Younger Cubans Lead with Optimism and Entrepreneurship, Says Western Union
10 9월 2015 - 9:30PM
Business Wire
More than 10.4 million global social media
posts reveal Cuban insights on U.S.-Cuba relations
The Western Union Company, a leader in global
payment services, said today that the younger Cuban generation aged
under 18 expressed the highest overall tone of optimism regarding
the fast-changing relationship between the U.S. and Cuba with the
emotions of Love, Desire and Hope defining their feelings. These
emotions remained true for the 18-34 and 34-54 generations, but
Fear of no real change took precedence according to an analysis of
more than 10.4 million social media posts recorded between December
2014 and August 2015.
The study sponsored by Western Union and conducted by Networked
Insights discovered that Cubans – whether living in Cuba or
elsewhere in the world – are using social media to express their
thoughts and feelings about the fast-changing relationship between
the U.S. and Cuba and associated economic and cultural changes
anticipated.
In August, the feelings of Love, Desire and Hope among those
under 18 equaled 83 percent of emotions expressed, while Fear was
expressed only sporadically. Even for older Cubans, the combined
expressions of Love, Desire and Hope outstripped Fear among 18 to
35 year olds (36 percent to 14 percent) and 35 to 54 year olds (27
percent to 19 percent). However, Fear ranked within the top three
for both older groups.
The emotions captured from the social conversations reflect the
passion that Cubans have for their home country, expressing their
Desire and Hope for the future of Cuba and their Love of all things
Cuban. Fear was associated with concerns about the pace of change
to fulfill aspirations for Cuba and U.S.–Cuba relations.
Analysis of social conversation topics over the nine-month
period showed that entrepreneurship took strong precedence, with
more than 50 percent of the chatter devoted to encouraging
start-ups and propelling Cuban ingenuity with an injection of
technology and innovation to invigorate Cuba’s economy.
Western Union has been moving money into Cuba from the U.S. for
many years. “The recent Cuba momentum has boosted this optimism,
and this study reflects what we have seen occurring first-hand
across Cuba and that is industrious actions to finding better ways
to enhance families and thereby communities – funded by the Cuban
diaspora in the United States,” said Odilon Almeida, President,
Americas and European Union of Western Union.
“This is true in the world of all our customers. While the world
and the technology change, our purpose of connecting people and
their aspirations remains at the heart of who we are. When money
moves around the world, better things can happen. A business
expands. A child goes to college. Emergency aid arrives the moment
it’s needed. An economy prospers, an opportunity opens, a community
heals,” he said.
In Cuba, Western Union has more than 460 Agent locations – with
representation across all Cuba’s 16 provinces and 168
municipalities.
The social media participation shows the broad reach of the
Cuban Diaspora as well as the widespread interest in Cuba’s future.
The social posts from the international community closely track
with Cuba diaspora living across the world.
While the highest share of Cuba mentions are from the U.S.
(54%), interest in the country expressed via social media channels
is widespread: Cuba, United Kingdom, Canada, Brazil, India and
others.
“While Cuba and its relationship with the U.S. primarily impact
the lives of Cubans living in these two countries, our study shows
recent developments in restoring diplomatic relations is global
news. We are happy to see this level of interest and support for
Cuba, a country that is striving to improve its economy and
presence on the world stage, particularly in the area of business,”
said Almeida.
Additional insights
Of the more than 10.4 million posts monitored, the majority came
from males (64%). The top five U.S. states with the largest shares
of Cuba-related social media posts are Florida (15.7%), New York
(14.3%), California (11.9%), Texas (7.1%) and Washington, DC
(5.8%). Washington, DC, due to the political nature of current
discussions and developments, had the highest proportional
participation (posts per person) of any state.
About Western UnionThe Western Union Company (NYSE: WU)
is a leader in global payment services. Together with its Vigo,
Orlandi Valuta, Pago Facil and Western Union Business Solutions
branded payment services, Western Union provides consumers and
businesses with fast, reliable and convenient ways to send and
receive money around the world, to send payments and to purchase
money orders. As of June 30, 2015, the Western Union, Vigo and
Orlandi Valuta branded services were offered through a combined
network of over 500,000 agent locations in 200 countries and
territories and over 100,000 ATMs and kiosks, and included the
capability to send money to millions of bank accounts. In 2014, The
Western Union Company completed 255 million consumer-to-consumer
transactions worldwide, moving $85 billion of principal between
consumers, and 484 million business payments. For more information,
visit www.westernunion.com.
About Networked InsightsNetworked Insights enable brands
to connect with and expand their opportunity audiences. Utilizing
Kairos the company analyzes and organizes real-time consumer data
from the social web to uncover strategic, actionable insights.
Kairos helps brands deeply understand their opportunity audiences,
create content that connects with them, choose the right media
investments, and track the connectedness of those audiences. Learn
more at networkedinsights.com and follow @netinsights.
WU-G
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version on businesswire.com: http://www.businesswire.com/news/home/20150910005532/en/
Western UnionAmericas and European Union:Pia De
Lima, +1 954 260 5732Pia.DeLima@westernunion.comorUS:Sarah
Meske, +1 720-332-2796sarah.meske@westernunion.com
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