Hispanics are very different and very similar.

US Hispanics are a very diverse population, not only different from all other cultures but also within themselves. Even with that diversity, there are some cultural aspects that are shared amongst US Hispanics, which can be used to characterize the population as a whole more or less accurately.

Hispanics in the United States have maintained the strong sense of family unity that characterizes many countries of Latin America. Hispanic families tend to spend greater amounts of time together than do Anglo-Saxons and also have tighter ties with members of their extended family such as uncles, cousins, grandparents, even neighbors. Hispanics show great pride in their family relationships and affections.

This emphasis and reliance on the family is seen through many behaviors such as family gatherings or traditions. Two young females, one of Mexican heritage and the second of Puerto Rican heritage, explained that they get together with their families at least once a week in large groups and for most part of the day.

The strong family value is also reflected from daily attitudes; generally Hispanics value the opinion of the family over that of the individual, even in cases where the issue is a personal one. A clear example of this can be seen when one of the females explained that neither her nor the rest of her sisters would continue dating a male that the rest of them did not approve of. She simply said, “If they don’t like him then he must not be good enough for me.”

Another strong influence in the US Hispanic population is religion, particularly the Roman Catholic religion. Religion is not only an important part of the individual’s life but also plays an important role in family dynamics. Families pray together, attend church together, celebrate communions and other religious events together and so forth. God and religion are of high significance and spirituality is a matter to be taken seriously. One of the interviewees showed how prevalent religion is in her family when she explained her father had forbidden her from getting a tattoo because he though she was more concerned about that than her religion during the time of Christmas.

Within this simple example other characteristics of Hispanics are also visible, such as the male dominance (her mother did not have anything against the tattoo) and in lesser degree, hierarchy through age.

Hispanics show great esteem for the elders in the family and the newer generations must respect and comply with their seniors.

Many families gather at the grandparents’ house when celebrating events and even though the reunion does not revolve around them, they play an important part of it, many times serving as the organizers and persons in charge.

Considering these commonalities, that not only group Hispanics together but also set them apart from other markets in the United States, is vital when choosing what benefits to emphasize about a product or service.

The Hispanic view of their family and their sense of community is a key factor when targeting this group. It would be better to advertise the way a certain product or service will help or be enjoyed by a family versus a single person.
Another aspect to highlight when targeting US Hispanics is the benefit that goes beyond the material. This benefit could be family time when talking about a game, it could be comfort and security when speaking of a car, health when it comes to foods, saving money for your children by shopping at a certain store, etc.

It is important to note that the way Hispanics are targeted in the United States should be different that the way they are targeted in their own country. Advertisements in Latin American countries are more specific and specialized because their targets are much more homogenous. Using soccer for a commercial in Argentina is very common and highly effective, whereas the Puerto Rican and Cuban communities may not feel identified with this particular sport. Another difference is that many Hispanics in the United States, especially those who are second generations, have adopted many American qualities and left behind some others from their mother culture.

Moreover, a big part of the US Hispanic market is composed by people who moved to the United States to improve their economical situation, which many times is indigence. This particular group is a stranger to having purchase power, an important trait that very much changes the approach towards the target audience. In this case marketers should emphasize immediate and concrete benefits over status and image.

US Hispanics are not a delineated group with set standards and immobile qualities, but in spite of the numerous subgroups there are common aspects that set them apart from other markets in the United States. Knowing these traits and understanding them is key to being able to reach them.

By Celeste Eberhardt
Student
Center for Hispanic Marketing Communication
Florida State University