Engage with Hispanic consumers now to reap benefits | Boden's bold work pays off with Hispanic initiatives | Heart health centers BeautifulBeast's high-tech campaign
The 2023 Hispanic Sentiment Study from We Are All Human Foundation and Nielsen found brands are missing the mark when marketing to Hispanic consumers. Claudia Romo Edelman, founder and CEO of the We Are All Human Foundation, urges brands to take bold action to connect with this demographic: "Adelante y sin miedo: Forward and fearless," and added this word of caution: "Eventually, everyone will need a Latino strategy, but it will be much more expensive to course-correct for latecomers."
Small agency Boden of Miami is working with brands like PepsiCo and McDonald's to increase their Hispanic visibility -- and that work is getting noticed. The 2023 Ad Age Small Agency of the Year's founder, Natalie Boden, credits, in part, the shop's mantra of "atrevidos," or fearlessness, in helping clients reach Hispanic consumers.
BeautifulBeast teamed up with the Argentinian Heart Foundation for a "Cancel the World Cup" campaign that combined the country's soccer fandom with heart health using a custom algorithm to sort Twitter (now known as X) responses from fans. The heart foundation's Mariano Falconi said, "It was a beautiful combination of all the passion for the most beautiful sport and the use of technology to help us save lives."
A study from Pew Research Center found the number of Hispanic newspapers in the US has decreased since 2021 and circulation also is down, which could also be affected by the fewer newspapers reporting circulation for their affiliated Spanish-language publications. Spanish-language news radio stations have seen average revenue on the upswing since 2020 declines, the report says.
Maria Twena, chief marketing officer at Adsmovil, talks in this podcast about how collectivism is important to bilingual-bicultural Hispanic consumers and what brands can do to make a connection. "Digital sherpas," who live in multigenerational homes and assist Spanish-dominant family members, are a prime target for marketers.
A hunger for Mexican and Asian foods from multicultural consumers led the way in a 13.1% year-over-year increase in ethnic foods for the year ending June 18, reports market research firm Circana. A Collage Group survey found that 87% of Hispanic consumers said one way to maintain tradition is by preparing culture-focused meals, and 30% of Hispanics said they like shopping in grocery stores with Spanish language signs.
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In the last seven weeks, Netflix's international shows, which account for 43% of current programming, have seen a 30% increase in viewership. Spanish-language drama "The Surrogacy" generated over 80 million viewing hours.
The Hispanic Marketing Council's annual Hispanic Market Guide, the authoritative source for identifying companies with trusted Hispanic marketing expertise, is now available. New this year, via a partnership with Radio + Television Business Report, is a list of radio and other audio choices that target Latinos.
In addition, the guide features the top trends in Hispanic marketing, research and insights, and a look at effective Hispanic creative. Download your free Hispanic Market Guide now!
