When it comes to reaching the growing US Hispanic market, there's a new reality settling in. From the boardroom to the C-suite, companies are starting to wake up to the notion that Latinos are here to stay, that we're big in numbers, that we're brand loyal, and that we have mucho dinero to spend.
Hispanic buying power will reach $1.5 trillion by 2015. This number is thrilling. Think of this: if the US Hispanic community were a world economy, we would be the 14th largest, ahead of Turkey, Australia, and Argentina, to name a few. At a time when we have surpassed the 50 million-plus mark, developing culturally relevant marketing strategies and messaging have become paramount to reaching the coveted Latino consumer.
The truth is that the younger generations of Hispanics, whether born in the US or in Latin America, are prouder than ever to celebrate their heritage. Meaning, they (or better yet, “we”) have become much more comfortable with the concept that as Hispanics we are still Americans, but with a twist, with an extra dose of sabor. An imaginary cultural boundary has been crossed, and we live as comfortably in the general market world as we do in that of our parents and grandparents. This is the new cross-cultural reality. READ MORE
Comments