Marketing and Hispanic Stereotypes—Labels You Need to Avoid
When it comes to marketing to a multicultural demographic, language isn’t the only barrier that hinders the effectiveness of a good advertising strategy!
Marketing to minority populations—Asians, African Americans, Middle Easterners, and Hispanics—has historically been an exploitation of specific stereotypes that unfortunately receive the most active response.
Just look at the recent Dolce & Gabbana in China fiasco; the videos released were largely dismissed as being overtly tone-deaf and racist—just one example of how out-of-touch marketing campaigns can be.
For those who are just starting out on developing their own strategies, they need to first educate themselves on what not to do.
Marketing to the Hispanic Community
An economy that’s estimated to be worth more than $1.3 trillion, it’s a massive risk to fall back on perceived ideas of how the Hispanic community functions and how we can communicate with them. To guide you the right way, we’re here to offer you some guidance on Hispanic stereotypes and what business owners need to be aware of.
Stereotype#1: Using a Specific Spanglish Accent in Marketing
According to Pew Research Center’s 2013 National Survey of Latinos, about 62 percent of the adult population speaks English/is bilingual. With such a large percentage of English speakers, it can be quite insulting when marketing campaigns use a Spanglish accent—à la Gloria from Modern Family—to appeal to viewers.
The assumption is that if a person is not fluent in English, they may not be as smart or educated. This only adds to the offense, since according to most studies, being bilingual indicates a faster mind and smarter instincts.
Stereotype#2: The Hispanic Community Has a Limited Education
According to the US Department of Education, enrollment estimates for Hispanic undergrads have more than doubled to about three million. Between 2000 and 2015, the college-going population has grown from 22 percent to 37 percent. Plus, more than a quarter of the Hispanic population now have an associate degree.
Slowly but surely, the number of graduates in the Latinx population is increasing.
So thinking that such misguided thoughts are fact is not only destructive, but it can also cause long-term repercussions for the company, since they will be associated with this ideology for a long time.
Stereotype#3: Mistaking the Hispanic Population for Mexicans
While Mexicans do make up a portion of the Hispanic population, it’s wrong to assume that all Mexicans are Hispanic or that the entire Hispanic population stems from Mexico.
Hispanics are those who have Spanish ancestry. Their ancestors may have Spanish roots, but they could be from anywhere in the world.
The Truth About Direct Marketing to Hispanics
When marketing any product or service to a large population as the Hispanic community, you have to be smart and relatable. In other words, you have to work with those who have actual experience in catering to a diverse population.
Hispanic marketing agencies such as GoDiversity have become one of the leading companies for ethnic marketing, thanks to our experience and smart strategic planning.
With our help, businesses small and large can benefit from the right knowledge on how to attract a positive customer response. And hopefully, with help from the Hispanic community, can gain from their interest in an enterprise that understands their needs!
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