Hispanic Heritage Month kicks off on September 15 and runs through October 15. These dates are actually quite significant because the 15th marks the independence days for several Latin American countries. For those who still believe that Cinco De Mayo is Mexico’s independence day, well, it’s actually September 16. And trust me, those parties put Cinco De Mayo to shame.
For me, my Hispanic heritage can’t be confined to a month. My heritage is in the food I eat, the music I listen to, and the way I speak. At times, it can be exhausting! But I wouldn’t trade my culture or traditions for the word! The Hispanic experience is so interesting because there are 21 Spanish-speaking Latin countries, each with their drastically different accents, slang, food, national dance, and their own unique way to translate the word, “banana.”
Hispanics are a growing population within the United States. According to Hispanic Marketing Blog, in 2015, a total of 22.7 million Hispanic Americans are millennials. Not only do we represent 42% of the total U.S. population, but we also make up 27% of the U.S. Generation Y. Such a large representation requires different marketing strategies to reach a Latino heart and its dinero. Here are just a few to keep in mind.
1: Biculturalism
Latinos are fluid. Since birth, we learn how to effortlessly weave in and out of our American and Latin identity. Many of us still uphold our culture’s traditions, but we also believe in the American dream. Don’t ask us to choose one over the other; we are simply both. Lovers of tacos and pizza, fútbol and football, telenovelas and Scandal, Don Francisco and, well, you get the idea.
2: Family Focus
Latinos are extremely family-oriented people. Which is why some of us don’t move out of our parent’s house until we get married! Many of us don’t do this because nothing beats mami’s cooking, and you know she’d go into meltdown mode at the thought of her niño bonito leaving. But, we genuinely love to be around crazy Latino families. Who understands you better then them?
3: Speak Our Language (Both of Them)
I can’t tell you how excited my Papi gets when he hears someone speaking Spanish on an English channel. Unlike the French, we love it when you speak Spanish, even if you butcher it. Our language is an essential part of life as it connects us to our roots. But there is a confusing exception because some Millennial Latinos don’t speak Spanish. Even the ones that are bilingual almost always consume media in English.
4: Cater To Us
If you want our business, you need to cater to us. I must admit, a lot of companies already have marketing campaigns directed towards Latinos. My favorite commercials are from Allstate. Our version of Mayhem, known as La Mala Suerte, is way better.
5: Be Careful Not To Offend
Last but not least: Be careful not to offend Latin Americans. If you don’t want to unleash the fury known as La Chancla, don’t refer to a Spanish speaker as “A Mexican.” Not every Hispanic is Mexican. As I said before, there are 21 dramatically distinct Latin American countries. Just like the US, we are a melting pot with influences coming from Europe, Africa, the Middle East, and Asia. There is a whole lot more to us than Hollywood’s misguided stereotypes.
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