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Here's wishing everyone a happy and healthy 2019

Black Millennial turnout declined in 2016. Are the Russians and Instagram to blame?

In 2016, voter turnout for Millennials (ages 20-35 in 2016) increased by 4.4% from 46.4% to 50.8%.  But Black Millennial turnout declined by 4.4% from 55% in 2012 to 50.6% in 2018. (Krogstad & Lopez, 2017)

This week two reports commissioned by the Senate Intelligence Committee to look into Russian interference in the 2016 election noted that in fact more fraudulent activity took place on Instagram than Facebook.  Specifically there were 187 million interactions with deceptive content on Instagram compared with 76.5 million on Facebook. (WSJ, 2018)

Why does this matter?  It matters because 70% of Instagram users are under the age of 35.  That's 540 million people. Moreover, more Black Americans use Instagram (43%) than their Hispanic (38%) and White peers(32% ). (Worthy, 2018)

Hence the great success of the effort.  It's a perfect example of fishing where the fish are.  Kudos to their media planners.

Krogstad, J. & Lopez, M. (2017, May 12)  Black voter turnout fell in 2016, even as a record number of Americans cast ballots.  pewresearch.org.  Retrieved December 19, 2018, from http://www.pewresearch.org/fact-tank/2017/05/12/black-voter-turnout-fell-in-2016-even-as-a-record-number-of-americans-cast-ballots/

Volz, D. (2018, December 17)  Russians Took Aim at Black Voters to Boost Trump, reports to Senate Find.  wsj.com  Retrieved December 19, 2018, from

https://www.wsj.com/articles/russians-took-aim-at-black-voters-to-boost-trump-reports-to-senate-find-11545066563

Worthy, P. (2018, September 26)  Top Instagram Demographics That Matter to Social Media Marketers. hootsuite.com.  Retrieved December 19, 2018, from https://blog.hootsuite.com/instagram-demographics/

The U.S. is multicultural. Deal with it.

Current predictions are that the U.S. will become “minority white” in 2045. During that year, whites will comprise 49.7 percent of the population in contrast to 24.6 percent for Hispanics, 13.1 percent for blacks, 7.9 percent for Asians, and 3.8 percent for multiracial populations. (Frey, 2018)

But even now, in Hawaii, Washington, D.C., California, New Mexico and Texas the multicultural population is over 50%.  And, soon it will be over 50% in Nevada, Maryland, Georgia, Arizona, Florida and New York too.  While nearly all of the 25 most populated counties in major cities like Los Angeles, Chicago and Miami have multicultural majorities today.

Yet, although multicultural segments represent about 40% of the U.S. population in 2018, 50% - 60% of marketers spend less than 1% of their ad budgets targeting multicultural audiences. (Woods, 2018)

Talk about a missed opportunity.

Frey, W. (2018, March 14)  The U.S. will become 'minority white' in 2045., Census projects.  brookings.edu.  Retrieved December 11. 2018, from

https://www.brookings.edu/blog/the-avenue/2018/03/14/the-us-will-become-minority-white-in-2045-census-projects/

Woods, J. (2018, December 6)  Multicultural Market Segments Will Drive Future Growth.  mediapost.com.  Retrieved December 11, 2018, from https://www.mediapost.com/publications/article/328972/multicultural-market-segments-will-drive-future-gr.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=112064&hashid=qPjrjs2d4CzuoIyymSYheeVOsxs

Can meal kits thrive with drugstore distribution?

Meal kits are in.  Sort of.  In the U.S. there are now more than 150 meal-kit businesses with estimated sales of $2.2 billion in 2017 (Wilson, 2018).

But, many of those companies have yet to make a profit, and despite some high profile IPO's companies are struggling with churn as existing users leave after the novelty wears off and new ones are becoming increasingly hard to find.

Enter Kroger and Walgreens.  These two brands who are both suffering from disruptions in their markets are joining forces to set up meal kit shops within Walgreen stores.  The reason is simple - one stop shopping.  Assuming the pilot program goes well, the intent is for the shop to take up 1/3 of the floor space in the average Walgreens.  Meals will serve two and pricing will start at $17.  The express recipes will cook in 15 minutes  (Forbes, 2018)

As we have learned, currently the primary driver of profits in drugstores are prescriptions and companies are eager to expand "front of store" operations to increase overall profits.  Some hypothesize that meal kits have appeal for beginner cooks and will provide a point of entry for current non-cooks.

Does this idea sound like a winner to you?  Will non-cooks be persuaded to give these meals a try?  Is changing from a subscription delivery service to a pick up one likely to attract users?  What type and why?  And what about you?  Have you subscribed to a meal-kit service?  Will you pick one up on your next trip to the drugstore?

Wilson, B. (2018, November 30) The Surprising Rewards Of Meal Kits.  wsj.com  Retrieved December 5, 2018, from

https://www.wsj.com/articles/the-surprising-rewards-of-meal-kits-1543509922

Forbes, T. (2018, November 5)  Kroger Setting Up Shops Within 13 Walgreens, Launches Meal Kits Offering.  mediapost.com.  Retrieved November 5, 2018, from

https://www.mediapost.com/publications/article/328880/kroger-setting-up-shops-within-13-walgreens-launc.html?edition=111985