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Hispanic Marketing in Quotes

English: CEO of the Salt Lake Organizing Commi...

By Mari D. González

THE PREMISE: “America’s corporations can no longer ignore Hispanic marketing like Mitt Romney did.”

THE RELUCTANCE: “Companies [have failed] to understand the importance of being culturally relevant because they first-and-foremost have their brand’s interests – rather than Hispanic consumer’s cultural values, preferences and passion points – at heart.” Armando Azarloza

THE CHALLENGE:  “Companies are deprived of diversity in leadership, [thus] lack the imagination, creativity, authenticity and innovation to market to today’s fast growing demographic shift.”

AND THE GOOD NEWS:  “Hispanic small businesses are growing at twice the rate of the national average – generating over $350B in annual revenues (that some estimate is closer to $650B).”

Quotes from Forbes’, November 12, 2012, article by Glenn Llopis

Mexicans: The More Segregation, the Less Assimilation.

By Mari D. González

The less segregation, the more assimilation. It is a give and take situation.

~Altar de Muertos~

~Altar de Muertos~ (Photo credit: uteart)

The highest level of education a Latin American immigrant has, the more willing he/she is to assimilate. Yet, he/she gives up his cultural origins. In terms of their level of integration in the U.S., there are implications for both the Mexicans and the more assimilated Latin American groups in the U.S. While the later might enjoy greater economical benefits than Mexicans, Mexicans is the only ethnic group that has kept its cultural roots generation after generation at the expense of not enjoying such economical benefits.

While Mexicans have refused to assimilate, they have influenced the U.S. culture in every way. A couple hundred years from now, the only culture alive in the U.S. will be the Mexican (Dia de los Muertos, piñatas, mariachi, tacos, etc.). The rest will be passing technology, brands, and disposable things. Mexicans have the ability to layer several cultures without renouncing their own. I’m very proud of every single bilingual and bicultural Mexican-American in the U.S.

Generalizing Hispanics and Marketing

By Mari D. González

Fast and easy analysis does not always translate into accurate analysis.  The infographic below from CutCue states that “U.S. Hispanics are very proud of their heritage and never forget where they come from.” This might be true for Latinos/Hispanics across generations—more specifically Latinos/Hispanics of Mexican descent who are the majority.

However, the next statement, “They are self reliant and have a negative view about asking for help” relates more to individualistic societies. In general, Latinos/Hispanics regardless of their acculturation level tend to be on the collectivist side. So, my question is—Which segment of Latinos/Hispanics is CutCue talking about?

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Research and Opinions in Hispanic Marketing

By Mari D. González

Below is my response to the post “Why Hispanic Communities Should be the Foundation of Your Hispanic Market Research” by Jose Espinoza:

“Because there is a big difference between research-based information and opinions. Thus, constant research done by in-group professionals is needed. “

Missing the Mark on Culture

English: Black Hispanic and Latino Americans

By Mari D. González

The blog “Are Marketers Missing the Mark?” by Hispanic Market Weekly states that “An attitude-based acculturation model provides a more focused lens for looking at Latinos and capturing the estimated $500 billion in purchasing power held by bicultural Hispanics” based on a report from Culturati Research & Consulting.

Let’s clarify that the largest percentage of bilingual Latinos/Hispanics do not need to acculturate; they enculturate instead.  They acquire the culture in their first years of life through schooling and media in English. Acculturation is for people such as immigrants who move from one society or culture into another.

Ethnic marketing is prone to these wrong and misleading statements. Let’s also clarify that Hispanic marketers are not experts in cross-cultural theories or cultural anthropology and should not be haphazardly using terms that are outside their field or field-specific that they ignore. They need to either learn more about social sciences or leave such studies to the experts because they are “missing the mark.”