The end of Hispanic marketing?

A report this past month from the Pew Hispanic Center states that neither of the terms “Hispanic” or “Latino” has been fully embraced by individuals of… well… Hispanic or Latino origin. While this may not be new news to those of us who belong or work within Latino populations, the report indicates challenges many brands and marketers face in trying to connect with Hispanic demographics. According to the report, half of Latinos identify more strongly with their respective country of origin (Mexico, Puerto Rico, Colombia, etc.) rather than a pan-Latino identity. Is this the end of Hispanic marketing? Not really. The answer, however, may be much more complicated.

The Pew Hispanic Center reported these key findings about Hispanic/Latino identity:

  • Most Hispanics/Latinos prefer their family’s country of origin to pan-ethnic terms.
  • Most have no preference for the terms “Hispanic” or “Latino”, but among those who do, “Hispanic” is preferred.
  • Most Hispanics do not see a shared common culture among U.S. Hispanics.
  • Most Latinos are split on whether they see themselves as a typical American.
  • Most Hispanics do not see themselves fitting into the standard racial categories, such as those used by the U.S. Census Bureau.

With regard to racial categories, it is also worth noting the report stated half (51%) of Latinos identify their race as “some other race” or volunteer “Hispanic/Latino”, 36% identify their race as white, and 3% say their race is black. The truth is, Hispanics and Latinos are not a race but an ethnicity. Hispanics can be of indigenous Native American, Spanish European, African or a mix of these and many other backgrounds. For a society like ours in the U.S. – one that places emphasis on racial identification – these insights may fly in the face of some conventional wisdom. For example, if 35% of Latinos identify themselves as “white”, how can we effectively measure race and ethnicity for the purpose of initiatives like affirmative action? Obviously, it is not just marketers who are challenged in targeting these growing and evolving communities.

The question, however, remains: is there a pan ethnic Hispanic or Latino identity? David R. Morse, author and multicultural marketing strategist, suggests yes. Morse points out among the Pew Hispanic Center’s findings, 95% of Hispanics believe it is important for future generations to speak Spanish and 75% of Latinos believe in the efficacy of hard work. He believes these statistics indicate there are common Hispanic values and ideals. While I observe many Latino communities existing within their respective nationalities, I do see a representation of individuals and families coming together on occasion to rally around relevant social causes and common business needs. Also, from my observations, younger and more acculturated Hispanics tend to be more open with embracing certain aspects of Latino unity. Should marketers pay attention to the implications of these types of ethnographic insights too? They certainly should.

For brands and marketers, what I think is important to realize is that Hispanics and Latinos can be – as coined by educator and consultant Miguel Corona – a moving target. Campaigns looking for a “formula” to target all or even a particular Hispanic subgroup will need to continue to do their homework. Although demographics have been the foundation of many marketing efforts in the recent past, brand communication strategies require an empathetic understanding of their audiences. Understanding how we perceive an individual in the world is not nearly important as understanding how an individual perceives him or herself in the world. Yes, Hispanic marketing will continue to exist. Just don’t expect the rules to remain the same.



  1. Interesting findings from the Pew Hispanic Center on identity. The words “Hispanic” and “Latino” were never used when I was growing up — or at least I didn’t hear them. We were Mexican, etc. and I do remember trying to be Spanish instead of Mexican. Somehow, that was supposed to be better??

    • Doc

      Ono to s tím Å¡utrem taky souvisí. Protože ten dříve či pozdÄ›ji pÅ™iletí, a pak bude sakra záležet na tom, koho tu najde. Kdyby to byla civilizace onoho typu, jaký pamatujeme z doby pÅ™ed čtyÅ™iceti léty (v prosinci 72 se Evžen ÄŒerňan procházel po MÄ›síci), tak by se s tím dalo nÄ›co dÄ›lat. Ale když tu najde remake ranného stodu™ÅvÄ›ke, tak to bude rána z milosti.

    • E PERCHE' IO SONO 5 ANNI (2 E MEZZO CON LA PRIMA E QUASI 3 CON LA SECONDA) CHE MI ALZO DA 2 A 10 VOLTE X NOTTE E LUI MAI NEANCHE UNA?facendo un rapido calcolo, vuol dire che in 5 anni mi sono alzata da 3650 a 18250 volte( !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!) contro ZEROOOOOOOOOOOOOOOO.Sì è vero, la colpa è mia che fin dall'inizio l'ho abituato/e così e una volta messe le (brutte)abitudini non si tolgono più.Vale x il lavoro all'estero, come x le nottate, x le uscite con gli amici, x il calcetto, e x tanti tantissimi altri ca**i vari.

  2. Excellent article. I find that a lot of the Hispanic community tends to believe that it is important for their children to learn and speak Spanish but I also find that a lot of the youth do not necessarily believe the same. It would be interesting to find out what percentage of Hispanics between the ages of 12 to 18 in West Michigan believe that being bilingual is an asset. I would like to believe that the percentage would be high, but I’m not sure it would be as high as parents or past generations may hope.

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