HOUSTON, TX – November 13, 2019 – The 57 million Hispanics in the United States are increasingly similar culturally to other U.S. consumers, and that has implications for retailers and brands. Reaching them through Spanish-only media is no longer the best strategy. But they stand out in one way: They use mobile devices more than other consumers and desktops less.
Hispanics, or Latinos (which kindly includes my native country, Brazil, where we speak Portuguese), have been a strong influence in the US economy for decades. As an integral part of the workforce seeking the “American Dream,” more and more Latinos tried, as time went by, to “fit-in” to the American culture to succeed and achieve that Dream. Latino parents would only speak English with their kids, so they would fit-in in school. When American neighbors came to visit, they made sure to serve peanut butter and jelly sandwiches for the kids and hot dogs for the adults (“keep the tamales in the fridge, Mi Amor!”). You get the picture.
CMO Adriana Lynch discusses acculturation and what business leaders need to know in order to capture their share of the growing U.S. Hispanic spending. Read the full article on Digital Commerce 360.
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