Include authentic, cultural insights in strategies while communicating with younger US Hispanics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2020, 1:48 AM UTC

Authenticity of a brand message is crucial while communicating with the Hispanic community in the US.

This article suggests how brands and PR professionals could engage the Hispanic market. Both must educate themselves, and collect and analyse data to better understand the Hispanic audience’s consumption and behaviour.

The buying power of Hispanics in the US is estimated to be $1.5 trillion and growing. Brands must ensure they learn the cohort’s language and customs. Communicating with them bilingually or in Spanish could be a good move.

PR professionals must identify the media platforms used by Hispanics and how to reach this audience. To communicate with younger Hispanics or Latinx, the campaign strategies must include transparent, authentic cultural insight.

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