If you were wondering why a culturally relevant strategy is necessary these days, let us tell you. Here is a fascinating fact: “Hispanics will grow to almost 22% of the country’s population in the next 5 years,” according to Claritas.

You already know that Hispanics represent 20% of the U.S. population and have been the fastest-growing market segment (89%) since 2000, right?

✋🏻 Tech stop: if you didn’t know these facts, we invite you to subscribe to our BOLDSletter and be the first to know the facts about this emerging culture #WePromiseNotSpamYou.

Incorporating culturally relevant actions and strategies for the Hispanic market can help diversify your company’s revenues, open up opportunities for your business, and help you stay afloat regardless of market fluctuations.

To create a culturally relevant campaign, you must consider a couple of elements beyond just numbers. Want to know what we mean? Take a closer look, and you will surely be able to apply more than one of these ideas in the next ‘holiday’ full of LOVE.

Language

More and more Hispanics are consuming bilingual content. However, more than 83% of Hispanics say they are fluent in English, and according to Nielsen data, 75% continue to speak Spanish at home, so a great way to connect in both languages is TRANSCREATION.

Hispanics may speak English very well, but they LOVE Spanish. So if you want to touch their hearts, we recommend developing relevant content in each language.

BOLD FACT #1: In the U.S., the term “Valentine’s Day” is used in Spanish-speaking countries. It is also known as “Día del Amor y la Amistad,” “Día de Los Enamorados,” or “El Día del Cariño.” For Hispanics, it is a celebration that encompasses all their loved ones, family, and friends. So adapt your message accordingly to make them fall in love!

The generation

According to the 2022 Hispanic Market Report, 18.9% of the U.S. Millennial population is currently Hispanic, and it is estimated that by 2028, 21.2% of U.S. Generation Z will be Hispanic.

Each generation relates, consumes, and celebrates in different ways. Older generations are more rooted in their family traditions and tend to review content on platforms like Facebook. Younger generations enjoy both but tend to be more active on newer platforms like TikTok, BeReal, or Instagram. Tailoring your message to your brand’s target market is the way to ensure you send the love letter that creates the strongest and most loyal connection with your followers.

You should also consider omnichannel actions and strategies (social media, website, email marketing, physical store, or traditional channels) so your message is consistent for your customer. BOLD FACT #2: for a message to be memorable, your consumer must have been exposed to it at least 7 times. Think about it!

The experience of getting excited

When we talk about a strong message that connects with this market, we are referring to using terms that arouse their emotions. Including concepts such as family, customs, traditions, smells, food, gifts, language idioms, and music can help them recognize that you comprehend them and help you understand what makes this culture tick.

If you want to be memorable for this community, develop multisensory creative ideas that engage them and make them interact. Remember, Hispanics celebrate dates like Valentine’s day with all their senses. For them, love has different levels (“I like you,” “I love you,” “I appreciate you,” “I adore you,” “I love you”), music moves them “suavemente,” and the intention to give as a gift can be the perfect time to showcase your product as the best way to give “love.”

Creating a message that resonates in both languages is our specialty, and developing creative ideas that grow your brand is our passion.

How about a date?

Source: 

"The 2022 Hispanic Market Report , the new american mainstream" by Claritas