Hispanic Consumers are BIG Multicultural Consumers. This article explores ways you can tap into this uncharted Market!
Article Summary:
- What is specific about the Hispanic Consumer?
- How to formulate your marketing message for this Multicultural Consumer?
- What role does language play in your communications with the Hispanic Consumer?
How can Phu help You?
What is the Hispanic Consumer like?
Demographics & Psychographics
- 26% of US Population Age <16 is Hispanic
- 18% of US population are native Spanish speakers.
- Bilingual Hispanics are predominantly Millennials (40% of them are bilingual)
- Florida, Texas, New Mexico and California are the most ‘Hispanic’ States
This trend is shared among all Multicultural consumers. We are simply heading towards a Multicultural Majority.
For more details on Demographics, check out this article: Here is why you should do Multicultural Marketing right now!
Online Behavior of Hispanic Consumers
- 66% of Hispanic Millennials are more likely to connect via Mobile than Non-Hispanic Millennials.
- 45% of Hispanic Gen Z are always online!
- Among Gen Z and Millennial Hispanics, YouTube content is the most consumed
- Micro-influencers are the most trusted source of information for Hispanic Gen Z and Millennials.
The Hispanic Consumer is very active on Social Media. The younger Hispanics (Age 10 to 40) follow Influencers and Micro-influencers. They consumer a lot of Video Content online.
Interests in life and Core Values of the Hispanic Consumer
We are highlighting the most important causes to the average Hispanic Consumer:
- Social Justice
- Racial Equality
- Community with other Multicultural people
- Intergenerational social circle
- Unity as an End-game of Diversity
You might have noticed that even the Hispanics who are born in USA and fluent in English have different aspirations and desires in life. It is very important to understand the Social Constructs that affect this Multicultural Consumer
Influence of Hispanic Culture
- 80% of Hispanic Gen Z parent wish to preserve Hispanic Culture and teach Spanish to their kids
- The Hispanic Consumer is more likely to live in a Multi-generational Household – where they are likely to be influenced by older family members (most of which were born outside of USA)
Family-oriented and Social Consumers. The Hispanic Community is proud of their heritage and show interests in Multicultural Brands
How can Phu help You?
How to formulate your marketing message for the Hispanic Consumer?
Message Curation
Awesome content is never created randomly… You need to collect relevant data by surveying and conducting focus sessions.
It is not enough to be creative… You must listen and test your messages.
Creating the right message for your Multicultural Audience is a CURATIVE PROCESS. There are many strategies you can use to curate your messages.
To learn more about the ULTMATE FORMULA for Multicultural Strategic Communications, read this article.
Examples of Successful Campaigns targeting the Hispanic Consumer:
Be Local in your marketing efforts
US is the 2nd largest Spanish speaking country on this planet.
With that in mind, if you are targeting a certain area of the city where Hispanic communities reside, it is crucial that you know THEIR SPANISH and THEIR SPECIFIC CULTURE!
It is highly likely that the online behavior of a Puerto Rican Latino will be different than that of a Columbian Latino.
We advise targeting LOCALLY.
What role does language play in your communications with the Hispanic Consumer?
Stop Botching it
This may sound dull, but it is very TRUE. Marketing professionals either don’t use the right language or they use google translate …
These ‘Spanglish’ Campaigns are a bad idea altogether. Not only that you appear as a complete stranger to your audience, but also your smugness is very repulsive. The only way Spanglish Campaigns work is if you’re using humor as your baseline. You need to position yourself as the joker and humorously represent how little you know about your Multicultural audience.
Language – the way we see it
Language is how Culture is communicated between a person and his environment.
Culture is a problem-solving mindset, that is adopted unanimously by a large group of people as the best method of living.
Therefore, it is pretty obvious that language plays an important role when bonding with consumers.
So, if you learn Spanish, you will understand the Hispanic Culture better. In addition, You will be able to understand their sense of humor and aspirations in life!
How can Phu help You?
How to communicate with the Hispanic Consumer?
- Message Curation
Awesome content is never created randomly… You need to collect relevant data by surveying and conducting focus sessions.
To learn more about the ULTMATE FORMULA for Multicultural Strategic Communications, read this article.
- Be Local in your marketing efforts
US is the 2nd largest Spanish speaking country on this planet.
With that in mind, if you are targeting a certain area of the city where Hispanic communities reside, it is crucial that you know THEIR SPANISH and THEIR SPECIFIC CULTURE!
Sources:
3 Comments