Miami is quickly becoming the next Silicon Valley. Fueled by the tech explosion permeating South America and corporate America’s waning interest in settling out west, Miami has become a bustling hub for upwardly mobile Hispanics. Tech companies looking to put down roots in the coastal city are either looking to secure tech talent or are scouting locations to set up shop, or both. The result, an empowered Hispanic base with the disposable income to buy what they want and need to support multigenerational households or, in some cases, extended family in their countries of origin.
Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age. These “digital sherpas” wield their authority at many points in their lives by influencing purchase decisions and demystifying new technologies and services.
Despite an unprecedented health crisis and economic and social unrest, over 140 million Americans cast their ballot in the 2020 Presidential Election, marking the highest voter turnout in American history. Americans held their breath for four days as votes were tabulated, keeping an eye on battleground states where the race would be won or lost. On November 7, 2020, Pennsylvania officially went “blue,” securing the win for Democrat Joe Biden, now the 46th President of the United States. But many Americans weren’t rejoicing. Two weeks after the official declaration of the Biden presidency, the country finds itself, once again, embroiled in a heated debate about voter fraud.
Multicultural consumers are poised to become the majority in the next twenty years. One of the largest demographics in the multicultural ecosystem is U.S. Hispanics, who account for about half the population growth in the country. With slowing immigration, most of that growth is supported by U.S. births. The burgeoning numbers are driving a 1.2 trillion dollar Hispanic/Latino consumer market, making them an attractive target for companies and brands. Traditionally, brands market to U.S. Hispanics with ads translated into Spanish and distributed through Spanish speaking mediums.
September 15th marks the start of National Hispanic Heritage Month. During this month-long celebration, the contributions and culture of Hispanic and Latino Americans are thrust into the national spotlight and inspire a steady flow of well-intended marketing campaigns. U.S. Hispanics, however, are often treated as a homogenous group by media, leading to poorly executed campaigns that miss the mark and squander opportunities for brands. Far from fitting the one-size-fits-all formula, the 60 million Americans of Latino/Hispanic origin represent over 20 Latin American countries. Each with their unique heritage and cultural backgrounds.
Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies. ·
We recently published the results of a study we did — which were, according to the headline of our blog in Medium: “98% of Latinos do not identify with ‘Latinx’ label.” Those findings were also cited by the The Washington Post, New York Times, The Atlantic, and and many other publications. The media attention garnered both praise and criticism from readers, some of whom didn’t agree with the outcome of the study, so they questioned our methodology. Given the overwhelming response to our research, we decided to do a follow-up with double the base size — 1,000 respondents this time — and added an LGBTQ over sample.
This podcast delves into the significance of Latin X, underserved yet influential consumers within the Hispanic market who drive significant revenue and advocacy for brands. We explore key differences in individualistic and collectivist cultures, how Hispanic immigrants adapt to the American ethos, and what it all means to marketers trying to touch today's new mainstream: multicultural consumers. Guest: Maria Twena, Global Head of Consumer X at 9thWonder Agency
On November 1, 2019, we published a blog on Medium exploring the wide range of ethnicities by which Hispanics identify. Among them was the controversial term “Latinx.” That post quickly became the most read blog in our company’s nine-year history and went on to be cited by the Washington Post, New York Times, The Atlantic, and many other publications. The media attention garnered both praise and criticism from readers, some of whom didn’t agree with the outcome of the study so they questioned our methodology despite our accurate sample frame and weighting tactics.
U.S .Hispanics make up about 17% of the NBA fan base, according to the NBA Latin America. That’s roughly 15 million Hispanic basketball fans poised to enact significant influence over one of the country’s most revered sports. Several factors about this thriving demographic make it an attractive target for the League. U.S. Hispanics are younger, concentrated in urban areas, and have been integral to the evolution of popular cultural cornerstones such as hip-hop, which help shape the NBA brand we love today. Hispanic population defined by its youth.