Inspired by Hispanic Heritage Month, Taylor hosted a panel discussion to explore the immense diversity within the group titled “Hispanic” and hold space to examine authentic engagement with this broad-reaching identifier. “Subcultures in the Hispanic/Latinx Community and the Importance for Marketers to Understand the Difference” delved into the identities of the panelists, what has shaped these identities over time, and implications for marketers when creating campaigns focused on or inclusive of the Hispanic market.
First and foremost, we discussed panelists’ experiences with the term Hispanic as a classifier within the United States. Daisy Auger-Dominguez, Workplace Culture Strategist, Speaker, and Author, recalls: “I was very much Dominican and Puerto Rican until age 16 when I moved to the US, and I became Hispanic. All of a sudden, I came to the US and they said, “you’re in this box.”
Speaking more specifically of experiences within the world of marketing, panelists pointed to the importance of collecting primary research and knowing your audience.
“Within our own group there are blind spots and missed opportunities because we are not just one type of person and one type of identity,” said Yari Blanco, Founder and Editor in Chief of @theGIRLMOB. “Even within the Latinx market there needs to be diversity of thought and diversity of identities to create content that is rich and that can speak to multiple people.”
Luis Altuve, VP, Client Strategy at NBCUniversal Media, LLC, described his work for Nutri-Grain Bars, grounded in his cultural competency and work experiences in Mexico and Venezuela. Altuve held focus groups with different subsets of the Hispanic community to determine the next best flavors that would appeal to that market. “Definition of your consumer target is the most important, after insights… Target a specific group within the Hispanic sector… be true to the process, true to understanding the consumer really, really well, and arm yourself with insights so you know what to say to them and be really relevant.”
Further stressing the importance of a comprehensive research approach, Mariel Espejo, Senior Associate, Social Media, JPMorgan Chase, stated: “The best marketing campaigns out there have a very clear, authentic insight, and are not based on the four Hispanics in the agency.” In-depth and methodological research plans, created with keen knowledge of the target audience, are key to developing a well-informed strategic and integrated marketing communications plan.
Stay tuned for our video recap soon to come!