International Business Support

Hispanics, like many cultures, integrate their traditions from their countries of origin into their lives in the U.S. But cultural integration can vary depending on segments of the larger Hispanic consumer population.

Research shows that Hispanic consumers respond well to advertisements that feature aspects of their culture—accurately. Nearly 61% of Hispanic consumers indicate that they pay attention to ads that are relevant to them. Of course, when creating ads, it is imperative to avoid stereotypes and cliches. Instead, involving the Hispanic community in the creative process ensures the message will come across as authentic.

According to CNN, the most active of all ethnic groups on social media sites are Hispanic adults, at 72%. CNN also points out that even though “Hispanic” is the identity most referenced on social media, the term “Latino” was mentioned more on Twitter. There are many reasons for this, one of which is that Latinos are becoming more prominent in TV shows, magazines, and professional sports.

Hispanic or Latino?

Hispanic here is defined as one who has a Spanish-speaking origin or ancestry, including Spain.  Latino refers to Spanish-speakers as well, but only people from Latin America—including Brazil. (Portuguese is spoken in Brazil, and thus, is not considered to be Hispanic.). It’s important to be aware of not only who you are targeting, but also how you choose to reference them. Not all Spanish-speaking people are Latino, and not all Latinos are Hispanic.