A Rising Hemispheric Awareness of Afro Latinos

In the United States, while Latinos and blacks are always lumped together under the “minority” or “people of color” labels, for all other intentions, both camps are seen as separate and distinct.

That’s not always the case.

Afro-Latinos is a strong category within the U.S. Latino family of sub-groups. So, it’s very fitting that attention be focused on this segment of the Latino population as the United Nation’s declared International Year for People of African Descent winds down.

Throughout the year, symposiumslectures, films and books dedicated to Afro Latinos have been held to heighten awareness of a population that for all practical purposes is invisible, yet in plain sight.

Afro Latinos, visible every day, are assumed, by an ignorant public, to be only black rather than black Latino. Somehow, a couple of important facts have been forgotten: First, intermarriage is alive and well between Latinos and blacks and especially well between Afro Latinos and blacks.

A 2011 analysis done on US Census data by the New York Times shows that black Hispanics have the highest rates of intermarriage. Their chosen spouses are predominantly from the black community.

The second fact most often forgotten is that the United States is not the only country with a history of the African slave trade.

In fact, Latin America has the largest population of African descended people outside of Africa.

c/o:   Latina Lista

Social Media Listening: Understanding Your Latin American and Hispanic Customers

If you are a multinational company with global customers, you could have the challenge in social media of understanding who your audience is and what they are talking about. This is especially true if part of your customers are Hispanics or Latin Americans. There are many differences when listening to this audience:

  • Most of them speak Spanglish
  • Others are bi-cultural but speak only English
  • Some just speak Spanish
  • Many of them are local to your market
  • Spanish has many variations from country to country or city to city

These audiences are not identical, and geographical differences play a big role, including cultural differences. Listening to the Hispanic and Latin American segments should be versioned to the different segments or niches in your social media channels. This means that you need to understand how to listen to their social conversations and figure out which social channels are more effective to reach your Latino audience.

c/o: Radian6

Blacks, Hispanics Follow More Public Figures on Social Media

Connecting with politicians, celebrities and athletes is a low priority for most social media users, but it’s significantly more common among black and Hispanic users than among whites, according to a new study from the Pew Internet and American Life Project.

Twitter users are also more likely to say following public figures is a major or minor reason they go to social media compared with people on Facebook and other social media sites, the study reported.

About 10 percent of black social media users and 11 percent of Hispanic users say reading comments from public figures is a major reason they use social media compared with just 3 percent of white users, according to the report. About 31 percent of black and 26 percent of Hispanic users say this is a minor reason they’re on social media, compared with 16 percent of white users.

c/o:  NextGov

Casting an Ad Isn’t Everything — Content Counts Just as Much

The use of ethnically diverse casting in advertising geared to the general market has increased significantly in recent years. But casting alone is not enough to make an ad meaningful to ethnic consumers. And it can it can generate negative reactions when approached in a stereotyped or unrealistic way, including among non-Hispanic white consumers.

When Millward Brown tested 30 targeted TV commercials before an audience of African-American consumers in 2010, we found that 90% of the ads that featured black casting and cultural elements that blacks could relate to performed above average. But 85% of the commercials with no cultural elements other than black casting fell below that average.

There is no magic recipe for casting in advertising, but marketers can follow some guidelines when trying to reach a specific ethnic segment or the new mainstream at large…read more here

c/o:  Ad Age’s The Big Tent

Cross-Cultural Marketing Fails with African-American Consumers

Cross-culturalism, the current trend in multicultural marketing that stresses the blurring color lines in America, fails to engage African Americans, according to an unprecedented and comprehensive exploration of African American consumers by Burrell Communications.

c/o:  Target Market News

New Hispanic Acculturation Model Incorporates Attitudinal & Behavioral Dimensions to Improve Outreach Efforts

MRSI (Marketing Research Services Inc.) introduces a new Hispanic acculturation model to help marketers and advertisers more effectively segment the Hispanic market. This model goes beyond standard acculturation models that rely primarily on language preference and demographics, incorporating key attitudinal and behavioral dimensions. By incorporating these dimensions, the model can provide better insights on the Hispanic consumer, their perceptions, and their shopping behavior.

c/o:  MRSI (Marketing Research Services Inc.)

Optimism & Opportunity: A Multicultural Look at Women in the US

Despite the stereotype that men are the primary users of media and technology, American women are heavy users of technology – even if they aren’t early adopters. Women of all ethnicities use media in similar ways, with one key exception: smartphones. Just 33 percent of Caucasian women have a smartphone in their household, compared to penetration rates in the 60s for women of other ethnicities.

c/o:  The Nielsen Company