There are many details in the Hispanic community that shouldn’t be overlooked by marketers, such as:
- Their country of origin
- Whether they’re first, second or third generation
- Language preference
- Acculturation level
To help marketers make authentic connections with Hispanic consumers, brands may want to rethink their segmentation models and identify a number of “cohorts” within the community.
“Cohorts are defined as addressable groups of current and potential consumers, thoughtfully identified and designed to maximize relevance for the brand,” according to the article. “The better we can define the many various cohorts for each brand, the better we can understand, create, target, design and have meaningful and consistent dialogue with them.”
This approach will brings “a layer of humanity and empathy” that can help brands connect with this audience.
Read the full article from AdWeek.