Cultural Nuances Influence 3rd-Generation U.S. Hispanics Brand Perception: Yahoo Report
Hispanics are the fastest-growing consumer group in the U.S. expected to make up 29% of the U.S. population by 2060. Among that group, 3rd-generation Hispanics—those born in the United States to U.S.-born parents—exhibit cultural nuances that influence brand perception and thus, how marketers work to influence this group.
A new study from Yahoo, 3rd-Generation U.S. Hispanics: Perception vs. Reality, can help marketers better understand how to communicate with and message this group.
The study details a number of cultural nuances including cultural identity, use of digital devices, the content this group appreciates—both entertainment and marketing—and language preferences in advertising. For example, 65% of those surveyed reported that there should be more ads in English that speak directly to Hispanics. A new report from the PewResearchCenter found that over the past 14 years English proficiency among U.S. Latinos has increased largely due to the growing share of younger U.S. born Hispanics. Read the article …
Related articles:
Great Wolf Lodge Adds Storytelling via Video to Reach Millennials and Hispanics
3 Multicultural Marketing Lessons from Allstate
Multicultural Millennials Mindset
