Hispanic 2.0: Myths and Truths

(iStock)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.

#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.

Growth in the Hispanic market will come from the second-generation in the next couple of decades as well.

Savvy marketers need to understand and engage this second-gen. segment – the bridge generation – to pull first-gen. Hispanic consumers AND folks from the general market (including third -generation Hispanics).

#2: The Hispanic market is not online.
TRUTH: According to Forrester Research, the second-generation Hispanic is extremely, technologically acculturated, adapting new technology at faster rates than the first-gen and the general market. And, second-generation Hispanics spend more time online than with any other medium. In fact, among Internet users, more English-language dominant Hispanics have a blog than ANY OTHER demographic group (eMarketer.com).

In short, the Hispanic market is online, but it’s primarily the U.S born, English-language dominant Hispanic that’s online, not the first-gen. immigrant.

#3: The Hispanic market is brand-loyal.
TRUTH: First generation Hispanics show much greater brand loyalty than second-generation Hispanics; yet, the second-generation is the brand influencer within a multi-generational family.

As children of immigrants, US born Hispanics translate the language and interpret the US culture for their parents. (This is also true of immigrants who come to the US at an early age, the so-called 1.5 genners). This early childhood behavior migrates to adulthood, making them brand-influencers throughout their life, and yet they themselves aren’t particularly brand loyal – which begs the question: Why?

We’d like to hear more from second-generation, US born Hispanics or Hispanics who came to the US at a young age. Click here to participate in the survey.

Hasta la proxima,