What is your definition of Hispanic/Latino?

     This last week I was asked by a prospective client to give him my definition of what I thought it meant to be Hispanic.

“A paragraph or two at the most” he stated.

I thought to myself, this guy has to be kidding, who in this day and age does not know the definition of Hispanic or Latino for that matter.

I collect the definitions from everyone that comes into pitch me

Not being one to back down from a challenge(especially from a prospect) I took a crack at it.

To be honest with you,it was not as easy as I thought it would be.

This is what I sent.

To be Hispanic or Latino goes much deeper than the use or understanding of the Spanish language. It is responding to a set of values that I would say are in your DNA. Values that as a marketer you need to understand and use with your messaging.

Values that keep “abuela” as part of the household nucleus way past her prime.

Values that are forged as part of an
“interdependent” family, where everyone is expected to have an opinion and express it.

Values that put fate at the very center of our daily lives “lo que Dios quiera”(whatever God wants). If I only had a dollar for every time I have heard that line.

Being Hispanic/Latino is listening to Jay Z but dancing to Chirino, Marc Anthony or La Banda del Limon.

It is not getting caught up with the last episode of Lost but not missing your daily Novela dose.

I would say above all, being Hispanic/Latino is a frame of mind that brings together the best of two worlds.

We may live in an English world,but we dream in Espanol!!!

What is your definition?

Jose Cancela
Hispanic USA Inc
A Hispanic Market
Communications Firm

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