Everything you Need to Know about Hispanic Marketing for Hispanic Heritage Month
There’s a lot more to Hispanic Heritage Month than meets the eye. Historically, brands and businesses have had a tendency to throw together last minute marketing plans to reach Hispanic audiences around this month-long celebration of Hispanic culture - but there’s a lot that could be improved upon. Keep reading for insights into how U.S. Hispanics really feel about the month, and find out how to reach them more authentically and effectively not only for 30 days, but year-round.
The History of Hispanic Heritage Month in the U.S.
Hispanic Heritage Month is celebrated from September 15th - October 15th every year. It began as Hispanic Heritage Week in 1968, but was expanded to take place for a full month in 1988. The September 15th start day is significant since it marks the anniversary of independence for a multitude of Latin American countries including Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico also celebrates its independence shortly after on September 16th, and Chile celebrates their independence day on September 18th. Additionally, Columbus Day, renamed as Día de la Raza and/or Indigenous People’s Day, takes place on October 12th, also falling within the 30 day period of Hispanic Heritage Month. The day has been reclaimed as a celebration of resistance among many Latin American communities given the history and aftermath of colonial forces.
The intended purpose of the month-long acknowledgement of Latino culture was for Americans across the country to learn about and celebrate the histories and cultures of American citizens whose ancestors came from Latin American countries, as well as honoring their contributions to the United States. Despite positive intentions, Hispanic Heritage Month, like many holidays, has been altered and commodified over time. While no U.S. Hispanic individual can necessarily speak for the entire community, many members have voiced their frustrations with the way the celebration has been warped over time as a haphazard way for brands, businesses, and the general public to care about the community for 30 days before moving on and forgetting about them for the rest of the year.
For instance, a survey conducted by the editorial staff at Remezcla spoke with members of the U.S. Hispanic community to get their thoughts on what Hispanic Heritage month means to them. Latinx advocate Paola Ramos explained, “I think it’s meant to be a reminder for Latinos to take pride in our culture. It should, however, serve as a moment for other people and institutions to not only educate themselves about our history, but to also take concrete actions that uplift our community.” Echoing a similar thought around wanting to see sustained investment in the community, editor Suzy Exposito expressed, “It’s good for us all to know our history, especially that of our ancestors’ resistance...But perhaps we ditch the month and commit to keeping each other educated year round.” Evidently, giving a quick nod to Hispanic culture isn’t cutting it for consumers - they want to have a seat at the table and know they’re not just a seasonal one time topic.
What You Need to Know about the U.S. Hispanic Population
Aside from learning about and acknowledging the history at stake, it’s also crucial to recognize the history currently being made by U.S. Hispanics by understanding their massive impact on the U.S. population as a whole. As the nation’s second-fastest-growing racial or ethnic group, Hispanics made up 18% of the U.S. population in 2018, and are on track to keep growing in size. In New Mexico alone, Latinos are the highest share of a state’s population at 49% - followed by Texas and California, where 39% of their respective populations are comprised of Latinos.
While Hispanics in the United States come from or are descended from all parts of Latin America, it may help to know that people of Mexican origin account for roughly 60% (36.6 million) of the nation’s Hispanics, followed by individuals of Puerto Rican origin at 5.6 million according to
Pew Research. Other Hispanic origin groups with more than 1 million people living in the U.S. include Salvadorans, Cubans, Dominicans, Guatemalans, and Colombians. Many people tend to lump all U.S. Hispanics into a single category, but not all Hispanics in the United States are the same. While there are cultural similarities across groups, each origin group has their own set of traditions and celebrations, slang, foods, and more. The picture becomes even more complicated when considering additional factors like generational status, age, acculturation, and more. Wondering how this all plays a role?
Check out how we take the full picture into account
here.
Despite common assumptions about the majority of Hispanics in the U.S. being foreign-born, immigrants make up a declining portion of the U.S. Hispanic population as the U.S.-born Latino population continues to grow. This growing population has culminated in a major year that highlights the importance of the Latino influence - with a record
32 million eligible voters
in 2020, making Hispanics the largest racial and ethnic minority group in the electorate. Contrary to another popular belief, many Hispanics in the U.S., especially younger generations like Millennials and Gen Z, are bilingual or English dominant. Unfortunately, many brands and businesses make the mistake of thinking that simply translating from English to Spanish will be enough to take care of their Hispanic marketing strategy, without understanding the many nuances that are involved in the process, including components such as language preferences.
Year-round Hispanic Marketing Tips
Although celebrating Hispanic Heritage Month is encouraged, it only goes as far as the rest of your long-term Hispanic marketing plan. Consumers are keenly aware of when brands give them a quick shout out and then move on to the next trend - so what makes Hispanic marketing go right, and what makes it go wrong? Check out some of the tips below to avoid making common faux-paus amongst a growing and influential audience. Make sure your campaigns go the distance all year long!
Create meaningful content: Building out helpful content, landing pages, and educational resources to reach members of the Hispanic community during Hispanic Heritage Month and as a part of an ongoing Hispanic marketing strategy is a great way to show you care. By providing helpful tips and making content about your brand or business accessible to members of all backgrounds, your business can not only make strides in diversity and inclusion, but also see major business results. A recent Google survey of nearly 3,000 consumers found that 64% took an action after viewing an ad they considered inclusive. It also found that surface level diversity doesn’t cut it - and it can unintentionally perpetuate stereotypes and reduce diverse groups to a monolith by feeling forced. According to Google’s insights, the best way to tell inclusive stories is to hire diverse storytellers. Which leads us to our next point…
Partner with a multicultural marketing agency: Establishing a strategic partnership with a Hispanic marketing agency/multicultural marketing agency can be the difference between Hispanic marketing campaigns that miss the mark and ones that can leave a lasting impact to drive major growth for your business. Since Hispanic marketing agencies live and breath Hispanic marketing, they know the ins and outs of the Latino market and how to reach this audience effectively thanks to extensive cultural knowledge, industry trends, and consumer behavior insights. They can also help guide you through Hispanic-specific initiatives to target Hispanic consumers in your area, whether it’s reaching them via digital marketing, broadcast initiatives, or through local community-focused events.
Keep up the momentum: Stay connected with Hispanic consumers to keep engagement going beyond just Hispanic Heritage Month. Staying up to date is crucial as the Hispanic market continues to grow, change, and evolve over time. Getting to know Hispanic audiences and their preferences shouldn’t just be a one-time thing, and brands and businesses who adapt sooner than later will have a leg up on the competition as Hispanics in the U.S. continue to gain prominence, buying power, and influence.
How to Get Started with Hispanic Digital Marketing
Now that you’ve learned more about the history of Hispanic heritage month and about the current U.S. Hispanic population, you may be wondering how to get started. The Hispanic market isn’t a one-size fits all group, so it’s natural to feel a bit overwhelmed at first. No need to fear! We’ve got you covered.
Feel free to contact one of our expert digital marketing consultants or find a location near you to begin your Hispanic marketing journey. We’ve also created a guide on how to choose a Hispanic marketing agency for your local business.
General questions? Don’t hesitate to contact us. No question is too big or small!
