How the ‘Bad Bunny Effect’ Makes the Case for Dual-Language Acceptance

By Cristy Clavijo-Kish – Content Strategist; Talent, Speaker & Sponsorship Management, Gen Z Expertise/Publisher

In my 20-plus years championing multicultural marketing and Spanish-language acceptance, I’ve observed the profound evolution of Hispanic marketing. Reminiscing about my days as co-founder of Hispanic PR Wire in the late 90s, I remember assuring our clients and potential partners of our capability to “Hispanicize” their marketing strategy – and that’s where the term found its roots.

However, for years, Hispanic marketing primarily meant devising a separate program tailored for the community. This program would either be in English, Spanish, or involve some translation. It’s noteworthy that at Hispanicize, our programming was predominantly in English, even though it catered to the Latino business community and influencers.

Talento Unlimited Speakers and Event Producers at the team’s dual-language “Entre Mujeres LIVE!” luncheon in Miami on November 2, 2023

Yet, a paradigm shift was on the horizon. Icons like Bad Bunny, Pedro Pascal, and the brilliant Gen Z comedian Marcelo Hernandez showcased this shift on an international platform like Saturday Night Live. They illuminated a growing trend: Spanish-language content is not only accepted but has become vital for many audiences. It has heralded a new era where Latino culture is viewed as intrinsically bilingual, urging viewers (and the community) to embrace this dual linguistic identity.

Take the case of Entre Mujeres LIVE! which the Talento Unlimited team produced its second rendition on November 2nd in Miami, focused this time on wellness for entrepreneurs, titled ‘Entre Mujeres LIVE! – the Wellness and Cultural Entrepreneurship Edition’ and Almuerzo de Bienestar Y Emprendimiento Cultural in Spanish. The platform recognizes that Latinas, especially those building new lives in the U.S., might need additional resources, and a longer time period, to succeed using their native language while they learn English and more. We’ve seen the magic unfold at EML! when entrepreneurs and mujeres converse organically in their native language. This linguistic comfort allows them to flourish while charting their path forward. And we’re more inclusive by also featuring the content in English for those who are more proficient or simply comfortable using it as well as non-Latinas who attend.

To delve deeper:

• The authenticity of native language exchanges at EML! has significantly contributed to its growing attendance.
• Preliminary data indicates a consistent rise in the preference for bilingual content, especially among the Hispanic demographic.
• As we gear up for 2024, EML! envisions even more expansive and inclusive programs, bridging language barriers and fostering connections.
• Notably, our sponsor brands are now more adventurous, willing to venture into Spanish- and dual-language marketing, attesting to its rising significance.

In essence, the narrative is clear: bilingualism or usage of multiple languages in marketing and advertising is the present and future, and not just for the Latino community. Embracing this reality will only enrich our connections, businesses, and communities.