Latinize Now

The Hispanic market is ethnically and culturally diverse.  From the Argentinean Patagonia to the Caribbean sands of Cuba,  from the Altiplano of the Bolivian Andes to the teaming metropolis of LA or New York, from the Amazonian jungles to the deserts of Atacama.  From the cobblestone streets of San Juan to the vineyards of Andalusia  – Hispanics are a culturally and ethnically diverse group.  Yet at the same time they are an intensely cohesive group!  Perhaps the most cherished common factor is the heritage of their shared language.

For most US Hispanics, Spanish is either their first language or it is a meaningful second language for them. Over 28 million (as of the 2000 Census) speak Spanish at home.  2009 numbers tell us that number is up to 31 million – reflecting a ratio of more than 1 in every 10 walking down Main Street, USA. About half of those would say they also speak English, but even when English is a part of their daily lives, Spanish is still the language with the emotional attachment.  Even fully bilingual or English-dominant Hispanics have strong familial, social, and cultural ties to the Spanish language.

The Hispanic market’s cultural cohesion is primarily founded in the common Spanish language, but tradition, family values and beliefs also play an important role.  Nothing is more particular to Hispanic identity than family. Traditionally, the Hispanic family is a tightly cohesive social unit and the most essential within this community. The family unit – la familia in español – often comprises more than just the nuclear family to include grandparents, and frequently aunts, uncles and cousins. Many US Hispanic families embrace a deep-seated moral responsibility to their extended family members – especially in times of duress such as family troubles, aging, health issues, financial problems, and unemployment.  Extended families commonly come together for the holidays, birthdays, funerals, weddings, and other significant life events.  For the most part they insist on traditional family values with their children such as good manners, hard work, honor for the elderly, and respect for authority.  Although the father is generally the head of the household, the mother holds a place of vital importance within the family unit.  The Hispanic community is largely maternal with women making many of the household decisions with respect to spending, child-rearing, philanthropy, and education.

Perhaps family values are the underlying motivation for the importance of the Spanish language within the US Hispanic community.  For many Hispanic families preserving the language at home is a priority. As parents, grandparents, and extended family members come together to impart experiences, values, beliefs, and cultural wisdom to their progeny, language preservation becomes vital. While English is the language they may socialize with in school and at work, Spanish is often the language Hispanic youth use to communicate with their parents and grandparents.

As marketers, should we be asking ourselves how we can message to this community in a more relevant way?  Should we take into consideration, in spite of potential English proficiency in about 50% of the market, whether Spanish may resonate more deeply?  How can we show them we are committed to their community?   Data drawn from consulting engagements and from years of working within the Hispanic community reveal that communications and marketing initiatives targeting US Hispanics in the Spanish language in a way that is both culturally and socially relevant have the highest success rates for brand penetration.  Reaching this community with smart messaging requires insight, creativity, cultural relevance and excellence in localization.  If you are going to go Spanish, seek to engage an agency with experience!

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