It’s nothing we haven’t heard before, but it is always refreshing to have new examples to refer to when talking about Latinos today. The current demographic shifts, mostly fueled by the high Hispanic birthrate complemented by a new class of immigrants, continue to redefine the portrait of Latinos in the US. As a result, marketers are having to rethink how we speak and engage with Latinos and reassess the top-of-mind imagery when we hear the word immigrant.
We need to challenge ourselves to identify and play up forward-looking values applicable to today’s Latinos. Values such as freedom and self-actualization stand out more now, rather than the tried-and-true heritage and tradition themes, which by now are easily spotted on most Hispanic marketing efforts.
Gabriela González, Sr. Strategic Planner
Catch the full Provoke Weekly – A Curated Portrait of the New Immigrant.