Manuel Machado is a co-chairman of CCOMGROUP Inc., a multicultural advertising, communications, marketing and public relations agency.
In today’s dynamic and competitive marketplace, brand authenticity for the Hispanic consumer needs to be redefined as a “must” rather than a “nice to have.” This audience, comprising over 63 million people, represents nearly 20% of the U.S. population and is steadily growing. From a financial perspective, not engaging with this segment could be costing businesses millions of dollars. Notably, according to the Latino Donor Collaborative, Latinos’ buying power in the U.S. reached $3.4 trillion in 2021.
Nevertheless, building brand authenticity and resonance with this demographic goes beyond assigning marketing dollars to advertising on Spanish media channels or translating successful English campaigns into Spanish. This thinking can cost many brands the loyalty of the U.S. Hispanic population; in fact, just last year, a survey by Nielsen and the We Are All Human Foundation found that Hispanics feel less represented by big brands than they did in 2018.
Here are three strategies to weave into the fabric of an organization to help improve its chances of building brand authenticity with the Hispanic consumer.
1. Start For Hispanic Rather Than Adapting To The Market
After more than 20 years in the advertising and communications industry, my team has seen firsthand how effective it is to develop strategies specifically brainstormed and curated for the Hispanic market from their inception. Adaptation, whether by translation or mere extension, may fall short because it lacks the Hispanic insight needed to connect with the audience in a way that feels relatable or rooted in its needs. You can glean that level of cultural understanding from studies, statistics, and even from a direct connection or knowledge of the nuances that unite the diverse Hispanic population.
Here’s a methodology that tends to yield superior cultural relevance and, subsequently, has allowed our client partners to authentically connect with this demographic:
• Start with a Hispanic consumer insight, problem or experience.
• Develop an idea that directly addresses it in an actionable and memorable way.
• Bring it to life with partners who can truly speak to Hispanic culture from the inside out, not outside in.
2. Create A Long-Term Strategic Vision
Embedding yearlong strategies and continuous commitments rather than sporadic, short-term initiatives is crucial. One-off programs for Hispanic Heritage Month may feel insincere or regarded as an afterthought when they’re not grounded in a larger ecosystem of involvement with the U.S. Latino population.
A 2021 report by Kantar notes that 87% of U.S. Hispanics say companies making a sincere effort to be part of or invest in their community deserve their loyalty. As with personal relationships, long-term bonding requires consistent engagement and meaningful investment; similarly, connecting authentically with this group requires thoughtful, purposeful programming that’s ongoing.
3. Focus On Diversity Inside And Outside
Fostering multiculturalism should be an integral process that flourishes from the inside out. This entails implementing equitable hiring practices that align with the brand’s ethos and values. By building a diverse team that reflects a wide range of perspectives, companies will have a workforce that’s innately able to generate campaigns to resonate more authentically with Hispanic consumers. Incorporating this practice goes beyond traditional marketing efforts—it builds trust, loyalty and a profound sense of community from within.
Brands that sincerely care about their Hispanic consumers must embed cultural understanding into the very fabric of their operations, not just in their marketing playbook. I’ve seen the benefits of this holistic approach not just in enhancing market presence for our clients’ brands but also in contributing to the cultural richness of the community. At my agency, which predominantly focuses on multicultural storytelling, our associates represent more than 30 nationalities, allowing us to draw from varied perspectives for programming that can connect to their individual cultures.
With these strategies, brands can truly engage with the Hispanic community, leading to lasting, meaningful relationships. By demonstrating genuine commitment and cultural insight, the journey to brand authenticity is not just possible but also profoundly rewarding.
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