State Farm’s mission is to help people manage the risks of everyday life, recover from the unexpected, and realize their dreams. State Farm owner, Zanetta Harris Glover retained FEMWORKS to conduct market research to reveal perceptions of generational wealth among African American and Latino residents in New Jersey.
- Market research
- Messaging and positioning
- Advertising strategy
- Conducted market research that included in depth interviews with New Jersey based African American and Latino residents.
- Produced an integrated strategy for State Farm that provided insight on perceived barriers to generational wealth accumulation including a comparative profile analysis between participants that have retirement investments versus those that do not, and recommended strategies to engage and communicate with African American and Latino consumers.
- Analysis revealed striking similarities among participants perception of generational wealth.