An Easy Guide on When to Use Spanish in Advertising

Should we advertise in Spanish, English, or Spanglish? This is the classic question when it comes to marketing to the dynamic, bilingual, U.S. Hispanic community, and one of the questions we often hear from clients.

Read more

What to Know About Differences in Spanish Dialects

“Compré poporopos y dulces”
“Compré rositas de maíz y caramelos”

At first glance, it’s probably evident that both sentences are in Spanish; what’s less apparent is that they say the exact same thing: “I bought popcorn and candy.” The difference? The Spanish dialect. The first is from Guatemala, and the second is from Cuba.

Read more

Infographic: Hispanic Easter and Holy Week Celebrations

While it may be convenient to group Holy Week and Easter together, our research shows that U.S. Latinos understand and celebrate them very differently.

In many Latin American countries, Holy Week tends to be celebrated as widely – or more widely – than Easter. Many towns and churches organize processions and events throughout the week to commemorate Jesus’s death and resurrection, but pay less attention to Easter Sunday. Those Hispanics who only celebrate Holy Week may do so per traditions in their home countries.

Check out our infographic below for highlights of various traditions.

Read more

Just How Important is Spanish for Bilingual Hispanics?

What’s your earliest memory? Maybe it’s playing with a favorite toy. Or your fifth birthday party. Chances are, that memory has a lot linked to it: faces, colors, sounds, scents, and language. Let’s focus on the language of that memory for a minute.

If you only speak one language, then (presumably) the language of your memory is the same one you use today. If you’re lucky enough to be fully bilingual however, the language of your earliest memory may be different than the one you use in daily life.

This has profound implications for targeting bilingual consumers.

Read more

Top 5 Ways to Connect with Latina Moms

In a nutshell, Latina Moms are unique, as they not only make purchases for themselves, but also for their families. They drive household purchase decisions around mealtimes, entertainment, shopping, and more. This means that every industry —from cars to cookies—can benefit from more insight on this sought-after consumer. It’s why Latina Moms have been, currently are, and will continue to be a key target for leading companies.

Read more

Targeting Super Influencers


Hispanics are not just interesting because they’re growing fast, but because they lead the cultural conversation. In our latest in-depth study, Hispanic respondents were 54% more likely to be in the top quartile of cultural openness than total market, and 12% more likely to be in the top quartile of influence. This means that Hispanics are critical cross-cultural influencers. In other words, marketers can think of them as cultural force multipliers.

Read more