Sep 04

Reaching the U.S. Hispanic community with the right articles

Posted by Admin

PH_9-19_MapWe have all seen the statistics regarding the growth of the Hispanic population in the United States: 16.3 percent of all people in the U.S. belong to the fastest-rising ethnic group across the country, according to the 2010 Census. The purchasing power among households in this group is substantial; the economic clout of Hispanics represents approximately 10 percent of all consumer monetary transactions in the U.S., according the Selig Center for Economic Growth at the Terry College of Business, University of Georgia. By 2015, the Hispanic buying power is expected to grow to $1.5 trillion.
Business owners and marketers should take notice of the statistics above. As an ethnic group, Hispanics consider themselves to be part of an extended cultural community instead of a socioeconomic minority. It is important for marketing experts to understand the factors that have contributed to the demographic and economic growth of Hispanics in the U.S. in order to create rich and engaging content that appeals to their culture.

Family and Heritage

Hispanics in the U.S. should not be thought of as a single homogenous group, but there are two concepts that they tend to hold very dear, almost as articles of faith. Family and cultural heritage are two strong Hispanic cognitive factors that can be found across Latin America. These two factors transcend language, something that marketers who create content for the Portuguese-speaking Brazilian diaspora in the U.S. must keep in mind.

Family is the main motivation behind the impressive growth of the Hispanic purchasing power in the U.S. They believe in hard work as the key to providing quality of life for their families. This is an ideal inherited from previous Latin American generations, which explains the strong sense of heritage. The close family ties translate into careful observation of customs and culture, something that moves new generations of Hispanics in the U.S. to honor and preserve their heritage. When they call themselves Latinos, they are communicating their pride in their families and their Latin American kinship.

Observing Diversity

Latin America is rich in cultural and behavioral diversity. This fact was mostly ignored in the early efforts of marketers to reach Hispanics in the U.S. They assumed that the Spanish language gave them an edge to reach many communities, and this is correct to a certain extent. There are many bilingual Hispanic households in the U.S., and Spanish is frequently spoken at home, but there are vast idiomatic differences between individuals who claim regional or country-specific heritage.

Research conducted by the Pew Hispanic Center in 2012 revealed that Mexican Americans constitute a vast 64.9 percent of the U.S. Latino population, followed by Puerto Ricans at 9.2 percent and Cubans at 3.7 percent. That leaves out large pockets of Hispanics whose familial heritage can be traced back to El Salvador, the Dominican Republic, Guatemala, Colombia, Honduras, and other countries. These are all Spanish-speaking nations, but there are many unique cultural and idiomatic differences that sets them apart.

Crafting the Content

A new type of Latin American Spanish has emerged in the U.S., created by news media organizations and marketers that have studied the interactions of groups belonging to the Latin American diaspora. The goal of this Spanish style of content writing is to get a very general message across a wide Hispanic audience, but careful idiomatic and cultural research must be conducted when trying to reach a specific group.

While the Spanish and Portuguese languages are important aspects of communication for marketing to the U.S. Hispanic community, businesses should not forget that they are reaching a bilingual audience. Latinos in the U.S. predominantly speak English at work and school, but they will react positively to content that appeals to their cultural sensitivities. Marketing experts who write articles for these audiences know about the imagery, style and inflection required to reach specific Hispanic groups, even when the content is written in English.


Hispanic Americans

Website Translation Services

Search Engine Optimization