Art. It means more to biculturals.

  Those of us in Multicultural Marketing talk about biculturals all the time. We discuss how they live in two worlds and are able to easily navigate between Hispanic and American culture. And rightfully so, we motivate our clients to connect with this important group via cultural triggers such as music, food and sports.  But what if there’s something else? Instead of focusing on person-to-person relationships, which help define a bicultural via experiences that others introduce and engage the bicultural with, we’ll examine person-to-object relationships. Objects, or products to an extent, are a representation of a certain culture and of…

E-readers Offer Untapped Potential for Hispanic Marketing

By: Michael Devine, Assistant Account Executive E-magazines and e-books now allow marketers to extend their reach toward Hispanics beyond the services that print and mobile advertisements can provide. These platforms allow companies to embed links into books, articles and advertisements to provide more information about their products. With Hispanics among those at the forefront of the e-reader market, this form of branded content is extremely underutilized by brands hoping to pioneer the way they see ads.   Hispanic usage of e-readers First, we’ll take a look at why e-readers may attract Hispanic consumers in the first place. It seems as…

Millennial Latinas: The “IT” Girls for Content Marketing

Marketers and brands alike are putting more effort into speaking to millennials, but they are focusing those efforts on the Latina segment of the bunch. According to Experian, one out of every 4 millennials is Hispanic. This alone is not the reason that marketers are going after this group, but also because they are highly active in digital media platforms, especially when it comes to social media and mobile usage. As technology seems to be the best way to reach these Latinas, many media companies have begun incorporating new digital experiences and looking for ways to have online campaigns that cohesively…

Soccer and Hispanics: Not Always the Perfect Match

By: Edwin Rodriguez, Planning Department Hey there brands, not all Hispanics are into soccer. Yes it’s true that there are a lot of Hispanics who love soccer and have a deep passion for it, but there are other ways to form a connection with us. I may be the odd one out since I’d much rather watch an (American) football game or a basketball game, or maybe even a baseball game, than watch a soccer game. Professional football ranks higher than any other major sport amongst U.S. Hispanics. According to this article on Multicultural Retail 360:   Over 65% of…

The Hispanic Mortality Paradox: Beating the Odds and Living Longer Lives

Researchers have shown that socioeconomic disadvantages such as lower income, education levels, and healthcare access usually translate to shorter lifespans. Based on this research, U.S. Hispanics and Blacks (who have greater disadvantages compared to non-Hispanic whites) should have the highest death rates. But surprisingly, Hispanics are the ones defying the odds and living the longest – by age 80, the Hispanic death rate is 23% lower compared to that of non-Hispanic whites. Older Hispanics are less likely to get fatal chronic diseases such as cancer, chronic lung disease, heart disease and stroke. They also have higher survival rates for cancer…

Why Marketers Must Take Notice of Gen Z

By: Audrey Bell, Brand Leadership and Gaby Sosa, Social Media   Just as marketers are grasping the techniques to successfully reach Millennials, their eyes are quickly shifting as Gen Z enters the marketplace. Many brands, however, haven’t quite grasped the distinction between Millennials and this new generation. Although the age ranges differ between sources, the general consensus is that Millennials are defined as adults ranging from 18 to 34 years old while Gen Z features a slight overlap in being defined as ages 2 to 19. The Truly Diverse Generation Gen Z is the largest, most diverse generation yet. In…

The Growth of Hispanic Influence

Over the past few years, we have grown accustomed to hearing about the power of the Hispanic vote here in the States.  Politicians are seen and heard talking about paths to citizenship and other subjects to rally votes. With media outlets paying the same close attention to the strength and power of the Hispanic vote, it is easy to understand the reaction and coverage of statements made by Donald Trump when he officially announced that he was joining the race for President of the United States. The interesting effect is the support for Hispanics by those outside of the political…

Marketing to Hispanics with YouTube

By: Audrey Bell and Michael Devine, Brand Leadership With the constant technological advances of today’s world, it is especially difficult for brands to stay connected with consumers. This is why the majority of brands have created YouTube channels to show certain TV spots in addition to airing them on television. In fact, a new video is uploaded to YouTube by a brand every 18.5 minutes. This large influx of branded video content is being well received by consumers, with the monthly viewings of these videos from the top 100 brands on Youtube up 55 percent from last year. With its…

Latina Women Influence MAC Cosmetics

By: Mary Gutierrez, Marissa Lopez, Creative Department   Five months ago, Patty Rodriguez, a very dedicated Latina MAC Cosmetics fan started a petition on Change.org for MAC to introduce a Selena Quintanilla make-up line.            “As a huge fan and customer of MAC Cosmetics and Latina woman, we want MAC Cosmetics to create a line that represents the community that shops MAC make-up.” After only 24 hours, the petition reached 5,000 signatures and now has peaked to more than 38,000 signatures­­ — Selena still holds a place in people’s hearts. Since MAC noticed the #SelenaQuintanillaForMAC hashtag…