When I was asked to write a blog for an early July post, it made perfect sense to tie this article to our nation’s Independence Day, but I hesitated. For me, my siblings and parents, December 4th is equally as significant as Fourth of July – that’s when we celebrate freedom.

We don’t have fireworks, hot dogs or apple pie. We don’t tend to congregate in the same locale, because we are geographically dispersed throughout the US – and, it’s not a national holiday (which complicates things). But we celebrate it quietly. We reflect, in awe, at what my parents went through as political exiles entering a country they had honeymooned in, but were not intimate with– and one which they never dreamed of ever inhabiting permanently.

On the 4th of December, 1961 my parents left everything behind (as the saying goes), except for their children, the clothes on their backs, $15 US, their education, and hope. Read More »

A recent comScore report on the Hispanic Internet market found that the online Hispanic population reached a record 20.3 million visitors in February 2009 – representing 11% of the total U.S. online market.  Furthermore, among online activities, Hispanics ranked highest on Community (Teens); Gaming; Entertainment (Radio and Multimedia); Discussion/Chat, IM; and Music.

These findings should be of keen interest to US marketers, and (as all research findings), raise a couple of questions.

Why does the Hispanic market spend so much time online?

The answer to that question is two-fold. Hispanics, by nature, are an interdependent-interconnected culture – which is why we see them over-index on connected media (e.g. cell phone usage, social networking, blogging, etc.).  Any technology that facilitates connecting is high-value for the Hispanic consumer. Read More »

When Barack Obama took the oath of office last January, he redefined America – not just this country and its brand, but its constituency as well.  In many ways he is living proof of a phenomenon that demographer’s have been predicting for quite some time:  descendents of the early settlers will be a minority by 2050 (then, a correction last year – 2042), and traditional minorities, will be the majority.

What does that mean to marketers, to brands, to this country, to the long-held American ethos?

I believe that it means that maybe we should put technology aside for a moment, and focus on the American consumer for a bit. We should identify how he/she has changed over the last four decades (and will continue to change), what he/she looks like (not just demographically, but psychographically), how he/she behaves, and alas – how connected  he/she is to a network? Regarding the all important network, we should also identify the network’s composition, how he/she interacts with said network (off-line, on-line, linguistically, culturally), and how we marketers can connect with the network via the consumer.

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According to the Direct Marketing Association, Hispanics are more open to receiving direct mail than the general market. I have my theories as to why.

For all of you who recall Maslow’s Theory of Self Actualization and his hierarchy of needs, at the core of the pyramid is Love/Belonging (validation). When marketing is done correctly (e.g. a brand reaching out to an individual in an authentic fashion), a sense of validation is achieved. “Brand X knows me; I matter; they get me; I belong here.”

In the case of first-generation immigrants their longitudinal journey is very similar to that of a developing child. Once the immigrant arrives to their new homeland, they need to satisfy their physical needs first (water, food), and then they require safety (shelter). Once these basic instincts are attained, they need emotional security and/or a sense of belonging, if you will. They continue to migrate up the pyramid, until they achieve self-actualization.

Consider this next time you market to the Hispanic market. Brands that reach out and make individuals feel as if they do belong, while in a novel environment, drive brand awareness and loyalty, in the long-term – because they validate the consumer. Read More »

In an earlier blog I discussed the fact that not all Hispanics are Spanish-language dominant, and pointed to the reality that the only growth segment within the Hispanic market in the next couple of decades is in the second-generation or US-born Hispanic segment. Today over 60% of the market is US born (a mix of second and third-generation immigrants). The influx of new immigrants has slowed down for multiple reasons: the “wall” separating Mexico and the US; the aftermath of 9/11; and, the US’s declining economic situation.

Marketers need to discern this new Hispanic market topography in order to effectively reach AND realize its full potential.

As a US born Hispanic, with a Cuban mother and Spanish father, I fall into an interesting category. When I was in my 20s I came to the realization that no matter how hard I tried, nor how long I lived, I would never truly be assimilated. Assimilation doesn’t happen in one’s life-time, but rather across multiple generations.
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In recent years, the Hispanic market has undergone a dramatic transformation – one that marketers need to be aware of because their marketing efforts may not be reaching the intended target. In honor of Hispanic Heritage Month, let’s de-bunk some key myths.

Myths:
#1: The Hispanic market is Spanish-language dominant.
TRUTH: Foreign born immigrants drove the growth of the Hispanic market from 1960 – 2000; however, the growth from 2000 to 2020 is coming from their children (e.g. the second generation or US born Hispanic). U.S. born Hispanics are English-language dominant and engage with English language media (60% of today’s Hispanic market), while the first generation (40% of the market) is primarily Spanish-language dominant.
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