How To Effectively Reach Today’s Growing and Diverse Hispanic Market

According to the U.S. Census Bureau and Pew Research Center, the U.S. Hispanic population reached 59.9 million in 2018.  This has propelled Hispanics into the nation’s second fastest-growing racial or ethnic group after Asian Americans.   The Nielsen Company and U.S. Census Bureau also report that by 2060, 30% or more of the population under 35 will be Hispanic.   

As the Hispanic market continues to grow in both size and influence, it’s important for organizations to be well-informed about how to effectively engage with this dynamic population segment.  With Hispanic Heritage Month approaching this fall (September 15-October 15), here are a few tips to keep in mind when planning Hispanic-oriented campaigns:

  • Language and Culture Are Key Connection Points:   Culturally-oriented campaigns in Spanish deliver stronger results and will better resonate with Hispanics.  Having Spanish-language websites is also vital for call-to-action messages.
  • Adopt a Multi-Generational Approach:  Nielsen reports that 27% of U.S. Hispanics lived in multi-generational family households in 2016.  This makes it important for marketing campaigns to combine broadcast, digital and social media tactics to reach both older Hispanics and younger Latinx audiences.
  • Build in Digital: Hispanics are power users of social media and mobile devices, especially video content sites, such as YouTube and lead in the adoption of new technology.
  • Targeting Growing Hispanic Regions:  Beyond the traditional Hispanic markets of New York, Los Angeles and Miami, other cities are also exhibiting Hispanic population growth.  These include El Paso, TX, San Diego, CA and San Jose, CA (sourced from U.S. News and World Report).

To learn how Connect360 can help you plan a successful and culturally relevant Hispanic marketing campaign, please contact us here:

About The Author

Ivette Achong

Ivette Achong leads Connect360’s public service division and is the company’s multicultural specialist. In these roles, Ivette provides clients with the strategic counsel and services that effectively connect them to their target audiences while generating maximum return on investment.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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