Brands that excel in the market have found that establishing an authentic connection with Hispanic consumers is an effective way to increase loyalty and grow in the Hispanic market.
Hispanic consumers are known to be loyal to brands that speak to them in their language and connect with them through their culture, values, and traditions.
This article will explore how brands can establish that authentic connection with Hispanic consumers.
According to the Pew Research Center, U.S. Hispanics value family, religion, and community.
The Key Elements
Eighty-seven percent of Hispanics consider family the most important part of their lives, and 59 percent believe religion is significant. In addition, 66% of Hispanics believe community is more important than individualism.
These values also reflect Hispanics’ buying behavior.
According to the National Small Business Owners Association (NSBA), 82% of Hispanic consumers say the brand is vital in their purchasing decisions.
Culture is a fundamental part of Hispanic life, so brands must recognize and respect it.
Brands must understand that Hispanic consumers have different customs, languages, and traditions and must adapt to them.
For example, a brand that wants to connect with Hispanics in the U.S. market needs to be aware of the influence of music and food on Hispanic culture, so it is worth assessing how to incorporate these elements into the marketing strategy.
Another critical factor is the value of family in Hispanic culture.
Brands that understand the importance of family and community in the lives of Hispanics can establish an authentic connection with them. Brands can do this by highlighting stories of successful Hispanic families and how their products or services have helped improve their lives.
Tradition also plays an essential role in connecting brands and Hispanic consumers.
Are you creating a connection with Hispanic Consumers?
Brands can highlight their roots and the story behind their products or services.
For example, a brand that sells food products can highlight how their recipe has been passed down from generation to generation in a Hispanic family and how they have maintained the authenticity of the recipe over the years.
The power of a brand in the Hispanic community lies in the authentic connection it can establish with these consumers.
Brands that understand and respect Hispanics’ culture, values, and traditions can establish a deep and lasting connection with them. In doing so, brands can increase loyalty and grow in the Hispanic market.