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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2021. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. 2021 Comes To a Merciful End Another year comes to a close and so does our reporting of Google Trends analysis for 2021. It is sometimes fun to compare our takes with what Google’s marketing presents from its own data. Their campaign showcased an increase in the search volume for the phrase “how to heal”. Yes, we do see that uptick in Google Trends for that search term in this all time view. Looking at this chart, we can see that there are peaks in the month of July over the last few years, which lines up with a related phrase “how to heal tattoo”. Are we, as a people, trying to heal holistically from the pressures of the modern world or just from body art that we get in the summer? We can only guess. Last month, we saw top searched keywords in the typical categories: Sports, Entertainment, and Holidays. There were a few phrases attached to current events that are worth noting and a few keywords related to tech companies. With that, here’s our take on December 2021 Google Trends. The Top Queried Phrases In December 2021 There were two Google Doodles that drove people to query a phrase in the search engine just by clicking on the modified logo: Winter Season - 12/20/2021 - 10,000,000+ queries New Year's Eve - 12/30/2021 - 10,000,000+ queries Appropriate for this month, the start of winter and NYE doodles got people to interact with Google results The third phrase, also queried ten million plus times, was less celebratory in nature with the passing of American actress Betty White on the 31st. Betty White birthday - 12/31/2021 - 10,000,000+ queries It’s curious that the phrase reported by Google Trends was related to her birthday in January as she was about to turn 100 on January 17th. Typically when a famous person dies, their name is what is reported by Google Trends. We feel that this keyword shows that people were wondering how soon she was going to reach the century mark. ‘Tis The Holiday Season When we think of December, we think of holidays. Here are the holiday-related queries from last month: Pearl Harbor Day - 12/6/2021 - 500,000+ queries NORAD Santa tracker - 12/23/2021 - 2,000,000+ queries Merry Christmas - 12/24/2021 - 1,000,000+ queries New Year's Day - 12/31/2021 - 5,000,000+ queries We can attribute some of the query volume of the New Year’s Day term to a Doodle that was published on Jan.1. Knowing that Google is on Pacific Standard Time, some of that New Year query volume was captured on the 31st. What Do You Want To Watch? We love our TV shows. Here are the most popular ones that aired or premiered in December 2021: Facts of Life Live - 12/7/2021 - 200,000+ queries And Just Like That - 12/8/2021 - 500,000+ queries Miss Universe - 12/11/2021 - 500,000+ queries Who won The Voice 2021 - 12/13/2021 - 500,000+ queries The Witcher - 12/17/2021 - 500,000+ queries The AMP SEO team thinks that if a movie title appears in the top 3 phrases in Google Trends daily searches, people will go see it in droves. If it appears across multiple days, then it really has high interest. Spider-Man: No Way Home - 12/14/2021 - 1,000,000+ queries Spider-Man: No Way Home - 12/16/2021 - 500,000+ queries Matrix - 12/22/2021 - 1,000,000+ queries Sing 2 - 12/22/2021 - 200,000+ queries Don't Look Up - 12/24/2021 - 1,000,000+ queries Now The Matrix Resurrections, Sing 2, and Don’t Look Up are probably going to be viewed by many people, but Spider-Man: No Way Home is on its own level. As of this writing, the film has earned $668.8 million to date and is the sixth-highest-grossing U.S. distributed theater movie of all time. Over the course of 2021, the film appeared in Google Trends Top 3 queries on seven separate dates. From Google Trends, we could see that the buzz/hype for this movie was enormous. Weather Event and Other Natural Occurrences There were a few weather events that drove people to search. Some, unfortunately, were deadly: Hawaii blizzard - 12/3/2021 - 200,000+ queries Mayfield, Ky - 12/10/2021 - 5,000,000+ queries Meteor shower tonight - 12/13/2021 - 200,000+ queries Colorado - 12/30/2021 - 2,000,000+ queries The devastating tornado that affected Mayfield, KY among other towns and cities was the event that drove the most volume. Yep, More COVID-19 Queries Just when we thought we were out of the woods, the Omicron variant brought COVID cases back up. Right after Christmas, people were searching about COVID: CDC COVID guidelines - 12/27/2021 - 1,000,000+ queries Walgreens COVID testing - 12/27/2021 - 500,000+ queries We really hope we don’t have to report any COVID keywords in 2022. What’s Going On In Tech? We categorized these phrases as tech-related but their intent varies. Spotify Wrapped 2021 - 12/1/2021 - 2,000,000+ queries Bitcoin - 12/3/2021 - 200,000+ queries AWS outage - 12/7/2021 - 500,000+ queries Let’s get the phrases with negative intent out of the way first. On the 3rd, Bitcoin lost value and Amazon Web Services had an outage on the 7th. On the positive side, we love the Spotify Wrapped feature and look forward to it each December. From its inclusion in the daily Top 3, it appears that many people enjoy it too. Looking at search volume over the last 5 years, it looks like 2020 was the bigger year for Wrapped. We’ll see what 2022 will bring for the music streaming company. The Wide World of Sports Over the last three years of recording this data, we know that sports-related keywords get the most volume. We decided to break down the most popular phrases into their own sub-categories: The 5 million plus club had a couple of notable deaths and a college football team: Demaryius Thomas - 12/9/2021 - 5,000,000+ queries John Madden - 12/28/2021 - 5,000,000+ queries Alabama football - 12/31/2021 - 5,000,000+ queries Jake Paul boxes and people are interested in his bouts: Jake Paul - 12/17/2021 - 1,000,000+ queries Jake Paul vs Tyron Woodley - 12/17/2021 - 500,000+ queries Jake Paul - 12/18/2021 - 2,000,000+ queries European Football has fans in the USA: Manchester United - 12/2/2021 - 200,000+ queries The most popular NFL teams are the ones that are searched the most: Cowboys - 12/2/2021 - 2,000,000+ queries Patriots - 12/6/2021 - 2,000,000+ queries Steelers - 12/9/2021 - 2,000,000+ queries Packers - 12/12/2021 - 2,000,000+ queries Dallas Cowboys - 12/12/2021 - 2,000,000+ queries Rams - 12/13/2021 - 2,000,000+ queries Patriots - 12/18/2021 - 2,000,000+ queries Tampa Bay Buccaneers - 12/19/2021 - 2,000,000+ queries Packers - 12/25/2021 - 2,000,000+ queries Dallas Cowboys - 12/26/2021 - 2,000,000+ queries Miami Dolphins - 12/27/2021 - 2,000,000+ queries We can say the same thing about college football teams too: Oregon football - 12/3/2021 - 500,000+ queries Alabama vs Georgia - 12/4/2021 - 2,000,000+ queries Michigan football - 12/4/2021 - 2,000,000+ queries Georgia Football - 12/4/2021 - 2,000,000+ queries Michigan football - 12/5/2021 - 2,000,000+ queries Army Navy game - 12/10/2021 - 1,000,000+ queries Oklahoma football - 12/29/2021 - 500,000+ queries Over the last three years of recording this data, we know that sports-related keywords get the most volume. We decided to break down the most popular phrases into their own sub-categories: The 5 million plus club had a couple of notable deaths and a college football team: Demaryius Thomas - 12/9/2021 - 5,000,000+ queries John Madden - 12/28/2021 - 5,000,000+ queries Alabama football - 12/31/2021 - 5,000,000+ queries Jake Paul boxes and people are interested in his bouts: Jake Paul - 12/17/2021 - 1,000,000+ queries Jake Paul vs Tyron Woodley - 12/17/2021 - 500,000+ queries Jake Paul - 12/18/2021 - 2,000,000+ queries European Football has fans in the USA: Manchester United - 12/2/2021 - 200,000+ queries The most popular NFL teams are the ones that are searched the most: Cowboys - 12/2/2021 - 2,000,000+ queries Patriots - 12/6/2021 - 2,000,000+ queries Steelers - 12/9/2021 - 2,000,000+ queries Packers - 12/12/2021 - 2,000,000+ queries Dallas Cowboys - 12/12/2021 - 2,000,000+ queries Rams - 12/13/2021 - 2,000,000+ queries Patriots - 12/18/2021 - 2,000,000+ queries Tampa Bay Buccaneers - 12/19/2021 - 2,000,000+ queries Packers - 12/25/2021 - 2,000,000+ queries Dallas Cowboys - 12/26/2021 - 2,000,000+ queries Miami Dolphins - 12/27/2021 - 2,000,000+ queries We can say the same thing about college football teams too: Oregon football - 12/3/2021 - 500,000+ queries Alabama vs Georgia - 12/4/2021 - 2,000,000+ queries Michigan football - 12/4/2021 - 2,000,000+ queries Georgia Football - 12/4/2021 - 2,000,000+ queries Michigan football - 12/5/2021 - 2,000,000+ queries Army Navy game - 12/10/2021 - 1,000,000+ queries Oklahoma football - 12/29/2021 - 500,000+ queries An NBA player broke the three-pointer record: Steph Curry - 12/14/2021 - 500,000+ queries Lastly, UFC has a large following too: UFC - 12/11/2021 - 2,000,000+ queries There were more sports related phrases, 46 in all. When you collect 93 phrases and their estimated search volume on a daily basis, you get a good understanding of how popular sports are in the USA. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for November 2021. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. What Were The Takeaways For November 2021? Looking back at last month, we’re reminded that elections happen somewhere in the country in November. There were a few elections that gained national attention and we saw that in the top searches near the beginning of the month. Two criminal trials were big news and people were interested in them enough to search for details related to the cases. Holidays and holiday shopping are always big in November and we’ll showcase this year’s keywords. Lastly, there were a few interesting odds and ends to discuss to wrap up our examination of the month. Oodles of Doodles The month of November had special Google logos that drove more than 10 million queries each. Here’s the list of the queries attached to those Doodles in chronological order: Day of the Dead - 11/2/2021 - 10,000,000+ queries Dr. Kamal Ranadive - 11/7/2021 - 10,000,000+ queries Veterans Day - 11/10/2021 - 10,000,000+ queries Johannes Vermeer - 11/11/2021 - 10,000,000+ queries History of Thanksgiving - 11/25/2021 - 10,000,000+ queries Day of the Dead was a multi-day Doodle and we also recorded the 10 million plus queries at the end of October too. Dr. Ranadive was honored on what would have been her 104th birthday for her research on links between cancers and viruses. The Dutch painter Johannes Vermeer got a Doodle that celebrated the 26th anniversary of the exhibition that opened at Washington D.C.’s national Gallery of Art. Lastly, Veterans Day and Thanksgiving received Doodles that sent people to learn more about these holidays. State Governor Elections Right at the start of the month, search interest in U.S. elections grew and was captured by the AMP SEO team: Glenn Youngkin - 11/1/2021 - 5,000,000+ queries N.J governor race - 11/2/2021 - 5,000,000+ queries Virginia election results - 11/2/2021 - 2,000,000+ queries Election day 2021 - 11/3/2021 - 200,000+ queries The Governor races in New Jersey and Virginia were the elections that drove the most queries, including the winner of the VA election, Glenn Youngkin. This list is a reminder that important elections happen every year and not just every four years. The Criminal Trials of November A couple of high profile court cases drove search volume over many days in November 2021. Kyle Rittenhouse - 11/8/2021 - 500,000+ queries Kyle Rittenhouse trial - 11/10/2021 - 1,000,000+ queries Rittenhouse - 11/15/2021 - 2,000,000+ queries Kyle Rittenhouse - 11/15/2021 - 1,000,000+ queries Rittenhouse - 11/19/2021 - 5,000,000+ queries Ahmaud Arbery - 11/22/2021 - 1,000,000+ queries Ahmaud Arbery - 11/24/2021 - 2,000,000+ queries From the lists above, queries related to the Rittenhouse trial made the daily top 3 in Google’s Daily Trends across five days. Queries related to the Ahmaud Arbery murder trial only appeared on two days. The AMP SEO team pulled some charts from Google Trends to see a visualization of the query volume. This chart represents query volume (interest) for the names of Kyle Rittenhouse and Ahmaud Arbery. The blue line shows that the volume was much higher for Kyle’s name. Curiously, a slightly different take on the same subjects revealed a different story. By switching the categorization of each of their names from “Search term” to “Topic”, we saw this chart: In this chart, you can see that queries related to the topic of Ahmaud Arbery appear to be larger than those of Kyle Rittenhouse. From our understanding, topics are set up to include more phrases than just the singular keyword inputted into the tool. It appears that Google Trends Daily report is more in line with exact keywords and not topics. Queries From The World of Entertainment Moving to a lighter subject, here are the queries related to what Americans were interested in watching in November. Eternals - 11/4/2021 - 1,000,000+ queries Yellowstone season 4 - 11/7/2021 - 2,000,000+ queries CMA Awards 2021 - 11/10/2021 - 1,000,000+ queries Spider-Man: No Way Home - 11/16/2021 - 1,000,000+ queries King Richard - 11/19/2021 - 1,000,000+ queries Hawkeye - 11/23/2021 - 500,000+ queries Spider-Man: No Way Home - 11/28/2021 - 2,000,000+ queries The Spider-Man movie queries were driven by trailers. The film isn’t hitting theaters until December 2021 but it’s clear people are excited about it. Even though The Beatles documentary was released in November, search interest was not big enough to appear in the daily top 3. Interest in two singers was captured in November 2021: Britney Spears - 11/12/2021 - 500,000+ queries Adele - 11/14/2021 - 2,000,000+ queries Yes, Britney’s conservatorship finally ended on the 12th and Adele performed on national television on the 14th ahead of her 30 album release. Holidays and Holiday Spending Besides Thanksgiving, there were other holidays including some shopping holidays: Diwali - 11/3/2021 - 500,000+ queries Thanksgiving - 11/24/2021 - 2,000,000+ queries Happy Thanksgiving - 11/24/2021 - 2,000,000+ queries Black Friday deals - 11/25/2021 - 5,000,000+ queries Best Buy - 11/26/2021 - 2,000,000+ queries Cyber Monday deals - 11/28/2021 - 2,000,000+ queries Diwali drove search interest on the 3rd and that search interest has grown over the last 5 years. You can see how it has grown in this chart: After Thanksgiving, holiday shopping starts traditionally and the deals you can find on both Black Friday and Cyber Monday had people searching. In years past, retailer names also made the daily top 3. This year, Best Buy was the lone brand with that distinction. So Why Were People Searching Urban Dictionary So Much? Sometimes, keywords will appear in our daily capture and we’ll be left scratching our heads. This keyword in particular not only had us guessing about the reason why people were querying it so much but also had us feeling a bit tentative about the prospect of learning more Urban Dictionary - 11/21/2021 - 2,000,000+ queries Thankfully, the reason was fairly innocuous. Because of a trending topic on Twitter, people were driven to search the online slang definition provider to learn more about their names as defined by Urban Dictionary. The AMP SEO team warns that your first name’s definition may not be safe for work. Saving Time and Natural Phenomena Oh, turning our clocks back an hour always makes people search and sometimes, if there’s something to look at in the sky, people will search for that event too. Daylight Savings - 11/6/2021 - 2,000,000+ queries Lunar Eclipse 2021 - 11/18/2021 - 2,000,000+ queries We have to guess that some of those Daylight Savings queries are from people who wonder why we change our collective understanding of what time it is twice a year. Omicron Variant Just when you thought we’d had enough of COVID-19 variants, there’s reports of a new one named Omicron. Omicron variant symptoms - 11/27/2021 - 200,000+ queries This query shows us how people are seeking to understand the symptoms of this new variant rather than just general information about it. We’re keeping positive thoughts that this variant is the last one that we need to know about. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services. Until next month.
The Hispanic consumer can no longer be ignored. Too many opportunities are lost from lack of attention and conversation around reaching this audience. As a Latina, I feel it is an important issue to address. At the root of this problem is a lack of understanding. Why are Hispanics important? What makes us any different? How do we even reach this audience? Let's go one at a time. Before getting into the material, let me clarify a few terms. The term Hispanic refers to people who originate from Spanish-speaking countries, while Latino/a indicates Latin-American origins, including countries speaking Portuguese, French and many others. For the sake of simplicity, I will be focusing on Hispanic Americans but some of the material, especially related to culture, can be applied to other Latin American communities. Why are Hispanics important? According to US census data, by the year 2044 the US population will be majority multicultural. This includes Hispanic Americans, Asian American, African American and more. At the moment 43% of the population is multicultural, that's 143 million people, 65 million of which are Hispanic. Beyond population, how about the money they bring to the table? Hispanics in the US have a higher buying power than Italy’s GDP. Pretty impressive, right? Additionally, they are dominating in a number of markets such as food, clothes and phone services. On a human level, representation, while not a new conversation, is currently standing at centerstage. People want to see themselves in the media they consume. Seeing one’s self represented creates a bigger emotional impact and attracts attention. Misrepresentation and stereotypical representation is a reality for most minority groups. For Hispanics in particular, we are too often represented as criminals, drug dealers, prostitutes or the loud dramatic best friend but almost never the strong independent main character, or the doctor, engineer, entrepreneur. Slowly things are changing. Salma Hayek recently appeared in Marvel’s, the Eternals, as a guide, leader, and main character. A Netflix show called One Day at a Time follows the story of a Hispanic American family, touching on subjects like mental health, sexuality, and race. Change doesn’t happen overnight and it requires dedication and understanding. Lets play a part in furthering this change. What makes Hispanics any different? There are two factors that differentiate Hispanics from the American consumer: language and culture. These differences are at the root of most difficulties and confusion experienced when trying to reach this audience. Not understanding these differences can lead to mistranslations and misrepresentations which have a negative impact on how people in this community view certain brands. Language It is important to recognize that though we as Hispanics share a language, it is not a monoculture. This can be seen through variations in the language itself, food, music, and traditions. As Spanish speakers we have different accents, dialects, and slang depending on our country of origin and even the region within each country. This makes sense if you compare this differentiation to the different British, Australian, and American accents you hear while traveling or watching movies and TV. Even within the US we have slightly different words for things like fizzy drinks; soda, pop, coke, etc.. The Hispanics living in the US come from all 21 Spanish-speaking countries so we have to be careful to use copy that doesn’t have a negative or completely different meaning to a certain country. This is going to require a few minutes of extra research from you team, but it’s worth it to avoid mistakes other brands have made in the past: To demonstrate their advancements in comforts, American Airlines launched their “Fly in leather” campaign in Latin and Central America. The translation used was “Vuela encuero”, unfortunately in some countries that is translated to “Fly naked” Similarly, Coors translated their “Turn it loose” campaign to something meaning “suffer from diarrhea” It should be noted that for the two examples above, the translations were technically correct word for word, but the teams involved in this did not take into account colloquial meanings and slang not typically recorded in google translate or translation dictionaries. To avoid any miscommunications it is safest to do a little research before finalizing your copy. Culture Culture is the reason why we think and act differently. It dictates what we value and what we look for in our surroundings. A famous social psychologist, Geert Hofstede, developed 6 cultural dimensions, one of which - “individualism” - is particularly important within the context of advertising. The Individualism scale helps define culture by identifying what is valued within the community. Countries with higher scores are categorized as individualistic, meaning they value individual success, personal reward, and personal benefit. While countries on the lower end of the scale are collectivistic, valuing family, group success, and group goals. The US is one of the highest scoring countries in the world at 91, signaling individualistic values. Spanish speaking countries, while varying in score, are almost all collectivistic. Research has linked this cultural dimension to how consumers react to different themes within advertisements. Consumers from individualistic countries react best to themes of autonomy, achievement, personal benefit, and expression of uniqueness. Consumers from collectivistic countries react best to themes of avoiding negative outcomes, maintaining harmony, social connectedness, and fulfilling social roles. For the Hispanics in the US it is not so simple. Hispanic Americans are on both sides of this scale at the same time. Because of different levels of exposure to both cultures, not all Hispanic American consumers have the same cultural identity. So, how this framework is applied depends on individual experiences. There are three named variations of cultural identity within this area of study; Acculturated, Bicultural, and Unacculturated. Acculturated Acculturated Hispanic Americans identify more with American values. For this reason they should respond more to individualistic themes, and the English language. Differing from Americans, however, they would respond well to Hispanic cultural references. This can be something like casting, music, and more. This is especially true today where a lot of people are making a conscious effort to connect to their heritage. In fact, today 66% of Hispanic Americans say “the Spanish language is more important to me today than it was five years ago.” Bicultural Bicultural Hispanic Americans have equal levels of the two cultures within them and their identity differs depending on how they negotiate the two cultures in their heads. The more common of the two, integrated biculturals, combine the two cultures and thus will react best to a combination of values, and language. Compartmentalized Biculturals, on the other hand, separate the two cultural identities and thus react best to either American values or Hispanic values. Unacculturated Unacculturated Hispanic Americans identify more with Hispanic values meaning they respond best to collectivistic themes, and the Spanish language. This group is very rarely a part of the target for brands, but a portion of this segment can however be reached using the efforts for the two other previously mentioned groups as (comprehension stat). It seems that the sweet spot within all the groups is a combination of values, language and culture. Most importantly it highlights the fact that in order to reach Hispanic Americans the material does not necessarily have to be in Spanish. Key takeaways How do we reach this audience? 1. Knowing your audience: This can help when choosing the best approach. Who are they? Acculturated? Include small nods to the Hispanic culture. Bicultural? Include stronger Hispanic themes like family, and togetherness. Unacculturated? Consider a unique creative concept to execute in Spanish. If you don’t know, your best bet is to incorporate Hispanic culture or values in some way throughout your content. Remember, at the end of the day, you probably know your target the best so trust your gut. Make sure your Hispanic American audience is a part of the conversation. 2. No direct translation: From all the differences in culture and values, having the same approach for everyone seems to fall short. This is one of the reasons why you should try to avoid direct translation. From the outside this might be seen as lazy or inauthentic and have a negative impact on brand perception. Beyond that, it simply might not have the same emotional impact that the material had in English. This is not a hard and fast rule, direct translation could work in some situations, but what is important is to take time to discuss this deeper rather than make a split second decision. Most consumers are smart, they’ll catch on to your intentions. Alternative ways to approach this could be tweaking the concept to be more relevant to the Hispanic American audience, then develop it solely in Spanish. Another option is to include a Hispanic perspective in the English material. Think about the statistics about the US population, make content truly representative of that diversity. 3. Double check your Spanish: If you are using Spanish, double check everything. Watch out for colloquial meaning from different countries and common translation mistakes. Some ways that you can do this are consulting native speakers if they are willing, and checking the internet. When consulting the internet be aware that Google Translate will not help the majority of the time, instead try using Urban Dictionary. For example, when looking up the phrase “que lo que,” Google Translate says “what what.” While technically directly translated the words mean “what the what,” this phrase is used in the Dominican Republic as “what’s up?” Urban Dictionary does however pick up the meaning and provides examples of its usage in day to day life. The most common translation mistakes come from false cognates. These are words in two languages, in our case English and Spanish, that sound the same but mean something completely different. For example, the words embarrassed and embarazada, while they look the same, the Spanish word translates to pregnant. Not knowing this could lead to some very confused consumers. 4. A sprinkling of Hispanic culture: Sometimes all that is needed are some small changes to creative. Including elements of Hispanic culture can go a long way, even without any language changes. Making the community feel represented can sometimes be enough to reach the Hispanic audience. If using this approach, watch out for overused stereotypes, and take into account the country by country differences. You might not be able to find a food that every Hispanic would immediately identify with but many would relate with a three generation household or going to a kids birthday party with more adults than kids. There are many small details that can be added beyond casting that will add to the authenticity of the material. 5. Spanglish: Spanglish is something that most Hispanic Americans can say they use regularly. It is a mix of the language used to optimize how we get something across. Sometimes there just isn’t a word in English for a certain feeling or object and vice versa. Adding this element to advertising material is admittedly tricky to navigate and execute but if done right and in a natural and logical way it could attract the attention of Hispanic Americans engaging with the content. 6. Be Intentional: All of these approaches have one thing in common: all of them will fail if they are not backed by the right intention. If you try to reach this audience just to reach them it will most likely translate into the work. In order to improve this gap in knowledge we need to make a conscious effort to have conversations, think about decisions, and develop useful practices.