Better Late Than Never

Tuning into the Hispanic Community and Tapping into Their Cultural Relevancy

Nielsen’s study, The Hispanic Market Imperative, states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. In marketing terms, the Hispanic population will relate and be attracted to brands that resonate with their culture. Brand marketers should focus on this cultural sustainability and how to best resonate with the Hispanic community. In even more simpler terms, Hispanics buy brands that empower their cultural relevancy. 

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Glenn Llopic, contributor at Forbes.com says it perfectly, “Simply put, Hispanics don’t want to be sold – they want brand owners to help advance their voice, respectability and opportunities for their families in America.”  A business man should see that fact and with some research leading to another Forbes article about the Hispanic community, he should pick up the idea that, “Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally.”  

If you are company wondering where to place your money, the Hispanic market is your answer.  Not only does the Hispanic community exhibit brand loyalty, but they are long-term investors in products and especially so to ones that are culturally relevant. On that same note, marketers should let the Hispanic consumer influence how the brand markets to them. This two-way street of communication creates a formidable and symbiotic life-long relationship.  Although the side image is A Field Guide to Brand Advocates, many of its tips and figures can be applied to the general Hispanic consumer!  

The most recent case of this is ABC News and Univision coming together and forming an alliance to create the first English-language channel for English-dominant and bilingual Hispanics in the United States. 

Prior to the alliance between ABC News and Univision, Amazon opened Tienda Kindle, an eBook Kindle en Español store.  This multinational electronic commerce company hopes to capitalize on the growing power of Latino spending, as said on Latin-lingo where it’s stated that Hispanics have among the highest rates of tablet ownership at 15% and that they spend more than $5 billion on mobile products over the holidays.  

Following suit with ABC and Amazon.com is an investment venture that might potentially open doors to a loyal and life-long market.  

Sources:

Forbes.com—Don’t Sell to Me! Hispanics Buy Brands that Empower Their Cultural Relevancy

Forbes.com—Earn the Trust of Hispanic Consumers and Your Brand Will Dominate

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