We all know the statistics. By 2060, 25% of Americans are expected to be Latino according to the US Census. We are younger, our wealth is increasing, and we serve as an incredibly attractive collective economic force to marketers across industries for decades to come. Yet, I would argue that most companies in the US today fail to truly and accurately understand who we are as consumers, and thus continue to invest in ineffective marketing and merchandising strategies that fail to break through on a cultural level.
The Latino market is not monolithic. Most marketers inherently know this, yet very few can translate that into effective marketing plans that celebrate the rich diversity across the community, from nationalities, cultures, and languages. Organizations rely heavily on stereotypes that are inauthentic and often insulting. One of the most visible missteps is that marketers mistakenly believe that simply translating content into Spanish is sufficient, overlooking the importance of cultural nuances and context. Understanding and addressing these misconceptions is crucial for creating meaningful connections with Latino consumers. Today, we will focus on the role of language in marketing strategies to target US Latinos and touch on why the sole reliance on Spanish translation could be a mistake.
Where are we from really?
You cannot explore the US Latino market without discussing country of origin. More than half of US Latinos claim Mexican heritage, equivalent to over 37 million people, but Puerto Ricans, Salvadorans, Dominicans, Cubans, Guatemalans, Colombians, and Hondurans all claim populations of at least one million residents throughout the country. In addition, in the last few years, we’ve seen significant growth from Venezuela, driven by political unrest. Each country has different cultures, foods, and even variations of Spanish that must be considered.
Another element for marketers that must be considered is generation in the US. Less than one-third of US Latinos were immigrants in 2021, which was down significantly from the 37% in 2010. In an August 2024 PDG Insights study focused on acculturated and bi-cultural Latino consumers, eight of ten said they were born in the US. More importantly, 52% stated they were third generation or more. This leads to an important conversation about language. If most US Latinos are born in the US and families have been here for generations, is Spanish really the key to Latino consumers hearts?
Español or English? What is the real story?
Spanish is important to US Latinos regardless of country of origin or generation. However, we also know that 72% of US Latinos and 91% of US-born Latinos aged five or older state they are English proficient based on the US Census 2021 American Community survey. So, why does Spanish matter so much?
Spanish matters because Latino households are more likely to hold on to their language, while General Population households are more likely to focus on English only. We see that 71% of US Hispanic households speak a language other than English at home with over 90% reporting the second language is Spanish. Probing deeper, while there is a drop-off as we move into the 3rd and 4th generation Hispanic households, at least half are still speaking Spanish in some way at home in the fourth generation or more. Spanish becomes a choice, not a necessity – a way to retain a critical cultural aspect of one is past.
Speak Spanish at Home
(% of Hispanic respondents by generation)
We see that translate when we look at how Latino consumers report their comfort level with both English and Spanish. Unsurprisingly, recent immigrants are more likely to be more comfortable speaking in Spanish; however, among our survey respondents – who were more likely to be acculturated or bi-cultural because the survey was fielded online in English – 70% were either comfortable in both languages or even more comfortable in English. Respondents also indicate that they combine English and Spanish when speaking at home. One in three say they always mix English and Spanish during daily conversations, and 92% mix languages at least sometimes. This reinforces this concept that Spanish becomes a choice for many Latinos in the country and that marketing communications and ads that simply are converted to Spanish are completing missing the mark in how Latinos communicate and connect to the Spanish language in their daily lives.
Degree of Comfort in Speaking in English or Spanish
(% of Hispanic respondents who speak second language by generation)
What does this mean to marketers?
While marketers assume language plays a pivotal role in effectively marketing to Latino consumers, there is complexity that is often lost to brand teams and agencies. Spanish remains a significant cultural touchstone; it is not the sole key to connecting with this diverse community. Marketers must recognize the importance of bilingualism and the fluid use of both English and Spanish within Latino households. By crafting messages that respect and reflect this linguistic duality, companies can create more authentic and resonant campaigns. Understanding that language is not just a means of communication, but a vital part of cultural identity allows marketers to build deeper, more meaningful relationships with Latino consumers, fostering greater brand loyalty and engagement.
Findings shared in this blog are from the PDG Insights 2024 US Hispanic Pulse Study. This is a collaborative survey concept that was designed for brands and retailers with limited budgets to cost-effectively explore how US Latinos compare to the General Population on topical concepts, key trends, and custom brand, merchandising, and marketing strategies, while tracking behavior over time. The next wave will be fielded in November 2024. Reach out to Diana Leza Sheehan, founder of PDG Insights, to learn more about if our Collaborative Surveys can help you meet your learning agenda needs.
Marketing elements evaluated in this study were a collaboration with Dígame Consulting. We partnered to ideate and evaluate various marketing and branding themes and opportunities. Look for additional blogs on these topics throughout October 2024.