The LatinXperience Study was supported by a grant from The James Irvine Foundation.

 

The opinions expressed in this report are those of the authors and do not necessarily reflect the views of The James Irvine Foundation.

The LatinXperience Study was conducted by Scansion, Inc., a customer centered innovation firm in San Francisco, California. 

Learn more about Scansion at www.scansion.com

Authors:

Salvador Acevedo

Verna Bhargava

Steven Diller

copyright Scansion Inc. 2017

I know who I am.

I choose experiences to enhance and support my core sense of self.

WHAT

WE'RE ABOUT

With a Pride Mindset, connecting with others with similar experiences is very important because it reinforces my own identity, and because it makes me feel at ease knowing that we share values and behavioral codes.

A key aspect of my mindset is my sense of belonging to a minority group in the overall diversity of the American population.

CORE

EXPERIENCES

PARTICIPATION

Cultural participation tends to be more occasional and/or transactional.

We tend to be

Gen X or Boomer

Spanish dominant

Score 1 or 2 in the cultural openness spectrum.

ENGAGEMENT

ENABLERS

CONTENT

 

Should include all that speaks of my own experience

MARKETING

 

Needs to reinforces our common identity

ORGANIZATION

 

Should provide an inclusive experience.

 

Representation makes me feel valued as a visitor

A Level 1 means that the person is only interested in relating with people who they perceive as part of the same cultural group as theirs.

 

Level 2 in cultural openness means that the person is open to the “idea” of diversity, and may interact with people of different backgrounds, but there’s no deep emotional relationship.

"Understand the way the other person lives and respect that, but never change the essence you carry. Your roots will always be there."

 

RESPONDENT / FRESNO

"Que entienda la manera de vivir de otra persona y lo respete, pero que nunca cambie la esencia que siempre se lleva, las raíces que siempre estén ahí"

 

DESIGN PRINCIPLES

PROGRAMMING

DESIGN PRINCIPLES

Bring “ambiente” to the art experience

Design multi-sensory experiences

Focus on contributions and similarities from cultural/ethnic populations

Emphasize traditional values and traditions

Provide historical cultural context

Facilitate multigenerational experiences

Foster teaching opportunities for parents

Think about design principles as guiding statements that inform the design of programs and communications to evoke the right experiences. Experiences are the what, while design principles are the how.

COMMUNICATIONS

DESIGN PRINCIPLES

Reinforce a sense of collective experience

Provide opportunities to share the experience with others

Communicate “authentic” experiences

Generate a critical mass to create comfort

Learn more about how you can create effective marketing communications for The Pride Mindset.