Nielsen Celebrates the Conscious Consumer during Hispanic Heritage Month

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Sep 15, 2014, 10:00 ET

NEW YORK, Sept. 15, 2014 /PRNewswire/ -- In celebration of Hispanic Heritage Month, Nielsen, a leading global provider of consumer information and insights, today announced its series of video vignettes celebrating the Hispanic consumer. The Conscious Consumer vignettes feature Hispanics from diverse backgrounds speaking about how they combine their power as consumers with their heritage to create a meaningful impact in their respective communities. Nielsen defines a conscious consumer as a responsible shopper, one who researches companies prior to making a purchase; and a person who is a social change agent for their communities. The videos also highlight key insights from Nielsen's Latina Power Shift, Upscale Latinos 2.0, Listen Up: Hispanic and Music and The Cross-Platform Report, September 2014.

"These video vignettes feature real consumers who share personal stories about how their consumer behaviors are deeply influenced by their rich Hispanic culture," said Stacie de Armas, Vice President, Community Alliances, Events and Engagement, Nielsen. "These stories help illustrate the power of the conscious consumer through their vantage point," she said.

At 54 million, Hispanics are the largest self-identifying and fastest growing ethnic group in the United States, representing 17 percent of the total population. This group has become more affluent, well educated, geographically concentrated and technologically savvy, according to Nielsen's insights.

The Conscious Consumer vignettes will be released every Monday during Hispanic Heritage Month from Sept. 15 – Oct. 15, on Nielsen's Multicultural YouTube channel and social media outlets. Join the conversation on Facebook, Nielsen Community and Twitter, @NielsenKnows using #ConsciousConsumer. To learn more about Nielsen's insights on Hispanic consumers, please visit www.nielsen.com/latinos.

Conscious Consumers featured in the Hispanic Heritage Month Series:

Nythia Martinez and family (Nythia, 34; David, 34; and Mateo, 2 1⁄2): Nythia Martinez has Puerto Rican roots and graduated from Indiana University where she received her master's in music education in 2004. She is a high school choral director. Martinez's passion for music is infused in her daily life, because it is part of her heritage. Thirty-seven percent of Latinas find their music online, according to Nielsen.

Erica Maya, 32, is a banker and an avid salsa dancer of Mexican descent. In her story, she recalled her grandparents' lessons about the importance of family contributions to the household. Twenty-four percent of Latinas have increased their personal contributions to their households over the past year, according to Nielsen. Maya clings to the cultural lifestyles and lessons passed down to her, with hope her story inspires other young women to follow their passions as well.

Mateo Ramos, 41, is Puerto Rican and European. Ramos is an entrepreneur and is married with two children. Ramos juggles these multiple roles, all while making sure to remain aware of his consumer behaviors and how they affect the marketplace. Ramos enjoys watching novellas with his mother-in-law and often finds it helps strengthen his Spanish language. Hispanic adults ages 35-49 watch four hours and 15 minutes of television daily, according to Nielsen.

Maria Garcia, 67, is viewed as the matriarch in her family who made multiple sacrifices as a young Latina for her daughters as she decided to move from Columbia to the United States. Eighty-six percent of Latinas say a woman is the primary shopper in their households, according to Nielsen. Maria's story shares a glimpse into the journey of so many Hispanic immigrants to this country.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

SOURCE Nielsen