Mutual Cultural Change: The Growing Importance of Latino Culture in the US.

Although new immigrants must adapt and rebuild their identity to confront the physical and emotional demands of entering a new society, cultural adaptation is a mutual exchange between the host culture (the United States) and the incoming group (immigrating and native-born Latinos). Due to this mutual exchange, the receding non-Hispanic White population and the increasing importance of Hispanic culture in the US, Latinos find themselves at the forefront of a new society in the United States. As this group continues to flourish, businesses must recognize and establish relationships with this growing market.

For Hispanic individuals, especially immigrants, this exchange of cultures involves adapting to the host culture, the United States. During this process, immigrants endure a loss of identity and social support systems, and must undergo cognitive and behavioral adjustments to rebuild these structures and survive in the new society. Many times, those who do overcome the barrier of culture shock establish new roots in the US, and enjoy various types of success (building a family, creating a business, forming relationships, etc.) and are able to cultivate a better future for themselves and their loved ones. (Korzenny, Korzenny) Through this re-establishment of self, the Hispanic community is able to interact and relate with non-Hispanics, and exchange customs and knowledge from both cultures.

In the United States, the recent debate over the issue of immigration, has resulted in mixed messages in the media and confusion for US Hispanics who find themselves accepted by some and rejected by others. Because of this state of fluctuation, younger Hispanics have developed a sense of pride in their Latino identity. This new Latino identity while rooted in both their Hispanic and US cultural influences, originates from the unique situation of being Latino in the US. These individuals straddle two worlds as they adapt to the new homeland (Pew Hispanic Center) wishing to “integrate,” that is, preserve their Hispanic culture while simultaneously relating to their second (US) culture. (Korzenny, Korzenny)
The Hispanic culture is gaining prevalence in the United States because several factors. First, the non-Hispanic population is rapidly receding compared to the Hispanic population. According to the U.S. Census, Latinos grew by 43% from 38 million in 2000 to 50 million in 2010, while the Non-Hispanic population only grew by 4.9%. In her article on HuffingtonPost.com, Lili Gil wrote that the top ten most populous cities are already 35% Hispanic, and that trend is sure to spread across the country in coming years. In addition, Hispanic buying power has grown by 347% over the past ten years reaching $1 Trillion in 2010. (Gil) While the Hispanic population continues to expand and gain prevalence, many of their traditions, customs and values are being accepted and adopted into US culture. Finally, there is an increasing number of native born Hispanics. According to the US Census, 62% of all Latinos are US born. This statistic is also reflected in Hispanic youth as two-thirds of Hispanics ages 16 – 25 are native born Americans. (Pew Hispanic Center) These figures speak to the rising and sustaining importance of Hispanics in the US market.

Because of the increasing importance of the Latino group, the host culture-the American culture-must adapt to incorporate the customs, values and beliefs of US Hispanics. Movements within the US are taking place that exemplify this multicultural attitude influenced by Hispanic culture. For example, in Baltimore, Maryland, public schools have begun hiring bilingual teachers in response to the increases in Hispanic enrollment in schools. One elementary school started a bilingual program, teaching classes in English and Spanish. (Bello) Programs like these can give individuals a social advantage, allowing them to think and communicate from two different cultural perspectives.

(Korzenny, Korzenny) Many universities such as NYU have instituted Latino Studies programs, that focus solely on the study of Latinos within the framework of the American culture.

As the non-Hispanic population continues to decline and the Hispanic population continues to expand, it is vital for marketers to recognize this trend now and establish relationships with these evermore powerful consumers. (Gil) One way to connect with Latino consumers is to develop communications that encourage Hispanic achievements and goals. By uplifting and supporting Latino identity in the US today, marketers can establish brand loyalty amongst these consumers and develop an avenue for future growth for the products, services and businesses they represent.

BY Larin Littwin
Hispanic Marketing Communication
Florida State University

Works Cited

Bello, Marisol. “Baltimore Shows How Hispanics’ Influence Grows – USATODAY.com.” USATODAY.com. USA Today, 7 Oct. 2011. Web. 10 Oct. 2011. http://www.usatoday.com/news/nation/2010-10-06-hispanic06_ST_N.htm>.
Gil, Lili. “Top 5 Reasons Why Latinos Must Be on Your Advertising Agenda.” Breaking News and Opinion on The Huffington Post. Huffington Post, 3 Oct. 2011. Web. 9 Oct. 2011. http://www.huffingtonpost.com/lili-gil/why-latinos-must-be-on-your-agenda_b_991646.html>.

Korzenny, Felipe and Betty Ann Korzenny. Hispanic Marketing: Connecting with the New Latino Consumer. New York: Routledge, 2012.

“Latino Culture Sweeps across US.” BBC News. BBC News, 5 Nov. 2003. Web. 10 Oct. 2011. http://news.bbc.co.uk/2/hi/americas/3238523.stm>.

Pew Hispanic Center. “Between Two Worlds: How Young Latinos Come of Age in America,” Washington, D.C. (December 11, 2009).