If U.S. Hispanics were their own country, they would be the world’s 14th largest economy.
On that note, more than half of U.S. Hispanics are millennials.
According to a study by Pew Research, Hispanics are one of the youngest groups of any racial or ethnic demographic. Unlike other groups, nearly 60 percent of Hispanics in the U.S. are millennials or younger.
As more and more Hispanic Millennials enter the consumer landscape, marketers need to find effective ways to reach them. This is easier said than done.
Due to their uniqueness and sheer size, there has never been a group quite like Hispanic Millennials. They are a unique blend of culture, nationalities, and language, resulting in a complex consumer segment. That’s why today, we will be sharing 5 tips on how to reach Hispanic Millennials.
But First, What Makes This Demographic so Unique?
Hispanic millennials are typically generation Yers who were born to immigrant parents. The most prominent country of origin for Hispanics in the U.S. is Mexico, accounting for approximately two-thirds of the population, followed by Puerto Rican, Salvadoran, Cuban, and Dominican.
Unlike their elders, this generation is confident in their English-speaking abilities and so, are eager to contribute to society in major ways.
Hispanic Millennials have assimilated into the American way of life, but have added their own individual flavor. This flavor is expressed in celebrating their home country’s holidays and traditions, speaking in colloquial terms and remaining close to their elders.
5 Tips On How to Reach “Hispan-niels”
Now that we’ve covered the most important characteristics of Hispanic millennials, let’s examine how to reach them. Below you will find 5 expert tips and a video with some of the best examples in Hispanic advertising.
1) Use The Right Marketing Channel
Just like with any other marketing strategy, you need to be where your target is. Hispanic millennials are online. According to a study by Google, Hispanic Americans prefer to gather information about a product using online sources rather than family, radio or TV.
Example: BuzzFeed Latino
Takeaway: Be present with relevant content and ads across platforms and devices.
2) Navigate Both Worlds, But Stick to English More Often Than Not
For Hispanic millennials, advertising in Spanish doesn’t guarantee a reaction. In fact, studies show they are more likely to respond to English ads. However, it’s important to note that while Hispanic Millennials tend to prefer English at work and with friends, they still rather speak Spanish at home.
Example: AT&T’s #BetweenTwoWorlds
Takeaway: Don’t worry about whether your ad is in English or Spanish. Instead, make sure you’re producing high-quality content that transcends language.
3) Don’t Use Stereotypes
Hispanic millennials in the U.S. live their lives through two lenses. This means they may watch T.V. only in English, but live the Latino lifestyle. Many feel the need to fit into mainstream culture, but also want to maintain their cultural identity. This is what makes Hispanic millennials so unique.
Example: “Quiero Taco Bell” Chihuahua
Takeaway: If a brand can’t find a way to address their unique culture, it won’t reach them.
4) Reach Them Through Mobile
Consider that millennials (both Hispanic and Non-Hispanic) are a mobile-first generation. Now, add the fact that Hispanics (both Gen X and millennials) use mobile considerably more than non-Hispanics. What do you get?
Everything you’ve been hearing about mobile applies even more so to Hispanic millennials!
Example: Google study
Takeaway: Create mobile-first websites, drive ROI and branding in mobile-specific ways, and integrate it prominently into multi-screen campaigns.
5) Include the Family
While this demographic is self-sufficient, according to Latinum Network, 2 out of 5 Hispanic millennials live with their parents and contribute to the family income. They see themselves as part of their families and communities, not just as individuals separate from the rest.
Example: State Farm’s “Running”
Takeaway: Introducing family into your ads is more likely to hit home with Hispanic millennials than traditional U.S. marketing, which focus on the individual.
Hispanic Millennial Takeover
Hispanic millennials are already entering their greatest spending years, with a promising future as they start their careers and settle down. Brands must learn their unique preferences, behaviors, and patterns that will shape their buying habits.