Insights and Marketing Ideas for Local Businesses in Hispanic Communities

In the ever changing landscape of local businesses, understanding and appreciating the many layers of Hispanic culture within the United States is not just advantageous – it's essential. It goes beyond mastering the core functions of your business and employing effective tools; it's about being aware of the cultural trends that can help to sustain growth and build enduring connections.

As the person responsible for the success of your business, you're not just moving toward objectives; you're navigating within a broader context. Recognizing and embracing the influence of Hispanic culture isn't just a choice; it's strategically important.

The upcoming U.S. Census projections are very convincing: by 2060, over 1 in 4 Americans will be of Hispanic descent. The question isn't just about your business existing; it's about keeping up with a fast changing demographic landscape. Are you ready for that future? The answer lies in understanding and effectively engaging with the Hispanic community.

Right now, Hispanics make up 19.1% of the U.S. population, and projections indicate that this figure will increase to 26.9% within the next four decades.

At the same time, the non-Hispanic white population is anticipated to decline from 58.9% to 44.9% by 2060.

These statistics show the undeniable influence of the Hispanic community, making it vital to ensure that your business appeals to this rapidly growing segment.

To ride these demographic waves successfully, your business must craft content that crosses cultural boundaries and really strikes a chord with the Hispanic community. It's about creating a dialogue, making connections, and establishing a brand presence that not only acknowledges but celebrates Hispanic heritage.

In our pursuit of understanding and embracing the fascinating tapestry of Hispanic culture within the U.S., let's delve deeper into some important insights from the MRI Simmons Study Fall . These seven attitudes among Hispanics regarding their culture not only provide a nuanced understanding but also serve as guidance for businesses aiming to authentically connect with this demographic.

• It is important for Hispanic parents to teach Spanish to their children to help keep Hispanic culture alive: 90.7%
• Family reunions are important: 81.2%
• They enjoy sharing their Hispanic/Latino heritage with other Hispanic/Latinos: 71.5%
• They keep objects at home that remind them their Hispanic heritage: 71.5%
• They like to share their Hispanic heritage with their non-Hispanic friends: 69%
• They believe that companies who advertise in Spanish respect their culture 63.1%
• Often celebrate holidays from Hispanic countries 57.4%

Source: MRI-Simmons, 2023 Fall MRI-Simmons USA, field dates: 9/1/22-10/16/23. Percentages include those completely or somewhat agree with statement. 

Marketing Techniques for Local Businesses to Connect with Hispanic Communities

Here some ideas:

• Teaching Spanish to Children (90.7%):
• Tactic: Local language classes or workshops for parents and children.
• Example: A local bookstore hosts weekly bilingual storytime sessions for children, encouraging language learning in a community-friendly environment.

• Importance of Family Reunions (81.2%):
• Tactic: Sponsor or organize community events that encourage family participation.
• Example: A local restaurant offers special family reunion packages with discounted group meals, creating a welcoming space for family gatherings.

• Sharing Heritage with Other Hispanics (71.5%):
• Tactic: Collaborate with community organizations to host cultural exchange events.
• Example: A local clothing store partners with a cultural center to organize a fashion show featuring traditional attire, promoting community unity.

• Objects Reminding of Hispanic Heritage (71.5%):
• Tactic: Create branded merchandise that reflects local Hispanic heritage.
• Example: A local brewery designs limited-edition labels with culturally significant symbols, connecting the product to the community's heritage.

• Sharing Heritage with Non-Hispanic Friends (69%):
• Tactic: Host inclusive events or workshops that showcase Hispanic traditions.
• Example: A local art gallery organizes a painting class themed around Hispanic folklore, encouraging both Hispanic and non-Hispanic participants to engage in cultural conversations.

• Belief in Companies Advertising in Spanish (63.1%):
• Tactic: Implement bilingual marketing materials and advertisements.
• Example: A local grocery store creates bilingual signage and advertising campaigns, showing inclusivity and respect for the Hispanic community.

• Celebrating Holidays from Hispanic Countries (57.4%):
• Tactic: Organize events or promotions around major Hispanic holidays.
• Example: A local bakery introduces a special line of pastries during Hispanic Heritage Month, attracting customers celebrating the occasion.

General Strategies for Local Businesses:

• Community Partnerships:
• Forge partnerships with local Hispanic organizations, schools, or cultural centers to strengthen ties and gain insights into community needs.

• Social Media Engagement:
• Utilize social media platforms to share stories, highlight cultural events, and engage with the community.

• Inclusive Marketing Campaigns:
• Develop marketing campaigns that showcase diversity and inclusivity, resonating with the cultural values of the Hispanic community.

• Bilingual Customer Service:
• Ensure that customer service is bilingual to create a more inclusive and welcoming environment.

• Cultural Sensitivity Training:
• Train staff on cultural sensitivity and awareness to enhance customer experiences.

By incorporating these techniques, local businesses can authentically connect with the Hispanic community, and in doing so create trust, loyalty, and a sense of belonging.

Get in touch

It’s vital to remember managing your Hispanic digital advertising campaigns is much easier when you have an in-house marketing team or can collaborate with a full-service digital agency to support your goals.

At Entravision, we have an experienced team of dedicated specialists working on Hispanic digital advertising. Our aim with every campaign is to consider each product and service our clients offer on a case-by-case basis. Our team of specialists work with different tools and platforms to monitor and manage their work, to ensure our results meet the client’s set goals.

If you would like to learn more about our operations and services, feel free to reach out and contact us!