What makes Hispanics unique in the US.

Culture is a baggage that human groups carry with themselves over history, according to Korzenny & Korzenny, authors of Hispanic Marketing Communication; A Cultural Perspective. Culture is indeed what unites Hispanics in the United States. Family values, language and shared social issues tend to be among the most pressing concerns for Hispanics, no matter where they go. But, as the authors stated, because most people share basic needs and values, many marketers tend to minimize cultural differences. Even though Hispanics from the Caribbean, North, Central and South America share a common religion, the Spanish language, a deep passion for their individual heritage and most importantly, their family values, they do have cultural differences.

For Briceli, a US Mexican who is a student at Florida State University (FSU), family is what matters the most. Even though she was born in the United States, and her family has been living here for more that 25 years, she considers herself a Hispanic. The official language at home is Spanish. They all watch Spanish TV channels and enjoy sitting together at the dinner table. Tacos, enchiladas and frijoles are not only part of their menu, but also a way to stay in touch with their cultural background. At the same time, she also recognizes that there are some differences within American-Mexicans themselves. Some of her friends, with same origin, don’t speak Spanish and they have adapted to the American culture.

Marketers need to know the right approach to Hispanic marketing, according to Korzenny & Korzenny. In order to reach Hispanics, marketers should examine what elements of cultural identification should be considered in their ads. Briceli is also convinced that commercials targeted to Mexicans, are more relevant for her. She prefers to watch Spanish TV channels, as well as listening to radio stations with Spanish music because she can relate to those ads that appeal to her Hispanic background. “I like ads in Spanish, especially those that appeal to the family or to my country. Not only do they relate to me as Hispanic, but they make me feel like I am home, in Mexico”, she pointed out.

Korzenny & Korzenny indicates that understanding the idiosyncratic aspects of individuals, as marketers know, can be demanding. There is a correlation between psychological, sociological and cultural domains. For Briceli, a 19 year old student of Latin American and Hispanic Studies, who plans someday to become a lawyer to advocate for the rights of immigrants, her attachment to her family and cultural backgrounds has a tremendous impact in her way of life. As a result, she tends to maintain the same consumer behaviors as her family. “When I go to the grocery store, I like to get fresh vegetables, as my mom does, and buy the brands she always uses. Sometimes she reminds me about specific brands when we are talking about recipes”, she said.

Consumer behaviors are different for Hispanics in the US than for those who live in their native countries. As illustrated in the book Hispanic Marketing Communication; A Cultural Perspective, the migration pressure is stronger on the poor, who had not much access to manufactured goods before coming to U.S. For Briceli, whose parent’s works on a strawberry field, Hispanics in the U.S. buy more things than anybody, including Americans. “Hispanics here are making much more money compared to what they were making in their countries, so they can buy more things. We are more tempted now to buy more. Hispanics also buy different things for those relatives who are still living in their countries and send them clothes, shoes, and many other items”, she added.

For example, because they live in the US, now her parents don’t need to save the money to get a car, as they would normally have to do in Mexico. They can go to any bank or dealer and finance the car. According to Briceli, Hispanics are no longer apprehensive about going to a bank to get a loan, because banks now have Spanish-speaking representatives. This can also illustrate how Hispanics in U.S. are changing their attitudes towards credit, what has been consider as shameful in their countries.

Once Hispanics come to U.S., they become more sophisticated consumers than they were a few years ago, Korzenny & Korzenny. José Amado Requena, president of the Hispanic Latino Student Union at FSU, who was born in Santo Domingo, Dominican Republic, remembered that when he lived in Miami, he used to shop a lot. “There in Miami you live to shop. There are plenty of ads targeted to Hispanics. Stores in the US have different hours than in Latin America. For example, stores here open on Sundays and they are open until late at night during the week”, said this Economics and Political Sciences student, who plans someday to create a new political party in his country and help his people to get a more democratic system, similar to the one in United States.

Shared values and ways of looking at the world for Hispanics include collectivism as opposed to individualism, Korzenny & Korzenny. Thus, the family and the groups are more important than the individual. Briceli, who has lived in Fort Pierce, a Hispanic community in south Florida, remembered that when she first came to Tallahasse she contacted other Hispanics through the Latin Hispanic Student Organization at FSU. “That way, I can speak Spanish when I want and I can stay more in touch with other students that feel like I do, and share our common interests”, she said. This was also José’s experience. When he came to Tallahasse, he decided to contact other Latino students to adapt to the city, which he considers to be very American. As President of the Union, he can now help other students, he emphasized.

Getting to know Hispanics, their beliefs, and goals can help marketers to establish strong links with them. As learned from both interviewees, Hispanics are strongly aware about issues in their countries. Politics, economics, and human rights do matter to Hispanics in the United States, among many other issues. Their family attachment, strong values, and pride for their cultural background are part of their nature. Considering this reality, it is not surprising that both José and Briceli are planning to go back to their countries to pursue careers in their respective disciplines and somehow make a considerable contribution to their countries.

By: Lorimar Santo Domingo
Multicultural Marketing Communication
Student
Center for Hispanic Marketing Communication
Florida State University