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Friday, April 8 • 10:00am - 10:50am
Millennial Shopping Survey

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Latina women typically make most of the purchase decisions in their households.  How are Latina Millennials, the swiftly emerging heads of households, shifting attitudes and buying patterns in an evolving food landscape? Sensis Managing Director Karla Fernandez-Parker will unveil a new shopper model for Latina Millennials that will challenge everything you thought you knew about younger Latinas, what’s important for them and their families, and how they are revolutionizing the Hispanic shopper experience, online and offline. Based on Sensis’ innovative Hispanic Millennial Project research, the session will introduce three differing Latina Millennial Shopper personas and their attitudes and shopping behavior. The session will include a panel discussion with major brands discussing how they are engaging Latina Millennials and their perspectives on this paradigm-shifting shopper.

Session Outline
-    Intro to HMP
-    Quick findings about food HMP study
-    Grocery Shopper Model:  unveil the 3 ladies in an overview
-    Get into detail (side by side comparison) of the 3 ladies habits with data
-    Include recap … either points of tension or marketing implications
-    Panel Discussion

avatar for Edwin Hincapie

Edwin Hincapie

Multicultural Marketing Manager, Heineken USA
avatar for Cesar Melgoza

Cesar Melgoza

Founder & Chief Executive Officer, Geoscape
@cesarmmelgoza @geoscape
avatar for Karla Fernandez Parker

Karla Fernandez Parker

Managing Director, Sensis TX
Karla Fernandez Parker is Managing Director of SensisTX, responsible for overall operations and client success for Sensis’s Austin, Texas office. She is a brand engagement and marketing veteran specializing in total market and Hispanic advertising. Karla is a bilingual/bicultural... Read More →

Friday April 8, 2016 10:00am - 10:50am EDT
Chopin Room