Is Marketing In Spanish Still Relevant To Hispanics?

by Isaac Mizrahi, co-president, chief operating officer, ALMA.

By now, we know all about the dangers of “fake news,” but there’s another form of false information, the concept of “fake trends,” that marketers should be aware of since these can have a negative impact on business strategies. We are witnessing one of them right now when it comes to Hispanic marketing.

The “fake trend” goes like this: Since the Hispanic population growth in the U.S. has been shifting from immigration-based to U.S.-born-based, the need to reach out to this segment from a marketing standpoint should also shift, and young Hispanic Millennials and Gen Zers would tend to culturally assimilate to the broader general market target. As a result, brands may not need to create culturally driven and Spanish-language campaigns to connect with Hispanics any longer. So one strategy, one message, one language would fit all. False.

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