Energia Launches.

Energi Creative Partners announced a new program, Energia, which helps its clients target second and third generation Hispanics, a fast-growing segment of the Hispanic market.

“We’ve been anticipating and preparing for this sleeping giant for many years,” said Albert Sandoval, Energi’s President and Creative Director, noting that an estimated 75% of all U.S. Hispanics are under age 40, with much of this group represented by second and third generation Hispanics.

“This group is consuming primarily English language media,” said Sandoval. “Hispanics are not being represented effectively in general market media, and we want to address this void. The climate is right to introduce new, non-traditional thinking to targeting the Hispanic market.”

According to Sandoval, two processes – assimilation and immigration – are taking place side-by-side in Hispanic communities, often within a single family. Hispanics do share a common culture, yet there is a diversity of views that is most evident in the contrasts between immigrants and the native born.

“Nowhere is this more evident than in the use and assimilation of the English language,” said Sandoval. To drive his point home, Sandoval points to a recent study conducted by The Cultural Access Group amongst Hispanics, ages 14-24, in Los Angeles, New York and Miami. The study concluded:

Most respondents–approximately 94%–visit predominantly English language sites.

75% speak “Spanglish.”

Spanish may be preferred in the home, but roughly 75% use English with friends.

Overall, respondents indicate higher proficiency in speaking Spanish, than reading and writing it.

“Energi has extensive experience reaching this market – we understand this group – we know how they live and we know how to reach them, because we are this market,” said Sandoval. “Anyone not targeting this group is missing a significant opportunity. That’s why we are formalizing our approach by introducing Energia.”