There is a growing necessity for brand marketers to provide culturally relevant content and messaging that specifically targets US Hispanics. In fact, Nielsen’s recent study, The The Hispanic Market Imperative – clearly states that Hispanics are the largest immigrant group to exhibit significant sustainability of their culture and are not disappearing into the American melting pot. Now that we have confirmed that cultural sustainability matters to US Hispanics, companies must become more educated about the Latino community not just as consumers – but more importantly, as people and the identity we represent as a diverse community. They must recognize that Hispanics buy brands that empower their cultural relevancy.
The chart below shows how prolific both demographically and economically the Latino/Hispanic market is in the U.S.
A recent study by the firm confirms that most Hispanics today are interested in maintaining their diverse cultural heritages and therefore prefer to communicate in Spanish. While the waters are being tested for growing bilingual market needs, gradual acculturation will require meeting the more immediate Spanish language needs of traditional Hispanic communities.
The growing Hispanic population in the United States has reached a new milestone, topping 50 million, or 16.3% of the nation, officially solidifying its position as the country’s second-largest group, U.S. Census Bureau officials said Thursday. “Overall, we’ve learned that our nation’s population has become more racially and ethnically diverse over the past 10 years,” said Nicholas A. Jones, chief of the bureau’s racial statistics branch. Several trends emerged from the 2010 census, according to Robert M. Groves, director of the Census Bureau, and Marc J. Perry, chief of the population distribution branch.
Spanish is the second most used language in the United States. There are more Spanish speakers in the United States than there are speakers of Chinese, French, Italian, Hawaiian, and the Native American languages combined. According to the 2009 American Community Survey conducted by the U.S. Census Bureau, Spanish is the primary language spoken at home by over 35.5 million people aged five or older. There are 45 million Hispanics who speak Spanish as a first or second language
The chart below gives data by country of the 460,368,652 native Spanish speakers in the world and 517,423,452 million who speak Spanish including those who speak it as their second language. There are at least 70 countries in the world with measurable Spanish speaking populations. At least 29 countries have more than 1 million Spanish speakers.
With 329 million native speakers, Spanish ranks as the world's No. 2 language in terms of how many people speak it as their first language. It is slightly ahead of English (328 million) but far behind Chinese (1.2 billion).
There has been a dramatic increase in numbers of the Spanish speaking community in the U.S. over the last 30 years. In 1990 Hispanics made up just 9% of the U.S. population. By the year 2020 Hispanics are projected to make up 21% of the population. Studies show this trend continuing indefinitely. By 2050 Census estimates the U.S. Hispanic population at 100 million.
One thing is clear by now, the "Total Market approach" has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Publicis Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes culturally appropriate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year's ANA Multicultural Marketing Conference uses the term Cultural Fluency:"Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular."