Discussing language is crucial when brands aim to engage the U.S. Hispanic market; however, it shouldn’t be the sole focus. While the rate of Hispanics immigrating to the U.S. has declined, leading to an increase in English-dominant Hispanics, 80% still speak Spanish at home across generations.
The key issue extends beyond language: brands must establish a meaningful cultural connection with U.S. Hispanic consumers. Language is merely a tool for communication; the real goal is to forge an authentic cultural bond. Successfully doing so allows brands to reach the Whole Market effectively, whether the message is conveyed in English or Spanish. To truly resonate with the Whole Market, brands must base their strategies on deep cultural insights.
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