How the Latino Community Influenced Businesses and Their Marketing
The USA is known to be the land of opportunity, a melting pot of cultures, and a place where freedom prevails.
People from all around the world move to the USA in the quest for new opportunities and to fulfill their dreams. This is the reason the US Census Bureau reports the annual new businesses in the USA to touch the mark of 4.7 million.
The diversity in the USA is unmatchable, which offers a breeding ground for new ideas and marketing products in more innovative ways. From this perspective, white Americans dominate the USA with 59.3% White whereas, Hispanics lead the minority with 18.9%, followed by Black or African American at 13.6%.
To help you understand better, here is how the second-largest population in the USA has influenced the Branding and Marketing industry.
The Influence of Hispanics on Businesses and Their Marketing
Making Spanish Great Again
People in the USA speak English, and they expect expats and tourists to do the same. This is the reason expats from other countries lose their native language and accent within just a few generations. Switching to English is especially common in Spanish speakers because Spanish has been subjected to prejudice.
However, thanks to the growing Hispanic population, multilingual culture is on the rise. People from different countries openly claim to be bilingual, use their language, and teach their language on online platforms as well.
Moreover, this culture has helped businesses to advertise products and services in multiple languages. Most global brands have dedicated social media channels and accounts for every region and language. Businesses are also advertising in Spanish and offer customer support in Spanish. For instance, Optimum is an internet brand offering services in the US. The company has dedicated Optimum servicio al cliente that assists Spanish audience.
Paving the Way for Diversity Hires
Diversity in the USA has become a mainstream topic of interest, thanks to the Spanish audience. Businesses in the USA, especially marketing and communication companies actively cast diverse audiences to make sure every customer feels welcome.
This is the reason companies either hire genetically ambiguous models or a huge cast that has models from different backgrounds. Moreover, people are now becoming more tolerant towards minorities. From opening public spaces for minorities to breaking taboos and making minorities feel more included, Hispanics are paving the way for diversity in the USA.
What’s more, the media is now highlighting the pain points of minorities living in the USA and offering a voice to their stories. Moreover, Spanish shows are breaking the shackles with shows like Money Heist and Narcos making waves globally.
Dancing to the Spanish Tunes
Hispanic culture is much richer and fun, thanks to its colorful roots, especially from Mexico and Latin America. The music from this region is loud, fun, and vibrant, offering an instant boost to the mood. Brands especially use Hispanic music with a mix of English tones and common Spanish phrases so they can place themselves as allies to the diverse communities.
This has now paved the way for other music styles. From Korean music to Indian tunes, we are now seeing Americans opening their hearts to all kinds of dance and music styles. Moreover, in the world of visual content, these fun and catchy tunes work wonders by gaining more attention from the viewers.
Moreover, using diverse tunes also helps brands to give the impression that they have a global audience; they make products and offer services for everyone.
Normalizing Customized Products
For the longest, US business always offered center stage to the white audience but as the Hispanic population started growing, things changed. With such a diverse audience, businesses were ready to customize products and services for a larger, more diverse audience.
A good example of this strategy is the skin and hair care industry. Formerly, the skin and hair care industry was targeting straight, blonde, and brunette hair. However, as the African American, Hispanic, and Asian populations grew, product designers realized different hair and skin texture.
Now, brands are offering fully customized services and products for diverse populations. Customers can get personalized hair care and skin care products after getting their hair and skin tested by professionals.
Adding Values and Cultural References
Previously brands and businesses refrained from using any cultural references or stories based on ethnicities. This was an attempt to stay neutral so any direct backlash or negative impact could be nullified.
However, after Hispanics became the biggest minority in the USA, businesses started realizing that their attempt to stay neutral could be perceived as “uninterested.” So, to attract the Hispanic audience, companies started using cultural references.
Today, we see more brands using global cultural references, celebrating global events, and ensuring everyone feels welcomed. This has helped brands earn more popularity and customers feel more valued.
Top Companies Using Latino Community for Influence
- Walmart
- Target
- Netflix
- McDonald’s
- PepsiCo
- AT&T