The Transitional Latino™
It's not just
Spanish Anymore
For the
past 15 years the growing Hispanic market has had a profound effect
on marketing. Leading the wave  are the large marketers, Proctor & Gamble,
McDonalds and General Motors who spent $185 million in 2003
cultivating the Hispanic consumer. Overall the top sixty marketers
spent over $1.2 billion on the Hispanic segment last year.
The
traditional Latino target has been the new immigrant, who spoke
little English and arrived in search of financial gains or with a
desire to flee from political oppression. For this segment,
advertising served to sell the product, educate and help the newly
arrived become acculturated to a new style of living.
Over
the years this segment has grown, but fundamental changes are
underway as the population matures. The newest segment of the
Hispanic market to watch is the middle class, the second generation
of Latinos who grow up speaking both English and Spanish. This is
the Transitional Latino. As noted by Hispanic Business Magazine in
December 2003, "…it appears that U.S. Hispanics are in the process
of developing and solidifying their own U.S. identity".
Who is the Transitional Latino (a)…what is she
like?
The Latina female 18-54 is the highest spending Latino
consumer. Although traditionally the culture is known to be strongly
male dominated, it is the woman who  generally influences all major and minor
buying decisions.
This
Transitional Latina is born in the United States and grows up
speaking both English and Spanish. She is bilingual, with a good
command of English. She often speaks Spanish that she learns
informally at home with her parents and relatives, but may not read
and write Spanish unless she studies it formally in school. As the
Latino influence increases in the U.S., all Latinos are realizing
the value of speaking and reading good, grammatically correct
Spanish.
Most
Latinos grow up with traditional, conservative values. Family and
church impact the choices they make; yet they are strongly
influenced by the current trends in North American culture and
trends. They often balance an interest for higher education with
their parents' desire to keep them at home.
Speaking to the Transitional Latino - It's not just
Spanish Anymore
Overall,
Hispanics tend to speak English in the workplace. A majority (53
percent) of U.S. Hispanics speak Spanish at home, but nearly the
same number (48 percent) speak English in the workplace. Language
clearly influences job opportunities. Sixty percent of the English
dominant have white-collar jobs and 74 percent of the Spanish
dominant have blue-collar jobs. The Transitional Latino is bilingual
and watches mainstream English media as well as the traditional
Spanish language programming.
Be "Translingual"
Where
possible use words and phrases that have translingual adaptability™,
that is…they work in both languages. Lazos Latinos' most recent
example is Fórmula Latina, the name we created for a new line of
hair care products for Latina women. This name is relevant and
understood in English and Spanish.
When
creating a brand or marketing message for either Spanish or English
speakers, it is still critical to consider the full range of
Hispanic Motivators™ that touch the emotions of Latinos…those don't
change. They include the importance of respect, the value of family
and social gatherings, music, religious traditions, sports and the
importance of foods for the unique Latinos segments.
Hispanics are enriched by their cultural background; 78
percent say it is important to pass on Hispanic traditions and 91
percent are proud of their Hispanic heritage. Show this element
visually…in the creative and write it into the copy.
Economic Impact of the Transitional
Latino™
 According to the Pew Hispanic Center, 65
percent of Spanish-dominant Hispanic households earn less $30,000
annually, while 29 percent of English dominant Hispanics earn
$50,000 or more. The Pew study states that income correlates more to
language than country of origin. Companies wishing to target higher
income Hispanics- such as financial services or real estate should
focus on the Transitional Latino™ with both English and Spanish
messages that resonate with a Latino cultural statement.
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