Quim Gil, director de Planificación de Marca de Richards/Lerma
Recently Richards/Lerma released the study: Millennials Deconstructed, a joint effort with the Stan Richards School of Advertising & Public Relations of the University of Texas at Austin. Shannon Dunbar-Rubio and Quim Gil, both Directors of Brand Planning at Richards/Lerma, hosted an AHAA webinar on Wednesday 3rd to discuss the first part of the report focused in politics. “We did the study to stop generalizing. In the coming months, we will be releasing two new researches: one about aspirations and other about their relationship with brands, media and celebrities” Gil said. “This is a very unique generation and most importantly, one of the most diverse -44% are part of an ethnic minority.” As a cultural agency, they seek to understand their audiences. “If we want to do great advertising we need to know all Millennials postures, that’s why we will talk about their political view” Gil explained. “Hispanics feel especially proud of being Americans, and this does not mean they want to acculturate, they feel proud of both cultures.” Dunbar-Rubio said that they are a more liberal generation. “For Millennials understanding U.S. politics is their responsibility. Most are democrats, but many feels underrepresented. Most vote for a candidate based more in their values than in the party. 77% said they will vote in these presidential elections despite their little faith in the political system, not even a third of them considers that the system is positive.”
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