Hispanics buy brands that empower their cultural relevancy
June 5, 2012
There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community. They must recognize that Hispanics buy brands that empower their cultural relevancy.
“Studies show that embracing American culture does not strip Hispanics of their heritage or render them susceptible only to mainstream marketing influences,” says Armando Azarloza, president of The Axis Agency, a leading national multicultural marketing agency that focuses on the importance of tapping cultural movements. Hispanics in America are growing tired of being the target of new marketing campaigns by brands that are not creating cultural connectivity. In fact, Latinos are more likely to turn away from brands that are only interested in selling to them, rather than empowering their cultural relevancy. Hispanics are more inclined to build trustworthy relationships with people and companies that take the time to understand who we are and what we represent morally, ethically and culturally. The Hispanic market can no longer be viewed as a short-term expense, but rather should be approached as a strategic long-term investment.
Read the full story at Forbes