these consumers persuasively and honestly? It starts with respect for the consumer. Respect grants both brand and agency the ability to know the consumer first-hand. More importantly, by breaking down all possible boundaries between brand and consumer, we’re allowed to constantly see the consumer afresh.

We work together with our clients, as brand-builders and brand-keepers. We understand our mission of paying attention even to what may appear to be an insignificant nuance. As stewards of a brand we pay attention to a whole context of fragile, intangible and easily lost or not easily revealed behavioral signals that require proper cultural decoding. Just like a camera ―even the most sophisticated one― can’t capture an aroma or a scent, a research tool or a focus group, no matter how effective, can’t yield some aspects that can only come from lived experienceand affective knowledge. While Marketing has many written rules, the mission is to look beyond those rules and find what’s culturally unwritten.

These important-to-decode heartbeats is where the promise of meaningful engagement awaits the brand that does it right.

Let’s work together. Together, we can seize great opportunities right now and pioneer the future!

New American Agency? What does that do for me?

Our new is more about the consumer than it is about the agency itself.

As America becomes more and more multiracial and pluriethnic, people are less accepting of the labels others may use to define them.  This can lead to an assumption that consumers have become “color blind” or the temptation to pursue a uniform strategic approach based on universal insights, which can often yield incomplete, underwhelming or even mediocre results, at best.

This is a great problem to have, though.

Rather than merely talking about the Hispanic Market, the substantive conversation should then be about car buyers, mobile telecom users, ageless-minded 50+ consumers, Millennials who crave a different taste, etc.  The critical consideration is that we, as marketers, apply the rigor necessary to understand and act upon the distinct values, beliefs and perspectives that make people tick.  Our focus to achieve excellence in marketing and our expertise in culture can help brands lead the way.

McDonald’s NY Metro celebrates legendary Latina icon Gloria Estefan

McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) runs Sept.18-Oct.15 and is a program designed to honor the contributions of Latino legends to the cultural fabric of American society and to underline their humanitarian work. This year’s honoree is international super star Gloria Estefan. The multichannel program created
by d expósito & Partners includes in-store materials designed to engage consumers with a trivia component that highlights Estefan’s legendary achievements. Additionally, a QR code leads consumers to an exclusive video-tribute honoring Gloria.

Customers can also visit the website to take part in various activities including voting for their favorite of two original illustrations: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today. McDonald’s “Celebrando Nuestras Leyendas” is funded by New York/New Jersey/Connecticut franchisees. The program recognizes its Hispanic consumers and employees while honoring iconic figures and contributing to their charity of choice.

Since its inaugural year, it has paid tribute to the legacy Celia Cruz and Juan Luis Guerra, two of the most influential figures in music, and one of the best athletes and closers of all time, Mariano Rivera. This has made this program transcend New York Tri-state borders achieving international coverage.

The Gloria Estefan Foundation is dedicated to promoting health, education and cultural development.

Since its inception, the program has had groundbreaking results. It was awarded “#1 Ethnic Program” by McDonald’s National in its inaugural year, it has boosted restaurant visits and website traffic while garnering more than 1 billion impressions.

Daisy Expósito-Ulla Selected by PEOPLE En Español as one of The 25 Most Powerful Women of 2015

New York, NY – September 15, 2015 – Daisy Expósito-Ulla, Chairman/CEO of d expósito & Partners, LLC, has been selected by PEOPLE En Español as one of The 25 Most Powerful Women of 2015 and is featured in the current (October) issue.

Daisy is joined on the list by such dynamic Latinas making significant strides in entertainment, communications, politics and business as Television Host and Entrepreuneur Daisy Fuentes,
Treasurer of the United States Rosie Ríos, Singer/Songwriter/Actress Demi Lovato, Journalist and Anchor Carmen Aristegui, New York City Schools Chancellor Carmen Fariña and María Elena Salinas, Peabody Award-winning anchor who is described as the "Voice of Hispanic America".

On her profile page in PEOPLE en Español, which reaches 6.9 million readers, and on the website page devoted to Daisy Las 25 mujeres más poderosas del 2015 she describes her philosophy: "You can’t have aspiration without perspiration. You have to work hard, study and prepare yourself. I have learned that we have to contemplate what we do not as a job, but rather a part of our life – like an extension of the human experience. The issue is to put passion into it".

In addition to being featured in the magazine and on the website, the 25 Most Powerful Latinas will be celebrated during a VIP luncheon on Sept 18th and a public event for readers, Poderosas LIVE!, on September 19th, both in Miami

Follow the conversation at #25poderosas.

IN THE EYE OF THE STORM: Migration, Climate Change and Organized Violence In Central America

by Martin Vega – Senior Strategic Planner and Researcher / d expósito & Partners

Central American “Eco-Migrantes” Expected To Increase the Foreign-born Population Of Hispanics In the United States

There is growing evidence that climate change, climate-induced events and environmental disruptions are likely to assume greater importance in influencing migration, particularly within the developing world. – European Commission, on Migration and Climate Change (2013)

Since the late 1970s, people in the “Northern Triangle” countries (Guatemala, El Salvador and Honduras) have endured human-wrought calamities – armed conflict, civil wars, death squads, hurricanes, floods, earthquakes, and drought, among others – that have spurred massive voluntary and involuntary (forced) migration. The demography of these outflows — principally to the United States – has been so stark that today roughly 27% of Salvadorans live outside their nation, as do 12% of Guatemala’s and Honduras’ populations, respectively.[1]
The intensity of this migration has continued unabated over the past fifteen years, helping to boost Central Americans’ presence in the United States to unprecedented levels:

• Today they are the fastest-growing group of Latinos in the United States (per graph below)[2]

• Salvadorans have surpassed Cubans as the third largest Latino group in the country[3]

• In 2014, more Central Americans than Mexicans were apprehended at the U.S. Southern border[4]

• Currently, more than 75% of the unaccompanied children (UAC) captured at the U.S.-Mexico border are from Guatemala, El Salvador and Honduras[5]

Yet, while the conventional factors influencing voluntary migration have been delineated and understood for quite some time (i.e., migrants seek better livelihoods or to reunite with family, etc.), given dynamics underlying involuntary or forced migration – such as global warming/climate change and organized gang violence – have risen to public attention and debate only recently. One particularly valuable resource tabulating trends on climate change is the International Disasters Database located at the Centre for Research on the Epidemiology of Disasters (CRED) at Belgium’s Catholic University at the Louvain. A review of Latin America’s hydrometeorological patterns over the past four decades reveals that hazardous events associated with climate change – extreme temperatures, forest fires, drought, thunderstorms, hurricanes and floods – have increased ten-fold over the period (See chart below).

Source: “Gráficos Vitales del Cambio Climático para América Latina y El Caribe”, Programa de Naciones Unidas para el Medio Ambiente y la Comisión Económica para América Latina y el Caribe (CEPAL), 2010, p. 15 (disponible en http://www.cepal.org/dmaah/noticias/paginas/7/37867/lac_web_esp_2010-12-…)

A closer scrutiny of the most affected countries reveals that the Northern Triangle countries rise to the top globally in terms of being the countries most exposed to climate risk:

One particularly vulnerable area of climate change in the region implicates drought in the Corredor Seco Centroamericano (CSC: Central American Dry Corridor).[7] The CSC begins in the north, in Chiapas, Mexico and extends south to Guanacaste, Costa Rica and parts of western Panama [see map below]. This region is characterized by a six-month dry period in the summer and a six month wet season during winter, with a unique presence of drought during the latter.

Last year the severe lack of rainfall in the CSC posed a dangerous risk to over 2 million people, as the precipitous decline in the production of basic food staples led to critical hunger gaps. In response, the affected governments and international organizations such as the World Food Programme (WFP) and the Food and Agricultural Organization (FAO) provided emergency food and humanitarian assistance in the Corridor. Notwithstanding these mitigating actions, it is estimated that between five to twelve percent of the households in the CSC exit-migrated as part of these household’s survival strategies.[8]

Journalistic accounts also highlighted that in some communities, such as in Guatemala, uprooted peasants chose not to migrate internally to Ciudad Guatemala (the capital) due to the ever-present threat of violent gangs. Rather, they chose to migrate to the United States.[10] A key question raised is whether this is a bell-weather of things to come. Will these emerging “eco-migrants” form part of a new flow of Central American immigrants to the United States akin to the UACs (Unaccompanied Children Migrants)?

One persistent factor destabilizing the region is the unremitting violence resulting from the trans-isthmus operations of the drug cartels and transnational gangs. Such are the levels of violence in the Northern Triangle countries that they now rank collectively as the region with the highest murder rate in the world.[11] [See bar chart below]

The cartels, in particular, have been instrumental in fueling the deforestation and destruction of the region’s eco-systems by illegally logging the tropical forests and establishing massive pasture lands for cattle ranch production, in order to launder money and set up logistical/air operations for continued drug-trafficking activities[12]. This rapidly evolving “narco-deforestation” is having a devastating effect on the tropical forests in Guatemala, Honduras and Nicaragua.[13] The increased presence of organized crime throughout the region is leading to the forced displacement of the population, not just in the rural area, but also in small towns and cities where they have a direct presence.[14]

The net result is that both climate-change and the different forms of organized violence have become intertwined in their effects in forcibly displacing a growing number of immigrants who do not fit the profile of earlier waves of Central American immigrants. It is still too soon to gauge what the magnitude of this immigration flow might be, but early signs point to it as a growing problem that has not yet been fully dimensionalized in the public mindset.

[1] Miguel Ugalde, “Migración y Juventud”, Abril 2013 (available http://jesuitascam.org/migracion-y-juventud/)
[2] Sierra Stoney and Jeanne Batalova, “Central American Immigrants in the United States”, The Migration Policy Institute, March 18, 2013 (available at http://www.migrationpolicy.org/article/central-american-immigrants-united-states)
[3] U.S. Census Bureau, 2011-2013 3-Year American Community Survey
[4] http://www.khou.com/story/news/2014/12/29/central-americans-predominant-group-crossing-into-us/21026277/
[5] U.S. GAO Report to Congressional Requesters, “Central America: Information on Migration of Unaccompanied Children from El Salvador, Guatemala, and Honduras”, February 2015, p.5 (available at http://www.gao.gov/assets/670/668749.pdf)
[6] D. S. Kreft, et al., “Global Climate Risk Index 2015 – Who Suffers Most From Extreme Weather Events? Weather-related Loss Events in 2013 and 1994 to 2013”, November 2014 (available at https://germanwatch.org/en/download/10333.pdf)
[7] Axel Schmidt, et al.,”Tortillas on the Roaster – Central American Maize-Beans Systems and Changing Climate Change – Full Technical Report”, October 2012 (available at http://devnewswire.crs.org.php53-27.dfw1-2.websitetestlink.com/wp-content/uploads/2012/10/Tortillas-on-the-Roaster-full-technical-report-minimum-size.pdf)
[8] Alan Brown, “Central America Drought – Situation Report #2”, World Food Program, December 12, 2014 (available at http://www.wfp.org/content/wfp-central-america-drought-situation-report-02-12-december-2014)
[9] Source: http://www.hondurasnews.com/as-central-america-drought-causes-food-shortages-un-agency-calls-for-urgent-funding/
[10] Tim Rogers, “Will climate change hasten Central American migration to US?” August 14, 2014 (available at http://fusion.net/story/6288/will-climate-change-hasten-central-american-migration-to-us/)
[11] United Nations Office on Drugs and Crime, “Global Study on Homicide 2013”, 2014 (available at http://www.unodc.org/documents/gsh/pdfs/2014_GLOBAL_HOMICIDE_BOOK_web.pdf)
[12] Count the Costs, ‘The Maya Biosphere Reserve: Guatemala’s Mini Narco-state’ in “ The War on Drugs: Causing Deforestation and Pollution”, p. 9 (available at http://www.countthecosts.org/sites/default/files/Environment-briefing.pdf)
[13] Kendra McSweeney, et al., “Drug Policy as Conservation Policy: Narco-Deforestation” Science Volume 343 31, January 2014 (available at http://raisg.socioambiental.org/system/files/Science-2014-McSweeney-489-90.pdf)
[14] La Agencia de la ONU para Refugiados, “Desplazamiento Forzado y Necesidades de Protección, generados por nuevas formas de Violencia y Criminalidad en Centroamérica, mayo de 2012 (disponible en http://www.acnur.org/t3/fileadmin/Documentos/BDL/2012/8932.pdf?view=1); David James Cantor. “The New Wave: Forced Displacement Caused by Organized Crime in Central America and Mexico”, Refugee Survey Quarterly, pp. 1–35, 2014 (available at http://rsq.oxfordjournals.org/content/early/2014/06/10/rsq.hdu008.full.pdf#page=1&view=FitH); and, Elizabeth Ferris, “Gangs, Violence and Displacement in Central America”, The Brookings Institution, November 7, 2013 (available at http://www.brookings.edu/blogs/up-front/posts/2013/11/07-central-america-armed-conflict-displacement-ferris)