According to Carl Kravetz, Chairman of the Association of Hispanic Advertising Agencies, marketers may habla espanol, but they don't get Hispanic consumers. In a speech on November 13, he discussed the findings of a market study, "What Makes a Latino, Latino?"
One contention in the report is extremely consistent with our research at CM Solutions:
Mr. Kravetz says, "Interpersonal orientation is the way we live our relationships with other people, and is ... radically different from non-Latinos," he said. For instance, individualism is important to Anglos, whereas Latinos have a collectivist culture that favors cooperation, and values family needs over those of the individual.
In every Hispanic Insights study we have conducted, one of the most frequent comments from Hispanic shoppers has been, "I buy it because my family likes it." Of course non-Hispanics say this as well, but far more often the comment is, "because I like it."
Mr. Kravetz's conclusion is that this means marketers should focus on understanding the Latino family as a unit, including group decision making. I absolutely agree! The trick is understanding how to do this. With our experience in talking directly to thousands of Hispanic consumers we can help you discover your key influencers. Give me a call and I'll be happy to discuss how we can help your brand connect with all of your consumers, including Latinos.
AdAge report on Mr. Kravetz speech
Transcript of another Kravetz speech on the same subject
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