What We Are Yet To Learn About Hispanic Buyers
The Hispanic community now comprises 17% of the population in the United States. Their buying power lies in trillions. They’re the largest minority in the US. But marketers tend to overlook their importance. There’s a lot to learn from and about the Hispanic consumer market.
Marketers and a wide range of businesses want to tap into the Hispanic market, but they don’t have the cultural context to do so. The Hispanic market displays distinct patterns when it comes to cultural sustainability and product consumption, which are very different from the mainstream consumer market. They’re a different group to be studied—independent of the larger consumer market—because their perceptions, language, culture and ownership do not translate into the general market.
Here are some things that businesses need to understand about the Hispanic consumer market:
Hispanic Consumers Favor Brands That Reflect Their Culture
For Hispanic consumers, it’s very rare for them to come across brands that are sensitive to their culture and understand the context in which they’ve lived. Despite having lived in the United States and growing up with everything centered on largely ‘American’ culture, they’ll lean toward companies that position the Hispanic culture at the center and understand the importance of their language.
Do Not Underestimate the Importance of Their Language
Spanish is their mother tongue. Even though the Hispanic community has lived in the US for a long time, their kids have learned to speak both languages and hold command over both English and Spanish. Regardless of the number of generations that have lived in the country, they hold their language very closely and teach it generation after generation.
Hence, when marketers try to translate English to Spanish word for word, their marketing campaigns often fall short. This is because superficial translation doesn’t understand the nuances of the language or the culture.
Transparency Holds More Importance Than You Think
This is important for any marketing campaign. However, when it comes to the Hispanic market, brands need to be extra careful with authenticity and transparency. Hispanic consumers will be upfront about your services and the possible inconvenience it may have caused them.
You can achieve transparency and authenticity among your Hispanic consumers by tapping into the interests and attitudes that they give the most importance to.
For an outsider, it can be hard to understand the context and the culture your Hispanic consumers are coming from. It can be even harder to build your marketing campaigns based on their experiences and needs.
Here at GoDiversity, we ensure that you face no such issues. If you want to secure a strong place in the Hispanic market as a business, our Hispanic marketing consultancy can help. We’re experts in advertising for Hispanic buyers and can help you gain a sizeable market share! Get in touch with us right here!.
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