Marketing to Hispanics: Why It’s Not Just About Speaking Spanish

In a recent study Yahoo conducted with Ipsos on Hispanic millennials focused on the third generation, over half of the respondents said it’s about time that advertisers recognized that Hispanics shop, too. It’s a new year, and another reminder that the Hispanic consumer is exponentially growing in buying power. Now more than ever, it’s imperative for marketers to understand what it takes to reach this important customer segment and build a proper marketing strategy that’s thoughtful, effective and appeals to their specific interests and preferences.
Couple-BlueI’ve dedicated my career to understanding the Hispanic market, and I have seen it evolve, ebb and flow over time as the economy has grown. According to the Selig Center for Economic Growth, this market is on track to reach $1.7 trillion by 2020. But, if there’s one key theme I’ve seen resonate as a marketer, it’s the significant role of the Spanish language: its various uses, along with the recognition that cultural identity is bigger than knowing the language. One key understanding: Half of all second-generation Hispanics are bilingual, while only 23 percent of third generation are. There are a few themes that resonate when developing a marketing strategy for Hispanics, with language considerations woven throughout.

Below, I’ve offered up a few key strategies and tactics that marketers can adopt to be successful with this market, framed around their preferences for digital content, how they associate with their culture, and what types of advertising resonates with them most.

Use online video, and distribute it on mobile.
When it comes to entertainment, Hispanics love variety, and even more when it comes in the form of online video. On average, they visit nearly nine different sites, apps and services to view this content over a 30-day period. This presents a huge opportunity for marketers to implement a multi-pronged digital content strategy, where language can strategically be used across multiple touch points. Also, content that speaks to their heritage is popular with Hispanics, whether or not they’re fluent in Spanish.

A study Yahoo conducted last summer indicated that Hispanics are quickly replacing traditional television, spending a majority of their time watching online content. Moreover, they’ve become a mobile-first generation: Over the last few years, their time spent on mobile video increased by 53 percent, and is even higher for those who are Spanish-dominant, with 94 percent who watch video at least once a week. It allows them to watch whenever, wherever they are. And that’s huge for marketers.

Know your audience: Tap into Hispanics’ cultural connections.
The majority of Hispanics feel connected to their heritage. Culture is a way of life that’s felt in the way they act, what they eat, listen to, watch and how they speak with each other. There are, however, nuances between different generations. Over half of Hispanics are of millennial age or even younger, and these gaps in age have an impact on a variety of cultural factors, including language attribution, cultural identity, battling stereotypes and more.

We often hear the second-generation saying, “No soy de aqui, ni soy de alla,” which means “I’m not from here or from there” — they feel caught in between two cultures. Content needs to be tailored to their specific interests. This might mean use more ads in English, but with a stronger cultural or emotional connection — memes that play on cultural experiences or videos that poke fun can be very effective, and we see this more and more from people sharing on social media. Whomever the audience, show relatable scenarios and tug at the heartstrings.

Conversely, our study indicated the third generation feels “at home” in both cultures, having grown up primarily English-dominant, and yet still heavily connected to their heritage. They’re also more likely to feel a higher pressure for success, having learned the importance of a college education, achieving goals and living lives their parents may not have had. And when evaluating language fluency and the fact that less than a quarter of third-generation Hispanics are bilingual, marketers should assume that content that’s primarily in English, and that reinforces the attainability of the “American Dream,” will be well received with this generation.

There are also some unique instances in which the use of Spanish scales across generations. Hispanics spanning three or four generations might live under the same roof; this can mean daily interactions between grandparents, parents and their children, the latter of which might serve as interpreters for their older family members. In the digital sphere, we see social media also as a gateway for cultural connection here, as many Hispanics use different platforms to communicate with friends and family members. The opportunity here? Reinforce the heart and humor of older generations.

For advertisers, be relatable: It’s about more than translating commercials.
Here’s some music to your ears: Hispanics are very receptive to advertising; in fact, over half of millennial Hispanics actually welcome advertising targeted to them as a Hispanic. So what’s the catch? Marketers need to offer a true reflection of what it means to be Hispanic — that speaks to both Hispanic traditions and American culture. Avoid “Hispandering” — content should be highly curated and focused on cultural identity beyond just language. The use of stereotypes can be comical, but should be done properly, else they will backfire. Our third-generation study showed “Latin-style dancing” was the least important advertising element indicated by respondents.

With a larger average household size and high spending power, Hispanics are loyal to the brands they love, which creates a perfect opportunity for brand marketers. Unfortunately, too many brands expect to reach this market by pouring additional budget into their total market media buys. This is clearly not the smartest move, as this audience needs to be addressed differently. Instead, marketers should recognize barriers, and be careful and thoughtful in their strategy for this specific audience.

To recap, marketing to Hispanics requires thoughtful implementation of the following:

Use video whenever, however possible, and serve it on mobile. Whether you’re creating a short parody piece, a 30-second ad clip or a long-form feature, use video to capture attentions on every type of mobile device you can.

Know your audience! Are they Spanish-dominant? What do they read? Are they second-generation? Third? If you don’t know who you’re talking to, you won’t know how to talk to them. Because we see consumers and their interests from more points of view than any other company, we offer unique insights from 165 billion daily data events to target the right audiences.

Be real, and be credible. Hispanics are closely tied to their heritage, but that’s not all that defines them; understand where their differences lie. If possible, engage outside resources to understand these nuances; whether it’s a multicultural agency, or our insights and advertising teams at Yahoo, tap the expertise of others with a proven track record of success.

Source: Mattew Harries-



When it comes to appealing to a certain segment of any population, there’s a notable difference between knowing where people shop and what they buy. For example, knowing that 61% of U.S. Hispanic Millennials have shopped at a Hispanic supermarket once in the past year is helpful, but it’s only one layer of insight. A second layer, among myriad others, highlights that 51% of Hispanic Millennials are drawn to Hispanic grocers because they have a panadería (Hispanic bakery) or tortilla shop.


Why look at Hispanic Millennials? Because as multiculturalism and diversity gain prominence in the U.S., these young consumers will play an integral role in spending trends over the next 20-30 years. Notably, 40% of American Millennials are multicultural, and more than half of this group are Latinos. And while multicultural Millennials share the same affinity for digital technology as other the general Millennial population, more than one-fourth of all U.S. Millennials are first- or second-generation immigrants with strong ties to their global origins, which will affect their product purchases and brand loyalty.

The preferences and needs of Hispanic Millennials that Nielsen has observed are even more impactful from an opportunity perspective within certain Hispanic-rich cities like Los Angeles. Specifically, half of the Millennials in Los Angeles are Hispanic, and Nielsen expects that concentration to grow to 54% by 2020.

Nationally, 57% of U.S. Hispanics say they’re drawn to Hispanic grocers because they typically offer the products and brands that reflect their cultural tastes. What’s noteworthy is that younger Latinos, who are open to other cultures, are almost equally drawn to Hispanic grocers for the same reason (54%). The affinity for traditional Hispanic bakeries, fresh tortillas and prepared foods is strong among all Hispanics nationally.

Understanding national trends and preferences is important, but they fail to paint a complete picture of consumer behavior. Marketers know that “one size fits all” approaches won’t resonate with consumers, which is why brands and retailers need to be savvy in their efforts—and that means tailoring offerings at the local level.

For examples, groceries with a Hispanic bakery and / or tortilla shop are much more desirable among Millennial Hispanics in L.A. than they are among U.S. Hispanic Millennials. In fact, 68% of Millennial Hispanics in L.A. say they shop Hispanic groceries for this reason, well above the above the national average for Hispanic Millennials (54%). Notably, however, the presence of a wide selection of specialty Hispanic products and brands that reflect Hispanic culture are less of a draw among Millennial Hispanics in L.A. than it is for all U.S. Millennial Hispanics (46% vs. 50%, respectively).

In looking deeper at Hispanic Millennial consumption trends in L.A., we see that cultural products are strong trip drivers. In fact, they’re the No. 1 driver of trips among this group, with their baskets likely including ethnic breads like pan dulce (Hispanic sweet bread), fresh tortillas and prepared foods. Nielsen’s recent study found that Hispanic Millennials in L.A. are 26% more likely to shop specifically for Hispanic items than the city’s total Hispanic population.

Frequency is also a factor among Millennials, given this group’s tendency to pick up something and consume it that day. And in L.A., more than 50% of Hispanic Millennials spend $31 or more per trip. Notably, 64.1% of this group spends between $31 and $100 per trip. The upside here is that even though Hispanic Millennial budgets may be tighter than those of older consumers, they are attractive to retailers from a spending perspective.

Regardless of market or demographic, it’s critical for brands and marketers to know what appeals to consumers and what doesn’t. In the grocery realm, where there are millions of aisles to browse through across the country, there’s plenty of shelf space to optimize. This is particularly true when it comes to meeting the needs of Hispanics, as they do gravitate toward products and brands that are connected to their cultures—traits that many Hispanics haven’t traditionally found among some of the country’s mass-market groceries.


The insights in this article were derived from “Shopping For My Culture,” a Nielsen Hispanic Grocery Survey. The survey was in field for three weeks (from June 30, 15 to July 21, 2015) and achieved 3,307 responses, supporting the levels of analysis required for reporting. It included English-preferred, Spanish-preferred, and bilingual Hispanic households on the Nielsen Homescan Panel. The age range for Millennials is 18-34. Hispanic Grocery/Supermarket is a grocery supermarket that offers a substantial amount of products from Hispanic/Latin origin, carries Hispanic produce (fruits/vegetables), and may offer Latino bakery items, tortillas, Hispanic meat cuts or specialty products (horchata, batidos), as well as outlets also known as ethnic supermarkets.




Today, the multi-faceted Hispanic consumer is widely recognized as a cornerstone of any growth initiative for virtually all U.S. industries, and for good reason. With 57 million Hispanics in the U.S. alone, this group now represents almost 18% of the country’s population and significant spending power. In fact, Hispanic buying power reached $1.4 trillion in 2016—and we expect it to reach $1.8 trillion by 2021.

Despite concerns around the current economic and political landscape, Hispanic spending continues to rise across the total fast-moving consumer goods (FMCG) market, according to Nielsen’s Target Track retail measurement service. In year-to-date (YTD) 2017, Hispanic consumers have increased their FMCG spending by 0.6%, compared with 2016. In comparison, non-Hispanic dollars sales are 0.7% lower than last year.

However, drilling down into individual departments paints a slightly different picture in four of the 15 departments. Sales in the beauty, dairy, general merchandise and meat departments are lower YTD for both Hispanic and non-Hispanic consumers. Hispanics, however, are spending more in several key departments that non-Hispanics are pulling away from, including bakery, deli, frozen foods and household care. It’s also worth noting that sales among non-Hispanics are not growing in any department where Hispanic spend is down.


Despite shifting spending patterns, Hispanic consumers are not spending less than in previous years. At the same time, however, they’re not increasing their spend at the rate that retailers and manufacturers have become accustomed to in recent years. Across 10 of 15 key departments, YTD sales growth among Hispanic consumers are lower than they were last year. Comparatively, YTD spending among non-Hispanics is down across 12 departments.

Hispanic consumers’ overall spending has increased this year. And as Hispanic consumers drive growth, the uptick in spending is helping to partially offset the spending declines among non-Hispanics. FMCG manufacturers and retailers should note that while Hispanic consumers are continuing to spend money, they are adjusting their shopping behaviors. For example, they’re shifting to larger basket sizes per trip, suggesting the need for manufacturers and retailers to ensure that larger product formats (i.e., family size) are available to meet a growing demand.

By understanding the cultural essence that drives multicultural consumer behavior today, marketers and advertisers can forge a long-term relationships with the most dynamic and fastest growing segment of the U.S. consumer economy.

Taller de Reparación FIX-IT! Iglesia de Guadalupe Salón Social | Sábado 16, 10am-1pm

Taller de Reparación FIX-IT! Sábado 16, Iglesia de Guadalupe Salón Social- 10am-1pm

¿Tiene alguna cosa que se haya roto en casa? ¡No lo tire-repárelo!

Cosas pequeñas como electrodomésticos, ropa, electrónicos y más. Evento Familiar Gratuito! Iglesia Nuestra Señora de Guadalupe (Salón Social) Sábado, 16 de diciembre | 10 a.m. – 1 p.m. 401 Concord St. | Saint Paul, MN 55107 | Presented by:

Para más información 651-266-1199 |

Reciclando Desechos Orgánicos en Casa

Reciclando Desechos Orgánicos en Casa

¿Preparaste tu almuerzo hoy? ¡Los desechos de comida, servilletas y bolsas de papel del almuerzo pueden ser reciclados como desperdicios orgánicos! Para saber más, visita: #75PercentGoal

Reciclando Desechos Orgánicos en Casa

Reciclando Desechos Orgánicos en Casa

Para saber más, visita: #75PercentGoal

#VOTOLATINO Vota por ti. Vota por mí. Vota por todos.

Voting Campaign: Tu Voz es tu VOTO ¡Hazlo contar!

Multivision Media Group, the leading marketing company in Minnesota, launched a voting awareness campaign called “We Count. We Vote. We Define Ourselves.” that urges Latino US residents to become citizens if they are eligible and for those who haven’t registered to vote to do so in a timely manner. Furthermore, the campaign asks for the community to actively participate and get involved in voting registration campaigns and get-out- the-vote initiatives.

According to the Pew Research Center, Minnesota is home to 276,000 Latinos of which 96,000 are eligible voters. By contrast, 79% percent of the state’s white population is eligible to vote. Minnesota is HOME to one of the largest Latino-Millennial (ages 18-33) voting blocks in the nation with 48% of the total eligible Latino voting population. Historically, young Latinos have been the catalyst force of change for the entire population, their involvement in the 2018 election process should be of significant weight, thus the urgency to awake their enthusiasm and activate their participation.

If you have general questions about voting registration and voting engagement, please visit:


Alexandria Technical & Community College.

Director of Recruitment and Admissions-Alexandria Technical & Community College

Responsible for the management and supervision of admissions and recruitment processes and personnel. This responsibility includes active involvement, in a hands-on capacity, in student enrollment, development and implementation of enrollment processes, supervision of admissions personnel, and implementation of college/system policies related to admissions and recruitment. The Director of Admissions and Recruitment is responsible to align admissions and recruiting with college marketing and Information Center operations to improve the processes of attracting and enrolling students at the college.

Alexandria Technical & Community College.

Alexandria Technical & Community College.

Minimum Qualifications:
Bachelor’s Degree in a technical field (health, manufacturing, engineering, etc.), specific general education discipline, education, or student services related degree;
Five years of college admissions or student services experience;
Three years of supervision experience in education or business;
Proficient in word processing, spreadsheet development and use, database use, customer relationship management (CRM) use;
Demonstrated written, verbal and nonverbal communication skills.
Preferred Qualifications:
Master’s degree, such as counseling, educational administration, or student services related degree;
Knowledge of current technologies in communication; including social networking, IP video, chat;
Knowledge of federal, state, and system legal regulations relating to students;
Demonstrated cultural competencies to lead increasing commitment to a diverse student population;
Bilingual, with Spanish as a preferred second language;
Demonstrated leadership and management skills.
Application Procedure:
Please apply online at, click on Academic Jobs, How to Apply link to apply.

Send materials to:
Please apply online at:

Following application
procedures described below
by deadline, . .
Contact: Ruth Dickey
Human Resources Assistant
Phone: (320) 762-4484
Fax: (320) 762-4501
Minnesota State Colleges and Universities system logo


For consideration, you must apply online and include the following required documents:
A letter of application,
Electronic resume and
Copies of your unofficial transcript(s) to your online application.

Employment for this position is covered by the collective bargaining agreement for the Middle Management Association which can be found at:

NOTICE: In accordance with the Minnesota State Colleges & Universities (MnSCU) Vehicle Fleet Safety Program, employees driving on college/university business who use a rental or state vehicle shall be required to conform to MnSCU’s vehicle use criteria and consent to a Motor Vehicle Records check.
Minnesota State Colleges and Universities is an Equal Opportunity employer/educator committed to the principles of diversity. We prohibit discrimination against qualified individuals based on their race, sex, color, creed, religion, age, national origin, disability, protected veteran status, marital status, status with regard to public assistance, sexual orientation, gender identity, gender expression, or membership in a local commission as defined by law. As an affirmative action employer, we actively seek and encourage applications from women, minorities, persons with disabilities, and individuals with protected veteran status.

All applicants must be able to lawfully accept employment in the United States at the time of employment. For TTY, call Minnesota Relay Service at 7-1-1- or 1-800-627-3529.


Latino Outreach & Success Specialist-North Hennepin Community College

North Hennepin Community College, one of the largest and most diverse two-year
colleges in Minnesota seeks an experienced professional to serve as a Temporary, FullTime,
Latino Outreach & Success Specialist for the Student Affairs division, MnSCU
Academic Professional 1 (Unclassified MAPE).


The Admissions & Outreach Office at North Hennepin Community College assists new
students by providing resources for college enrollment. This position will serve our
community, especially students of Latino or Hispanic backgrounds, in accessing
admissions, advising, and other student resources at North Hennepin. A primary goal of
this position is to reduce barriers to enrollment and degree completion at NHCC
through support to new and current students.
 Conduct outreach and recruitment activities to Latino communities and general
population enhancing their ability to make successful transition to college.
 Developing and implementing retention activities while providing support to Latino
communities and general student populations.
Minimum Qualifications:
 Bachelor’s degree.
 Demonstrated fluency in both English and Spanish.
 Demonstrated ability to collaborate and establish a positive rapport with students,
staff and community at large to promote goals of NHCC.
 Ability to demonstrate strong public relations, presentation, interpersonal
communication and writing skills.
 Ability to maintain a valid (basic) driver’s license with reliable transportation.
 Ability to work nights and weekends.
Preferred Qualifications:
 Familiarity with MnSCU system, policies, procedures.
 Knowledge of customer/student service standards and best practices.
 Experience with ISRS (Integrated Student Records System).
 Knowledge of Hobsons Connect or Retain, or similar communication/CRM products.
 Experience working with Hispanic, Latino, or Chicano communities.
 Demonstrated ability to plan and coordinate the development of cultural enrichment
 Demonstrated background and knowledge of issues facing immigrant students, including undocumented
student enrollment and success best-practices.
 Demonstrated commitment to the mission, vision and values of North Hennepin Community College.
 Demonstrated commitment to diversity and equity of the students, staff, faculty and community of North
Hennepin Community College.
The College:
North Hennepin Community College, a member of the Minnesota State Colleges and Universities System, serves
approximately 10,000 students and located in the urban community of Brooklyn Park, MN which is a northern
suburb of Minneapolis. NHCC is one of the most diverse colleges in Minnesota with over 40% of our students
coming from communities of color. The college offers many two-year degrees and certificate programs which lead
to baccalaureate programs.
Our campus community demonstrates a strong commitment to our mission, engaging students, changing
lives. We are focused on creating opportunities for our students to reach their academic goals, succeed in
their chosen professions, and to make a difference in the world. To accomplish this mission, North Hennepin
strives to hire faculty who are committed to diversity, inclusiveness, trust and integrity – with an understanding of
the diverse academic, socioeconomic, cultural, disability and ethnic backgrounds of our students. Furthermore,
North Hennepin Community College is an Equal Opportunity employer/educator committed to the principles of
diversity. We actively seek and encourage applications from women, minorities, and persons with disabilities.
Beginning Salary $18.66/hourly ($38,962/annually) – $26.99/hourly ($56,355/annually) depending on education
and years of related experience.
To apply, visit:
Qualified applicants are required to attach the following documents to their online applications:
 Provide cover letter.
 Provide resume.
 Transcripts-Valid unofficial copies of your transcript showing conferred/awarded date, with your name and the
academic institution’s name/logo are required. We are not able to accept copy/paste word documents with a
list of courses/grades or DARS reports. If selected for hire official original transcripts will be required.
 The names, addresses, and telephone numbers of three professional references.
Paper applications and resumes will not be considered.
If you need help submitting your online application, please contact NEOGOV Phone Support at 1-855-524-5627.
If you have other questions related to this job announcement please contact Human Resources at
 North Hennepin Community College:
 For additional information regarding other NHCC Career Opportunities visit:
 Employment for this position is covered by the collective bargaining agreement for the Minnesota Association of
Professional Employees which can be found at:
 North Hennepin Community College does not discriminate on the grounds of race, color, religion, sex, sexual
orientation, including transgender status or gender expression, marital status, national origin, citizenship status,
age, disability, or veteran’s status in employment, education and all other areas of the college.
 The College provides reasonable accommodations to qualified individuals with disabilities upon request. This
document can be made available in alternative formats such as large print or audio tape by calling 763-424-0966
or TDD 763-493-0558.
 In accordance with the MnSCU Vehicle Fleet Safety Program, employees driving on college business who use a
rental or state vehicle shall be required to conform to MnSCU’s vehicle use criteria and consent to a motor
vehicle records check.