The Difference of Being Hispanic.

Culture generally refers to patterns of human activity and the symbolic structures that give such activity significance. In more basic terms, culture is a concept, belief or experience that people pass to one another from generation to generation. Understanding culture has become pivotal in marketing to the US population, especially the Hispanic segment. US Hispanics are the largest growing minority in the United States. Because of their significant buying power, they have caught the eye of many marketers. However, marketers will not succeed in reaching this group without a thorough understanding of the US Hispanic culture. A comprehension of the values, attitudes, perceptions, beliefs, habits and behaviors that incorporate the US Hispanic culture is critical in order to efficiently and effectively reach this market.

Many Hispanics migrate to America and quickly assimilate and adjust to the American culture. However, most Hispanics do not forget or ignore their own culture. US Hispanics value their family, food, music, sense of style and language, among other things; and though they are proud to be American, they hold on to their Hispanic customs. Family, for example, is an integral part of the US Hispanic culture. Unlike non-Hispanics, US Hispanics value collectivism over individualism – in a given situation, they would do what is best for their family rather than what is best for themselves. Their unwavering loyalty to their family sets them apart from many other groups in the US. US Hispanics are extremely loyal and respecting of their families, elders and ancestors. They hold high regard for family ties. Parents are extremely involved in their children’s lives throughout adulthood. And, children do not usually move out of their parent’s house until marriage, as opposed to most non-Hispanics who leave their parents home at the age of eighteen. Family members in the typical US Hispanic household — including non-immediate family — serves as hope, encouragement and support for each other.

Food is another important aspect of the Hispanic culture because, along with satisfying hunger, it is used to bring the family together. Women take pride in caring for and nurturing their families, and one way they do this is through food. Women enjoy preparing nutritious meals for their family – men usually do not partake in cooking. In the US Hispanic culture, the most important meal of the day is dinner because the entire family gathers around the table, eats, and engages in conversation. Not only does it bring the family together, but the nutrition from the food brings health and well being. From arroz con pollo to Sankocho, US Hispanics prepare food that is unique to their culture.

Another phenomenon in the US Hispanic culture is music. Similar to food, music is used to bring family and friends together. According to Sofia Gross, a US Hispanic woman originally from Dominican Republic, “Getting together with my family and friends and dancing to Spanish music is a popular pastime in my family.” Similar to the music genres non-Hispanics enjoy, like Hip-Hop, Classic, and Rhythm & Blues, US Hispanics enjoy listening and dancing to Salsa, Bachata and Merengue, to name a few. Their style of music and dance is unique from non-Hispanic music and has become extremely popular in America. Furthermore, Shakira, Jon Secada, and Gloria Estefan are a few Hispanic artists that have released successful music albums in the US. US Hispanics hold on to their music because it is just another aspect of their culture that makes them who they are.

Another aspect of the US Hispanic culture that sets US Hispanics apart from non-Hispanics is their sense of style. For the most part, US Hispanic women dress more “sexy.” They wear clothing that accentuates body parts such as the cleavage area and the hips, thighs, and butt. The motivation for this style of dress is not promiscuity or irresponsibility; instead US Hispanic women are proud of their natural curvaceous bodies and choose to flaunt it instead of hiding it. Whereas the number of cases of bulimia and anorexia has increased in non-Hispanics, most US Hispanics tend to prefer curvier and leaner bodies. US Hispanic men also dress differently from non-Hispanics. They tend to dress more formal than non-Hispanic men, usually wearing a collared or buttoned-down shirt rather than a t-shirt or marina.

The US Hispanic culture differs greatly from that of the non-Hispanic culture. There are many minute disparities between the cultures that can make a great difference when marketing to US Hispanics. Understanding these cultural differences can result in a more effective marketing campaign.

By Terri-Anne Ramsay
Student
Center for Hispanic Marketing Communication
Florida State University