Brand marketers are getting smarter about understanding Hispanics.
We recently looked at L’Oreal’s major initiative in reaching out to the US Hispanic market.
This week, a first of its kind joint consumer insight community focusing on the Hispanic multicultural market was launched as a joint project of Communispace, an Omnicom-owned pioneer of online customer insight communities for leading brands, and Starcom MediaVest Group (SMG) Multicultural, a full-service media specialist company.
The community will help provide respective clients with rich insights into the fastest growing consumer group in the US.[more]
Stephanie Abell, Manager of Agency Solutions for Communispace, says the growth of the Hispanic population is of increasing interest to marketers, so the new joint-research community will be “a valuable resource tool to tap into and obtain insights from this important consumer segment.”
Esther Franklin, EVP and Director, Cultural Identities for SMG Multicultural adds that “the new online Hispanic community with enable us to listen and obtain a deeper level of understanding about what is meaningful in their everyday lives. We will use this information to strengthen strategies and in market activation approaches designed to reach the U.S. Latino market in even more compelling ways.”
As part of the initiative, Communispace has issued a new research report (available here) titled “Me entiendes? (English translation: Do you understand me?) – Revisiting Acculturation.” The report focuses on understanding the U.S. Hispanic population and learning how to best communicate with this growing consumer base.
The following key insights are revealed in the report:
1. Acculturation is not binary, nor is it a one-way and one-dimensional process: “Ethnic and cultural identity is increasingly intentional, choice-based and self-defined (and not just for the diverse population lumped together as ‘Hispanics’). Hispanics experience and express their cultural identity in myriad ways…”
2. Acculturation is not defined exclusively, or even primarily, by language spoken: “Country of origin is a more meaningful indicator of cultural identity, but even that is only one small piece of the puzzle.”
3. When it comes to language, the medium is not the message: “Not all Hispanics are equally proficient in reading, writing, and speaking Spanish, and most prefer to move fluidly between English and Spanish. If you concentrate your marketing communications efforts exclusively on Spanish-language media, you’ll not only fail to connect with a huge population of self-identified Latinos, but risk offending them as well.”
4. Acculturation is a reciprocal process: “The increasing size and force of the growing Hispanic market foreshadows larger cultural changes on our horizon: strong, vibrant, non-White communities will someday characterize the United States and “mainstream” America.”
5. Meaningful actionable commonalities do exist: “Despite the great diversity that defies demographics, shared ways of experiencing and expressing Latina identity —cooking meals, building a family and instilling moral values in one’s children — represent a great opportunity to speak meaningfully to Hispanics.”