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Hispanic marketing is a targeted approach that customizes advertising and promotional strategies to efficiently connect and engage with the Hispanic or Latino consumer demographic.
January 11, 2024
Victor Paredes – Executive Director of Multicultural Strategy
At 67 million people, the Hispanic population is responsible for 75% of population growth in America in the last two years, according to research by Collage Group. If the US Hispanic market were a nation, its $2.1 trillion dollar contribution to the economy would make it the 5th largest economy in the world. As such, their share of the consumer market has more than doubled since 1990. Therefore winning the hearts, minds, and dollars of Hispanic consumers is mission critical for the growth of brands in the U.S. Brands must develop culturally fluent marketing strategies and communications that reach, resonate, and convert Hispanic consumers.
Collage Group is dedicated to empowering brands in this endeavor. With this in mind, this article equips you with valuable and actionable insights to strengthen your connection with Hispanic consumers through your marketing initiatives. Drawing from Collage Group’s latest report, ‘The Top Brands for Hispanic Consumers: Insights from CultureRate,’ standout performers that successfully capture the Hispanic audience are identified.
By delving into the success stories of two top brands, this article offers key insights and strategies to support you in replicating this success.
But that’s not all – Collage Group’s revolutionary fluen.ci model is also presented as an essential tool that will guide your brand in aligning with the Hispanic consumer group, as well as other diverse demographics that constitute multicultural America.
With Collage Group, you have the means to not only understand the pulse of Hispanic consumers but also ignite powerful connections and drive brand growth. Get ready to unlock a world of possibilities and win the hearts of this vibrant, influential demographic.
Hispanic marketing is a specialized approach that tailors advertising and promotional strategies to effectively reach and engage the Hispanic or Latino consumer demographic. Hispanic marketing requires cultural fluency in brands to ensure that marketing efforts are authentic.
The success of Hispanic marketing relies on a brand’s cultural fluency. Cultural fluency refers to a brand’s ability to effectively and authentically engage with and appeal to consumers from diverse cultural backgrounds. Brands must leverage cultural intelligence to strategically redefine conventional norms, placing multicultural and diverse segments at the core of their operations. These brands leverage data and analytics to decipher and navigate cultural complexity and nuance.
Culturally fluent brands can understand the values, beliefs, traditions, and preferences of different cultural groups. These brands then use that knowledge to create effective advertisements and marketing campaigns.
Culturally fluent brands enjoy an elevated brand reputation, nurture customer loyalty, attain remarkable success in multicultural markets, and realize increased returns on investment from their marketing efforts. And these advantages become even more pronounced when marketing for the American Hispanic consumer group.
Indeed, the Hispanic community constitutes 19% of the U.S. population, wielding a substantial purchasing power of $1.9 trillion (as of 2020). This figure has surged by 87% from 2010 to 2020. Consequently, the Hispanic demographic emerges as a prominent consumer group in America, demanding the focused attention of every brand.
Collage Group’s American Community Survey highlights the diversity of the Hispanic consumer segment. That is, within this segment:
Plus, Hispanics also show various degrees of acculturation, with three primary categories:
Collage Group assesses the cultural fluency of a brand by evaluating consumer sentiment across six fundamental dimensions: Fit, Relevance, Alignment, Nostalgia, Trustworthiness, Advocacy, and Values.
This post includes a small sample of the deep cultural intelligence that fuels growth
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