How Brands Can Reach Hispanic Millennials in 2017
With increased clutter within consumer communication, brands are finding that establishing a dialogue with Hispanic Millennials has become increasingly difficult. According to a recent Mintel report, twenty one percent of all Millennials (aged 23–40) identify as Hispanic as of 2017. They [Millennials] are also the largest group within the Hispanic population in the US with demographic counts standing at twenty eight percent.
Hispanic Millennials live a bicultural lifestyle. They are more open to ideas and opportunities than their parents, and are also more willing to come out of cultural comfort zones. HMs grew up in a Spanish speaking household, but speak and consume media in English. This primes them as an ideal target market for brands across all verticals; here is how they can do it:
Brand Authenticity Matters
Hispanic Millennials [HMs] have a strong sense of responsibility. They come from a culture that encourages hard work and long-term benefits over the short-term ones. They are also more willing to listen to what brands have to say if they trust who is trying to communicate with them. If brands do not commit to their own authenticity, they risk losing the trust of this group. In the same way, if brands can create a strong, authentic, and culturally relevant identity, they can win the hearts of HMs.
Brands have committed to their authenticity by prioritizing the integrity of their products, establishing credible benefits for their brand, and even using mediums such as storytelling to communicate to HMs. When brands establish authenticity, they earn trust and in turn, HMs reward them with their patronage.
Standing Out is Essential
Because HMs are more open and willing to jump out of their comfort zone, their exposure to a large of amount of products and brands creates clutter which can make standing out difficult. Their willingness to try different brands is both a blessing and a curse — it is up to the brand to identify their specific target and speak to them based on their unique qualities and traits.
Part of the challenge to overcome is the content all Millennials consume are not dictated by language barriers— with HMs, English and/or Spanish do not discourage them from having a reaction or opinion. Different messaging meant for different targets can affect overall feelings towards a brand. Because they use different devices across different channels to consume media, it can be difficult to retain their attention. It is imperative for a brand to be different in a meaningful way to win the attention of HMs.
Understanding Culture
Culture matters — now, more than ever. The stance a brand takes on social issues or topics will affect the way they do business and who they are able to do business with. Taking a stance is not always appropriate, but if it is, it is important to be consistent with not only customers, but with employees as well. It is imperative for a brand to establish a unique connection in a creative and authentic way that is culturally relevant. Achieving this will help break through the clutter as well as help endear the brand to HMs.
As brands aim to continue to appeal to Hispanic Millennials, it is important for them to understand that an authentic brand will allow the opportunity to stand out, especially when understanding the culture of the people they aim to market. These points, with other factors can foster loyalty and positive sentiments among Hispanic Millennials.