{"id":2119,"date":"2021-12-06T16:46:43","date_gmt":"2021-12-06T21:46:43","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/12\/06\/a-conversation-with-nestle-on-the-roi-of-inclusivity\/"},"modified":"2021-12-06T16:46:43","modified_gmt":"2021-12-06T21:46:43","slug":"a-conversation-with-nestle-on-the-roi-of-inclusivity","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-conversation-with-nestle-on-the-roi-of-inclusivity\/2119\/","title":{"rendered":"A Conversation with Nestl\u00e9 on the ROI of Inclusivity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Roberto Ruiz, Executive Vice President of Research, Insights &#038; Analytics at Univision<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we look back at 2021 and prepare to welcome in the new year, it\u2019s exciting to see more and more brands finally recognizing the importance of diversity and inclusion in their marketing efforts\u2014not only because <strong>it\u2019s the right thing to do<\/strong>, but <strong>because it is good business<\/strong>. But there is still more convincing that needs to be done, and therefore more unrealized opportunity for brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to the\u202fU.S. Census, the Hispanic population\u202faccounted\u202ffor more than half of\u202fthe U.S. population growth. The emergence of Hispanics into the American mainstream is the biggest business growth opportunity of our time, and the effectiveness of engaging this group in-culture and in-language has never been more important.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In fact, a recent Nielsen study called <a href=\"https:\/\/corporate.univision.com\/blog\/advertising-insights\/2021\/05\/19\/the-roi-of-inclusivity-2\/\" aria-label=\"the ROI of inclusivity, click to read on univision\">The ROI of Inclusivity<\/a>, which measures advertising performance among CPG brands, shows that brands that did not spend actively in Spanish language received a lower return on ad spend than brands that did. This means brands that are not advertising in Spanish are missing out on the Hispanic growth opportunity. Yet still, less than 500 advertisers invest in Spanish-language network television, compared to 1900 who advertise in English, leaving Americans who prefer to consume content and ads in Spanish without access to the same targeted brand communications.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One CPG brand that has been at the forefront of this change is Nestl\u00e9, thanks to their ongoing commitment to holding a leadership position in the Hispanic market, across its brand portfolios. I was fortunate enough to sit down with Nestl\u00e9\u2019s CMO Alicia Enciso to talk about the topic of inclusivity and Nestl\u00e9\u2019s journey in winning with Hispanics during Advertising Week New York\u2019s DE&#038;I Track. Here are some key takeaways:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hispanics = Growth<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">When looking back at the past decade and Nestl\u00e9\u2019s journey in becoming a key player in multicultural advertising, Alicia shared some intel on what that journey entailed. She says, \u201cHispanics have represented up to 30% of our growth. We had to internally convince ourselves of the opportunity and then enable the whole organization to be able to capitalize on it. This has been a very important strategy for us in terms of accelerating our overall performance and growth.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Understand the diversity within the Hispanic segment<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">When it comes to authentically engaging with the Hispanic segment, Alicia emphasizes the importance for marketers to embrace the full scope of Hispanics\u2019 multiculturalism. \u201cMany folks who think about multicultural marketing don\u2019t go deep enough to understand the diversity that there is within the segment. Often, people just have an overall understanding of the Hispanic market and they bucket all Hispanics as if they are the same. While we do share many cultural traits, there are also really important opportunities which generate the need for us to go deeper.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An example of how Nestl\u00e9 has been embracing this insight is through a platform they call \u201cEl Mejor Nido\u201d (The Best Nest) which houses Hispanic recipes from all regions. \u201cIt\u2019s a melting pot of all the different culinary richness that there is throughout the different regions.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Consistency is key<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">It\u2019s clear that, now more than ever, brands need to go beyond a one-time effort that aligns with a holiday, such as Hispanic Heritage Month. While that can be a great place to start, it\u2019s important to focus on continuous campaigns and\u00a0long-term\u00a0commitment\u00a0to\u00a0win with Hispanics. According to Alicia, \u201c<strong>You get back what you invest.<\/strong> <strong>We believe in long term and sustainable commitment to any growth opportunity<\/strong>, and of course when we are thinking about Hispanics, we have been investing sustainably for over ten years. Why? Because it requires deep understanding of the consumers\u2019 needs and being able to address those. If you are just doing it because it\u2019s the \u201cflavor of the month\u201d then you won\u2019t get very far.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To learn more about why Hispanics are the fastest path to your brand\u2019s growth, download Nielsen\u2019s <em>The ROI of Inclusivity <\/em>whitepaper <a href=\"https:\/\/corporate.univision.com\/blog\/advertising-insights\/2021\/05\/19\/the-roi-of-inclusivity-2\/\" aria-label=\"here, click to reawd on univision\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The emergence of Hispanics into the American mainstream is the biggest business growth opportunity of our time, and the effectiveness of engaging this group in-culture and in-language has never been more important.\u202f\u00a0<\/p>\n","protected":false},"author":7,"featured_media":2120,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-2119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Conversation with Nestl\u00e9 on the ROI of Inclusivity | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/a-conversation-with-nestle-on-the-roi-of-inclusivity\/2119\/\" \/>\n<meta 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