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ElEl ElefanteElefante
in Your Islesin Your Isles
“The Blind Men and the Elephant”
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“touching its broad, sturdy side…”
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“feeling its tusk...”
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“taking the trunk with his hands…”
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“feeling its leg…”
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“touching its ear…”
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“grab hold of the tail…”
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“…each was partly right,
and all were wrong!”
All Latinos are…
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The Story of the 3 Rickys
The “Real” Rickys
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Country of Origin/Heritage
Language of Preference
Assimilation/Acculturation
Socio-Cultural Level
Alejandro Ramirez — 19 years old.
Mexican-American. Bilingual (speaks both
languages but reads and writes better in
English). 2nd generation (born in the US
from immigrant parents). Lives in Petaluma,
CA, with his parents, who come from lower-
middle class families in Torreon, Coahuila.
His family’s annual household income is$45,000. Although he was born and raised
in the U.S. and is quite familiar with the
cultural landscape, his parents have
nurtured a strong love for Mexico and have
ensured that he understands his family’s
roots.
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Fernando Zachniuk — 43 years old.
Argentinean. Moved to the U.S. 10 years
ago to start a business. He’s bilingual, but
more comfortable in Spanish. He owns a
condo in Boca Raton. He comes from an
upper-middle class Russian-Jewish family
from Buenos Aires. He lives with a Cuban-
American divorcée and her 10 year old son.
Their annual household income is in the low
$200,000’s. He enjoys the amenities and
comfort America has to offer, but he willalways be an Argentinean at heart.
You wouldn’t market to them
the same way, would you?
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May 9th,
1753
A letter to
Peter
Collison
“Few of their children in the country learn English...
The signs in our streets have inscriptions in both languages ...
Unless the stream of their importation could be turned
they will soon so outnumber us that all the advantages we have
will not be able to preserve our language,
and even our government will become precarious.”
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December 4, 1910
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There were Outreach Efforts
directed to each one
of these Minorities…
His lullabies have
always been crooned to
him in soft Italian
– his mother doesn’t
speak English
“so very good.”But Giovanni is a real
American Baby –
today he had his daily
Ivory Soap Bath!
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Planters Presents
Sheindele The
ChazenteNew York, 1930s
Sheindele The Chazente(Jeanne Gornish)
sang Jewish liturgical music
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“The Secret
of a Friendly Smile”
Don Q Rum,
August, 1971
Many marketers in the early 1970’shoped that
the Hispanic Marketwent the way that the
German, Jewish, Italian, and IrishMarkets went before it.
Now they have realized that…
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TheThe Hispanic MarketHispanic Market
is here to stayis here to stay
Two demographic trendsTwo demographic trends
are merging to produceare merging to produce
thethe Latino WaveLatino Wave• Immigration
• Higher birth rate among Hispanic women compared to
the rest of the populationHispanics accounted for more than half (50.5%) of thenational population growth between 2000 and 2007
About one-third of Hispanics are not yet old enough to vote(compared to 1/4th of the total population)
Source: Pew Hispanic Center, 2008
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Hispanic Births
and Net Immigration
by Decade: 1960-2030
Source: 2006 Latino National Survey, Pew Hispanic Center
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Hispanic Fertility Rate, 2001: 2.9*Hispanic Fertility Rate, 2001: 2.9*National Fertility Rate, 2001: 2.1*National Fertility Rate, 2001: 2.1*
Source: Population Reference BureauMarch 2007
* Children per woman
GEOGRAPHIC DISTRIBUTION
OF THE HISPANIC POPULATION
1980 TO 2006
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41
1980
42
1990
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43
2000
44
2006
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Hispanic Population by County2007
Source: Pew Hispanic Center
16 States Have at Least
Half-Million Hispanic Residents• Arizona
• California
• Colorado
• Florida
• Georgia
• Illinois
• Massachusetts
• Nevada
• New Jersey
• New Mexico
• New York
• North Carolina
• Pennsylvania
• Texas
• Virginia
• WashingtonSource: US Census Bureau
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Hispanic population of the U.S.Hispanic population of the U.S.as of July, 2008:as of July, 2008:
46.9 million46.9 millionMaking Latinos the nation'sMaking Latinos the nation's
largest ethnic minoritylargest ethnic minority
Hispanics constituteHispanics constitute15.4% of the nation's total population15.4% of the nation's total population
(Not counting the 4.1 million residents of Puerto Rico)(Not counting the 4.1 million residents of Puerto Rico)Source: US Census Bureau
There are moreThere are more
Latinos in AmericaLatinos in America
than Canadians in Canada!than Canadians in Canada!
Total Canadian PopulationTotal Canadian PopulationWas estimated just belowWas estimated just below33.4 million on July, 200733.4 million on July, 2007
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Garcíais the 8th
Most Common
Last Name in the Nation
Source: US Census Bureau, 2000
More than 1
of every two peopleadded to the nation’s population
betweenJuly 1, 2007, and July 1, 2008,
was Hispanic
Source: US Census Bureau
There were 1.5 million Hispanics added to the population during the period
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By July 1, 2050By July 1, 2050
132.8 million132.8 million HispanicsHispanicswill live in the U.S.will live in the U.S.
30.3%30.3%of the totalof the total
United States populationUnited States populationSource: Census Bureau
“I see Latino people. I see
Latino people everywhere.”
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There are an estimatedThere are an estimated
9 million undocumented9 million undocumented
Hispanics in the U.S.Hispanics in the U.S.Source: Pew Hispanic Center, April 2009
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Closeness of Latin AmericanCloseness of Latin American
countries to the UScountries to the US
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DistanceDistance
From NY to London: 3,470 miles
From NY to Buenos Aires: 5,253 miles
More options for Keeping in
Touch with Friends & Family
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More options to Keep
Connected with the Culture
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YoungerYounger
andand
U.S.U.S.BornBorn
SOURCE: U.S. Census Bureau, Population Estimates and Projections
Nationwide
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Source: Pew Hispanic Center tabulations of the Census’ 2005 American Community Survey
Non-Hispanic White Average Age: 40
Hispanic Average Age: 27
Out of the 10.4 MillionOut of the 10.4 Million
Hispanic Families in the U.S.,Hispanic Families in the U.S.,
62%62% have Childrenhave Children
Younger than 18Younger than 18..
Source: US Census BureauSource: US Census Bureau
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20%of all
Elementary and High School
Students
are Hispanic
Source: US Census Bureau, 2007
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Increase inIncrease in
Buying PowerBuying Power
¡Mucho¡Mucho DineroDinero!!•• The buying power of HispanicsThe buying power of Hispanics
in 2008 was overin 2008 was over $951 billion$951 billion
•• In 2010 their buying power will surpassIn 2010 their buying power will surpass
One Trillion dollarsOne Trillion dollars•• The Hispanic market will beThe Hispanic market will be
more affluent than all of more affluent than all of MexicoMexico
and one of the largest economiesand one of the largest economies
of the worldof the world Source:Source: Selig Center for Economic GrowthSelig Center for Economic Growth
University of GeorgiaUniversity of Georgia
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Growing Hispanic Economic Muscle
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
Hispanic Buying Power ($ Billions)
Hispanic Market
Buying Power Growth
Is Outpacing
the Nation’s
% Increase U.S. BuyingPower 1990-2013
Source: Selig Center for Economic Growth: The Multicultural Economy 2008
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Geographically Concentrated
Buying Power
California ($249 billion)
Texas ($171 billion)
Florida ($101 billion)
New York ($75 billion)
Illinois ($41 billion)
The Five States with the largest Hispanic markets
account for 67% of Hispanic Buying Power
Source: Selig Center for Economic Growth: The Multicultural Economy, 2008
In 2008In 2008
38% of all US Hispanic households had38% of all US Hispanic households had
incomes over $50,000incomes over $50,000
Source: The Latinization of America in the United States 2008
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Hispanic/Latino
≠Latin American
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Pilgrims in Peru?“When you come to the U.S.,“When you come to the U.S.,
Thanksgiving is somethingThanksgiving is somethingthat you just kind of adopt right way.that you just kind of adopt right way.
You can relate to the mythologyYou can relate to the mythologyof the Pilgrims coming here and the Indiansof the Pilgrims coming here and the Indians
helping them out, just like your relativeshelping them out, just like your relatives
are helping you out.”are helping you out.”
Fernando Rojas
Immigration lawyer originally from Colombia
GirlsGirls
PlayingPlaying FútbolFútbolFathers findFathers find
their attitudes evolving, too.their attitudes evolving, too.
Benjamin Martinez, who played soccer in hisBenjamin Martinez, who played soccer in his
native Mexico, once would have scoffed atnative Mexico, once would have scoffed atthe idea of a woman on the field.the idea of a woman on the field.
His two daughters saidHis two daughters said
they wanted to be likethey wanted to be like
their father and play soccer…their father and play soccer… Source: Chicago Tribune
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“Greek” Latinos“Greek” Latinos
Grilling is on the RiseGrilling is on the Rise
among Hispanicsamong Hispanics
While 47% of Hispanics grill at least once per weekWhile 47% of Hispanics grill at least once per week
during the grilling season, approximately 23% sayduring the grilling season, approximately 23% say
they are grilling more than last year.they are grilling more than last year.
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“Hispanic-ization” of the
General Market
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Salsa Outselling Ketchup
>Salsa outsold catsup by nearly $175 million
over the 52-week period ending October 8, 2005.Source: ACNielsen
Tortillas Outsells
White Bread
>Since
2008
Source: Tortilla Industry Association
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At the fast food level…
In the Music Industry
MarcAnthony
ShakiraShakira
Ricky MartinEnrique Iglesias
DaddyYankee
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So…So…
How do youHow do you
connect with them?connect with them?
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“It’s the“It’s the CultureCulture, _________!”, _________!”
James Carville
Source: Yankelovich Hispanic Monitor 2005
“I feel the need to preserve my family’s cultural traditions.”
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Are you respecting the culture?
Even when not directly targeting them?
Degree of Intimacy
Latinos go a couple
layers deeper
in intimacy at every levelof human interaction
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Acknowledging Others• Hispanics inherently recognize other people as
human beings that need/want
acknowledgment as individuals; of their want
and needs; of their feelings
• Eye Contact
• Small talk
Acknowledging Others
Call Centers:
Average customer
conversation time
Non-Hispanic Whites:
6 minutes
Hispanics:
34 minutes
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Social HarmonyHispanics have a need maintain
smooth and pleasant
social relationships
Personal Space• In social situations Hispanics find close
physical contact with others quite normal
– Hugs
– Hand shakes – Kisses
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More Gregarious
and Socially FlexibleAt ease and comfort when hanging out with others and when
switching between different cliques
Respect for Authority and Power
Latinos tend to hold respect and
admiration for those perceived as with
more power and authority
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In 2002In 2002
Latinas ownedLatinas owned
470,244 firms,470,244 firms,
employing 198,000 people,employing 198,000 people,and generatingand generating
$24.9 billion in sales$24.9 billion in sales
MujerMujer PowerPower
By 2004, the number grewBy 2004, the number grew
to 553,618 firms,to 553,618 firms,
employing 320,000 people,employing 320,000 people,
generating $44.4 billion.generating $44.4 billion.
17% more firms,17% more firms,
61.6% more people employed,61.6% more people employed,
78.3% more sales.78.3% more sales.
MujerMujer PowerPower
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Does it Resonate With Latinas?
Hispanics are very family oriented;
very in touch with one another
Importance of Family
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Source: Simmons NCS/NHCS: SPRING 2006 Full Year Unified Study
Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009
Non-Hispanic HH’s
2.6 persons 3.47 persons
Larger Hispanic Households
Represent A Higher Volume Consumer Opportunity
Hispanic HH’s
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The “Nest” Empties LaterChildren from traditional Latino families tend
to live at home longer than those whohave become assimilated into the
American culture
The Importance of Food
• Hispanics spend 17.5% of their income on food, compared
to 13.7% for the rest of the population.
• In 2003, 39 million Hispanics spent $64 billion on food
Source: The Food Marketing Institute
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The Importance of Food
Grocery shopping
is a family event
A Hispanic woman would be more likely togo grocery shopping with her husband,
children or even parents than alone
RetroRetro--AcculturationAcculturation:The "new" Latino pride
• Many Hispanics considered
acculturated go through an
interesting metamorphosis
when they begin to have theirown families
• A strong yearning to pass on their Hispanic
heritage to their offspring
• Passing on of cultural traditions,
Spanish-language and music.
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In whichIn which
LanguageLanguage
should youshould you
addressaddress
Hispanics?Hispanics?
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There are 21There are 21
SpanishSpanish speaking countriesspeaking countries
inin the worldthe world
The USA is the 2nd largestThe USA is the 2nd largest
Language Usage Varies Among Hispanics
Source: Simmons NCS/NHCS: SPRING 2008 Full Year Unified Study
Spanish-Dominant (54%) English-Dominant (36%)
Speak ANY Spanish (86%)
Speak ANY English (78%)
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Country of Origin
Source: Pew Hispanic Center tabulations of the Census ’ 2005 American Community Survey
Location, Location, Location
In 2007about 45%
of the nation’s Dominicans
lived in New York Cityand about 50%of the nation’s Cubans
in Miami-Dade County, Fla.
Source: Census Bureau
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When using Spanish consider…When using Spanish consider…
• Different words having the same meaning: – Car: Carro, Coche, Auto
– Straw: Pajilla, Popote, Pitillo, Cañita, Pajita
– Beans: Frijoles, Habichuelas, Porotos, Fréjoles
• A word has different meanings: – Guagua: Bus (Cuba) or Small Child (Chile)
– Ahorita: Later (Costa Rica) or Right Now (Guatemala)
It is NOT the same…
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Idioms
How would you translate,“Getting all your ducks in a row ”?
“Lonely Boying”“Lonely Boying”ReachingReaching
the Latino marketthe Latino market
through short,through short,
yet powerful, tidbitsyet powerful, tidbitswithin yourwithin your
general market outreachgeneral market outreacheffortsefforts
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Consumers who identify with different ethnic groups
perceive ads — and life — differently. Marketers who
try to speak to “both selves” using cultural symbols can
lower the value of an ad; you can’t overtly try to
appeal to both cultures.
For an ad to appeal to bicultural consumers
successfully, a “complementary synergy” has to becreated. Instead of having everything shouting at you
at once, one of the dimensions has to be more subtle.
-Americus Reed, PhDWharton School of Business Marketing Professor & Identity Theorist
Source: The Daily Pennsylvanian, November 3, 2009
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A recent example…
In Packaging… Go Bilingual
Courtesy of
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Wacha la Troca!• Use Spanglish correctly and judiciously,
making sure to follow the “grammatical rules”
of language mixing
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