Demo Roundup 
A New Year, new beginnings! And a new catalyst to inspire your creative efforts and success as you embark on the opportunities and challenges ahead. 

Not your typical newsletter, this "sparkler" will be a little different. Occasional in its publishing schedule and brought to you by a variety of seasoned professionals. We are each successful, independent business practitioners who delight in coming together in collaborative, synergistic effort to provide stimulation and creative spark. The result: compelling consumer insights, innovative solutions for tough problems, and a wealth of new ideas to fuel the product development cycle. Periodically our clients have asked us to share our collective wisdom and observations about the marketplace, and what it takes to create and nurture viable new ideas. 
Hence this newsletter. 

We are fortunate to work with many of the smartest movers and shakers in industries that run the gamut from advertising to zoos -- with many of our recent engagements in such areas as financial services, foods, utilities, and technology/ communications. In addition to helping client teams harness their creativity, we spend a lot of time listening to our clients' customers and potential customers. We're constantly amazed at the powerful and poignant stories we hear as these folks give us a glimpse into their lives and their joys, struggles and wishes. Through this process of discovery we unearth valuable clues to help our clients get better at what they do. 

As you read on we think you will discover some new ideas and insights relevant to your own industry. You will also find "Thought Sparkers" to experiment with -- quick ways to immediately use the information offered here. 

We wish you all the very best of the New Year -- good health, prosperity and creatively rich lives. 

Enjoy this first issue of Sparks! We welcome your comments. 

Laurie, Reva and Marcia 

 It's all over but the crunching. All that's left for the 2000 Census people to do is to put the numbers in order. It seems like a good time to look at some demographic trends that will shape the country in years to come. Here, in no particular order, are some demographic factoids you may find interesting. They will all play a part in shaping the way in which business in this country will be carried out in the next few years. 
 
¡ OLA! - SAY IT IN SPANISH 

Spanish-language media are catching on. You can watch fusbol on Univision and read People en Espanol. And other Hispanic trends are also making their presence felt. 
From music to food, say it in Spanish. 

Here's why: 
Between July 1, 1990 and July 1, 1999 the Hispanic population in the US grew 38.8 percent to 31.3 million. The fastest-growing state of all is Nevada, which increased its population 50 percent during the 1990s. Nevada's Hispanic population increased 144.6 percent to 304,364. Other big gains took place in California, New York and Texas. California, in fact, became the first state to have a non-white majority -- non-Hispanic whites account for only 49.8 percent of California's population. 

Analysts estimate the Hispanic consumer market to be about $421 billion -- enough for many advertisers to sit up and take notice. 

And don't just look south for Hispanics. It's tempting to believe that most Hispanics settle in the southern part of the country. But that's simply not true. Last year, Hispanic Magazine rated Milwaukee as the seventh best city for Hispanics. That's Milwaukee, WI. Not exactly the place one would expect to find a thriving Hispanic community. But Wisconsin, Missouri and Ohio all boast rapidly growing Hispanic populations. 
TEENS RULE 

Anyone notice that there seem to be a lot of teens around? Everywhere you look -- on TV, on the radio, in the malls. You're not just imagining it. 

There are more than 79 million "Generation Y" kids in the country today (people born between 1977 and 1997) -- more than the 76-million strong, original post-war Baby Boom (1946-1964). And in the New Economy, these teens have money. 
According to Teenage Research Unlimited, teens spent $105 billion of their own money and $48 billion family dollars in 1999, compared with $94 billion in 1998. They also spent $48 billion family dollars in 1999, compared with $47 billion in 1998. Teen girls spend $91 per week; teen boys spend $87 per week. 

continued on next page 
By Laurie Tema-Lyn of Practical Imagination Enterprises, Reva Dolobowsky of Dolobowsky Qualitative Services & Marcia Mogelonsky of Mintel International Group © 2001, Dolobowsky, Tema-Lyn & Mogelonsky


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