Hispanic consumers in the U.S. have spoken; they are shopping for brands that affirm their culture and empower them as individuals. Over 56 million strong, this is a population that does not want to be sold to and highlighted, but rather included. Proud of a rich culture, background, history, and language, the Hispanic demographic is an economic powerhouse for businesses trying to reach new and growing markets, but as businesses and marketers know, creating relevant content for their Hispanic audiences is more easily said than done.
Marketing professionals have learned with the general market in the U.S. that there is no one-size-fits-all solution, and the same goes for the Hispanic population. The diversity that defines the Hispanic population of the U.S. is broad, and it can’t be defined simply with a word or with a language translation. It is a diversity that lives in Hispanic communities throughout the country and can be attributed to many things, such as country of origin, language of preference, age demographic, living circumstances, level of education, level of acculturation, and many other factors that form the layers of a culture. These nuances form the Hispanic culture marketers are targeting, and they are also the source of confusion for marketers who are trying to reach the Hispanic market. Some are hitting the mark when it comes to delivering relevant content—and many are missing by a long shot.
With $1.5 trillion in purchasing power, the Hispanic population is a force to be reckoned with in the market, and marketers who want to win with this demographic need to tune in to cultural relevanc
y in order to gain traction. Hitting a homerun with this market will require businesses to delve into what makes the Hispanic population tick, what their likes and dislikes are, and what drives them as a culture. The following ideas should point your business in the right direction:
Focus on Hispanic passion points. They typically differ from those of other consumers. For example, Hispanic consumers are typically interested in entertainment, music, sports, and news from their home countries. Provide content that is meaningful and relevant to their needs and interests, and you will get more traction with your posts.
Focus on language. While there are 16% of Hispanic individuals the U.S. who don’t speak Spanish, there are another 25% who don’t speak English. The rest possess some level of bilingualism. Your messaging plan should revolve around your target market and the preferred language of that market, which means you will need to do your homework in order to decide which language is best.
The landscape continues to change, and as marketers and businesspeople, we must change along with it in order to be successful. Hispanic communities around the country are attracting our attention, and rightly so, because of their booming numbers and their increased buying power. Not only are these consumers shopping and looking for new and varying products, but they are also influencing the purchases of others with their early adoption and frequent use of technology. It is integral to the success of growing companies and dealerships to get to know the Hispanic communities and consumers of today—they are growing, they are changing, and they are the demographic that is dominating the scene when it comes to buying power.