Aspirational communication:
The best way to inspire the Hispanic market is through the promise of integration
As they come from 20 different countries, all Hispanics are different: It´s the Spanish language the only element that unites them all
We hinspire through aspirational communication in Spanish that rewards with integration Those brands who relate to this idea will become ambassadors of a real path to become one as a nation
50 Million Growing MUCHO 60,000,000 45,000,000 30,000,000 15,000,000 0
6%
9%
13%
16%
1980
1990
2000
2010
We are more than destined to live and work together
Today, 1 of every 4 US births is a Hispanic baby
Our country’s leading population growth is Hispanic
+5 +43 +35 +65
NON-HISPANIC
Population Growth
HISPANIC
IMMIGRATION
BIRTHS
With an active median age ready to soar
41
NON-HISPANIC
27 HISPANIC
And unstoppable when it comes to - Achieving higher levels of education - Advancing in their professional careers - Increasing entrepreneurial activity - Booming business start up rate
The Hispanic population constitutes the fastest growing buying power in the United States CURRENTLY $ 1 TRILLION EXPECTED TO GROW BY 50% REACHING 1.5 TRILLION BY THE END OF 2015
An average profile of the Affluent US Hispanic MALE: 62% / FEMALE: 38% AGE: 25-44 / MARRIED: 74% KIDS IN HH: 71% MEDIAN HHI: $172K ADVENTUROUS EXPERIENCED TRAVELER “GETAWAY” FANATIC
TECH SAAVY AND AVID IN SOCIAL MEDIA FAMILY ORIENTED FASHION FORWARD
QUALITY ORIENTED IMPULSE SHOPPER BRAND ORIENTED
We need to change the way we talk to Hispanics, evolve with the market
Traditional and stereotyped communication is something of the past
Stereotyped Communication
Clorox
https://www.youtube.com/watch?v=GzaOWu5I1N4&index=9&list=PLFED5918343D81A38
Miller
https://www.youtube.com/watch?v=_1LGUH3vUjY&index=16&list=PLFED5918343D81A38
McDonalds
https://www.youtube.com/watch?v=zKUxH0-u7MM&index=55&list=PLFED5918343D81A38
Progresso
https://www.youtube.com/watch?v=gzsKZ7m98jQ
We have a
SOCIALLY ASSIMILATED HISPANIC AUDIENCE that is breaking traditional models of acculturation
That has selected INTEGRATION as the true symbol of achieving the American dream
Socially Assimilated Communication
Heineken
https://www.youtube.com/watch?v=YUzH3lINOy4&list=PLFED5918343D81A38&index=54
Tide
https://www.youtube.com/watch?v=Bh3EiDGNfPA
KhalĂşa
https://www.youtube.com/watch?v=CiECdhofWbY
Because of the convergence of
- Globalization of the US - Growing Hispanic buying power and population - Americanization of Hispanics
Hispanic households are being Inspired
GIVING WAY TO AN INFLUENTIAL AFFLUENT HISPANIC HOUSEHOLD The geographic spread, neighborhood lifestyle and different views of the household framework have changed the household dynamics
Breaking down with stereotypes, impacting the traditional roles and creating amazing new opportunities for everyone
CASE STUDY: VIVA! MAGAZINE IN THE WOODLANDS, TX
Affluent Hispanics are merging into US society like never before
Becoming successful key players and influencers in business and social organizations
With advertising campaigns that reflect an influential lifestyle
TRUE INTEGRATION - WHICH IS EXPERIENCED THROUGH INFLUENCE - IS RESHAPING THE COMMUNITY, BUSINESS AND CULTURAL FABRIC OF AMERICA
BRIDGING THE GAP THROUGH SOCIAL MEDIA
As social influencers, they act as a bridge between both communities at large Integrating themselves to collaborate and socialize with like-minded individuals
WE HAVE AN ALWAYS-ONLINE COMMUNITY THAT IS GLOBALLY CONNECTED WHAT THEY DO 87% STREAM VIDEO CONTENT ON THE INTERNET 73% STREAM / LISTEN MUSIC ON THE INTERNET 63% WANT THEIR FRIENDS TO BE ABLE TO REACH THEM 24/7
WHAT THEY HAVE 94% INTERNET AT HOME 87% OWN MOBILE PHONE 61% OWN A GAMING SYSTEM 73% OWN LAPTOP 73% OWN AN IPOD OR MP3 PLAYER
THE POWER OF BEING CONNECTED BECOMES THE POWER OF INTEGRATION
25% 18% 21% 17% 7%
MORE LIKELY TO FOLLOW A BRAND MORE LIKELY TO FOLLOW A CELEBRITY MORE LIKELY TO POST LINKS, ARTICLES, VIDEOS AND WEBSITES MORE LIKELY TO BUILD OR UPDATE A PERSONAL BLOG MORE LIKELY TO HAVE ONE OR MORE SOCIAL NETWORKING PROFILES
MORE PARTICIPATORY MORE SOCIAL AND COMMUNAL MORE TRANSPARENT “ALWAYS ON”
SOME COMMON QUALITIES IN THIS GROUP OF INFLUENCERS INCLUDE EARLY ADOPTERS PEERS CONSULT THEM FOR ADVICE BEFORE BUYING PEERS OFTEN COPY WHAT THEY WEAR GOOD AT CONVINCING OTHERS TO TRY NEW THINGS CELLPHONE IS THE BRIDGE TO THEIR SOCIAL WORLD
MOREOVER, DIGITAL PLATFORMS ARE KEY EXPRESSION OUTLETS FOR AFFLUENT HISPANICS EASIER TO EXPRESS EXPERIENCES WHILE TRAVELING TAPS INTO THEIR VALUE COMMUNITY BECOME BRAND AMBASSADORS
Aspirational and inspirational communication can help strengthen a global generation mindset of no barriers
Let’s redefine who we are talking to Let’s upscale the way we talk to them
Let your brand be the path to build American integration with the Hispanic market
If we build brand identity with the affluent Hispanic through integration, you will have a loyal, proud, inspired consumer for years and generations to come
EMPOWER THE NEWEST KEY INFLUENCERS IN THE MARKET THROUGH HINSPIRATION
Let’s
each other