To effectively reach and connect with members of the Hispanic market, we must keep in mind how long they and their families have spent in this country. Considering the process of adaptation/assimilation taking place within the various Hispanic generations allows for effective marketing.
Today, six in ten U.S. Hispanic Millennials (ages 18 to 34) reside in a multi-generational household. The multi-generational Hispanic household encompasses family members living at different stages in his or her career, romantic life, and varying degrees of financial independence.
Let’s start by defining the generations:
First generation: Hispanics that were born in a foreign country and emigrated to the U.S. on their own, with their children or with their parents.
First generation Hispanics are intellectually and emotionally connected to their country of origin and are often attracted to products, services and advertisements that evoke some type of ‘nostalgia’, and remind them of their homeland and roots. Often times when an adult moves to the U.S. and is able to set themselves up, they will then arrange for their parents to also move here. These parents tend to not assimilate much into the culture and need all content in their native language in order to feel secure and confident with their purchasing power. Many even continue to live part of each year in their homeland.
Second generation: Those born in the U.S. to at least one Hispanic parent. Over 90% of U.S. Hispanics under the age of 18 fall into this category.
Second generation Hispanics live a double reality. In their homes with their immigrant parents, their entire reality and upbringing is lived culturally and linguistically “in Spanish.” At home, they are interacting, eating and entertaining themselves the same way their parents did in their countries of origin. Outside of the home, they live a U.S. reality “in English”, where their friends and peers may have little to no understanding of their “Spanish life”.
Third generation: Them, as well as their parents, were born in the U.S.
Although third generation Hispanics often greatly identify with their Latin American roots and family tree, both they and their parents have spent most or all of their lives in the United States. Those who are part of the third or greater generations, while retaining certain customs and traditions of their ancestors, are much more assimilated and fall just as much into the mainstream American market as they would the segmented Hispanic market.
What does this mean for businesses?
The Hispanic market includes a broad range of individuals and is extremely complex and multifaceted, which can make developing effective marketing plans a challenge. Research, analysis, and educated decision making can make the difference between incredible success and mediocre outcomes. Accurately determining the language preference and cultural identity of the specific Hispanic audience you wish to reach play a key role in producing the desired results of your marketing strategy.
Lindigua strategy: We help you determine the age and acculturation level of your target audience in order to reach them in the most effective way possible. For example, first generation Hispanics are very likely to be active on facebook, regardless of their age, since it is the best way to keep in touch with friends and family abroad. They are also more comfortable with performing web searches in Spanish than in English and may not be familiar with or may not trust common review sites such as Yelp. Third generation Hispanics are more prone to use the latest social media platforms sweeping through the U.S., such as snapchat or instagram and also tend to turn to and fully trust online reviews of both services and products.
Remember- Family comes first
One other extremely important factor to consider when reaching out to the Hispanic market is that before making a purchasing decision, first and second generation Hispanics tend to consider how valuable the product or service in question is for the ENTIRE FAMILY, not just for themselves. This means that marketing solely to one generation could potentially be problematic if careful analysis of the target market, product and or service applicability is not perfectly coupled with cultural relevance.