Hispanics are one of the fastest-growing U.S. demographics, and they're also making a rapid ascent into affluence and consumer buying power. As the Hispanic community continues to grow and make its consumer preferences clear, brands must be present and authentically engaged.
Before one can begin, what is the correct terminology for Hispanic vs. Latino?
There are many Spanish-speaking countries in the world. It would be easy to focus only on Latin America. However, this would potentially miss out on a predominantly Hispanic audience. Latino refers to Latin America only. Hispanic refers to Spanish speakers from any country, which you need to understand when marketing to Hispanic consumers. Culture may vary significantly between Mexican Hispanics and Spaniards, for instance. It would be best to consider language preferences and aspects of different Hispanic regions. Think of this in the same way as different English-speaking nations.
Hispanic marketing in 2023 within the context of a "woke culture" would require a deep understanding of the values and beliefs that resonate with this demographic. Here are some potential strategies that brands could consider:
- Embrace diversity and inclusion: Given the increasing focus on social justice issues, brands should prioritize diversity and inclusion in all aspects of their marketing efforts. This could include featuring diverse actors and models in ads, using inclusive language, and supporting causes that align with the values of the Hispanic community.
- Highlight Hispanic culture and heritage: Hispanic culture is rich and diverse, and brands could showcase this by highlighting different aspects of Hispanic origin in their marketing campaigns. This could include featuring traditional foods, music, and dance, as well as highlighting the achievements of Hispanic leaders in various industries.
- Use social media influencers: Influencer marketing has become a popular strategy recently and could be particularly effective in reaching the Hispanic demographic. Brands could partner with Hispanic influencers with a substantial following to promote their products or services and reach a wider audience.
- Speak to the unique needs and challenges of the Hispanic community: Brands should consider the individual needs and challenges faced by the Hispanic community, such as language barriers or limited access to healthcare, and tailor their marketing messages accordingly. This could involve offering resources or services that specifically address these needs or highlighting how their products or services can make a difference in the lives of Hispanic consumers.
- Be authentic: Brands need to be authentic in their marketing efforts. The Hispanic community can be skeptical of brands that try to appropriate their culture without truly understanding it. Hence, brands need to approach Hispanic marketing with a genuine desire to connect with and serve this community.
By showing that you understand the Hispanic culture, you will convince this large market that they want to buy your products. Most other demographics do not have such a strong cultural identity. The central values of family, togetherness and romance are essential. Bear this in mind, and you will likely attract many Hispanic customers. What's more, if they like your products, you can be sure they will not stay quiet!
