New Generation in Hispanic segment wields influence in Latino Market and in the United States.

Latino teens and young adults ages 12-34 years are the fastest growing youth segment in the United States yet marketers at the Association of Hispanic Advertising Agencies Semi-Annual Conference for Creative and Planning say the younger demographic is often overlooked. Hispanic marketing professionals discussed the unique energy of this population segment for marketers trying to reach Latinos. Their decision-making role, responsibilities and influence in the home, in their communities and in the country is undeniable according to the panel of marketers that concluded the conference.

“Latino youth are reinventing pop culture in this country,” says Lucia Ballas-Traynor, senior vice president and general manager of MTV Tr3s. “They are cultural remixologists mixing values and experiences from their Latin heritage with those of their American homeland to create a new and unique identity that sets them apart from mainstream youth.

For marketers and advertisers trying to establish a deep connection with this influential consumer segment this dynamic is very important to understand.”

Marketers say, depending on the level of language adoption and acculturation in a Latino home, youth are often making important decisions – sometimes even negotiating mortgages and buying cars – and while they may not always be the primary target audience, they should be considered when developing strategies. They act as gatekeepers and facilitators of
information because they typically have attained higher levels of education and greater English proficiency than previous generations, according to MTV Tr3s, sponsor of the workshop.

“Our youth today represent the fusion between Old World and New World,” says Jackie Bird, chairwoman of AHAA and president of Wing Latino. “They are trend-setters, not only for Latino youth but for youth in general, and they are powerful. They are technically savvy and because of their cultural propensity for community and group dynamics they use social networking much more frequently than non-Latino youth. As marketers, we need to continue to revamp our traditional approach in order for the industry to thrive.”

Latino youth have had a profound influence on every part of teen life today from music to food, dance, fashion and values. Conference attendees experienced first hand the musical transformation Latino youth have helped create. The Dey, rising young music stars, brought Latino culture among youth to life as they performed during the session. The bilingual trio fuses hip-hop, R&B, pop, and Afro-Latino influences for a unique, singing/rapping sound. It is inviting to non-Latinos and celebrates Latinos’ rich culture, Bird noted.

“The conference is about exploring new ideas and opportunities so that we can make Hispanic advertising even more relevant to our consumers,” Bird says. “We need to embrace the cultural evolution among Latino youth today and apply that knowledge to enhance the effectiveness of our advertising.”