Marketing to Hispanics: Be Optimistic

In thinking about all the different factors involved in effectively advertising to a target audience – message context, language, use of models or symbols, imagery, colors, music, etc., I think it is probably safe to say that the most compelling words, images and thoughts that resonate the strongest with the audience are those that appeal to a sense of self awareness. That is, a person’s innate sense of optimism and self-preservation.

What more powerful communicative act can there be than delivery of a message to the core of a person’s most ardent, meaningful and personal thoughts and beliefs? Some recent findings in a study by the Pew Hispanic Center, along with earlier research data, might put that notion into perspective when advertising to Hispanics.

The Pew Research Center, in a study published last month, indicates that a majority of Hispanics (54%) believe that the U.S. economic downturn that began in 2007 has been harder on them than on other groups. However, the research also found that Hispanics exhibit more optimism than the general population, with 67% expecting their financial situation to improve over the next year, compared to 58% of the total population. Additionally, 66% of Hispanics expect their children to have a better standard of living than they do, vs. 48% of the general public.

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