The Death of Hispanic Marketing

Admit it… you like a good taco! You probably enjoy an amazing paella too. You sometimes like to let Cardi B or Maluma get you on the dance floor (even if it’s just around your kitchen counter!) And on occasion, you have even been known to drop a “que bueno!” or a “me gusta!” into your everyday conversation. And you’re not even Latino. Borrowing bits and pieces like these from Hispanic culture is a growing strategy among today’s marketers who are wanting to reach the continually diversifying U.S. audience without dramatically altering existing approaches. 

But is it really working? 

When you consider that almost half of the U.S. millennial population, that highly coveted target demographic you’re probably trying to court, will be multicultural by 2024… driven in large part by Latinos, who are now the youngest ethnic group in America too, with a median age of 28….  the savvy marketer needs to do more than tip-toe around the Hispanic experience. It’s time to engage smartly in ways that celebrate culture. Let's go beyond checking the minimal engagement box to earn true value.

Here are four guidelines to consider when targeting millions of young Latinos with access to lots of expendable income. $$$

1. Language is a tool, not the whole plan. In today’s marketplace, where language is often adopted and co-opted across many audience segments, not just by Latinos, make sure it fits the need and the target audience. (Preferably, led by someone with mastery of the language.) Don’t be afraid of using a nuanced, hybrid version of the language, or focusing on idioms and phrasing distinctive to a region or a specific Spanish-speaking country. How about “Spanglish,” which is a mix of Spanish and English? Most Latinos already speak like this, particularly on social media. 

2. Make it individualized. For the Latino, this has a special significance as they are often lumped together into one group or a set of assumptions. Ethnic background seems like an easy default, but you have to appreciate the myriad of origins and understand this evolving cultural group who are blurring traditional distinctions. Ever heard of a “Blaxican” or a “China Latina?” Social media influencers like the BoriquaChicks are making unique identifiers like these mainstream and hip, providing a platform for a wide range of people who refuse expected labels. 

3. Culture is the new mantra. Tactical implementation plans should recognize and infuse cultural cues throughout, appreciating the retro-acculturation that is happening across the U.S. Nostalgia for the “old school” Latino ways is in — in doses. Like harnessing the essential “sobre mesa” time, the lingering and chatting during & after a mealtime with multiple members of the family (and usually a bunch of other stragglers too.) Many cultures enjoy this tradition, but Latinos have elevated it to an art form. Figure out ways to insert yourself into this experience. As a marketer, think of this as a targeted focus group. It’s often a great time to observe and gather multi-generational points of views too. (Target created a great spot a few years back that captured the sobre mesa experience nicely. You should watch it.)

4. Always be authentic. The Hispanic audience is eager to be engaged with… just make sure when referencing culture, be real, sincere, and authentic. It’s okay if you don’t get it all the time. Ask questions. It may feel far from your own experiences; don’t mock the differences. Traditional touch-points in Latino marketing, like class hierarchies and working-class moral standards, are evolving among younger Hispanics. While family, music, and food continue to play strong roles, although shaped through digital lifestyles that have given access to world cultures. You’re more alike than you think but work hard to understand the nuances. (Like knowing when to use Hispanic, Latino or even LatinX. More on that in another article.)

As we celebrate the blending of cultures, the goal is to balance in-language/in-culture and cross-cultural English tactics. Don't tip too far into homogenization which threatens authentic connections. We are living in an increasingly homogenized society — a cultural moment in which we are seemingly free to borrow from whatever experience, mindset, lifestyle, and background we like. But there is still a clear need to individualize our efforts for maximum success, something the Latino community craves. 

The truth is Hispanic marketing is not truly dead. But it sure needs to change.