Hispanics: 10 Things CPG Marketers need to Know.

According to the Census Bureau, Hispanics accounted for 56% of U.S. population growth in the past 10 years; and their power already exceeds $1 trillion. Marketing effectively to this burgeoning audience requires a commitment to understanding its complexity. Here are 10 insights that can take your Hispanic marketing and research efforts to the next level.

#1: There are many types of “Hispanic consumer”
Gone are the days when the only segmentation done of Hispanics is on language use or acculturation. Increasingly, marketers need to look at how Hispanics interact with a specific category and brand.

#2: Integration vs. isolation
When you treat Hispanics as part of the new American mainstream, you consider their issues as you develop your overall strategy. Doing so is the best way to avoid condescension, language miscues, and message confusion.

#3: Translation is not the issue.
Simple translation of general-market efforts from English to Spanish can be sadly obvious to Hispanics. Culturally attuned messages are key.

#4: Young Latinos want to be known for WHO they are, not WHAT they are
This applies not just to Latinos, of course – but to youths of all colors. To be relevant to them, you have to focus on what defines them as individuals; just ask a U.S.-born Salvadoran break dancing soccer player who loves to play the guitar and snowboard might attest. The big story in the Hispanic space is the bilingual/bicultural segment.

#5: Mom knows best
Even among Bicultural and many acculturated households, it is still mostly Mom who does the shopping. But she doesn’t think it’s all about her. Hispanic household heads go to extraordinary lengths to keep their families clean, fed and content. And the content part can include some indulgences, even when budgets are stretched. Capturing the importance of kids, spouses and family in your marketing enables you to share in that magic.

#6: Consensus and compromise
Limited budgets and large families don’t prevent Hispanic families from finding a way to eat in abundance, enjoy each other’s company and be exuberantly happy. Yes, they continue to face problems like low wages, discrimination, high incidences of obesity and diabetes, and low graduation rates. But they endure.

#7: Hispanics don’t live in a one-on-one world
Word of mouth is essential for Hispanics on most topics. So marketing to Hispanics implies a social context, a family context, and a community context. Managing your reputation in the Hispanic community as a whole is essential.

#8: The buying process for Hispanics is changing
More and more Hispanics are learning the ways of the American retail world – they read store circulars, go where the sales are, and even print online coupons. A few segments remain loyal to particular brands, but no one can be complacent.

#9: Communications
Preparing a communications program for your Hispanic effort used to be so simple. You’d call your agency, they’d call the Spanish networks, your ads would run. Spanish TV remains the 800-pound gorilla, but establishing a relationship can now be done in many ways – event marketing, online advertising, mobile ads, radio events, in store activities, and so on. And television focused on Hispanics isn’t just in Spanish anymore.

#10: Hispanic research is fun, but it isn’t easy
Hispanic research isn’t just about numbers and statistics. This is a living, breathing, evolving population we are talking about – dynamic and fascinating. The challenge may seem daunting, but effort and a dash of goodwill goes a long way.

By Carlos E. Garcia is Senior Vice President of Knowledge Networks and a recognized expert in Hispanic market research. He has worked with dozens of major CPG and retail companies to help them understand Hispanic consumers.