Marketing To Generation Z Hispanics
Generation Z refers to people who were born in the 1990s and early 2000s. This generation came after the Millennials and is savvy with most modern technology. They have been bought up in the shadow of the previous generation and value hyper competence over everything else.
Hispanics and Generation Z
35% of the generation Z consists of Hispanics. That’s a significant number and yet very little research has been done related to this specific topic.
However, some characteristics are quite common in this segement. For example, they are conscious about not having any debts, they are driven and anxious to work, and have a need for instant gratification.
One thing that we can agree on is that it’s a large segment that brands shouldn’t ignore. Let’s look at some of the ways in which companies can market to generation Z:
Don’t Ignore Their Cultural Roots
Hispanics take a lot of pride in their language and culture. Many of them grow up speaking Spanish in homes and continue to do so even after receiving education. In addition to that, Hispanics also take pride in their cuisine.
The point is that they want to stay connected to their roots. Therefore, the advertisements too should reflect that. Hispanics are attached to their families.
In fact many of them state that their parents are their best friends and marketers can use that in their advertisements to establish a connection with the market.
Also keep in mind that they are more likely to try out products if they are recommended to them by their friends. They are usually wary of advertisements so you need to develop a message that strongly resonates with their community.
They Are Technology Savvy
Like every other person who belongs to generation Z, Hispanics too are technology savvy. Most of them have an active social media presence. They also have an entrepreneurial spirit so you can incorporate that in your ad copy as well.
Generation Z likes to hear words like “be your own boss” and you can use this to your advantage. Furthermore, the preferred medium of interacting with this segment is via social media.
Don’t Resort To Stereotypes
While most tv shows continue to show Hispanics are violent or aggressive, the reality is quite the opposite. They are loving people and have strong values.
Movie directors might have been able to get away with these stereotypes in the past however, that’s no longer the case anymore so make sure you treat the subject matter sensitively.
One way you can do so is by working with a multicultural advertising agency. Get in touch with us. We are a Hispanic advertising agency based in New York. We have worked with reputable clients and you can contact us at 917-797-6189 for details.
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