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Winning over hispanic audiences requires long-term planning

December 16, 2022

Authentic marketing is crucial when appealing to any demographic, including Hispanics. It's partly why diversity, equity, and inclusion (DEI) is increasingly top of mind for marketers. Brands cannot connect with Hispanics if they don't have talent native to the demographic. What's more, U.S. Hispanics are hardly a monolith: they come from the Caribbean, Mexico, Central America, and South America; understand words and images differently; and are financially and politically diverse.

"The concept, 'one size fits all,' will spark cancel culture in this community," says Clara Sucre, a diversity planner at marketing agency and ANA member RAPP Worldwide, whose clients include KFC, Samsung, and Toyota. "Marketers must be deeply familiarized with the cultural nuances and systemic barriers that impact Hispanic consumers."

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