The term Hispanic refers to people of Mexican, Puerto Rican, Cuban, or Spanish-speaking Central or South American origin. A total of 21 countries.
But sadly, the stereotype of Latinos in the U.S. tends to put us all under one homogeneous label. In reality, we come from such different places, cultures, and backgrounds.
The Spanish language is the glue that keeps us together, but it also varies in pronunciation and sometimes dialect. Just like it can be easy to spot a Texas accent in the Northeast, the same happens with Hispanics. It’s the same Spanish language, but the accent can reveal what country the speaker comes from.
Corporate America tries to put all Hispanics in the same bucket with the same label. But trying to paint an entire cultural group with the same brush is not only shortsighted but also a massive missed opportunity when incorporating marketing in Spanish.
Hispanics come in all colors, shapes, sizes, and backgrounds. From foreign-born to U.S.-born. From Mexico all the way down to Argentina. From pale, white skin to Afro-Caribbean. From those who crossed the border to those who had the border crossed. From those who speak no English at all to those who do not speak a word of Spanish, yet they have Hispanic names and looks. From those already assimilated into American culture to the non-assimilated, still trying to live in Cuba, but with a Miami address. Educated to non-educated. Loaded to unbanked. Baby boomers to Gen-Z—there are plenty of differences within the Hispanic population, and one size definitely does not fit all.
So, when looking for a Hispanic marketing partner, choose one that understands the differences in marketing in Spanish. A savvy Hispanic advertising agency can pinpoint which specific segments best represent your target audience. And above all, they will know how to shape and share creative messaging designed to resonate with this varied, nuanced, and richly rewarding consumer group.
