A major CPG company recently shared some of their Hispanic research results at a large multicultural conference. One of the findings was that consumer communications should be inclusive of all Hispanics to reach all consumers regardless of language preferences, acculturation levels and generational variance. The findings are based on communication preferences and the importance of shared opinions for product selection within Hispanic families and groups.
Hispanics were found to be more likely than Non-Hispanics to shop with at least one other person and that shopping is often a family or group affair. In making a product decision, Hispanics place higher importance on the opinion of family members and others.
Hispanics are using both English and Spanish languages and are watching significant amounts of TV in both languages. It’s important to reach the various sub-segments of the Hispanic market though consistent communication in both Spanish and English. And, given that Hispanics tend to shop in groups and that opinions within these groups are of high importance to the purchase decision process, consistent marketing communication in both languages is even more important.
To ensure consistency, brand image and messaging must be complementary in both languages as many Hispanic consumers are moving seamlessly between both languages. In-store communications should also be complementary in both languages–neither being subordinate to the other. This way no one feels left out and the brand earns greater awareness and preference with Hispanic consumers of all acculturation levels.