Here are five things that every marketer who engages Hispanic audiences (which means everyone) should know – and importantly, how to act upon it to win for your business.
1. Give Hispanics opportunities to help others.
Sixty-nine percent of Hispanic respondents ranked “help people who are in need” as No. 5 on their list of aspirations compared to only 27% of non-Hispanics, who ranked this at No. 14. They want to make a difference, and if you can facilitate that, you can endear your brand to these consumers.
2. Capitalize on Hispanics’ optimistic outlook.
When it comes to Hispanics’ feelings toward the direction of the country: 73% of Hispanic respondents were either very or somewhat optimistic about the country’s direction, compared to just 46% of non-Hispanics. As such, they likely won’t delay their decision-making or purchases of big-ticket items until the economy improves. Be sure to tap into their more positive attitude with inspirational messages, building greater Hispanic affinity for your brand.
3. Recognize that Hispanics are more concerned about social issues.
Across the board, Hispanics are more likely to rate social issues as either extremely or very concerned. This is particularly true when it comes to drug abuse (66% vs. 37%), violence in our communities (66% vs. 56%), terrorism (61% vs. 51%) and childhood/adult obesity (57% vs. 43%). Dial up focus on these issues when addressing Hispanics specifically.
4. More than ever Hispanics are looking toward the future.
Hispanics are more concerned for the future well-being of their families than of themselves. For example, Hispanics rate being able to send their children to college as their top overall priority (76%), while this goal is No. 9 for non-Hispanics (34%). Although both groups rank saving for retirement high on their lists: It is the second-highest (73%) priority for Hispanics, and it tops the list for non-Hispanics at 51%. This presents a historic opportunity for marketers whose products plan for a better future, such as financial institutions and insurance companies.
5. Tap into Hispanics’ diversity.
Recognize that their concerns and aspirations vary by age, region, national origin and other factors. For example, Hispanics in McAllen,TX have prioritized wanting to help people who are in need (82% vs. 69% among all Hispanics surveyed) and learning a new trade or profession (56% vs. 39%). Consequently, these aspirations among others are higher up in their priority list compared with all Hispanic respondents. Tailor your messages according to these intricacies for maximum impact.
Read more: Forbes
