How do you feel when companies send you direct marketing materials in Spanish without checking if that’s your preferred language first?

By Maria Lucia Parra- I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

Many companies are incorporating Spanish-language marketing into their strategies to better connect with Hispanic audiences. However, while this can foster a sense of inclusion, it can alienate certain groups if not done thoughtfully. A recent study conducted by Ingenium Research involving 158 Hispanic consumers across the U.S. reveals how Spanish-language marketing is perceived based on language dominance and age. These findings highlight the importance of understanding the diversity within the Hispanic market and language’s impact on marketing efforts.

Language Dominance Drives Perception

The most significant finding from the study is how language dominance influences perceptions of Spanish-language marketing. The sample consists of 53% bilingual consumers, 29% Spanish-dominant, and 17% English-dominant, providing a comprehensive look at a diverse cross-section of Hispanic individuals.

Spanish-dominant consumers are overwhelmingly positive about receiving marketing materials in Spanish. A remarkable 66% express that they “love it” when companies reach out in Spanish, feeling that this shows care for their community. For these individuals, Spanish is not just a language but a key part of their cultural identity and receiving marketing in their preferred language helps solidify that connection.
Bilingual consumers, while appreciative of Spanish-language communications, show a more varied response. Only 17% of this group express strong enthusiasm for receiving Spanish-language marketing, and 9.7% feel that it shows a company cares about the community. However, some bilingual individuals are more critical, with 4.9% feeling that companies are making assumptions about their language abilities.
English-dominant consumers are the most resistant to Spanish-language marketing efforts. Only 11% say they love receiving marketing in Spanish, and a significant portion (25%) report feeling annoyed by it. For some English-dominant individuals, unsolicited Spanish-language marketing can feel like an assumption about their identity, rather than an effort to connect.

These findings underscore the importance of recognizing the linguistic diversity within the Hispanic community. While Spanish-dominant individuals strongly prefer marketing in their native language, bilingual and English-dominant Hispanics may require a more nuanced approach to avoid alienation.

Age as a Factor

Age continues to play a significant role in shaping opinions on Spanish-language marketing. Younger consumers, particularly those aged 18-24, are the most receptive to Spanish-language outreach, with 51% expressing that it makes them feel like companies care about their community. As consumers age, this enthusiasm tends to diminish, particularly among those over 65, where 8.82% feel that receiving Spanish-language marketing assumes they don’t speak English.

For marketers, this suggests that younger generations of Hispanics, regardless of their language dominance, may be more open to Spanish-language communication as a reflection of cultural pride. However, older consumers, especially those who are English-dominant, may require more sensitivity to avoid negative reactions.

What This Means for Marketers

The key takeaway from this data is that language dominance is the most critical factor when considering how to approach Spanish-language marketing. While Spanish-dominant consumers generally embrace it, bilingual and English-dominant individuals may feel less connected or even alienated by unsolicited Spanish-language materials. Offering language preferences upfront, rather than assuming based on ethnicity, is crucial to building meaningful connections.

Additionally, while gender does not significantly impact reactions, age does. Younger Hispanics are more receptive, while older generations, particularly English-dominant individuals, may require a more tailored approach.

Spanish-language marketing can be a powerful tool for engaging Hispanic consumers, but it must be executed with care and respect for language preferences. By focusing on the diversity within the Hispanic market—particularly in terms of language dominance—companies can build stronger connections and foster greater loyalty. Offering bilingual options and avoiding assumptions about language can help ensure that marketing efforts are both inclusive and effective.