Marketing to Tejanos – Part 1


By: Elsa I. Gonzalez, Account Planner and Franco Caballero, Creative Strategist

You don’t have to live in Texas to hear the incessant reminders by experts of all fields, that the Lone Star State is on track to become majority Hispanic.

By 2010, Texas had already become a “majority-minority” state, with minorities outnumbering Anglos by some two million – and with Hispanics alone accounting for 37.6 percent of residents. Although projections vary, Texas will likely have a Hispanic majority in the foreseeable future.

That being said, those numbers don’t reflect a truly unique cultural dynamic: the Texan Insight. Texas is a place where football and fútbol, BBQ and barbacoa, and tortillas and toast all live in harmony. A place where you can call yourself Texan or Tejano.

It’s not a stretch to say that the history of Texas has resulted in a modern form of ethnicity where origin doesn’t trace back to an individual country, but to a clearly defined cultural mindset regardless of where you are from.

If you already market to Hispanics in Texas, or if you’re just about to get your “boots” wet, here’s a glimpse of just how equally important it is to look for both Hispanic and Texan insights for a higher degree of relevancy.