Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever. 8 major reasons are driving Multicultural consumers demand ranging from increases in the labor force, FT employment, income, share of Upscale/Affluent, share of aggregate US incremental income, consumer confidence and planned major purchases.

1. SSG
MULTICULTURALECONOMY
Series
8 Jolly Reasons Why 2015 Is The
Biggest Multicultural Holiday Ever!
2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901

2. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
For Every WNH That Left The U.S. Labor Force,
Nearly 3 Multiculturals Entered The Force
2
Source: SSG analysis of BLS Monthly Census of Employment and Wages 2015
WNH: White Non-Hispanic; AANH: African American Non-Hispanic;
AONH: Asian & All other Non-Hispanic
The U.S. Civilian Labor Force Expanded in 2015 due to
Multicultural segments growth while WNH Shrank.

3. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Asians, Hispanics, and African American Gained
Full-time Jobs at 6-7 times the rate of WNH in 2015
2
6.1x
vs
WNH
5.6x
vs
WNH
7.0x
vs
WNH
Source: SSG analysis of BLS Monthly Census of Employment and Wages 2015
WNH: White Non-Hispanic; AANH: African American Non-Hispanic;
AONH: Asian & All other Non-Hispanic

4. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
65% of Full-time Job Growth in 2015 Was Filled by
Multicultural Employees
4
Source: SSG analysis of BLS Monthly Census of Employment and Wages 2015
Full-time
Jobs

5. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Hispanic Consumer Confidence Jumped 42%, 10
points More Optimistic than Total Market Level
5
Hispanic Index of Consumer Sentiment (ICS)
increased 42% vs. 6% for Overall U.S. since last year.
+42%
The Index of Consumer Sentiment is a consumer confidence index. It
shows a degree of optimism on the state of the economy that
consumers are expressing through their activities of saving and spending.
Source: National index compiled by University of Michigan & Hispanic index from Florida Atlantic University

6. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Hispanic Income Advanced the Most of Any
Segment
Hispanics median Household Income jumped the most,
a 5% increase over 2014 vs. a 2% decline among WNH,
according to the latest available Census estimate.
Source: SSG Analysis of Income and Poverty in the United States: 2014 - Current Population Report,
published Sep. 2015
+5%
-2%
-1%
+1%

7. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Upscale & Affluent Households Only Increased
Among Hispanics
Source: SSG Analysis of Income and Poverty in the United States: 2014 -
Current Population Report
Upscale/Affluent HHs increased the most among Hispanics while this
powerful consumers are flat or decreasing in WNH, AA ad Asian.
+2.6
Pts.
-1.0
Pts.
-0.7
Pts.

8. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Multicultural Has Generated 100% of the $89 Billion
Incremental Income Growth in the U.S. in 2015
8
Source: SSG projection using BLS and CPS Report
Due to increases in employment and median income, Hispanics
generated two thirds of the incremental aggregate income in the U.S.

9. 2015©SantiagoSolutionsGroupInc.
www.SantiagoSolutionsGroup.com 818.509.5901
Remodel Travel
Multicultural Segments Plan to Spend In More
Major Purchases Than WNH
Hispanics and African American have higher intent than White Non-
Hispanics over the next 12 months to:
Get engaged
Start a new business
Change jobs
Buy a House
Purchase a Car
Buy Technology
Get Life Insurance
Hispanics and African American are as likely as White Non-
Hispanics to plan spending in:
Source: SSG Analysis of GfK MRI doublebase trending 2011, 2013, and 2015

10. 10
SSG Wishes You A Very Prosperous
Multicultural New Year!

11. 11
Santiago Solutions Group
@Carlos_SSG
(818) 509-5901
SantiagoSolutionsGroup.com
@Santiago_Group
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About SSG
SSG is a strategy, analytics and research
consulting firm; experts in guiding clients’
growth strategies by leveraging Big Data,
advanced consumer research, predictive
modeling, and innovative segmentations.
We uncover actionable consumer segment
insights that enhance clients’ marketing
effectiveness and optimize sustainable total
market growth.
We arm clients with intelligence and
roadmaps, including ‘size of the prize’, drivers
to purchase, and customer journeys across
marketing “Ps,” aligned with ROI targets for
Millennial, Multicultural, Hispanic and Total
Market.