blog 2 Hispanics

Last week it was all about people in the Middle-East. This week it will be about the Hispanics in the US.
Hispanics are the largest immigrant group in the US to exhibit significant sustainability of their culture and are not disappearing into the American melting pot.

So it’s confirmed that Hispanics find sustainability very important, that’s why companies have to see them as people and not only as consumers. It’s a fact that Hispanics buy brands that empower their cultural relevancy

Hispanics in America are tired of being the target of new marketing campaigns by brands that are not creating cultural connectivity. They will more likely turn away from brands that are only interested in selling to them, because they really don’t like the commercial aspect.

The Hispanic people are more interested to build relationships with people and companies who are willing to listen to what they have to say, because those people/companies take the time to understand what they really want and how they want it.

That’s why the Hispanic market can no longer be seen as a short-term expense, but more likely as a strategic long-term investment.

Today most of the brands are missing a lot of Hispanic customers, because they misunderstand their market opportunity. They are trying to sell at a traditional way that focuses on selling benefits.
What they really should know is that Hispanics represent a new type of consumer who is connected to their own cultural nuances that support the needs of their family, because they want loyalty with brands that represents their voices.

This means marketers must allow the Hispanic consumer to influence how they brand their brands.
that’s why it’s very important that marketers listen to what the people want, rather than continue the stale monologues they usually do. In other words, they need to have a two-way conversation.

http://www.forbes.com/sites/glennllopis/2012/05/14/dont-sell-to-me-hispanics-buy-brands-that-empower-their-cultural-relevancy/