In 2019 Annual Conference, FPRA, FPRA Blog

By Natasha Herrera, Central West Coast Chapter

In 2042, White non-Hispanics are projected to become the minority in the U.S., and organizations are encouraged to prepare for the future market. Minority births currently outnumber non-minority births in the U.S. and the U.S. trails Mexico for largest Hispanic population on the planet.

Key points and market information consider:

  • Average age skews younger, uses mobile devices for social media platforms.
  • The Latino GDP is the 7th Largest GDP in the world.
  • Hispanic-owned business percentage has grown.
  • Words, phrases, dialects and accents vary among country of origin. This can impact decisions for marketing efforts.

Hispanic is an ethnicity, not a race. The 2010 census was the first census to ask questions that addressed Hispanic-Latino descent.

  • Is “Hispanic” or “Latino” the preferable term?
    • Neither! 75% prefer to be called by their country of origin.
  • U.S. Hispanics are not a homogenous Spanish-speaking population.

Acculturation is the “merging of cultures as a result of prolonged contact.”

  • This can be seen in Latino families across multiple generations in the U.S.
    • While the primary spoken language may change over the course of generations, cultural traditions will likely remain strong. This is why some TV shows may be geared towards these cultures.

How do you connect with this population?

  • Don’t translate. The message may not resonate.
  • Don’t rely on Spanish-speaking staff if they’re not marketers. Treat this marketing the same way that you would treat other marketing strategies. Translation errors may occur if you’re not thinking strategically.
  • Example: Spanish soaps are mainly on primetime, not daytime. This affects your messaging and target audience.

Transcreation: What may appeal to one target group with a specific mindset and influence may not appeal to a different target group. It is important to take note of cultural relevance.

  • Trust must be built. Be an educational resource, tone down the jargon and communicate effectively.
  • Transcreate press releases and pitches rather than translating.
  • Spanish-language media is trusted in the Hispanic market.
  • It is important to get involved in the community to truly build trust with this population. It is important to establish a relationship before you “need” it.
  • Find consensus words for your messaging and avoid translational errors.
  • Hispanic PR is not the same as Spanish PR.
  • Remember that all marketing is cultural.
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