Keep your brand alive and well in today’s multicultural America.
The Hispanic population in the United States is growing rapidly and has become a cornerstone to business success in our country.
While there are a lot of opportunities out there, transforming them into effective marketing strategies requires smashing some Hispanic myths first. For example, thinking that being Hispanic makes someone part of a race. When in reality it means sharing a heritage and culture. As in the U.S., there are many races in Latin America that are tied to the history of each region. So in short, Hispanics come in all colors, shapes and sizes. Saying they’re all recent immigrants who like spicy food and banda music would also be incorrect. Believing they only have blue-collar jobs and live in multi-generational households, like many people may still think, isn’t true either. Or that Hispanics are poor, and only low-price products and services should be marketed towards them. You guessed right; that's incorrect too! The truth is they focus on quality and believe that you get what you pay for. And the final myth that still shocks people now, is that some Hispanics don’t even speak Spanish! In fact, they haven’t spoken it for generations. How’s that for a reality check? That’s why sometimes even a Hispanic can’t describe a Hispanic. They simply defy definitions!
What isn’t a myth is that the Hispanics tend to have a strong family focus and like to embrace their cultural heritage. Hispanics also encompass a youthful market segment. Over 60% of the U.S. Hispanic population is under the age of 35 and 75% is under 45. With an overall median age of 27 years, one decade younger than the 37 year-old median age of the U.S. non-Hispanic market, this means that the Hispanic segment has a lot of jovencitos! If the Hispanic market could be represented as a person today, it would be classified as a Millennial, the generation immediately following Gen X, born from the early 1980’s to the early 2000’s. And if we analyze Hispanic Millennials, they are more educated, very tech-savvy and constantly multi-tasking. They can seamlessly shift between American and Hispanic cultures, as well as deftly switch from English to Spanish whenever the scenario changes for them – where their ethnicity is based on circumstance.
Hispanics also exhibit different consumer behaviors than non-Hispanics. For instance, they make less shopping trips per household, but they spend at least $10 more per trip. They are also more likely to use mobile devices for shopping. Nearly 50% of Hispanic consumers include them in their purchase process, compared to 32% of non-Hispanics.
These unique aspects of Hispanic consumers are impacting all areas of work and play in the U.S. while also giving American culture a powerful revamp.
Successfully marketing to Hispanics can be risky without having the proper cultural insights. With CultureSpan as your ally, we’ll help expand your business’ reach to find a solid place in the hearts and minds of Hispanic consumers. Those that are eagerly awaiting the experiences and value that your brand can offer them.
If you want to make your brand’s message matter to Hispanics, give us a call at (915) 581-7900 or contact Gabe Acuña.