Celebrating Heritage & Understanding Your Company’s Hispanic Audience

At Moore, we thrive on connecting with audiences in a relevant way. In light of celebrating Hispanic Heritage Month, we’ve compiled some statistics to help our partners reach the Hispanic population and meet the needs of this unique audience.

Photo of Fern Senra-James

Fern Senra-James

Managing Director

Hispanic Americans represent a growing and influential population that requires marketing attention. Research data presents them as a key demographic to consider when thinking about niche audiences.

Consider this:

  • Pew Research’s data projects that the 2020 election will mark the first time that Hispanics will be the largest racial or ethnic minority group in the electorate, accounting for just over 13% of eligible voters – slightly more than blacks.
  • According to Selig Center of Economic Growth’s 2019 Multicultural Economy Report, Hispanic Americans have more than $1.5 trillion dollars in buying power and are anticipated to have more than $1.9 trillion in buying power by 2023.

There is statistical evidence that tells us that businesses and organizations that pay special attention to inclusive messaging and make a point to connect with niche audiences do not go unnoticed by Hispanic consumers. If you’re looking to make a good impression, social networking sites are an effective arena for engaging with your Hispanic audience.

For instance, did you know:

  • According to a study by Lightspeed and Mentil, 56% of Hispanic adults conduct research before making online purchases.
  • Lightspeed and Mentil also reported that 62% of Hispanic adults consider brands that make an effort to appeal to them.
  • MRI Doublebase’s 2018 report states that Hispanics are 42% more likely than the average American to enjoy connecting with brands through these online platforms.

Something unique about the Hispanic culture is their family values. Families are close-knit with many US Hispanics living in multigenerational households. Hispanic Americans rely heavily on the guidance of their family and often consider each other when making business decisions.

Here’s how we know:

  • 56% of Hispanic adults in the US have children and are 27% more likely than the overall US population to indicate their children have a significant impact on the brands they choose, according to MRI Doublebase’s 2018 findings.
Celebrating Caffeinated Culture

Most afternoons at Moore, we take a few minutes to enjoy a “cafecito” — time spent catching up with our colleagues to talk about the day’s news or simply what’s going on in our worlds (the caffeine boost doesn’t hurt either). It’s time that we value, and it goes to show how Cuban coffee culture brings together people from all backgrounds. A traditional cafecito is typically produced in a mocha pot, an iconic and global symbol of coffee culture that guarantees an authentic taste. If your office isn’t equipped with a traditional mocha pot, we’ve discovered how to adapt the cafecito recipe to work in our electric coffee maker as well. We invite you and your colleagues to share in the tradition with our 7 Steps to the Perfect In-Office Cafecito!

7 Steps to the Perfect Cafecito

  • Pour water into the lower pot, up to the height of the safety valve. Drop the metal basket and spoon the coffee into it until there's a small mound, but do not tamp it down.
  • Screw the parts of the pot together and place it on the electric base. Flip the switch to "on." Leave the lid open (for now) so you can see inside.
  • While it's on the base, spoon 3 teaspoons of white granulated sugar into a separate big cup deep enough to hold the amount of water you poured into the pot.
  • When about one teaspoon has brewed, pour that bit onto the sugar to moisten it. It's important to do this with the coffee that first brews, so stay close to your pot. Now, close the lid of the pot and place it back on the electric base to continue brewing (you'll likely have to switch it to "on" again).
  • Once your coffee is ready, pour it slowly over the sugar paste and stir until sugar is dissolved.
  • Pour the coffee carefully into espresso cups, topping with a little espumita.

Here are a few traditinoal ways to drink cuban coffee:

  • Cafecito -- black, with no additions other than the espumita
  • Cortadito -- blended with an equal amount of milk (a personal favorite of the Moore team!)
  • Cafe con leche -- mixed with steamed milk to taste, and sometimes with a little salt and butter

Need multicultural and diversity expertise support?

We recommend putting in the time to make valuable audience connections through online community engagement. Also consider integrating these stats in proposals and pitches or when thinking about niche audiences in conversations with your clients. We’d be happy to join you for pitches!

When it comes to expanding reach and meeting audience needs, we’re here to help. Moore has a 28-year track record of helping clients succeed with building their brands, representing some of the toughest issues and providing local connections and engagement. With a comprehensive suite of services, we work with clients to prescribe the right marketing and advocacy solutions to ensure we reach target audiences at the right time and place. Reach out to us to begin a conversation!

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