el elefante in your isles

8/9/2019 El Elefante in Your Isles

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ElEl ElefanteElefante

in Your Islesin Your Isles

“The Blind Men and the Elephant”



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“touching its broad, sturdy side…”



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“feeling its tusk...”



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“taking the trunk with his hands…”



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“feeling its leg…”



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“touching its ear…”



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“grab hold of the tail…”



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“…each was partly right,

and all were wrong!”

All Latinos are…



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The Story of the 3 Rickys

The “Real” Rickys



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Country of Origin/Heritage

Language of Preference

Assimilation/Acculturation

Socio-Cultural Level

Alejandro Ramirez — 19 years old.

Mexican-American. Bilingual (speaks both

languages but reads and writes better in

English). 2nd generation (born in the US

from immigrant parents). Lives in Petaluma,

CA, with his parents, who come from lower-

middle class families in Torreon, Coahuila.

His family’s annual household income is$45,000. Although he was born and raised

in the U.S. and is quite familiar with the

cultural landscape, his parents have

nurtured a strong love for Mexico and have

ensured that he understands his family’s

roots.



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Fernando Zachniuk — 43 years old.

Argentinean. Moved to the U.S. 10 years

ago to start a business. He’s bilingual, but

more comfortable in Spanish. He owns a

condo in Boca Raton. He comes from an

upper-middle class Russian-Jewish family

from Buenos Aires. He lives with a Cuban-

American divorcée and her 10 year old son.

Their annual household income is in the low

$200,000’s. He enjoys the amenities and

comfort America has to offer, but he willalways be an Argentinean at heart.

You wouldn’t market to them

the same way, would you?



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May 9th,

1753

A letter to

Peter

Collison

“Few of their children in the country learn English...

The signs in our streets have inscriptions in both languages ...

Unless the stream of their importation could be turned

they will soon so outnumber us that all the advantages we have

will not be able to preserve our language,

and even our government will become precarious.”



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December 4, 1910



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There were Outreach Efforts

directed to each one

of these Minorities…

His lullabies have

always been crooned to

him in soft Italian

– his mother doesn’t

speak English

“so very good.”But Giovanni is a real

American Baby –

today he had his daily

Ivory Soap Bath!



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Planters Presents

Sheindele The

ChazenteNew York, 1930s

Sheindele The Chazente(Jeanne Gornish)

sang Jewish liturgical music



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“The Secret

of a Friendly Smile”

Don Q Rum,

August, 1971

Many marketers in the early 1970’shoped that

the Hispanic Marketwent the way that the

German, Jewish, Italian, and IrishMarkets went before it.

Now they have realized that…



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TheThe Hispanic MarketHispanic Market

is here to stayis here to stay

Two demographic trendsTwo demographic trends

are merging to produceare merging to produce

thethe Latino WaveLatino Wave• Immigration

• Higher birth rate among Hispanic women compared to

the rest of the populationHispanics accounted for more than half (50.5%) of thenational population growth between 2000 and 2007

About one-third of Hispanics are not yet old enough to vote(compared to 1/4th of the total population)

Source: Pew Hispanic Center, 2008



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Hispanic Births

and Net Immigration

by Decade: 1960-2030

Source: 2006 Latino National Survey, Pew Hispanic Center



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Hispanic Fertility Rate, 2001: 2.9*Hispanic Fertility Rate, 2001: 2.9*National Fertility Rate, 2001: 2.1*National Fertility Rate, 2001: 2.1*

Source: Population Reference BureauMarch 2007

* Children per woman

GEOGRAPHIC DISTRIBUTION

OF THE HISPANIC POPULATION

1980 TO 2006



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41

1980

42

1990



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2

43

2000

44

2006



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Hispanic Population by County2007

Source: Pew Hispanic Center

16 States Have at Least

Half-Million Hispanic Residents• Arizona

• California

• Colorado

• Florida

• Georgia

• Illinois

• Massachusetts

• Nevada

• New Jersey

• New Mexico

• New York

• North Carolina

• Pennsylvania

• Texas

• Virginia

• WashingtonSource: US Census Bureau



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Hispanic population of the U.S.Hispanic population of the U.S.as of July, 2008:as of July, 2008:

46.9 million46.9 millionMaking Latinos the nation'sMaking Latinos the nation's

largest ethnic minoritylargest ethnic minority

Hispanics constituteHispanics constitute15.4% of the nation's total population15.4% of the nation's total population

(Not counting the 4.1 million residents of Puerto Rico)(Not counting the 4.1 million residents of Puerto Rico)Source: US Census Bureau

There are moreThere are more

Latinos in AmericaLatinos in America

than Canadians in Canada!than Canadians in Canada!

Total Canadian PopulationTotal Canadian PopulationWas estimated just belowWas estimated just below33.4 million on July, 200733.4 million on July, 2007



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Garcíais the 8th

Most Common

Last Name in the Nation

Source: US Census Bureau, 2000

More than 1

of every two peopleadded to the nation’s population

betweenJuly 1, 2007, and July 1, 2008,

was Hispanic

Source: US Census Bureau

There were 1.5 million Hispanics added to the population during the period



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By July 1, 2050By July 1, 2050

132.8 million132.8 million HispanicsHispanicswill live in the U.S.will live in the U.S.

30.3%30.3%of the totalof the total

United States populationUnited States populationSource: Census Bureau

“I see Latino people. I see

Latino people everywhere.”



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There are an estimatedThere are an estimated

9 million undocumented9 million undocumented

Hispanics in the U.S.Hispanics in the U.S.Source: Pew Hispanic Center, April 2009



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Closeness of Latin AmericanCloseness of Latin American

countries to the UScountries to the US



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DistanceDistance

From NY to London: 3,470 miles

From NY to Buenos Aires: 5,253 miles

More options for Keeping in

Touch with Friends & Family



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More options to Keep

Connected with the Culture



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YoungerYounger

andand

U.S.U.S.BornBorn

SOURCE: U.S. Census Bureau, Population Estimates and Projections

Nationwide



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Source: Pew Hispanic Center tabulations of the Census’ 2005 American Community Survey

Non-Hispanic White Average Age: 40

Hispanic Average Age: 27

Out of the 10.4 MillionOut of the 10.4 Million

Hispanic Families in the U.S.,Hispanic Families in the U.S.,

62%62% have Childrenhave Children

Younger than 18Younger than 18..

Source: US Census BureauSource: US Census Bureau



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20%of all

Elementary and High School

Students

are Hispanic

Source: US Census Bureau, 2007



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Increase inIncrease in

Buying PowerBuying Power

¡Mucho¡Mucho DineroDinero!!•• The buying power of HispanicsThe buying power of Hispanics

in 2008 was overin 2008 was over $951 billion$951 billion

•• In 2010 their buying power will surpassIn 2010 their buying power will surpass

One Trillion dollarsOne Trillion dollars•• The Hispanic market will beThe Hispanic market will be

more affluent than all of more affluent than all of MexicoMexico

and one of the largest economiesand one of the largest economies

of the worldof the world Source:Source: Selig Center for Economic GrowthSelig Center for Economic Growth

University of GeorgiaUniversity of Georgia



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Growing Hispanic Economic Muscle

Source: Selig Center for Economic Growth: The Multicultural Economy, 2008

Hispanic Buying Power ($ Billions)

Hispanic Market

Buying Power Growth

Is Outpacing

the Nation’s

% Increase U.S. BuyingPower 1990-2013

Source: Selig Center for Economic Growth: The Multicultural Economy 2008



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Geographically Concentrated

Buying Power

California ($249 billion)

Texas ($171 billion)

Florida ($101 billion)

New York ($75 billion)

Illinois ($41 billion)

The Five States with the largest Hispanic markets

account for 67% of Hispanic Buying Power

Source: Selig Center for Economic Growth: The Multicultural Economy, 2008

In 2008In 2008

38% of all US Hispanic households had38% of all US Hispanic households had

incomes over $50,000incomes over $50,000

Source: The Latinization of America in the United States 2008



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Hispanic/Latino

≠Latin American



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Pilgrims in Peru?“When you come to the U.S.,“When you come to the U.S.,

Thanksgiving is somethingThanksgiving is somethingthat you just kind of adopt right way.that you just kind of adopt right way.

You can relate to the mythologyYou can relate to the mythologyof the Pilgrims coming here and the Indiansof the Pilgrims coming here and the Indians

helping them out, just like your relativeshelping them out, just like your relatives

are helping you out.”are helping you out.”

Fernando Rojas

Immigration lawyer originally from Colombia

GirlsGirls

PlayingPlaying FútbolFútbolFathers findFathers find

their attitudes evolving, too.their attitudes evolving, too.

Benjamin Martinez, who played soccer in hisBenjamin Martinez, who played soccer in his

native Mexico, once would have scoffed atnative Mexico, once would have scoffed atthe idea of a woman on the field.the idea of a woman on the field.

His two daughters saidHis two daughters said

they wanted to be likethey wanted to be like

their father and play soccer…their father and play soccer… Source: Chicago Tribune



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“Greek” Latinos“Greek” Latinos

Grilling is on the RiseGrilling is on the Rise

among Hispanicsamong Hispanics

While 47% of Hispanics grill at least once per weekWhile 47% of Hispanics grill at least once per week

during the grilling season, approximately 23% sayduring the grilling season, approximately 23% say

they are grilling more than last year.they are grilling more than last year.



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“Hispanic-ization” of the

General Market



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Salsa Outselling Ketchup

>Salsa outsold catsup by nearly $175 million

over the 52-week period ending October 8, 2005.Source: ACNielsen

Tortillas Outsells

White Bread

>Since

2008

Source: Tortilla Industry Association



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At the fast food level…

In the Music Industry

MarcAnthony

ShakiraShakira

Ricky MartinEnrique Iglesias

DaddyYankee



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So…So…

How do youHow do you

connect with them?connect with them?



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“It’s the“It’s the CultureCulture, _________!”, _________!”

James Carville

Source: Yankelovich Hispanic Monitor 2005

“I feel the need to preserve my family’s cultural traditions.”



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Are you respecting the culture?

Even when not directly targeting them?

Degree of Intimacy

Latinos go a couple

layers deeper

in intimacy at every levelof human interaction



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Acknowledging Others• Hispanics inherently recognize other people as

human beings that need/want

acknowledgment as individuals; of their want

and needs; of their feelings

• Eye Contact

• Small talk

Acknowledging Others

Call Centers:

Average customer

conversation time

Non-Hispanic Whites:

6 minutes

Hispanics:

34 minutes



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Social HarmonyHispanics have a need maintain

smooth and pleasant

social relationships

Personal Space• In social situations Hispanics find close

physical contact with others quite normal

– Hugs

– Hand shakes – Kisses



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More Gregarious

and Socially FlexibleAt ease and comfort when hanging out with others and when

switching between different cliques

Respect for Authority and Power

Latinos tend to hold respect and

admiration for those perceived as with

more power and authority



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In 2002In 2002

Latinas ownedLatinas owned

470,244 firms,470,244 firms,

employing 198,000 people,employing 198,000 people,and generatingand generating

$24.9 billion in sales$24.9 billion in sales

MujerMujer PowerPower

By 2004, the number grewBy 2004, the number grew

to 553,618 firms,to 553,618 firms,

employing 320,000 people,employing 320,000 people,

generating $44.4 billion.generating $44.4 billion.

17% more firms,17% more firms,

61.6% more people employed,61.6% more people employed,

78.3% more sales.78.3% more sales.

MujerMujer PowerPower



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Does it Resonate With Latinas?

Hispanics are very family oriented;

very in touch with one another

Importance of Family



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Source: Simmons NCS/NHCS: SPRING 2006 Full Year Unified Study

Source: Packaged Facts - The Hispanic (Latino) Market in the U.S, March 2009

Non-Hispanic HH’s

2.6 persons 3.47 persons

Larger Hispanic Households

Represent A Higher Volume Consumer Opportunity

Hispanic HH’s



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The “Nest” Empties LaterChildren from traditional Latino families tend

to live at home longer than those whohave become assimilated into the

American culture

The Importance of Food

• Hispanics spend 17.5% of their income on food, compared

to 13.7% for the rest of the population.

• In 2003, 39 million Hispanics spent $64 billion on food

Source: The Food Marketing Institute



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The Importance of Food

Grocery shopping

is a family event

A Hispanic woman would be more likely togo grocery shopping with her husband,

children or even parents than alone

RetroRetro--AcculturationAcculturation:The "new" Latino pride

• Many Hispanics considered

acculturated go through an

interesting metamorphosis

when they begin to have theirown families

• A strong yearning to pass on their Hispanic

heritage to their offspring

• Passing on of cultural traditions,

Spanish-language and music.



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In whichIn which

LanguageLanguage

should youshould you

addressaddress

Hispanics?Hispanics?



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There are 21There are 21

SpanishSpanish speaking countriesspeaking countries

inin the worldthe world

The USA is the 2nd largestThe USA is the 2nd largest

Language Usage Varies Among Hispanics

Source: Simmons NCS/NHCS: SPRING 2008 Full Year Unified Study

Spanish-Dominant (54%) English-Dominant (36%)

Speak ANY Spanish (86%)

Speak ANY English (78%)



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Country of Origin

Source: Pew Hispanic Center tabulations of the Census ’ 2005 American Community Survey

Location, Location, Location

In 2007about 45%

of the nation’s Dominicans

lived in New York Cityand about 50%of the nation’s Cubans

in Miami-Dade County, Fla.

Source: Census Bureau



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When using Spanish consider…When using Spanish consider…

• Different words having the same meaning: – Car: Carro, Coche, Auto

– Straw: Pajilla, Popote, Pitillo, Cañita, Pajita

– Beans: Frijoles, Habichuelas, Porotos, Fréjoles

• A word has different meanings: – Guagua: Bus (Cuba) or Small Child (Chile)

– Ahorita: Later (Costa Rica) or Right Now (Guatemala)

It is NOT the same…



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Idioms

How would you translate,“Getting all your ducks in a row ”?

“Lonely Boying”“Lonely Boying”ReachingReaching

the Latino marketthe Latino market

through short,through short,

yet powerful, tidbitsyet powerful, tidbitswithin yourwithin your

general market outreachgeneral market outreacheffortsefforts



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Consumers who identify with different ethnic groups

perceive ads — and life — differently. Marketers who

try to speak to “both selves” using cultural symbols can

lower the value of an ad; you can’t overtly try to

appeal to both cultures.

For an ad to appeal to bicultural consumers

successfully, a “complementary synergy” has to becreated. Instead of having everything shouting at you

at once, one of the dimensions has to be more subtle.

-Americus Reed, PhDWharton School of Business Marketing Professor & Identity Theorist

Source: The Daily Pennsylvanian, November 3, 2009



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A recent example…

In Packaging… Go Bilingual

Courtesy of

http://www.rbird.com/index.php

http://www.rbird.com/index.php



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Wacha la Troca!• Use Spanglish correctly and judiciously,

making sure to follow the “grammatical rules”

of language mixing



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el elefante in your isles

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