By using the right strategy and tactic, brands can increase their odds of reaching and engaging with a larger demographic of US Hispanics. Here are three ways young US Hispanics are bridging the generational gaps and how brands can take advantage!
1. Create Culturally-Aligned Content
According to a recent Pew Research Center article, a record 64 million Americans live in multi-generational households and Hispanics make up one of the largest ethnic groups within this population. Within one household, a diverse group of individuals can be consuming similar content. Therefore, creating content that can appeal to all ages is necessary.
It is a common misconception that young US Hispanics are not interested in receiving messaging that pays homage to their culture or roots. On the contrary, according to a recent survey by Yahoo in conjunction with Ipsos and Audience Theory, the majority (54%) of third-generation Hispanics (those born in the US, with both parents also US-born and at least one grandparent foreign-born), “actively seek out and/or enjoy online content tailored to them as Hispanic/Latino.” This includes content in English, Spanish and Spanglish! Don’t make the mistake of lumping this group with the rest of the US millennial population, when in fact they are still very much connected to their Hispanic culture. Furthermore, they are still connected to those individuals that perpetuate the culture - their older family members.
2. Leverage the Power of Referrals
As mentioned in my previous blog, Hispanicizing Your Brand’s Identity, young Hispanic consumers still rely on the referrals of family and friends when making buying decisions. This is seen in and outside of the home. Social media, digital platforms, and mobile apps are huge for US Hispanics, across all age groups. In fact, 74% of Hispanic adults identify as social media users compared to 69% of white adults and 63% of black adults. And they use these channels for referrals, networking and sharing of experiences. According to a ThinkNow Research report, 53% of Hispanics discovered an item through a friend or family member that encouraged a purchase. In addition, WhatsApp stands out as a social platform with a bigger-than-average following among Hispanics, (PricewaterhouseCoopers, 2016). Therefore, brands could be at a serious disadvantage if they are not exploring these avenues.
3. Trending with the Older Generations:
We have established that US Hispanics live in multi-generation households and rely on referrals from family and friends’; therefore, it is no surprise that the influence can go the other way and Millennials can sway the older generations towards new buying trends. For example, Zillow does a great job of portraying this with their 2017 TV commercial ‘Mijo’. Not only is this young Hispanic couple searching for their first house, but they are including mom in the process. In addition, they are using mobile and digital apps and encouraging the mom character to stay connected. This form of sentimental video advertising is very popular with US Hispanics, in fact they are more receptive to direct advertising than most groups.
This blog series, meant to provide a comprehensive analysis on US Hispanics Millennials, will next dive into the preferences and receptiveness of US Hispanics to advertising and the best ways to optimize their interactions. Stay tuned to learn more, or drop us a note to see how we can help you reach and connect with this audience.