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What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

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