I was scrolling through TikTok, and I could not help but notice the way English vocabulary has changed over the last few years. I had never heard words like Aura, Ohio, and Rizz. But now, they have become an important part of our daily conversation.
So, if you think you know your audience, I would suggest you reconsider.
For marketers, a significant shift is happening as the U.S. population is going through a huge transformation. The Hispanic population is growing and becoming more diverse, and behavioral aspects are changing as well. So, as a marketer, you need to find ways to align marketing campaigns with different types of people.
If you are a marketer or business owner in the USA, here is everything you need to know about impressing young Hispanic consumers.
Top Trends Among Hispanic Youth Marketers Need to Know
Are you ready for the next generation of Hispanics? Let us look at some of the basic behavioral changes and the way they can be used from a marketing point of view.
Changing the Dominant Language
Remember the time when marketers used to think that Hispanics couldn’t speak English?
Well, as per the new stats, Hispanics prefer speaking English. Data revealed in 2019 states that about 67.3% of Hispanics in the United States were born in the country. This number has since seen a noticeable boost.
The generation born and raised in the U.S. prefers speaking English. Although most parents try to teach their kids at least a few basics of Spanish, a majority still find it hard to carry on a conversation in Spanish.
This language change is going to steer a lot of brands toward Spanglish (a mix of English and Spanish). A lot of brands have created dedicated channels and customer service lines to facilitate Spanish consumers. For instance, the dedicated helpline of Spectrum en español facilitates Spanish speakers.
Transforming the Buying Behavior
For a long time, Hispanics have remained a marginalized community. Most of the Hispanics were immigrants from Mexico with limited buying power.
While brands were considering them as a secondary target audience, Hispanics were also less vocal about their needs and requirements. Eventually, this created a domino effect where most companies simply refused to customize products to cater to the Hispanic audience.
Now, as the Hispanic-American population is growing and people have a much better buying power, there is a noticeable shift in buying behavior as well. They have now become more vocal about their needs, especially as Gen Z has entered the workforce.
Young Hispanic consumers are a powerful force in the market today. They possess strong purchasing power and are increasingly vocal about their needs and preferences.
This generation is confident and assertive, often challenging the status quo and supporting brands that reflect their values and identities. A study by Google shows that 76% of U.S.
Hispanics proactively look for brands that hyper-specify their campaign for Hispanic audiences via cultural references and other details. As a market, this means that companies now have to customize products and services.
Shifting the Consumer Journey
The consumer journey is now shifting from offline to online. When it comes to technology, Hispanics have a huge presence online.
This is the reason the Latino population in the USA mostly likes to shop online. Their domain presence on social media makes them an ideal audience for digital marketers. Studies show that 49% of Hispanic customers use social media for brand discovery compared to 41% of Caucasians.
Moreover, in terms of online shopping, Hispanic youth pave the way with a substantial 46%. Most of the young Latinos not only discover the brands via social media but are also influenced by collaborations and celebrity endorsements.
Becoming More Culturally Sensitive
In the first immigrant Latino generation, marketers were less focused on adding cultural references, language, and other details.
In fact, when Latinos entered the USA, they wanted to submerge themselves in the US culture. They were ready to adapt to the language and adjust to the situation, so for them, good quality was US-oriented.
The second generation of Latinos wanted at least some kind of assurance from the business and companies. So, they actively looked for companies who either catered to their needs or were offering them some kind of representation. While it was a subtle change, marketers were able to notice and then customize the campaigns accordingly.
The current generation of Hispanics are woke, educated, and well-informed. They don’t want to just share the same platforms as Caucasians, but want companies to cater to them on a personal level.
Moreover, young Hispanics are willing to voice their opinions regarding a company or a brand that fails to meet their expectations, offer inclusive services or products, or show any kind of cultural insensitivity.
Conclusion
For a business to stay afloat in the current economy, keeping up with the trends and knowing the audience well is very important. The above-mentioned stats about Hispanic youth will not just help marketers learn about their audience better but also customize their campaigns accordingly.
Disclaimer: The views expressed herein are the author's own and do not reflect the views of Fundz.net.
