Advertisers often alienate first- and second-generation Hispanics
When we say the word Hispanics, we’re lumping a large, diverse range of people into one very narrow group. Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. One growing subgroup of Hispanics in the U.S. is bicultural Hispanics, first- or second-generation citizens who grew up in this country. Many are also Millennials, and they toggle easily between cultures and languages. Connecting with this group can be challenging for advertisers. They are easily alienated by anything that appears inauthentic or pandering. They appreciate advertising that speaks directly to them and doesn’t just have a Spanish voiceover slapped on. Aleena Astorga Roeschley, research director and multicultural expert at Communicus, an advertising consultancy, talks to Media Life about defining bicultural Hispanics, targeting them more effectively, and how to mimic previous campaigns that have worked.
Read Media Life Magazine’s: Delicate dance: Targeting Biculturals HERE.
