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Investment or gamble? What brand managers should know about targeting second- and third-generation Hispanics
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Investment or gamble? What brand managers should know about targeting second- and third-generation Hispanics
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INVESTMENT OR GAMBLE? WHAT BRAND MANAGERS SHOULD KNOW ABOUT TARGETING SECOND- AND THIRD-GENERATION HISPANICS by Michael Chavez Booth A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2012 Copyright 2012 Michael Chavez Booth ii Dedication The following work would not have been possible without the support of my dear wife, Nina Chavez Booth, a second-generation Hispanic, and the interest of my mother, Maria Chavez- Cuevas, a native of Mexico and an advocate in the advancement of Hispanic youth. I trust that this thesis will prove the topic of family conversations for many years to come. iii Acknowledgements As is the case with most new journeys, this process was tasking, frustrating, confusing and yet, amazingly rewarding. I would like to offer a special thanks to my committee chair, Felix Gutierrez for his unwavering support and understanding. Felix not only recognized my abilities as a student, but my needs as a person. For that, I am eternally grateful. I would also like to thank Jennifer Floto for leading me through the ins-and-outs of this process and Brenda Lynch for remaining patient and eager to review my work. No matter the challenge, Jenn and Brenda inspire me with their words of encouragement and energetic character. Finally, I‘d like to thank my interviewees for their patience and consideration during this process. iv Table of Contents Dedication ii Acknowledgements iii List of Figures vi Executive Summary vii Preface ix Research Methodology ix The ―Hispanic‖ Market ix Acculturation as a Tool xi Special Considerations xiii Introduction 1 Chapter One: The Growing Hispanic Market 2 Chapter Two: Hispanic Marketing Then & Now 5 Overview 5 Hispanic Marketing Is Spanish Marketing 6 Value-Ads or Added Value? 8 Chapter Three: The New ―New Arrival‖ 11 El Capitan America 11 The Burgeoning Market 13 Chapter Four: Identification and Background 15 I Challenge You to A Dual (Culture) 15 From George to Jorge, the New Acculturation 18 For What It‘s Worth: The Impact of Acculturation 22 A Different Type of Consumer Education 24 Chapter Five: Community Impact 28 Mi Casa Es Su Casa, y Su Casa Tambien 28 The Dora Effect 30 Chapter Six: Consumption Habits 34 Brand Loyalty 34 Tech-Fluentials 38 Social Chairs 41 Content with Their Language 45 Speech! 47 Chapter Seven: Communicating the Brand 50 Role of Language 50 v Role of Culture 53 Culture of Language 54 Chapter Eight: Bringing it Together 59 Capitalizing on the Difference 59 Challenges and Reservations 64 Chapter Nine: Recommendations 67 Conclusion 73 Bibliography 75 Appendices Appendix A: Industry Interviews 88 Appendix B: Target Audience 1:1 Interview Guide 97 Appendix C: Target Audience Key Findings 100 vi List of Figures Figure 1: ―The Hispanic Persona Project‖ Sampling 38 Figure 2: Mun2 Magazine Insert 62 vii Executive Summary ―The U.S. Hispanic market is a moving target.‖ – Isabel Valdes, member, National Council of La Raza and Hispanic marketing expert 1 It is a dynamic market, continually growing and changing. In fact, the latest U.S. Census data showed that the Hispanic market experienced more growth than any other segment between 2000 and 2010. Immigration, which was traditionally the driving force behind this continued growth, was trumped by births. As is the case with most Census data, this trend has created an uptick in organizational interest. Brand managers (hereafter ―brands‖) have taken notice of the market‘s growth and value. Furthermore, organizations that were not already targeting this market are privy to Census figures that project Hispanics could make up 30 percent of the overall U.S. population by the year 2050. 2 More importantly, the Selig Center for Economic Growth projects that this market could represent $1.5 trillion in buying power by 2015, or 11 percent share. 3 However, some brands shy away from this growing segment, while others struggle to understand it. And, as if the Hispanic market was not diverse and complex enough, the market‘s primary source of growth, the U.S.-born generations, are similar to their foreign-born counterparts in many ways and yet, different in many others. While the most current generations are attracted to Hispanic culture, values and even recreation, they are also fond of their surrounding culture, attracted to American traditions, consumer products and services, and of course, English-use and content. As such, this segment serves as a go-between in two larger markets, while establishing themselves as their own. 1 Valdés, M. Isabel. Hispanic Customers for Life: A Fresh Look at Acculturation. Ithaca: Paramount Market, 2008. Print. 2 ―Hispanic Fast Facts.‖ AHAA.org. May 2011. Web. 25 Mar. 2012. <http://ahaa.org/default.asp?contentID=161>. 3 Fahmy, Sam. ―Despite Recession, Hispanic and Asian Buying Power Expected to Surge in U.S., According to Annual UGA Selig Center Multicultural Economy Study.‖ Terry College of Business. 4 Nov. 2010. Web. UGA.edu. 25 Mar. 2012. <http://www.terry.uga.edu/news/releases/2010/minority-buying-power-report.html>. viii Still, despite strong notions that this group is reachable via Hispanic or general market efforts, there is an intensifying opportunity to evaluate the way that brands are targeting second- and third-generation Hispanics. This group presents a new market, as members are earning higher incomes, becoming more interested in high-end products and increasing their savvy for financial tools. By introducing campaigns aimed specifically at the second- and third-generations, brands can develop relationships that may prime them for market sustainability. However, what makes for the proper strategy remains a critical question, one that may actually produce a variety of answers. Overall, second- and third-generations are creating a new cultural shift that demands marketer investment and presents brand opportunity. ix Preface Research Methodology In preparation for this thesis, the researcher conducted both secondary and primary research. Before commencing secondary research, the researcher conducted several interviews for preliminary edification and direction. Secondary research included review of news features, blogs, studies and reports, professional white papers, websites and books. Qualitative research consisted of professional interviews with marketing, research, branding and public relations professionals, all conversant in the Hispanic market in one way or another. Qualitative data presented herein stemmed from interviews with Eduardo Caballero, specialist in Spanish-language broadcast; John Echeveste, partner, Latino public relations firm, VPE Public Relations; and Mark Hugo Lopez, associate director, Pew Hispanic Center. Following discussions with industry professionals, the writer conducted one-on-one interviews with eight second- and third-generation Hispanics, providing first-hand perspective from the group under consideration in this paper. The ―Hispanic‖ Market Before learning more about marketing to second- and third-generation Hispanics, it‘s important to first explore what it means to be ―Hispanic.‖ According to Webster‘s Tenth New Collegiate Dictionary, the term ―Hispanic‖ refers to ―any person of Latin American descent living in the United States, especially one of Cuban, Mexican, or Puerto Rican origin.‖ 4 Similarly, the U.S. Office of Management and Budget (OMB), the White House office responsible for devising and submitting the president's annual budget proposal to Congress, 4 Valdes, Isabel. Marketing to American Latinos: A Guide to the In-culture Approach (Part One). New York: Paramount Market, 2000. Print. x defines ―Hispanic‖ or ―Latino‖ as ―a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.‖ The office adopted the term in 1976 shortly after Congress passed the first and only law mandating the collection and analysis of data for a specific ethnic group. 5 It‘s interesting to note that this law went into effect behind lobbying from various Mexican-American and Hispanic organizations. The U.S. Census Bureau uses this definition when collecting race and Hispanic origin information every 10 years. 6 ―Latino‖ was added in 1997, following a second OMB directive. For marketers, it‘s particularly important to note the following anomaly: Someone who is Hispanic may not identify as Latino; a person who is Latino may not identify as Hispanic. In fact, a 2011 survey from the Pew Hispanic Center showed that just over half of respondents have no partiality for the terms ―Hispanic‖ or ―Latino.‖ However, for those respondents with a preference, ―Hispanic‖ trumped ―Latino‖ by more than two to one, 33 percent to 14 percent. 7 In addition to simple preference, these terms can be confusing, especially when used formally. On U.S. Census and American Community Survey (ACS) forms, respondents are asked whether they are ―Hispanic, Spanish or Latino.‖ They are then asked their ―race.‖ As a 2011 study from two assistant sociology professors at the University of Southern California (USC) points out, the terms ―ethnicity,‖ ―ancestry‖ and ―race‖ can draw inconsistent answers on these forms. In the Census‘ 2006 ACS, of the more than 44 million U.S. residents who indicated Hispanic or Latin American ancestry, approximately 2.5 million (six percent of respondents) did 5 Passell, Jeffrey, and Paul Taylor. ―Who‘s Hispanic?‖ Pew Hispanic Center 28 Mar. 2009. PewHispanic.org. Web. 31 Mar. 2012. <http://www.pewhispanic.org/2009/05/28/whos-hispanic/>. 6 USA. U.S. Department of Commerce. Economics and Statistics Administration. Overview of Race and Hispanic Origin: 2011. By Karen R. Humes. U.S. Census Bureau, Mar. 2011. Web. 7 June 2011. <http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf>. 7 Taylor, Paul, and Mark H. Lopez. ―When Labels Don‘t Fit: Hispanics and Their Views of Identity.‖ Pew Hispanic Center 4 Apr. 2012. PewHispanic.org. Web. 04 Apr. 2012. <http://www.pewhispanic.org/2012/04/04/when-labels- dont-fit-hispanics-and-their-views-of-identity/>. xi not check the Hispanic box. Therefore, despite their recognition of such ancestry, this group did not ethnically categorize as ―Hispanic, Spanish or Latino.‖ 8 Undoubtedly, differentiating these terms can be confusing, even to those trying to determine appropriate identifiers. Moreover, these labels continue to change and evolve. However, for all intents and purposes, the segment in question, those U.S. residents (or citizens) with background from any Spanish-speaking country or province, will herein be referred to as the ―Hispanic segment,‖ or ―Hispanic market.‖ Similarly, the segment under evaluation, the U.S.-born children and grandchildren of foreign-born Hispanics will be referred to as the ―second- and third-generation‖, ―later generations‖ or even, ―U.S.-born‖ and ―native-born Hispanics.‖ Acculturation as a Tool Beyond throwing together creative slogans or developing flashy visuals, marketers are charged with segmenting the market among various populations. Therefore, a primary goal of this thesis is to determine how second- and third-generation Hispanics are different from the Hispanic and general markets. One way to develop these segments is to examine a group‘s level of acculturation, or the degree to which an individual from another culture has adjusted or conformed into the dominant culture of his or her new home. 9 Marketers often make the error of aiming for ―assimilated‖ populations. However, acculturation is different from assimilation in that through the latter, the individual sacrifices ties to her/his native culture in exchange for the surrounding culture. 8 Viramontes-Brody, Ambrosia. ―Racial Identity Is Changing Among Latinos‖ USC Dornsife. USC Dana and David Dornsife College of Letters, Arts and Sciences. 23 Dec. 2011. Web. 25 May 2012. <http://dornsife.usc.edu/news/stories/1076/racial-identity-is-changing-among-latinos/>. 9 Valdes, 2000. xii Acculturation can be impacted by a number of things including the individual‘s personality, the area of relocation and even, the level of formal education he/she receives upon relocating. As native-born individuals are more exposed to U.S. customs and ethos, they are likely to be far more acculturated than their foreign-born parents, who are often immersed in the cultural traditions of their former home countries. There have been many schools of thought around acculturation and moreover, the varying degrees of the process. Some of the early models focused heavily on the individual‘s ability to speak English. Perhaps this is why language continues to be such an emphasis in Hispanic marketing. Other experts indicated that acculturation is a like a ladder, comprised of distinct steps that demand slow and cautious movement. 10 However, acculturation has become increasingly recognized not as a state of being, but as a fluid process. In fact, as some brands suggest, marketers may want to shift their focus from acculturation to acculturating. 11 Essentially, this concept, like the Hispanic culture itself, is still coming of age. 10 Tornoe, Juan. ―The Truth About Hispanics Online.‖ JuanTornoe.com. 19 Mar. 2011. Web. 19 Sept. 2011. <http://www.juantornoe.com/2011/05/the-truth-about-hispanics-online.html>. 11 Univision PR. Univision Study Reinforces Deep Emotional Connection Bilingual Hispanics Have With Language and Culture. Univision Corporate. 3 Oct. 2011. Web. 5 Jan. 2012. <http://corporate.univision.com/2011/press/univision-study-reinforces-deep-emotional-connection-bilingual-hispanics- have-with-language-and-culture/>. xiii Special Considerations It is difficult to explore all elements that could influence marketing toward the Hispanic market, let alone an emerging segment. A variety of external factors impact direct marketing efforts. Equally, a targeted approach involves a myriad of consumer interests. Therefore, the researcher was diligent in exploring and capturing what he deemed most relevant. Due to the scarcity of data around ―second- and third-generation‖ or ―native-born‖ Hispanics, the researcher has some made inferences from studies designed to examine Hispanic youth or the overall Hispanic segment. Such deductions are noted where appropriate. With that said, many studies segmented groups by language-preference, which may or may not be a reflection of generational divide or even an influence on other areas of activity. Additionally, the researcher presents a considerable amount of data from third-party vendors and studies created to capture respective habits and preferences, such as Nielsen‘s Mobile Hispanic Insights Report. Therefore, the writer encountered considerable disparity in data around similar subject matter. Although these organizations take careful steps to ensure accurate representation amid studies, certain factors - including the origin and residence of study participants, the availability of resources, especially time, and of course, the ultimate goal of the surveying vendor - must be acknowledged. To that end, the purpose of one-on-one interviews with members of the second-and third- generation segment was to evaluate preferences and perceptions first-hand. Although participants resided in various areas throughout California, they were all of Mexican ancestry. Therefore, it is possible that responses from this group could differ from groups in other heavily Hispanic markets, such as New York or Florida. 1 Introduction In March 2012, a company specializing in press release distribution hosted a professional breakfast about the importance, creation and use of online newsrooms. The participating panel was informative and lively, especially as the discussion turned to user needs and interests. Toward the end of the hour, one attendee reached into her bag as if to pull out a question she had buried days earlier. ―Do any of you cull content for the Hispanic audience?‖ the woman asked. After ensuring the question was fully delivered, the moderator looked down the table for responses. One panelist jumped at the opportunity to provide her ―perspective.‖ ―We‘ve had the opportunity, through recent partnerships, to host [press] releases in English and Spanish,‖ she said. ―And, we really lucked out... We had someone onboard, one staff member that could speak Spanish. We just had to make sure he was always available for any incoming requests and to speak to the partnership.‖ In a matter of 20 seconds, this group head illustrated the common perspective of many companies, despite the increasing availability of culturally perceptive market experts: If you create Spanish-language content, you are tailoring your message to the Hispanic market‘s interests. Surprisingly, the enthused participant worked for a mobile marketing company. (The reader will soon come to understand the irony of this situation.) The following thesis will explore how brands and marketing agencies have traditionally treated the Hispanic market, and moreover, the emerging segment of second- and third-generation Hispanics. The researcher will examine market trends and provide recommendations for targeting this group. 2 Chapter One: The Growing Hispanic Market ―A full 50 percent of our nation’s growth since the year 2000 is Hispanic and this should serve as a wake-up call for marketers.‖ – Manny Ruiz, CEO, Hispanicize, a recently launched Hispanic media company 12 Beginning in the 1980s, changes in the Mexican economy helped create a wave of rapid growth in the number of Hispanics in the U.S. The total recorded Hispanic population was about 14.6 million. In 10 years, this growth swelled to more than 20 million. In another 20 years, this group surpassed 50 million. 13 In 2010, the Hispanic population, as reported by the U.S. Census Bureau, totaled nearly 50.5 million, up from around 35.3 million in 2000, nearly four times the size of the group in 1980. 14 At the time of this Census, this increase made the Hispanic population the fastest growing segment in the U.S. Hispanics made up about 16 percent of the total U.S. population (just less than 309 million), making them the largest multicultural group in the country. Only Mexico had a larger population of Hispanics (112 million). A 2011 report by Adam R. Jacobsen Editorial and Research Consultancy in coordination with HispanicAd.com, estimated that the U.S. Hispanic population would hit 51.2 million in 2011. By 2016, this number is expected to grow by nearly 15 percent to approximately 58.4 million. This group would account for 20 percent of the entire U.S. population. 15 To put that in perspective, in 2016, one out of every five people in the U.S. may identify as Hispanic. What‘s more, these numbers may not accurately reflect the group‘s size, as many illegal immigrants abstain from the Census. 12 Hammer, Mike. ―The Segment Caliente.‖ Adweek.com. AdWeek, 15 Apr. 2011. Web. 5 June 2012. <http://www.adweek.com/sa-article/segment-caliente-130652>. 13 ―Hispanic Market Overview.‖ Adam R Jacobson Editorial Services and Research Consultancy 2011 ed. Print. 14 Humes, 2011. 15 ―Hispanic Market Overview.‖ 2011. 3 According to the U.S. Census Bureau, by 2050, the projected Hispanic population could reach nearly 133 million. If this projection rings true, Hispanics will then constitute 30 percent of the nation's total. 16 That‘s nearly one-third of the overall population. Or as Mark Mather, associate vice president at the nonprofit Population Reference Bureau, so eloquently put it, ―By 2050, [the U.S.] may have an entirely new system of defining ourselves.‖ 17 What‘s also changing is the distribution of this population. Traditionally, Hispanics represented a large market share in the nation‘s most heavily populated areas. 18 While this is still true (Los Angeles has two times as many Hispanic households than any other demo, accounting for nearly 22 percent of the designated market area‘s total spending), this group is making its way to new regions. 19 As of the Census, there were 10.4 million Hispanic households and 16 states with at least a half-million Hispanic residents. New Jersey, North Carolina, Pennsylvania and Georgia were four of the top five growth states, each with more than 400,000 arrivals. 20 Hispanics now represent the largest minority group in 25 states. 21 Still, the growth of the Hispanic population in the U.S. is only part of the group‘s increasing importance. Like much of the U.S, Hispanics weathered a cold economic climate over the past few years. Between the last job market peak in 2008 and 2010, the total number of employed Hispanics dropped by 624,000. 22 This decrease equaled nearly 13 percent of the new jobs created in the previous eight and a half years. 16 ―Hispanic Fast Facts.‖ AHAA.org. Association of Hispanic Advertising Agencies, May 2011. Web. 25 Mar. 2012. <http://ahaa.org/default.asp?contentID=161>. 17 Yen, Hope. ―New Census Milestone: Hispanics Reach 50 Million.‖ CBS DFW. Associated Press, 24 Mar. 2011. Web. 6 June 2011. <http://dfw.cbslocal.com/2011/03/24/new-census-milestone-hispanics-reach-50-million/>. 18 ―Hispanic Fact Pack.‖ Crain Communications 2011 ed. AdAge White Papers. Print. 19 ―Interview with John Echeveste.‖ Personal interview. 21 Oct. 2011. 20 ―Research: AZ, NJ, NC, GA and PA Lead among Emerging Hispanic Markets.‖ Portada-Online.com. Portada, 28 July 2011. Web. 15 Mar. 2012. <http://www.portada-online.com/article.aspx?aid=8326>. 21 ―American FactFinder.‖ Census.gov. U.S. Census Bureau, Web. 15 Mar. 2012. <http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml>. 22 Fahmy, 2010. 4 Yet, despite this decline, and as a result of the segment‘s population growth, aggregate consumer spending by Hispanic households increased slightly (0.3 percent) between 2008 and 2009, while aggregate spending by the general market declined by three percent. 23 A report from the Selig Center for Economic Growth, a research arm at the University of Georgia‘s business school, showed that Hispanic buying power surpassed $1 trillion in 2009. This number is expected to exceed $1.5 trillion in 2015, good enough for 11 percent of the nation‘s total buying power, not particularly amazing considering the group‘s size. However, a cumulative increase of 25 percent is not dismissible by any means. As Jeff Humphreys, director of the Selig Center, revealed, ―The Hispanic market alone, at $1 trillion, is larger than the entire economies of all but 14 countries in the world – smaller than the GDP of Canada but larger than the GDP of Indonesia.‖ 24 These countries are not generally seen as economic powerhouses, but the comparison is still surprising. According to Eduardo Caballero, a long-time professional in Spanish-language radio and television, the group‘s spending power makes it the largest economy of any Hispanic country. Although its neighbors to the south may have a larger Hispanic population, Hispanic buying power in the U.S. is more than that of all Mexico. 25 Naturally, this development provides marketers an open invitation and opportunity to study the next-generation segments and explore their dynamic make-up and tremendous value. 26 23 Brown, Washton, et al. ―Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans.‖ Rep. no. LA2848314. 8th ed. Rockville: Packaged Facts, 2011. Print. 24 Fahmy, 2010. 25 ―Interview with Eduardo Caballero.‖ Telephone interview. 29 Jan. 2012. 26 Lopez-Knowles, Maria. ―The Online U.S. Hispanic: First- and Second-Generation Insight.‖ MRM Worldwide Jan. 2008. Web. Interpublic.com. 12 Dec. 2011. <http://www.interpublic.com/dyn/file_dl.php/25742/26/230/27/1193893200/The+Online+US+Hispanic+First+and+Sec ond+Generation+Insights_1-11-08.pdf>. 5 Chapter Two: Hispanic Marketing Then & Now Overview In the mid-1980s when the Hispanic population numbered less than one-third of what it does today, market researchers estimated the segment‘s purchasing power at about $12.5 billion. Experts urged companies to turn their attention to this market to increase and often introduce marketing efforts. Marketers were slow to react. 27 In 2000, Isabel Valdes, a member of PepsiCo/Frito-Lay‘s Latino Advisory Board, and board member of NCLR (National Council of la Raza), the largest Hispanic non-partisan civic rights organization, attributed the development of Hispanic marketing to three drivers. First, examining this ―new‖ market was justified by the group‘s size alone. According to Valdes, the population‘s spending power and the fact that the Hispanic youth segment was easy to target – based on the group‘s distribution – made a strong enough case to demand marketers‘ attention. 28 Secondly, the introduction of ―reliable‖ monitoring tools allowed marketers to track the purchasing decisions of the Hispanic segment. Tools such as the AC-Nielsen Homescan Panel, a panel used to monitor the purchasing of respective consumer goods, helped follow Hispanic- purchasing trends. Additionally, the Internet provided the group a voice and marketers a first- hand glimpse at the group‘s presence and preferences. The segment‘s presence in varying media also helped raise Hispanic visibility and pique brand curiosity. Hispanic celebrities emerged in professional sports, entertainment and the media, demanding recognition by both the Hispanic 27 ―Marketing to the U.S. Hispanic Population: Part I: An Overview.‖ Magnet Communications Aug. 2002. Magnetcom.com. Web. 6 June 2011. <http://magnetcom.com>. 28 Valdes, 2000. 6 and general markets. 29 Not only did these influencers give the market a recognizable face, they provided brands with potential spokespeople to channel marketing messages. Finally, the development and recognition of successful media channels introduced brands to viable advertising mechanisms. For instance, Univision, the largest Spanish-language network and one of the top five U.S. networks in the U.S., often elicits more audience share than at least one of the top four English-language networks (ABC, CBS, NBC and Fox) in the 18-34 demographic. 30 Hispanic Marketing Is Spanish Marketing ―Traditionally, most marketing was in English. If it was in Spanish, it was Hispanic marketing.‖ – John Echeveste, partner, VPE Public Relations 31 In the 1960s, Eduardo Caballero was one of the first few marketers to try and sell brands on the importance of the Hispanic market. Caballero claims that the only instrument he could sell early on was language. It was the clear differentiator. Now, some 40 years later, many companies are buying into the market‘s importance. Unfortunately, the leading perception is still that the Hispanic market is simply the Spanish-language market. Many marketers have failed to explore or discover the nuances and sensitivities of this group. As a result, 81 percent of the total ad spending in 2005 by the top 25 Hispanic marketing agencies was for Spanish-language broadcast media. The reality, however, is that even seven years ago, the majority of U.S. Hispanics (65 percent, according to research firm Forrester) were, to some extent, bilingual. 32 Hence, the conundrum continues. 29 Granados, Christine. ―Born Again Latinos.‖ Hispanic Magazine May 2000. Print. 30 Molloy, Tim. ―Univision Launching Three Webnovelas.‖ Yahoo! News. The Wrap, 11 May 2012. Web. 27 May 2012. <http://news.yahoo.com/univision-launching-three-webnovelas-192617391.html>. 31 Echeveste, 2011. 32 Barber, Tamara. ‖Survey Highlights: Hispanic Consumer Technology and Marketing Phone Survey Q1, 2007.‖ Forrester 28 Apr. 2007. Forrester.com. Web. 21 Mar. 2012. 7 On the whole, companies have been ill-advised about assimilation and acculturation. Some experts have touted that the less acculturated the individual, the more likely he or she is to have a lower level of education and income, and therefore, a less significant role in the marketplace. Others, such as Valdes, have found that some marketers were simply holding out for U.S. Hispanics to assimilate and disappear altogether. Brands expected that if they captured the Hispanic market, they would hit all segments and derivations. Said Robin Tobin, former president of Strategy Research, ―The number one question we got from 1980 to 1995 was, ‗When are they going to assimilate?‘‖ 33 There are data out there that could potentially validate this disposition. According to a 2012 report from Pew Hispanic Center, 34 percent of foreign-born and 66 percent of native-born respondents agreed that they were ―a typical American.‖ 34 Not only are Hispanics under-targeted relative to the U.S. population as a whole, but marketers have worked under the supposition that the segment is relatively monolithic and monolingual (Spanish-language dominant). However, the Hispanic market is full of cultural differences. What‘s more, Hispanics are aware of it. It may not take a survey to explain that a Colombian thinks himself different than an Argentinean. However, the data exist. A 2012 survey from Pew Hispanic Center found that nearly seven-in-ten respondents recognized that Hispanics in the U.S. have many different cultures. Less than one-third (29 percent) said that Hispanics in the U.S. share a ―common‖ culture. 35 <http://www.forrester.com/Survey+Highlights+Hispanic+Consumer+Technology+And+Marketing+Phone+Survey+Q 1+2007/fulltext/-/E-RES43258>. 33 Hemlock, Doreen, and Joseph Mann. ―Targeted for Growth: With Latin Buying Power Growing, Marketers Balance Regional Diversity and Broad Reach.‖ Sun-Sentinel [Miami] 21 Jan. 2001. Print. 34 Taylor, Paul, and Mark H. Lopez. ―When Labels Don‘t Fit: Hispanics and Their Views of Identity.‖ Pew Hispanic Center 4 Apr. 2012. PewHispanic.org. Web. 04 Apr. 2012. <http://www.pewhispanic.org/2012/04/04/when-labels- dont-fit-hispanics-and-their-views-of-identity/>. 35 Taylor, 2012. 8 Differences are not solely influenced by family origin. In the U.S., Hispanics are exposed to an even more complex culture, allowing for different languages, fresh customs and different choices. Therefore, being ―American‖ or ―Hispanic‖ can truly mean whatever members of this group choose it to mean. Value-Ads or Added Value? ―Marketing to Hispanics is no longer merely an option if you want to grow your business.‖ – Jacqueline Hernandez, chief operating officer, Telemundo 36 Following the 2000 Census, marketing departments and firms took notice of the Hispanic market‘s growth. With heightened awareness around the market‘s value, leading advertisers nearly doubled allocated spending, dedicating 1.8 percent of ad dollars to this group in 1999 and 3.2 percent in 2001. 37 Still, in the face of estimates about Hispanic spending patterns and power, the industry has not seen the level of growth that many Hispanic marketing experts anticipated. Some companies definitely recognize the opportunity and employ efforts or spending targeted at the Hispanic consumer segments. 38 After becoming aware of this segment‘s potential, brands and corporations keen on reaching this group adjusted their cultures, introduced in-house experts or made internal changes to satisfy outside needs and opportunities. 39 In 2005, the San Diego Padres, one of the most visible organizations in California‘s biggest border city, introduced a manager of Latino affairs position within the community relations department to help create 36 Brock, Glenny. ―Full Spectrum Television.‖ Adweek.com. Adweek, 27 Apr. 2011. Web. 15 July 2011. <http://www.adweek.com/sa-article/full-spectrum-television-131074>. 37 ―Missed Opportunities: Vast Corporate Underspending in the U.S. Hispanic Market.‖ Association of Hispanic Advertising Agencies 2001. AHAA.org. Web. 6 June 2011. <http://ahaa.org>. 38 Valdes, 2000. 39 Soto, Terry. ―You Know the Hispanic Consumer, but Do You Know Your Client?‖ AdAge.com. Advertising Age, 18 Aug. 2011. Web. 11 Dec. 2011. <http://adage.com/article/the-big-tent/hispanic-consumer-client/229350/>. 9 reciprocal connections between the team and the Hispanic community. 40 The organization was not satisfied with the in-roads it had created with the surrounding Hispanic market to that point. On the other end, despite this progress, some organizations still abstain from marketing toward the Hispanic segment. As explained to the researcher by a source who requested anonymity, even one of the marketplace‘s leading providers of consumer products found this spending ―unnecessary‖ or ―burdensome.‖ If the overall numbers are any indication, plenty of brands agree with the notion that targeting this market is a tall order. In 2011, dedicated Hispanic market spending represented only 1.2 percent of the total $325 billion advertising spend. 41 One could even argue that the Hispanic spending amount should be closer to $36 billion, or 10 percent of U.S. buying power. 42 Beyond that, industry figures showed that Hispanic online advertising accounted for less than .7 percent ($200 million) of the total spend in this media. This is nothing short of surprising as the group represents 15 percent of the total online market. 43 During an open online forum in early 2011, representatives from Google Hispanic suggested that online ad spending dedicated to this market should be closer to 12 percent, or $600 million. This, as long-time Hispanic journalist Chiqui Cartagena wrote, only ―corresponds to the… usage of the medium by Hispanic consumers.‖ 44 Surely there are products and services that draw questions about their relevance in the Hispanic household. What these are really begs another conversation. Simply, brands may argue that their offerings do not garner an immediate interest. Still, how do these companies know what 40 ―Interview with Alex Montoya.‖ Personal interview. 11 Aug. 2011. 41 Soto, 2011. 42 Rodriguez, 2011. 43 Vann, Lee. ―Hispanics Are Online, But Marketers Don‘t See Them.‖MediaPost.com. 8 Dec. 2011. Web. 15 Jan. 2012. <http://www.mediapost.com/publications/article/163781/hispanics-are-online-but-marketers-dont-see- them.html>. 44 Rodriguez, Giovanni. ―Does Latino Marketing Deserve a Bigger Pie?‖ ClickZ. 25 Mar. 2011. Web. 17 July 2011. <http://www.clickz.com/clickz/column/2035525/latino-marketing-deserve-bigger-pie>. 10 to expect when so many of them have never tried to enter the market? It‘s more likely that these brands manage Hispanic marketing as an afterthought. However, reasoning varies from company to company. For some, the setback is a result of trying to figure out how to capture this market through front-end strategy without first establishing back-end operations and procedures. Conversations appear to have more to do with rollout and costs than adjusting the overall business strategy. This limits brand efforts and frames Hispanic marketing as a disjointed enterprise. As pointed out by Terry Soto, CEO of About Marketing Solutions, Inc., a firm specializing in Hispanic marketing, marketing departments often face difficulty attributing top- and bottom-line strategic growth to the Hispanic market. 45 This is due namely to a lack of participation from the C-suite. Therefore, justifying the value of existing efforts is challenging for marketers because metrics do not align to established benchmarks or match company focal points. Meanwhile, Valdes offers that there is just simply a genuine lack of understanding about the Hispanic market. It is comprised of many subgroups – from over 30 different countries and regions – and changes daily. 46 Therefore, industry insiders often caution how Hispanics are not all the same. They have different nationalities, languages and interests, and can be difficult to reach. 47 This, coupled with inconsistent second-generation market data, leads many companies to direct their attention elsewhere. They‘re cautious, not just of the unproven, but the unknown. 45 Soto, 2011. 46 Porter, Eduardo, and Emily Nelson. ―P&G Reaches Out to Hispanics – Marketing for Secret, Pampers And Cover Girl Take On A Distinctly Latin Flavor.‖ The Wall Street Journal 13 Oct. 2000. Print. 47 Kress, Melissa. ―Hispanic Retail 360: Building Trust With Hispanic Consumers Takes Authenticity.‖ CSNews.com. Convenience Store News, 12 Aug. 2011. Web. 5 Dec. 2011. <http://www.csnews.com/top-story- hispanic_retail_360__building_trust_with_hispanic_consumers_takes_authenticity-59299.html>. 11 Chapter Three: The New ―New Arrival‖ El Capitan America For some, Captain America is the epitome of historically influenced, American pop- culture. The comic book‘s storyline revolves around Steve Rogers, an unassuming soldier who volunteers to participate in a new governmental program during World War II. Through ―super soldier serum‖ Rogers becomes a living, breathing, symbol of American freedom. 48 In 2011, just a few weeks after Independence Day, Marvel, creators of Captain America, brought the property to the big screen in a full-length feature. 49 Like many fans of the property, and moreover, the genre, the researcher arrived early, fiancée in tow, to watch the pre-feature teasers. Most of these would fall within the same genre: previews for other comic offshoots, sci-fi features and even, action films. 50 However, before introducing any of these multi-million dollar productions, the theatre ran a reel for a fall telenovela, a Spanish-language soap opera, traditionally produced and televised in a Latin American country. 51 What speaks more to an audience of comic book enthusiasts and U.S. patriots than telenovelas? What did passionate kisses and long, dramatic pauses have to do with a shield-wielding super hero that helped crush one of America‘s greatest enemies? Moreover, why was the voice- over in English, when the teaser video was all Spanish? Although the proper name of the series did not stick in the researcher‘s mind, the broadcast network, which must have purchased the ad space, is fresh, even a year later. Telemundo. 48 ―Captain America (Steve Rogers).‖ Marvel.com. 2011. Web. 23 Mar. 2012. <http://marvel.com/universe/Captain_America_(Steve_Rogers)>. 49 ―Captain America: The First Avenger.‖ IMDb.com. Web. 25 Mar. 2012. <http://www.imdb.com/title/tt0458339/>. 50 Personal observations, July 23, 2011. 51 ―Telenovela (definition).‖ Merriam-Webster. Merriam-Webster. Web. 25 Mar. 2012. <http://www.merriam- webster.com/dictionary/telenovela>. 12 Telemundo, ―a global media company with a mission to inform, empower, inspire and entertain Hispanics in the U.S. and audiences around the world.‖ 52 In a matter of 20 seconds, Telemundo effectively showcased its mission. The teaser left the writer informed that there was a new soap series forthcoming, inspired to at least consider the series, and entertained by the cheap theatrics that attract thousands of daily viewers. Finally, the movie theater teaser left the writer feeling empowered, in that the company believed that its offering, a staple in many Hispanic households, would somehow align with the afternoon‘s feature. According to Susan Solano, EVP of marketing at NBC Universal / Telemundo, ―Our strategy is to create a ‗surround-sound‘ experience. We look to touch Hispanics with marketing messages at many touch points. Hispanics overindex with movie going, so we sometimes include movie trailer marketing in our marketing plans.‖ 53 Still, it‘s hard to believe that Telemundo was trying to appeal only to its standing audience. As the writer looked around the theater, he saw few women who resembled his mother, aunts or grandmother (the standard devotees of telenovelas). However, the writer did observe a number of young men in his own age/socioeconomic category, and a number of young women who resembled his fiancée. Perhaps, then, Telemundo was not trying to influence the behaviors of its current audience. Rather, the network was trying to steal a few points by appealing to the sons and daughters of Mama, Tia and Abuela and in effect, Avenge partner presence. 54 At least, that is the hope. 52 ―Corporate Information – English.‖ Telemundo.com. n.d. Web. 21 Mar. 2012. <http://msnlatino.telemundo.com/legal_corporate_english>. 53 Susan Solano. ―Quick question regarding ad placement.‖ June 2, 2012. E-mail. 54 Terms the writer uses for mom, aunt and grandma, respectively. 13 The Burgeoning Market ―And with most of that growth coming in maturing second-generationers and their kids, a new, savvy and unique market segment has emerged, making it obvious that the Hispanic consumer will provide one of the largest and most important opportunities for companies and innovative marketers—if they’re smart about it.‖ – Mike Hammer, AdWeek 55 Following a wave of foreign-born immigration over the past four decades, earlier Hispanic generations have grown into sub-generations. In the last Census, U.S.-born Hispanics represented the largest growing group, as births surpassed immigration as the leading driver of that growth. Nearly 50 percent of Hispanic adults (those aged 18-and-over) and 90 percent of Hispanics under the age of 18, are U.S.-born. 56 In fact, 67 percent of U.S. Hispanics are now native-born. As Caballero put it, ―Back then 60-65 percent of the population [was] immigrants. Now, that‘s flipped, 60-65 percent were born here.‖ Move over road warriors, babies are taking over. As presented by the Pew Hispanic Center, this trend is particularly true among Mexican-Americans, the largest Hispanic group in the U.S. Between 2000 and 2010, this group welcomed 7 million births, but just over 4 million new immigrants. That‘s over 60 percent of the group‘s growth. In the previous two decades, immigration equaled or surpassed the volume of births. 57 Call this group the sweet spot. Census numbers showed that the median age of U.S. Hispanics in 2010 was 27, making up 27 percent of the population who identified as Hispanic. It‘s estimated this trend will only continue. In 2006, Mintel projected that Hispanics between the ages of 18-24 would grow by 35 percent through 2016. 58 55 Hammer, 2011. 56 Lopez-Knowles, Maria. ―Multicultural Nation: Hispanics as Brand Influencers.‖ Global Hue. 17 May 2011. Web. 11 Aug. 2011. <http://www.globalhue.com/blog/multicultural-nation-hispanics-as-brand-influencers/>. 57 ―The Mexican-American Boom: Births Overtake Immigration.‖ Pew Hispanic Center 14 July 2011. PewHispanic.org. Web. 5 Aug. 2011. <http://www.pewhispanic.org/2011/07/14/the-mexican-american-boom-brbirths- overtake-immigration/>. 58 ―Social Dynamics of 18-24-year-olds.‖ Mintel November 2011. Mintel.com. Web. 9 Feb. 2012. <http://oxygen.mintel.com/sinatra/oxygen/display/id=602736>. 14 Although Whites will continue to represent the majority of this age group, the segment is evolving, and fast. According to Raul E. Cisneros, Chief of Media Relations at the U.S. Census Bureau, in 2010, 12 million Hispanics were between the ages of 20-34. He expects this number to hit 30 million by 2050, presenting the second- and third-generation segment as a prime target age for most brands. 59 Comparable to Baby Boomers in their ―Woodstock‖ years, native-born Hispanics present a fast-growing and increasingly important market. 60 However, in addition to growth, the Hispanic youth segment also offers eminent influence amid respective communities. 59 ―Telemundo Study: More than a Third of Young Latinos Identify as Both Hispanic and American.‖ Portada- Online.com. 15 Feb. 2011. Web. 25 Aug. 2011. <http://www.portada-online.com/article.aspx?aid=7573>. 60 Valdés, M. Isabel. Hispanic Customers for Life: A Fresh Look at Acculturation. Ithaca: Paramount Market, 2008. Print. 15 Chapter Four: Identification and Background I Challenge You to A Dual (Culture) Michael Chavez Booth was born in Sacramento, California, to a biracial couple. Michael’s mother was born in Tijuana, Mexico, Baja California’s most populated city. She was raised in a small farming community, a few hours east of San Diego. His father was born in San Diego and raised in a beach town made up primarily of Caucasian residents. Growing up, Michael was exposed to Mexican cuisine, Spanish-language music such as salsa and cumbia, U.S. History exams and Sesame Street. He listens to Mana and Lil Wayne. His ―kitchen specialty‖ is pasta and stuffed peppers, but he prefers carne asada to hamburgers. He understands Spanish, but prefers not to fumble with proper articulation and tenses. He appreciates his independence, but tries not to miss family gatherings. He looks nothing like the family on his father’s side and respects the hardships overcome by his mother’s side. Michael has been called a second-generation Hispanic, a YAL (Young Acculturated Latino) and a member of GenYLA (Young Latino Americans). However, if you asked him, he would introduce himself as Mike. To the casual observer, most second-generation Hispanics may seem totally assimilated. However, they seldom are. And while it is a difficult concept for those who don‘t live the reality or are rarely exposed to it, members of this group often find themselves in a balancing act between the Hispanic and American cultures around them. Essentially, they constantly seek to define their roles and sense of self-identity. Members of this segment at times are ―American‖ and others, ―Hispanic,‖ depending, of course, on a number of factors. According to Dr. Gary Segura, an authority in Hispanic politics from Stanford University, ―Identity is multidimensional and people can see themselves as 16 Hispanic and as Americans, and see themselves as culturally part of the United States and maintaining their Hispanicity, without seeing that as being internally in conflict.‖ In 2010, Stanford co-sponsored a poll developed in part by the Associated Press and Univision around Hispanic acculturation. In the study, two-thirds of all Hispanics surveyed deemed it important to maintain their family culture. However, at the same time, 54 percent also said it was important to assimilate into American society. Four out of ten respondents held both views. 61 Again, this sort of thing may seem contradictory to outside groups. However, in last year‘s Census, just over three million respondents identified as Hispanic, and two or more races, suggesting a prominent bicultural presence and perhaps, a continued increase in cultural tolerance and overlap in the U.S. Couple this with the idea that the nation a biracial president governs the nation and the direction of the U.S. culture becomes more evident. Another Stanford study, this one executed by the university‘s business school in 2009, measured the psychological wellbeing of individuals who identified with multiple groups. ―The Interpretation of Multiracial Status and Its Relation to Social Engagement and Psychological Well-Being‖ found that multiracial youth that identify with two or more of their ethnicities are happier than those who only identify with one. Additionally, those who identified with multiple groups reported a higher level of social engagement. 62 According to the old adage a happy customer tells one friend; an unhappy customer tells everybody. In this case, a content Hispanic consumer is better for brands than a dejected or disenfranchised Hispanic consumer. 61 Barbassa, Juliana, and Jim Kuhnhenn. ―Poll: Identity, Blending in Important to Hispanics.‖ SeattleTimes.com. Associated Press, 3 Aug. 2010. Web. 25 Aug. 2012. <http://seattletimes.nwsource.com/html/nationworld/2012517042_apusapunivisionpollhispanicsidentity.html>. 62 Binning, Kevin R. ‖Self-Identified Multiracial Individuals Realize Real Benefits According to Stanford Business School Research.‖ Stanford Graduate Business School 1 Apr. 2009. Stanford.edu. Web. 15 Sept. 2011. <http://www.gsb.stanford.edu/news/research/binning_multirace.html>. 17 This isn‘t to say that the findings above are representative of all second-and third- generation Hispanics. Clearly, not all members of this segment actually hail from two distinct ethnic backgrounds. Moreover, many second- and third-generation Hispanics face identity conflicts as a result of being raised in two cultures. Youths face difficulty balancing the independence of the American ethos and the collectivism of the Hispanic culture or even, balancing the magnetism of a native culture while facing the concerns of a dominant one. However, this discord is becoming less common as families and peers stress the importance of culture. In studying young Hispanics, Mark Hugo Lopez of the Pew Hispanic Center has found that, ―unlike other groups, Latinos appear to be receiving more messages about their ethnicity and Spanish than their parents did when they were young.‖ 63 In 2009, the Pew Hispanic Center found that just over half of surveyed Hispanics (between 16 and 25-years old) preferred to describe themselves by their parent‘s country of origin. This remained true in Pew Center‘s 2011 survey. The group identified themselves by ―American‖ 24 percent of the time and ―Hispanic‖ or ―Latino‖ just 20 percent of the time. Comparatively, second-generation participants identified as ―American‖ one-third of the time and third-generation participants about 50 percent of the time. 64 In the writer‘s interviews, the majority of responses followed this pattern, with respondents identifying themselves as ―Mexican-American,‖ ―Mexican‖ or, ―American.‖ This perhaps points to cultural pride among second-generation Hispanics. 63 ―Interview with Mark Hugo Lopez.‖ Email interview. 21 Mar. 2012. 64 Taylor, Paul. ―Between Two Worlds: How Young Latinos Come of Age in America.‖ Pew Hispanic Center 11 Dec. 2009. PewHispanic.org. Web. 5 June 2011. <http://www.pewhispanic.org/2009/12/11/between-two-worlds-how- young-latinos-come-of-age-in-america/>. 18 From George to Jorge, the New Acculturation ―I want my kids to have an opportunity to understand the culture of their grandmother.‖ – Alessia McIntosh, D.C. resident 65 Early studies about acculturation described it as one-way. As Hispanics became more acculturated, they relinquished ties to their Hispanic roots. 66 So came about the belief among marketers that once Hispanics learned to speak English, they also became more acculturated and adopted the language as their primary tongue. These early methods of segmentation presented language as the fundamental tool for determining a Hispanic‘s level of acculturation. According to Valdes, these segments span from Spanish-only or monolingual, where the individual depends on Spanish to communicate, to English-only, where the individual depends on English to communicate. English-only Hispanics present a higher socio-economic status and have a greater exposure to Anglo-American culture. Most native-born Hispanics are either bilingual or English-preferred. As explained by Dr. Dowell Myers, a professor in USC‘s School of Policy, Planning, and Development, the recent lull in immigrant arrivals has facilitated acculturation. Often surrounded by immigrant peers, Hispanics are slow to change their language or tastes when they relocate. However, the native-born generation often grows up bilingual and acculturates rapidly. By the third-generation, many do not even understand their grandparents' native tongue. 67 However, a new phenomenon is taking place. The second- and third-generation do not only think of their native countries with longing and nostalgia. Many appeal to retro- 65 Montgomery, David. ―Parents Help Their Kids Speak Fluent Spanish and Maintain Their Heritage.‖ WashingtonPost.com. Washington Post, 10 Dec. 2011. Web. 3 Sept. 2012. <http://www.washingtonpost.com/lifestyle/style/parents-help-their-kids-speak-fluent-spanish-and-maintain-their- heritage/2011/11/30/gIQAVCdfdO_story.html>. 66 Del Valle, Elena. Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. Boca Raton: Poyeen, 2005. Print. 67 Neff, Jack. ―How U.S. Assimilation Is Changing Marketing Rules.‖ AdAge.com. Advertising Age, 11 Oct. 2010. Web. 15 Feb. 2012. <http://adage.com/article/news/u-s-assimilation-changing-marketing-rules/146403/>. 19 acculturation, a term coined by Hispanic marketing researcher Carlos E. Garcia, and seek to re- establish their Hispanic roots. This group consumes brands that target Hispanics, watches or listens to Spanish-language programming, supports culturally significant activities, explores Hispanic history and appeal to Hispanic politics. This group goes through a cultural reawakening of sorts, and finds ethnic identity and pride in these behaviors. 68 How is this happening if acculturation is one-way? Frankly, it‘s not. In 2010, the Associated Press and Univision, released a study surrounding the importance of Hispanic assimilation. Just over half of respondents, 54 percent, deemed it important to assimilate into U.S. society. Conversely, about two-thirds, said that Hispanics should maintain their family‘s culture. 69 Traditionally, Hispanics have held their customs in high regard and had a great desire to preserve them, even as they adjust to U.S. culture. However, as John Echeveste and Eduardo Caballero both shared, at the crossroads of the immigration boom, Hispanics discouraged the use of Spanish and shared the importance of adopting English as a primary language. 70 At the time, the belief was that the use of Spanish inhibited work prospects. While English is still encouraged, discouragement for su lengua nativa has since turned into championing. 71 According to a 2012 Nielsen Ethnifacts survey, a culture sustainability study presented as an alternative to assimilation and acculturation models that surveyed 4,000 Hispanic adults on a series of behavioral and attitudinal scales, nine out of ten parents and parents-to-be now want their children to know Spanish and become fluent in English. 72 Aware of the prospect of language 68 Valdes, Isabel. 2008. 69 Barbassa, Juliana, and Jim Kuhnhenn. 2010. 70 As explained by Eduardo Caballero and Mark Lopez 71 Spanish for, ―your native tongue‖ 72 Alonzo, Jenny, et al. ―State of the Hispanic Consumer: The Hispanic Market Imperative.‖ Nielsen Q2, 2012. Nielsen.com. Web. 21 May 2012. <http://www.nielsen.com/us/en/insights/reports-downloads/2012/state-of-the- hispanic-consumer-the-hispanic-market-imperative.html>. 20 death, even members of affluent and highly educated Hispanic communities seek ways to confer their own cultural agility to their children. 73 Additionally, 2011 Census data showed that 72 percent of intermarried parents (couples with one Hispanic parent, one non-Hispanic parent) classified their children as Hispanic. This more than doubles the response from 20 years ago. In 1991, 35 percent of intermarried parents made the same designation, potentially reflecting an uptick in pride, external acceptance or the surge in retroacculturation. 74 Moreover, a 2010 San Francisco State University study found that in most cultures, the native-born generation is continually influenced by family lifestyle. This garners cultural allegiance, especially in adulthood. Although balancing two cultures can be a difficult undertaking influenced by many factors, members are motivated to explore and exemplify their families‘ cultural interests. 75 Today, even pop-culture helps Hispanic youths make the connection. Programs like ―Q‘Viva! The Chosen,‖ a new series airing in 21 countries and territories worldwide (including the United States and Puerto Rico), targets the cultural heart of foreign and native-born Hispanics. Two artists who continue to navigate both markets, Marc Anthony and Jennifer Lopez, produce the series. 76 A new wave of entertainment aimed at this group provides second- and third- generation Hispanics an opportunity to catch a relatable glimpse of what their cultures have to offer. This interest can also come at the hands of key life events such as the death of a parent, the birth of a child, marriage, divorce, or even, relocation. The latter seems most frequent as 73 Aizenman, N.C. ―Second-generation Latinos Struggle for a Higher Foothold.‖ WashingtonPost.com. Washington Post, 7 Dec. 2009. Web. 5 Apr. 2012. <http://www.washingtonpost.com/wp- dyn/content/article/2009/12/06/AR2009120602775.html>. 74 Alonzo, 2012. 75 San Francisco State University. Psychology Department. After 18, Family Influence Still Key to One’s Ethnic Identity. SFSU.edu. 1 Feb. 2010. Web. 5 Mar. 2012. <http://www.sfsu.edu/~news/prsrelea/fy10/019.html>. 76 Castillo, Arielle. ―Star Search.‖ American Way 1 Mar. 2012: 40-45. Print. 21 increasing amounts of Hispanics use college as a means to explore their cultural backgrounds. Several interviewees admitted to selecting undergraduate studies that allowed them to better connect with their families and ―discover where they came from.‖ At the same rate, the number of college students taking Spanish continues to grow, and consistently represents over half of all foreign-language enrollment. According to Dr. Frances Aparicio, professor of Spanish and Latino studies at the University of Michigan, ―Making the connection is an important first step.‖ He finds ―that a lot of students look for courses that have to do with their heritage and culture.‖ 77 Evidently, language does play some part in the acculturation model. However, while some families lose use of their native tongue, others work to maintain it. Still, acculturation is about culture and language is but one way to express it. Hispanics can be completely fluent in English and still observe family values and traditions. Equally, they can share consumer behaviors like food and entertainment choices. 78 Community members don‘t have to share the same tongue to have similar tastes. As such, some experts now use segmentation models that evaluate the degree of simultaneous and sometimes co-dependent Hispanic and general market affinities. Dr. Felipe Korzenny, a professor at Florida State University and director of the school‘s Center for Hispanic Marketing Communication, introduces four segments: Hispanic Dominant, Anglo Dominant, Bicultural, and New Identity. Here, acculturation becomes more than an absolute classification. Hispanics don‘t necessarily want to reach full assimilation and can adopt general market customs while maintaining a pulse of Hispanic culture, heritage and traditions. 77 Granados, Christine. ―Born Again Latinos.‖ Hispanic Magazine May 2000. Print. 78 ―Are You Winning with Hispanics?‖ AdAge.com. AdAge, 21 Apr. 2011. Web. 15 July 2011. <http://www.adweek.com/sa-article/are-you-winning-hispanics-131093>. 22 Most studies show that second- and third-generation Hispanics fall in the bicultural segment, finding a balance and even navigating between two cultures. They may take on American values, aspirations, traditions and holidays which they layer on top of their Hispanic culture. Or, they may take on Hispanic values, aspirations, traditions and holidays and layer them on top of the surrounding American culture. Biculturalism can serve as a place where two cultures come together and produce a unique sense of ―new identity.‖ This new identity may be rooted in American and Hispanic cultures or blend the two, while somehow, remaining unique. 79 For What It‘s Worth: The Impact of Acculturation ―Amid the burgeoning US Hispanic population, the more acculturated the individual, the more likely he or she is to have a higher level of education and in turn, income.‖ – Jane Finney 80 Clearly, brands have grown privy to the Hispanic market‘s increasing buying power. Marketers at Nuvo TV, a network whose programming lineup caters to an English-dominant Hispanic audience, claim, ―Nearly 70 percent of U.S. Latino purchasing power comes from English-dominant Latinos.‖ Still, fewer brands distinguish the contribution of the U.S.-born segment to the overall market‘s buying power. The Pew Hispanic Center is one of few organizations to seek such a distinction. The survey found that about 56 percent of native-born Hispanics were likely to be employed or actively pursuing work. Meanwhile, 23 percent were unemployed. Only 27 percent of this group worked in lower-skill occupations, such as the food service industry, custodial or maintenance positions, construction and production. Overall, 17 percent of Hispanic youths were unemployed. However, 52 percent had lower-skill occupations. 79 Korzenny, Felipe, and Betty Ann Korzenny. Hispanic Marketing: Connecting with the New Latino Consumer. London: Routledge, 2012. Print. 80 Finney, Jane. ―The Hispanic Factor.‖ Pharmaceutical Executive Apr. 2008: 94-95. Print. 23 Experian Simmons National Hispanic Consumer Study (NHCS) data indicated that more acculturated (as measured by the level of English television subjects watched in a seven-day span) and more affluent Hispanics often have reached higher levels of education. According to these findings, 16 percent of the low acculturation segment has had at least some college. However, 51 percent of the high acculturation segment has attended some postsecondary courses. 81 Wages increase with every increment of education, regardless of nativity or Hispanic origin, says the National Center on Immigrant Integration Policy. The highest educational payoff comes at the postsecondary level, as someone who did not complete high school may earn about $630,000 less over his or her lifetime than someone who has earned at least a GED. It is important to note how ―high acculturation‖ is defined. Analysts segment this group into varying levels of acculturation level based on the amount of English-language television programming they watched in the past seven days. 82 This is an extreme supposition as many Hispanics that appeal heavily to Hispanic culture also watch English-language television. Additionally, more and more networks are introducing English-language programming with Hispanic themes and storylines. High-acculturation Hispanics are more likely than their low acculturation counterparts to work as managers and professionals (19 percent versus 6 percent). They are twice as likely to have a household income of $75K+ (37 percent versus 19 percent) and are much more likely to own their own home (62 percent versus 40 percent). 83 81 Brown, Washton, et al. ―Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans.‖ Rep. no. LA2848314. 8th ed. Rockville: Packaged Facts, 2011. Print. 82 Brown, 2011. 83 Brown, 2011. 24 Second- and third-generations are coming of age and starting to make purchasing decisions. 84 Interactions with their host country compel this group to stay on par with their American peers in terms of spending. However, increased purchases of the latest technology, trendy transportation and novel activities are just some of the market trends that Hispanics follow. Hispanic marketing specialists recognize that in addition to being electronics enthusiasts, members of the second- and third-generation segment are the next home-buyers, car purchasers and capitalists. According to the National Latino Education Institute, deeper-acculturated Hispanics also practice financial planning and diversify their portfolios, by increasing assets and investments, such as private homes. 85 Higher levels of acculturation are often co-related to higher levels of education, which in turn can result in higher levels of income. Therefore, these later generations are primed for the activities above. However, overall, Hispanics traditionally fall behind other groups when it comes to receiving their diplomas. So, unless this pattern changes, this later-generation market may never recognize its true potential. A Different Type of Consumer Education ―Not since the last great wave of immigration to the United States around 1900 has the country's economic future been so closely entwined with the generational progress of an immigrant group. And so far, on nearly every measure, the news is troubling.‖ – N.C. Aizenman, The Washington Post In October 2009, the National Center for Education Statistics (NCES) reported that approximately three million 16-to-24-year-old Hispanics were not enrolled in high school or had not earned a high school diploma or another substitutive credential. During the near 40 years of the NCES‘ Trends in High School Dropout and Completion Rates study, the percentage of 84 ―Hispanic Fast Facts.‖ 2011. 85 Baumann, Susana G. ―Hispanics, a Growing Market.‖ Hispanics, a Growing Market. Voxxi.com, 5 Jan. 2012. Web. 15 Feb. 2012. <http://voxxi.com/hispanics-a-growing-market-business/>. 25 dropouts among Hispanics in this age range was consistently higher than that of any other group. 86 Traditionally, second-generation-Hispanics have had the highest high school dropout rate of any U.S.-born ethnic group. In fact, in its 2009 study, the NCES found that nearly 5 percent of Blacks and just over 2 percent of White students between 15 and 24 dropped out of grades 10-12. At the same time, 5.8 percent of Hispanics walked out the door. Another study by the Office of the Assistant Secretary for Planning and Evaluation found that young second-generation Hispanics spent fewer weeks attending school than Whites. Less than half of the second-generation segment was engaged in school activities, compared to over 60 percent of their White counterparts. 87 The second generation‘s level of educational achievement can be largely attributed to immigrant parents‘ extremely low starting point. Only 12 percent of U.S.-born Hispanics has a parent with at least an undergraduate degree. Meanwhile, 40 percent of this later-generation segment is born to parents who never completed high school. 88 Nearly 75 percent of Hispanics drop-outs the Pew Hispanic Center surveyed said their early departure from education was due to the need to help support the household. Beyond this, nearly half cited poor English skills and almost four out of ten cited either distaste for school or belief that their desired careers were attainable without additional education. However, a major shift is underway. The second-generation is recognizing the value of self-edification. High school attendance, college enrollment and even completion of postsecondary education are significantly higher among this group than the generation before it. 86 USA. U.S. Department of Education. National Center for Education Statistics. Trends in High School Dropout and Completion Rates in the United States: 1972–2009. By Chris Chapman. Oct. 2011. Web. 31 Mar. 2012. <http://nces.ed.gov/pubs2012/2012006.pdf>. 87 USA. Office of the Assistant Secretary for Planning and Evaluation. Second-Generation Latinos Connecting to School and Work. By Tracy Vericker. Department of Health & Human Services, July 2009. Web. 11 Dec. 2011. <http://aspe.hhs.gov/hsp/09/vulnerableyouth/2/rb.pdf>. 88 Aizenman, 2009. 26 Just less than 94 percent of foreign-born young Hispanics surveyed by the Pew Hispanic Center said college is critical for success. This group may, therefore, offer support and inspiration to their children. Eighty-four percent of second-and-third generation young Hispanics also saw the need for college. Perhaps, the need to provide for a family has taken a new shape. In October 2010, a little more than12 million 18-to-24-year-old U.S. Hispanics were attending college. This was an all-time high and an increase of nearly 25 percent, year-over-year from 2009. 89 During that year, college enrollment of young adult Hispanics grew by nearly 350,000. Black enrollment increased by 88,000 and Asian American enrollment by 43,000. At the same time, colleges saw a decrease in enrollment from 320,000 non-Hispanic Whites. 90 The rate of college enrollment among second-generation Hispanic women was 46 percent, compared to 50 percent among White females. In 2011, more than 37 percent of second-generation Hispanic men enrolled in college, compared to 40 percent of White males. 91 The study sessions may continue. Despite lower high school completion and college enrollments rates, the majority of young Hispanics value college education. According to the Pew Hispanic Center‘s 2009 National Survey of Latinos, nearly 90 percent of young Hispanics acknowledged the importance of going to college. Moreover, of those surveyed, 88 percent of Hispanics over the age of 16 agreed that a college degree is important for getting ahead in life. This compared to 74 percent of overall U.S. population (within the same age set). Maybe this is why universities continue to introduce programs that harness the segment‘s potential for future, positive impact. For instance, the annual Latino Leadership Initiative, run by the Harvard Kennedy School, helps 28 college seniors build leadership skills for their future 89 Fry, Richard. ‖Hispanic College Enrollment Spikes, Narrowing Gaps with Other Groups.‖ Pew Research Center 25 Aug. 2011. Web. PewHispanic.org. 12 Jan. 2012. <http://www.pewhispanic.org/files/2011/08/146.pdf>. 90 Fry, 2011. 91 Batalova, Jeanne, and Michael Fix. ‖UP FOR GRABS: The Gains and Prospects of First- and Second-Generation Young Adults.‖ Migration Policy Institute Nov. 2011. MigrationPolicy.org. Web. 5 Apr. 2012. <http://www.migrationpolicy.org/pubs/youngadults-upforgrabs.pdf>. 27 careers. 92 The aim of the program is to help participants become community leaders. As leaders, this group may someday influence public decisions and even consumer activity. Although marketers may consider the education of a target market inconsequential, they should take a deeper look. According to Dr. Felipe Korzenny, an expert in multicultural branding, brands should take an active role in the educational advancement of this growing market. Brands may respect the group‘s need to draw an income, even if it requires making educational sacrifices. However, as later generations‘ education and confidence levels rise, so follow the prospects of better careers and, eventually, the availability of discretionary income. Later generations seek to earn more than the foreign-born segment and may, therefore, pose a critical target for brands. 92 Giraldo-Kerr, Anna. ―Developing Latino Leadership…Harvard Style.‖ Editorial. Color Magazine. Color Media Group. Web. 15 Dec. 2011. <http://www.colormagazineusa.com/index.php?option=com_content&view=article&id=429:developing-latino- leadershipharvard-style&catid=51:benchmarks>. 28 Chapter Five: Community Impact Mi Casa Es Su Casa, y Su Casa Tambien ―Companies are getting it – why the second-generation Hispanic Consumer is a Game-Changer. It’s football and futbol, burgers and traditional fare, and English and Español for the English- speaking, bicultural Hispanic consumer. They are as complex as they are influential. And that influence is wielded over the rest of the Hispanic market and the general market. Unleash the full potential of this market for your brand.‖ – Global Hue Marketing advertorial 93 According to Pew research, Hispanics are 50 percent more likely to live in multigenerational households than Whites. Young Hispanics have traditionally lived at home longer than other groups. Add on both the impact of the recession and delayed marriage due to both an uptick in college enrollment and changing societal expectations, and the result is an extended stay at home. 94 Naturally, this arrangement keeps this sub-segment close to cultural nuances and values. It also leads to larger households and household incomes. Recent Census data show that 63 percent of Hispanic households consist of at least one married couple. Beyond that, nearly 56 percent of Hispanic households have three or more residents. The general population compares at about 47 percent. Additionally, nearly 22 percent of all Hispanic households contain five or more people. In fact, the average number of family members per U.S. Hispanic household is just less than four. Only 12 percent of the U.S. population had the same total. Even households headed by native-born Hispanics with higher levels of education (some college or more), had an average of 1-3 residents. 95 However, these households are relatively young and, therefore, just beginning their families. In multi-generational households, most employable members contribute some portion of earnings, which drives overall Hispanic household income. In 2011, the average Hispanic 93 ―Hispanic Fact Pack.‖ 2011. 94 MTV Tr3s. ―Death of the Hispanic Adult Demo as We Know It.‖ PR Newswire. 17 Oct. 2011. Web. 12 Dec. 2011. <http://www.prnewswire.com/news-releases/death-of-the-hispanic-adult-demo-as-we-know-it-131976558.html>. 95 ―CPS Data Collected in Year: 2011 (Households).‖ U.S. Census Bureau, 31 Mar. 2012. Census.gov. Web. 31 Mar. 2012. <http://www.census.gov/cgi-bin/broker>. 29 household income was $49,845. Although this fell well below the overall U.S. average of $62,481, the Hispanic segment‘s average annual expenditures totaled $41,456. 96 Therefore, families do not only share responsibilities, but also purchasing decisions. 97 These factors present a large opportunity for brands, especially basic need products. 98 Not surprisingly, members of this group who live at home socialize regularly with their parents. The impact here can be two-fold. Multi-generational living arrangements can either propel native-born Hispanics into decision-making roles or put them into a state of suspended adolescence, unable to make even their own decisions. 99 These conversations can create strong social dynamics within the two segments, or tension for both sides. As one interviewee put it, ―it‘s great, and then, it‘s oh so terrible.‖ Brands that are aware of this generation‘s influence on purchase behavior are frequently developing ways to attract this segment with programs that give something to all, often playing to the segment‘s interest in maintaining cultural ties. Here, it becomes possible for marketers to touch two or more Hispanic market segments with one message. This segment can often serve as a connection to the outside world, a bridge for news, trends and products. For instance, due to their dependence on technology, many second- and third-generation Hispanics have become technological ambassadors for older family members. The segment may advocate new products and services to others. They become Sherpa for Spanish-dominant, first-generation relatives, interpreting and translating the U.S. culture. This can prove a powerful role in the Hispanic household and a skill that brands may want to harness. 96 U.S. Department of Labor Bureau of Labor Statistics. Income & Wealth: Income, Poverty and Health Insurance Coverage in the United States: 2009. United States Census Bureau: Newsroom. U.S. Census Bureau, 27 Sept. 2011. Web. 21 May 2012. <http://www.census.gov/newsroom/releases/archives/income_wealth/cb10-144.html>. 97 ―Death of the Hispanic Adult Demo as We Know It.‖ 2011. 98 ―America‘s Families and Living Arrangements: 2010.‖ U.S. Census Bureau 2010. Census.gov. Web. 31 Mar. 2012. <http://www.census.gov/population/www/socdemo/hh-fam/cps2010.html>. 99 ―Social Dynamics of 18-24-year-olds.‖ Mintel November 2011. Mintel.com. Web. 9 Feb. 2012. <http://oxygen.mintel.com/sinatra/oxygen/display/id=602736>. 30 The Dora Effect ―Hispanics are part of a very long tradition here of incorporating their own cultures into the American mainstream.‖ – Dr. Gary Segura, professor of Political Science, Stanford University 100 More so than the 2011 explosion of ―Sh*t Latinos Say‖ YouTube videos and beyond the blog ThingsLatinosLoveorHate.com, this second-and-third generation segment has heavy influence on the surrounding general market. In addition to exposure on the web, this segment is immigrating to new areas and introducing brands to a secondary market within respective DMA‘s. Influencing purchasing decisions is a behavior that stays with this group even into adulthood. In turn, the sub-segment goes from influencing Hispanic family and friends to non- Hispanic family and friends. 101 The emergence of second- and third-generation Hispanics has produced excitement for all things Hispanic within other cultural groups. Bicultural Hispanics can serve as a point-of-entry to various groups and the segment‘s mere presence can influence those around them. According to a study by UCLA's Higher Education Research Institute, the percentage of Hispanics enrolling in four-year universities located more than 50 miles from home rose from 46 percent in 1975 to 59 percent in 2009. For many decades, Hispanic students attended college near home to stay close to family. Now, more young Hispanics are opting for schools outside their communal comfort zones. This indicates an increase in parental support, university interest or community backing, and later generations‘ quest for dichotomy. Beyond this, the exploration of and emigration to new areas can lead to a broader mixing of distinct cultures and increased 100 Barbassa, 2010. 101 Lopez-Knowles, 2011. 31 interest for new products or genres. 102 It may also mean an increased use of products and services that keep them connected to their parent‘s home. Consider the uptick in enrollment for Spanish-language classes. The number of college students taking Spanish is growing, representing at least 50 percent of all foreign-language enrollment, year after year. These students cannot all have Hispanic backgrounds. Therefore, many of the young men and women learning to sing ―El Cielito Lindo‖ likely know someone who speaks Spanish or even recognize the growing importance of the language. 103 As general market brands continue to size up the Hispanic market, Hispanic-focused brands find a receptive audience among mainstream consumers. On the heels of Hispanic visibility and acculturation (namely, biculturalism), these crossover Hispanics brands draw interest from the general market. 104 Campaigns like the Dos Equis‘ ‗Most Interesting Man in the World‘ can become equally appealing in Hispanic and non-Hispanic markets. When first planning market rollout in the 1980s, El Pollo Loco analyzed market demographics to better understand population trends and find areas with heavy Mexican influence. Hispanics were the primary target consumers. Stores were equipped with bilingual point-of-sale (POS) merchandising and employees could speak Spanish. Eventually, the chain noticed a shift in audience share. The menu evolved to appeal to the general market‘s palate. 105 Moreover, the brand was positioned in new ways to attract the general market. In fact, several interviewees mentioned distaste for the food, but an appreciation for the marketing. ―It‘s just not 102 Gordon, Larry. ―More Latino Students Are Going Away to College.‖ LATimes.com. Los Angeles Times, 15 Feb. 2010. Web. 25 Sept. 2012. <http://articles.latimes.com/2010/feb/15/local/la-me-latino15-2010feb15>. 103 Modern Language Association. New MLA Study Shows Significant Increases in Foreign Language Study at U.S. Colleges and Universities. MLA.org. 13 Nov. 2007. Web. 12 Mar. 2012. <http://www.mla.org/pdf/release11207_ma_feb_update.pdf>. 104 Soto, Terry J. Marketing to Hispanics. Chicago: Kaplan, 2006. Print. 105 Soto, 2006. 32 genuine Mexican food. But, I like the marketing. ‗Mexcellence.‘ I think that‘s smart and may even use it myself.‖ 106 Even Comcast, which took ownership of Telemundo in late 2009, expects to churn out revenue from this audience. In 2011, the network implemented a campaign named ―the shift,‖ which pays attention to the cultural influence Hispanics have had in the U.S. 107 Meanwhile, Disney and Nickelodeon have tried to capture a younger audience with programs such as ―Dora the Explorer‖ and ―Handy Manny,‖ two animated bilingual, interactive cartoons. When first introduced in 2000, Dora was the number one show for pre-schoolers on all broadcast and cable networks. 108 In fact, several cultural experts still use the term ―Dora effect‖ to explain the impact programming such as ―Dora the Explorer‖ has had on a generation of children learning and growing up with intimate exposure to Hispanic characters, such as an increase in Spanglish use (a topic later covered in greater detail). 109 Similarly, in 2010, the annual Bonnaroo Music and Arts Festival held in Manchester, Tennessee, widely recognized for its diverse musical lineup, announced the inclusion of a special tent called, Latino Alternativo. This tent, curated by Latin band Ozomatli, housed Latin alternative musical acts and indicated an acceptance of Hispanic music and culture among music fans. 110 106 Baar, Aaron. ―El Pollo Loco: ‗Feel The Mexcellence.‘‖ MediaPost.com. 19 July 2011. Web. 21 May 2012. <http://www.mediapost.com/publications/article/154217/el-pollo-loco-feel-the-mexcellence.html>. 107 James, Meg. ―Univision Plans Three New Cable TV Channels.‖ LATimes.com. Los Angeles Times, 19 May 2011. Web. 12 Dec. 2011. <http://articles.latimes.com/2011/may/19/business/la-fi-ct-univision-20110519>. 108 Valdes, Isabel. Marketing to American Latinos: A Guide to the In-culture Approach (Part Two). New York: Paramount Market, 2002. Print. 109 Gordon, Derek. ―New Census Data Require Assumption Shifts.‖ Search Insider. Media Post, 21 Mar. 2011. Web. 17 July 2011. <http://www.mediapost.com/publications/article/147073/new-census-data-require-assumption- shifts.html>. 110 ―Bonnaroo Announces Latino Alternativo Tent.‖ About.com Latin Music. 24 Mar. 2010. Web. 2 Mar. 2012. <http://latinmusic.about.com/b/2010/04/07/bonnaroo-announces-latino-alternativo-tent.htm>. 33 As brand influencers, the persuasiveness of this second- and third-generation among various communities is valuable to marketers. 111 There are exceptions to this rule, such as in familismo households, where parents tend to have a stronger influence in purchase decisions, or in communities that are already deeply steeped in tradition or culture (such as Bonnaroo, which did not continue the Latino Alternativo tent into the 2011 lineup). 112 Still, regardless of how this group is reached, it presents a powerful opportunity for marketers: a network of liaisons equipped to share and teach within its respective communities. 111 Soto, 2006. 112 ―Bonnaroo 2011 Line Up Announced.‖ Music News Net. 15 Feb. 2011. Web. 21 May 2012. <http://www.musicnewsnet.com/2011/02/bonnaroo-2011-line-up-announced-.html>. 34 Chapter Six: Consumption Habits Brand Loyalty ―I just love sports and love the way they present their products to the public. I think it's brilliant to mix popular music and popular athletes to promote their products.‖ – 24-year-old, male interviewee on Nike marketing According to Valdes, acculturation impacts this group‘s sense of brand loyalty. She found that the unacculturated (those that fully embrace the Hispanic culture) has the highest amount of brand loyalty, followed by the partially unacculturated (those that maintain most of the characteristics of the Hispanic culture, but have embraced a few characteristics from their surrounding culture) and then the bicultural (generally later generations that have balanced Hispanic traditions and cultures with surrounding ones). Their lower level of allegiance is probably due in great part to their quest of self-discovery, which can involve trying new products and services. Brand loyalty could also be impacted by the group‘s affinity for pop-culture. This group is keen on events that compel them to try new products and services and potentially recommend them to friends. Fully acculturated Hispanics (those that have closely or fully adopted the characteristics of the surrounding culture) exhibit less brand loyalty than biculturals. 113 However, brands are more inclined to target this group, finding it easier to reach out to them with existing general market campaigns. According to the Maximo report, a study sponsored in part by bilingual television network MTV Tr3s and conducted by Hispanic media and marketing firms Motivo Insights and New Generation Latino Consortium (NGLC), most Hispanic Millennials (largely biculturals) prefer name brands (Folgers, Samuel Adams, Pepsi) to private label alternatives (those products 113 ―Word Of Mouth And Viral Marketing US April 2009 Market Report & Market Share.‖ Mintel Apr. 2009. Mintel.com. Web. 03 Dec. 2011. <http://mintel.com/word-of-mouth-and-viral-marketing-us-april- 2009.html?cookie_test=true>. 35 or services manufactured by one company for use by another company‘s brand). The majority, therefore, have some sense of loyalty. Additionally, they appreciate brands that observe their heritage and employ genuine feel campaigns. Capturing this group is viable if targeted at an early age, especially for name brands. If the designer shoe, or zapato, fits, it‘s worn until the soles fall off. Mobile Affinity: Phone un Amigo ―Hispanics are some of the most highly engaged mobile consumers in the country.‖ –Justin Siegel, CEO of MocoSpace 114 From the fact that 93 percent of Hispanics use a mobile phone regularly 115 to the finding that 85 percent of this group now owns a smart phone and are clearly not afraid to use it, Hispanics are mobile consumers (in more ways than one). 116 A 2010 Pew study found that, compared to the general American population, Hispanics use their cell phones more often, and use more mobile features. 117 What other group could help iPhone‘s World Cup app, published by the Hispanic broadcast network, Univision, become the 2010‘s 13 th most popular free application in the U.S? 118 Most studies point to the group‘s affinity for socializing with friends while commuting, shopping and finding places to eat. These second- and third-generations satellites may own the mobile empire. As the Hispanic Institute points out, the use of cell phones builds upon the 114 Speyer, Andrew. ―Defying Easy Categorization: Latinos And Communication Technology.‖ MediaPost. 21 Jan. 2011. Web. 5 June 2012. <http://www.mediapost.com/publications/article/154269/>. 115 ―Four Truths about US Hispanic Consumers.‖ Google, 2010. 116 Carasquillo, Adrian. ―At Blogworld, LATISM Unlocks the Latino Blogosphere.‖Fox News Latino. 26 Mar. 2011. Web. 25 Aug. 2011. <http://latino.foxnews.com/latino/lifestyle/2011/05/26/blogworld-latism-unlocks-latino- blogosphere/>. 117 Gahran, Amy. ―Hispanics Lead U.S. Embrace of Mobile Technology.‖ CNN. 20 May 2011. Web. 5 June 2012. <http://articles.cnn.com/2011-05-20/tech/hispanic.mobile.engagement.gahran_1_cell-phones-mobile-technology-text- messaging?_s=PM:TECH>. 118 Lasker, Zephrin. ―How Marketers Can Best Reach Mobile-Savvy Hispanics.‖ Forbes.com. Forbes, 15 Dec. 2011. Web. 14 Apr. 2012. <http://www.forbes.com/sites/marketshare/2011/12/15/how-marketers-can-best-reach-mobile- savvy-hispanics/>. 36 culture‘s kinship, derived from close connections. These days, it can also open the digital door for social and political movement. 119 In Pew Hispanic Center‘s 2010 study around how young Hispanics communicate with their friends in the digital age, 65 percent of native-born respondents said the communicated with friends via text on a daily basis. 120 This compared to 29 percent of the foreign-born group. All interviewees attested to texting more than calling, emailing or even Facebooking their peers. Mark Hugo Lopez, associate director, Pew Hispanic Center, believes that one reason Hispanics are so mobile-centric is that they are ―more likely to live in households that do not have a landline phone.‖ This reflects the trend among most young people and because ―Latinos are generally younger,‖ they are dynamically mobile. What‘s more, Hispanic households are still statistically less likely to own a home computer than the general population. As a result, they turn to smart phones to find the latest movie time or directions to the nearest pharmacy. 121 Essentially, this is a group of tech-savvy Hispanics who have leapfrogged Internet home access altogether. In 2010, over half of English-speaking, U.S. Hispanics went online and 36 percent visited a social networking site from their mobile phone. 122 This number continues to grow, especially as mobile technology continues to make it easier for this group to engage socially. According to Nielsen, Hispanic households, or rather, the tenants in these households are more likely than the overall population to have cell phones with Internet access. 123 Hispanics use their phones for almost every part of the film-discovery process. A June 2011 survey found that not only do Hispanics attend movies more frequently than other segments, 119 Gahran, Amy. 2011. 120 Lopez, Mark H., and Gretchen Livingston. ―How Young Latinos Communicate with Friends in the Digital Age.‖ Pew Hispanic Center 28 Jan. 2010. PewResearch.org. Web. 11 Sept. 2011. <http://pewresearch.org/pubs/1680/young- latinos-communicate-cell-phone-text-message-native-foreign-born>. 121 Carrasquillo, 2011. 122 Smith, Aaron. ―Mobile Access 2010.‖ Pew Internet 7 July 2010. PewInternet.org. Web. 16 Mar. 2012. <http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx>. 123 Speyer, 2011. 37 they use their mobile devices every step of the way – to find theaters, movie times and even reviews. This group has grown adept at multi-tasking, consuming video content via traditional channels while using their mobile devices, consuming video content via their laptop while using the mobile devices or even, consuming video content concurrently among varying devices including their mobile phones. Perhaps this is why the industry has increased its ad budgets for films and video releases on this platform over the past six-plus years. 124 In fact, Hispanics outpace other groups in terms of overall data usage, including music and picture downloads. This growing dependence on mobile Internet could explain why their average bill is 8 percent higher than the general market, according to Nielsen‘s Mobile Hispanic Insights report from late 2011. 125 Again, all of this data may only beg the question of what language marketers should use to dial in on this group. Certainly, many members of this group exchange in English. Last summer, Pew found that more than 87 percent of English-speaking U.S. Hispanics owned a cell phone, versus 80 percent of non-Hispanic Whites. Meanwhile, just over half of bilingual Hispanics and 68 percent of English-dominant Hispanics text daily, compared to less than 20 percent of Spanish-dominant Hispanics in the same age group. 126 124 Briabe Mobile. Announcing The Mobile Consumer: Hispanics, Movies & Mobile, A New Report by Briabe Mobile and MocoSpace. SFGate.com. 12 Aug. 2011. Web. 11 Dec. 2011. <http://www.sfgate.com/cgi- bin/article.cgi?f=/g/a/2011/08/12/prweb8716605.DTL>. 125 Alonzo, 2012. 126 Lopez, 2010. 38 Tech-Fluentials ―Despite Hispanics being a minority population in the U.S., they are…embracing technology faster than any other group here in the U.S.‖ – Louis Pagan, partner, Hispanicize 127 Overall, the Hispanic market has a strong affinity for technology. Take Ivan for instance, the 20-something Hispanic college graduate who speaks little Spanish but has a liking for all things Hispanic. Ivan is an early adopter of technology who loves to share his knowledge with others and remain connected. Ivan is a ―tech-fluential.‖ He is also a fabricated persona who closely represents members from the second- and-third generation. Ivan is the product of ―The Hispanic Persona Project,‖ a Sensis study consisting of 62 long-form ethnographic interviews with Hispanic Internet users across all acculturation levels, age groups and national origins. 128 Ivan reflects one of the most-common and influential personalities in this segment. Figure 1: ―The Hispanic Persona Project‖ Sampling 127 Carrasquillo, Adrian. ―How Latinos Will Use Social Media to Change the World.‖Fox News Latino. 11 Jan. 2011. Web. 25 June 2011. <http://latino.foxnews.com/latino/lifestyle/2011/01/11/latinos-rule-social-media/>. 128 Padilla, Ramiro. ―The Hispanic Persona Project.‖ Sensis Apr. 2011. HispanicPersonaProject.com. Web. 15 July 2011. <http://hispanicpersonaproject.com/SensisHispanicPersonaProject_0511.pdf>. 39 Although few studies evaluate consumption by generation, overall, Hispanic consumers (14 percent) are more likely than their non-Hispanic friends (9 percent) to have new electronic equipment. 129 Moreover, these early adopters love to buy new gadgets and appliances (32 percent versus 25 percent of their non-Hispanic counterparts). In fact, between 2000 and 2009, aggregate expenditures in the technology category grew 126 percent in the Hispanic market. It grew 69 percent among non-Hispanics. 130 Again, the second- and third-generation contribute greatly to this trend, in their attempt to keep pace with their non-Hispanic peers, and stay connected. Several interviewees named personal electronics as their most loved brands, Apple being the most common. Monica Lozano, CEO of impreMedia, sees this as a bi-product of choice. ―We know that the Hispanic consumer is diverse and wants to receive their content on the platform of choice.‖ 131 For the most part, interviewees agreed, expressing an interest to use platforms they want to use to communicate to who they want to communicate with or consume the content they want to consume. Although it is another area that results in disparate data, Hispanics overall, are making their way online. However, the second- and third-generations are going online with greater frequency, and via more platforms. In 2010, Pew Hispanic Center found that 84 percent of second-generation and 76 percent of third-generation Hispanics were online, compared to 54 percent of foreign-born Hispanics. Similarly, 81 percent of English-dominant Hispanics and 74 percent of bilingual Hispanics were online. Despite undergoing constant growth (36 percent in 2009), only 47 percent of Spanish- dominant Hispanics were online during the same time. This study attributed usage to both educational attainment and household income. There is a larger library of English-language sites 129 Carrasquillo, 2011. 130 ―Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans.‖ 2011. 131 ―Hispanic Market Overview.‖ 2011. 40 available in the U.S. The higher the income, the higher the likelihood a family has continuous access to the Web. 132 An individual‘s use of the Internet assumes a level of acculturation and technical awareness that does not exist in the overall Hispanic community, especially foreign- born Hispanics. 133 Therefore, the bump in the foreign-born segment may be the result of influence from the U.S.-born group. As one interviewee explained, ―Since I turned him onto it, all my dad does is look at YouTube.‖ Still, other studies highlight the discrepancy in Internet consumption between the Hispanic and general market. A 2011 Washington Post survey found that 72 percent of Hispanic respondents used the Internet at least occasionally, 15 points behind Whites. 134 Even Pew Hispanic Center has pointed out where Hispanics fall behind their White counterparts. Most of these studies concentrate on the overall Hispanic market and fail to break data out by generational comparisons. Therefore, these studies presuppose that the later generations adopt similar habits. Although the study administrator did not have this intention, those consuming the end data may draw this conclusion. Bilingual and English-dominant Hispanics are more digitally attuned than those who are Spanish-dominant. Hispanics have an enormous influence on social media, technology and the brands that do business on the Internet, which in this era, are nearly each and every one of them. This shift has caused some publishers like impreMedia to either scale back print offerings or turn 132 Livingston, Gretchen. ―Latinos and Digital Technology, 2010.‖ Pew Hispanic Center 9 Feb. 2011. PewHispanic.org. Web. 15 Aug. 2011. <http://www.pewhispanic.org/2011/02/09/latinos-and-digital-technology- 2010/>. 133 Lopez-Knowles, 2008. 134 ―Spanish-Speaking Hispanics Embrace Online Video.‖ EMarketer. 14 Mar. 2011. Web. 5 June 2011. <http://www.emarketer.com/(S(ojnmtb550exlzb552ixuq155))/Article.aspx?R=1008277>. 41 to innovative digital content and collaboration such as videos and mobile applications to stay alive. 135 Perhaps, this serves as a blueprint for other groups attempting to reach this segment. Social Chairs ―There’s CyberSpanglish for tech-savvy Latinos, who enjoy using their computadora (computer) to surfear (surf) the Web, twitear (tweet), textear (text) and facebukear (Facebook) their amigos.‖ – Ramon Renteria, El Paso Times 136 Undoubtedly, tech-savvy Hispanics still have a little wiggle room in the Internet category. However, usage is on the rise and when the inherent social nature of the Hispanic community is unleashed in platforms that make engaging and exchanging easy (and affordable), the result is social dynamite. In late 2010, Google, with the help of Ipsos, studied the overall Hispanic market and discovered several ―truths‖ about this group. Research concentrated on the group‘s behavior on the Internet. One key finding involved sharing content, namely video content. 137 In fact, of those surveyed, 64 percent visited video sharing sites. However, this is only the cusp of the sub-segment‘s knack for social engagement. This group is in fact uber-social, perhaps a key difference between them and their non-Hispanic neighbors. Second- and third-generation Hispanics are helping bring new meaning to the term, ―word of mouth,‖ where exposure precedes face-to-face interactions. Gathering under the banner of LATISM – Latinos in Social Media – these clusters connect online, finding groups on 135 Guskin, Emily, and Amy Mitchell. ―Hispanic Media: Faring Better than the Mainstream Media.‖ The State of the News Media 2012. Pew Research Center's Project for Excellence in Journalism, 29 Aug. 2011. Web. 12 May 2012. <http://stateofthemedia.org/2011/hispanic-media-fairing-better-than-the-mainstream-media/>. 136 Renteria, Ramon. ―Blending Languages Is Nothing New for Us.‖ El Paso Times.com. El Paso Times, 16 Jan. 2011. Web. 15 Aug. 2011. <http://www.elpasotimes.com/news/ci_17108156>. 137 ―Four Truths about US Hispanic Consumers.‖ Think with Google. Google/OTX, Oct. 2010. Web. 15 June 2011. <http://www.gstatic.com/ads/research/en/2010_FourTruthsAboutUSHispanics.pdf>. 42 Facebook, garnering followers on Twitter, and then creating friends at meet-ups and conferences. 138 The options for brands don‘t end there, though. There are emerging events – whether they are face-to-face or cyber – that unite people from all walks of life under the Hispanic marketing umbrella. Now in its third year, Hispanicize, ―brings brands, media, marketers, celebrities, filmmakers, innovators and bloggers together in a unique creative environment focused on creative ideas and best practices.‖ The conference is organized by the Hispanic Public Relations Association (HPRA), which has a long history of supporting Latino students pursuing a career in communications. The 2012 event welcomed nearly 500 attendees and 43 paying sponsors, including Disney, which participated as an official presenting sponsor. 139 In addition to consuming and sharing, the ―trending topic‖ for Hispanics is creating content. In a study of online and social presence, Asians and Hispanics were more likely than any other demographic to have a blog. 140 Like Hispanicize, Blogworld, an expo for online content creation and distribution, has witnessed this group‘s social adeptness. Last year, 12,000 Hispanic bloggers showcased their talents at the event, a number that continues to grow. Blogs present a unique communication platform for those groups that feel underrepresented and seek a voice. A recent LATISM survey showed that the typical Hispanic (Latina) blogger, or ―bloguera,‖ is a head of household between ages 30 and 39 that posts at least twice a week, in English. 138 ―About LATISM.‖ LATISM 2011 Conferences. LATISM, n.d. Web. 1 Mar. 2012. <http://conference.latism.org/about-latism/>. 139 Ruiz, Manny. ―Hispanicize 2012 Became Something More Profound and Inspiring than We All Imagined.‖ Hispanicize.com. Hispanicize, 19 Apr. 2012. Web. 18 June 2012. <http://www.hispanicize.com/featured/hispanicize- 2012-became-something-more-profound-and-inspiring-than-we-all-imagined>. 140 O'Hara, Katherine. ―Using Social Media to Connect with Hispanic Audiences.‖ PRSA Oct. 2009. PRSA.org. Web. 2 Aug. 2011. <http://www.prsa.org/Intelligence/Tactics/Articles/view/6C- 100910/1001/Using_Social_Media_to_Connect_with_Hispanic_Audien>. 43 Hispanic social media has yet to reach the national recognition or audience of The Huffington Posts or Mashables of the web. However, they remain influential, serving as English- language forums for all things Latin American, including business, politics and culture. The researcher has explored several leading U.S. Hispanic blogs (VivirLatino.com, The Latin Americanist, for example). Although marketers are less inclined to approach these groups for advertising opportunities, they may be able to learn a thing or two about the segment‘s interests from these outlets, including what they read, where they invest or which sport teams they follow. Granted, other groups also network on and offline. However, the way they socialize, Hispanics must click or type faster. An early 2011 report by the Pew Internet and American Life Project found that 18 percent of Hispanics on the Internet use Twitter. That‘s well ahead of non- Hispanic Whites (5 percent) and blacks (13 percent). 141 And while bloggers are illuminating their cultural legacy through sharing recipes, literature and stories, many second-and-third generation Hispanics even explore this area for professional opportunities, validating how much this group reveres these platforms. More and more, this group serves as the digital front line of a population that companies should target, if they aren‘t already. 142 This group uses the Internet and interactive media to dissolve cultural borders and connect with family members, friends (Hispanic or not), and others in their extended social spheres. Results from the Maximo report showed that members of this segment (Hispanics between 14 and 34-years-old), ―are more likely to forward opinions and info about a brand compared to their Caucasian counterparts.‖ 143 141 Carrasquillo, 2011. 142 ―LATISM Releases Latina Blogger Study.‖ HispanicPRBlog. 18 Aug. 2010. Web. 3 Mar. 2012. <http://www.hispanicprblog.com/hispanicmulticultural-pr-briefs/latism-releases-latina-blogger-study.html>. 143 ―Young Latinos Want Bicultural Content, Says Bilingual Channel.‖ Fox News Latino. 23 June 2011. Web. 25 Jan. 2012. <http://latino.foxnews.com/latino/lifestyle/2011/06/23/young-latinos-want-bicultural-content-says-bilingual- channel/>. 44 Marketers should pay careful attention to this concept. By reaching one member of this segment, brands have the potential to reach many other consumers in different markets through his or her extended social graph. 45 Content with Their Language ―When we are visiting our first-generation, Spanish-language dominant relatives, sometimes they have a Spanish-language network on the tube. If we want to engage them in conversation, en la sala, we need to also indirectly engage with the content that’s being viewed. That shouldn’t, however, count us as avid viewers. I’m not watching of my own volition, nor am I engaged on an ongoing basis.‖ – Maria Lopez-Knowles, Global Hue Marketing 144 In 2011, Nielsen released the top-ten television programs as watched by the Hispanic demographic. All ten were Spanish-language programs. Analysts there determined that because a large portion of this segment preferred to speak Spanish at home, brands needed to reach out to these viewers in their native tongue. However, there is a glaring issue in this breakdown. Just because a group prefers to watch programming in one language, does not mean that they prefer to speak this language at home. More importantly, it does not mean that they will necessarily pay attention, or be influenced by this language. 145 Group members who prefer to speak English sometimes consume Spanish media. Conversely, even if Spanish is their preferred language, the first-generation may still consume some media in English. In the 2010 Snapshot of Hispanic Media Usage in the U.S. study Nielsen found that almost 25 percent of Hispanics who speak primarily English at home also watch 1-3 hours of Spanish-language television a day. 146 Compare this to the 40 percent of Hispanics who speak primarily Spanish at home that watch 1-3 hours of Spanish-language TV a day. Although not indicated, other respondents must have watched English-language programming or less than one hour of Spanish-language programming. 144 Lewis-Knowles, Maria. ―Telemundo‘s Spanglish Announcement – APLAUSOS!‖ GlobalHue.com. Global Hue, 9 Nov. 2011. Web. 15 Mar. 2012. <http://www.globalhue.com/blog/telemundo%E2%80%99s-spanglish-announcement- %E2%80%93-aplausos/>. 145 Pardo, 2011. 146 ―State of the Media: A Snapshot of Hispanic Media Usage in the U.S.‖ Nielsen 14 Sept. 2010. Web. Nielsen.com. 12 May 2012. <http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/Nielsen-Snapshot-of- Hispanic-Media-Usage-US.pdf>. 46 In fact, according to a 2009 Ipsos study, just over half of surveyed U.S. Hispanics (52 percent) prefer to watch television in English. Meanwhile, according to comScore, Univision sat at the top of the list for video sites among all Hispanic users. Similarly, nearly 50 percent of this group enjoys English-language radio. 147 Conversely, according to Nielsen, of those respondents who speak English exclusively or more English than Spanish, 79 percent don‘t listen to any Spanish radio. Advertising Age provides a broader outlook in its latest ―Hispanic Fact Pack,‖ an annual look at trends in Hispanic marketing. This past year, Experian Simmons NHCS data showed that 41 percent of second-generation and 67 percent of third-generation Hispanic participants preferred to watch only English-programming. However, second- and third-generation Hispanics preferred some Spanish TV programming 44 percent and 31 percent of the time, respectively. And while it may not seem like much, 4 percent of second-generation and 1 percent of third-generation Hispanic participants preferred Spanish-only programming. 148 MTV Tr3s also entered the conversation, claiming that the preferences go beyond both English and Spanish. According to the bilingual, bicultural channel, young Hispanics want more bilingual, bicultural content. In the network‘s Maximo report, Tr3s found that among U.S. -born Hispanics between 14 and 34-years-old, 50 percent want more bilingual programming, whereas 30 percent want English-only content. 149 What‘s more, 68 percent of second-generation Hispanics and 93 percent of third- generation Hispanics prefer English when browsing the Internet. According to Experian 147 Arzola, Rocio Z. ―Majority Rules: More Latinos Prefer Their Media in English.‖ Iconoculture 18 Feb. 2009. Iconoculture.com. Web. 15 July 2011. <https://iconoculture.com/SMART/Content/View.aspx?contentid=107023>. 148 “Hispanic Fact Pack.‖ 2011. 149 ―Young Latinos Want Bicultural Content, Says Bilingual Channel.‖ 2011. 47 Simmons, this is the same group that prefers to speak Spanish from time-to-time, with 60 percent of second-generation Hispanics reporting they speak mostly English, but some Spanish. 150 Ultimately, brands monitor these preferences to determine what language they should use to target segments of the Hispanic market. Media consumption is relatively easy for brands and third-party vendors to monitor, but sometimes hard to understand, analyze and interpret. As such, concurrent efforts can actually produce disparate data and scalable proof points. However, the findings above point to the fact that brands do not have to target later generation Hispanics in exclusively Spanish or English. Speech! ―Spanish appears to draw its last breath in the third generation.‖ – Dr. Ruben Rumbaut, professor of sociology at the University of California, Irvine 151 The level of English use by the second- and third-generations is the subject of frequent study and contention. Some experts argue that this group has stepped away from Spanish entirely, while others believe this group still has a strong grasp of their native tongue. Most findings show that second- and third-generation Hispanics prefer to speak mostly English, and at most, some Spanish, in and out of the home. In the latest National Hispanic Consumer Study (February 2010 – March 2011), Experian Simmons found that 17 percent of second- and 45 percent of third-generation Hispanic adults preferred to speak English in the home. However, 46 percent of the second- and 34 percent of the third-generation preferred mostly English, with some Spanish peppered in there. 152 Interestingly, both of these categories, English only and mostly English with some Spanish, both increased outside of the home, by generation. These numbers prove that for the children of immigrants and later generations, speaking English 150 ―Hispanic Fact Pack.‖ 2011. 151 Montgomery, 2011. 152 ―Hispanic Fact Pack.‖ 2011. 48 does not always mean abandoning Spanish. In 2010, a Pew Hispanic survey demonstrated the resilience of the native language. Nearly 80 percent of second-generation and 38 percent of third- generation reported Spanish proficiency. Comparatively, 90 percent of immigrant youth reported proficiency. 153 Moving from proficiency to preference is an interesting dynamic. With rare exception, interviewees said they only spoke Spanish when absolutely necessary, namely around extended family that doesn‘t speak any English. Only three of eight respondents claimed to be completely fluent in Spanish and two respondents said they spoke a ―good amount.‖ Three others embarrassingly reported having very little Spanish ability. This may or may not be a result of the California cultural climate, where English and Spanish are but two languages spoken in a sea of cadence, vernacular, dialects and more than 100 other languages. In other words, the majority of residents in Sacramento, Northridge and even, El Centro speak at least some English, making it acceptable for this group to get away with low Spanish familiarity. In a 2011 Pew Hispanic survey, 38 percent of all Hispanic respondents identified as Spanish-dominant, whereas 38 percent identified as bilingual and 24 percent English-dominant. Just over half (51 percent) of U.S.-born Hispanics identified as English dominant. 154 As previously mentioned, one reason that the preference for Spanish declines with each generation is that Hispanics believe learning English is important. Nearly 87 percent of respondents said that adult Hispanic immigrants need to learn English to find success in the U.S. On the contrary, Hispanics also want future generations to speak Spanish. They also believe in the importance of sustaining their native ―lengua.‖ While 75 percent deemed it very important, 20 percent found it somewhat important for future generations of U.S. Hispanics to be able to speak Spanish. Pew did not investigate the groups‘ interest in the level of familiarity, or rather; the degree these generations should speak Spanish. 153 Taylor, 2009. 154 Taylor, 2012. 49 Instead, many young Hispanics use Spanglish when communicating with close contacts. 155 Spanglish is a hybrid language combining Spanish and English and its use is most popular among those living close to Hispanic hubs (consider terms such as puchar, truque or lunche, which are rooted in English but maintain Spanish qualities). 156 Just because someone is bilingual, it does not mean they speak Spanglish. However, the mixture is becoming a staple in many conversations and is increasingly used in media and advertising. In fact, Spanglish has become more than a tolerable Adam Sandler movie. Pew Hispanic found that at least seven-in-ten Hispanics used the hybrid language when socializing with their peers. 157 Such was the case with all of the interviewees. Each mentioned the use of Spanglish, or some form of informal Spanish. Some cultural experts applaud the dynamism and creativity of Spanglish, while others protest its lapse in linguistic integrity. Although the language really falls somewhere in between, those who adopt it can literally dictate the way that it‘s used. Ultimately, Spanglish represents the groups‘ desire to stay close to Hispanic culture, even if only a part of it. 155 ―Telemundo Study: More than a Third of Young Latinos Identify as Both Hispanic and American.‖ Portada- Online.com. 15 Feb. 2011. Web. 25 Aug. 2011. <http://www.portada-online.com/article.aspx?aid=7573>. 156 Spanglish for push, truck and lunch, respectively. 157 Taylor, 2009. 50 Chapter Seven: Communicating the Brand Role of Language ―Think you’re reaching bilingual Hispanics w/ your English-language ad? Think again.‖ – Univision advertisement, AdAge Hispanic Fact Pack, 2011 English is important. Spanish is important. Nearly ten years ago, Magnet Communications found that, depending on an audience‘s region, Spanish language may not always be the best way to reach Hispanic audiences. Today, depending on the generation and level of acculturation, Hispanics may be equally tuned into English-language media as to Spanish-language media. Between 2000 and 2009, the number of Hispanics that spoke only English increased by 51 percent, growing from 6.8 million to 10.2 million. Hispanics were no longer members of ―linguistically isolated households,‖ the term the Census used for homes where no one is able to speak English. This shift contributed to another acculturation model, which was based exclusively on language and ranged from Spanish-dominant to English dominant. Interestingly, the English categories (some English and dominant) are often collapsed into one category as few Hispanic adults identify in subgroups. According to Valdes, the choice of language can depend on several things. These include: the need to convey something that could not otherwise be understood in another language – namely, Spanish; the context of a message – sometimes English messaging in a program can be seen as irrelevant and other times, it can be used for emphasis; and, the use of language for emotional connection. So, language is important. But, it is important due to more than comprehension. It is important due to impression. In other words, it is more about imprint than understanding. Despite 51 ten years of this trend, marketers still think, ―Hey, a large portion of the first-generation group prefers to communicate in Spanish, so Spanish marketing may be easier for them to understand.‖ However, it‘s more than that. Understandably, learning the emotional connotations and denotations of the words, as well as how they are used in a particular culture, is a demanding process. Still, as Cultural Access Group Worldwide put it, ―It‘s not only a matter of language.‖ Direct translation of general market messaging is missing something. It lacks cultural alignment. And although the quote above goes back as far as 1987, this is still nowhere near common practice, or even, knowledge. It‘s difficult to remain informed about cultural insights and appear authentic. In practice, companies should observe language winks, without coming off as contrived. 158 One thing interviewees appreciated about Verizon‘s commercial with Paul Rodriguez was his subtle use of Spanish words that even most English-speakers could recognize and appreciate. Yes, Spanish language marketing aimed at Hispanics who prefer Spanish can call upon experiences that may not be touched through English messaging. 159 A 2007 Experian Simmons Research study showed that nearly half of first-generation Hispanics agreed with the statement ―When I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.‖ That is not to say that English marketing is completely useless. In fact, 7 out of 10 subjects like to see English-language commercials on Spanish-language TV, and believed peer- to-peer recommendations were important. 160 Moreover, speak it or not, second- and third- generation Hispanics are rather indifferent to Spanish advertising. In the same Simmons study, 16 percent of second-generation and 6 percent of third-generation respondents agreed that they find brands that advertise in Spanish appealing. 158 NPR. NPR News Series Explores Bicultural Lives of Latinos. NPR.org. 10 Oct. 2011. Web. 17 Feb. 2012. <http://www.npr.org/about/press/2011/101011.TwoLanguagesSeries.html>. 159 Korzenny, Felipe, and Betty Ann Korzenny. Hispanic Marketing: Connecting with the New Latino Consumer. London: Routledge, 2012. Print. 160 ―Young Latinos Want Bicultural Content, Says Bilingual Channel.‖ 2011. 52 In 2011, Simmons found that 29 percent of English-dominant Hispanics agreed. Although this group is not identified by generation, it is likely that the majority of this English- dominant group is, in fact, second- or third-generation Hispanics. This would then indicate an increase in this belief. Of those interviewed, only two respondents said that Spanish-language advertising could influence their purchase decisions. However, that sampling represents 25 percent, also close to what either study above found. And while more than half of first-generation respondents said they‘d be more loyal to brands that advertise in Spanish, just 33 percent of second-generation and 22 percent of third- generation respondents agreed. 161 So, while it should not always be Spanish, it may also not always be English. Korzenny finds that as second-and third-generation Hispanics thrive in number and education level, it grows more important for marketers to use both English and Spanish creatively. Others find that the combination of both languages makes a powerful enough statement. Bilingual packaging, for instance, is a sign of inclusiveness that goes beyond the need for consumers to understand contents and instructions. Regardless of the brand‘s decision, messaging aimed at Hispanic segments should not be mere translations of general market strategies. Or, as Valdes said, ―... to communicate successfully with consumers from another culture, it is necessary to do more than just speak the language; one must speak the culture.‖ Considering that the later generation segment presents a new culture in presence and recognition, brands should expect both challenges and rewards. 161 Vasquez, Diego. ―For Hispanics, Think beyond Language.‖ MediaLifeMagazine.com. Media Life Research, 20 Jan. 2007. Web. 15 Aug. 2011. <http://www.medialifemagazine.com/artman2/publish/Research_25/For_Hispanics_think_beyond_language.asp>. 53 Role of Culture ―Members can be completely fluent in English but still appeal to Latin values, traditions, and key consumer behaviors like food and entertainment choices.‖ – Eduardo Caballero, pioneer in Spanish-language broadcasting In 2010, three-fourths of the top 200 advertisers invested in Spanish-language broadcast. Those that did were modest and offered about 8 percent of total advertising in this programming. However, it is unlikely that these companies acknowledged this market and determined 8 percent as the appropriate amount to devote to these channels. However, it may be that these companies were modest in approach, intimidated by their lack of familiarity with this group. Culture isn‘t easy to harness. It encompasses everything a person sees and hears from birth. Authenticity is equally challenging. Trying to be culturally authentic? That‘s a monster of a task. And yet, this is what brands need to do when trying to reach any audience. Whether it‘s promoting a new fantasy football league in a cluttered market or introducing a beauty product designed exclusively for African-American women, brands must know their audiences. As shown throughout this thesis, actually knowing the Hispanic market can be extremely complex. Hispanics can be effectively reached in Spanish, English or sometimes, Spanglish. But as alluded to earlier, it‘s not just about the language. It‘s about recognizing and knowing your audience and determining how the audience connects with and expresses its culture. In this case, reaching the second- and third-generation requires determining how the audience reflects familial and general market values, or something in between. Second-generation Hispanics are different from the first generation in many ways. They‘re different from the general market in many ways. They can switch languages freely and at times, subconsciously. They are bicultural and bilingual and can experience and expect the best of both worlds. It‘s important for brands to want to understand these differences and to market to this uniqueness. 54 Referring again to the 2007 Simmons study, we see that while 50 percent of native-born respondents said they‘d be more loyal to brands marketing in Spanish, just over one-third of second-generation and less than one-fourth of third-generation respondents agreed. 162 However, a 2009 study by Veena Chattaraman of Auburn University showed that Hispanic-tailored promotions (not just Spanish-language messages) resonate best with the bicultural group and can garner purchase intent, more so than the Hispanic or fully acculturated segments. While this may seem optimistic, it‘s feasible that these efforts play to the group‘s cultural identity, something they work so hard to decipher themselves. 163 Perhaps that is why in-store promotions, or live demonstrations resonate more with this group. They offer immediate validation. Although words carry weight, cultural experiences are not communicated by words alone. Simple translation perpetuates the idea that this segment can be captured by general campaigns. It may be difficult to justify this sort of effort when industry leaders like Nielsen stress the importance of the Spanish-dominant household – says that Spanish-language advertising is generally more effective than English-language advertising for Hispanics. Therefore, the marketing and communications strategies used to target this Hispanic sub- segment needs to be in accord with the acculturation of this group across all parallels – symbolic, visual, audible and even, subliminal. 164 Culture of Language Language is a basic presentation of understanding culture. To successfully translate any type of message, it must be culturally relevant and designed for the audience. Enunciation can help express cultural significance. However, adages, phrases or other linguistic expressions can 162 Vasquez, 2007. 163 Wasserman, Todd. ―How to Woo 'Bicultural' Hispanics.‖ Adweek.com. AdWeek, 23 Feb. 2009. Web. 5 June 2011. <http://www.adweek.com/news/advertising-branding/how-woo-bicultural-hispanics-105324>. 164 Valdes, 2000. 55 be more challenging due to the associated cultural levity or gravitas, especially in the Hispanic culture. 165 Therefore, the two are intertwined and equally important and synched. More than Spanish or English fluency, cultural fluency is what resonates with this group. They are drawn to programming and messaging that captures and emits an understanding of their ―Hispanic,‖ ―Mexican-American,‖ ―Chicano‖ and ―Mexican‖ lives. 166 Surely language is a component the Hispanic culture, but so are music, food, and family, among other things. These passion points, according to participants in a recent Univision study, are integral to identity. 167 This, coupled with the fact that data around marketing resonance is scant at best, leads the writer to believe that marketing toward this group becomes much bigger than language selection. Yes, the majority of the Hispanic second-generation prefers to speak and consume media in English. However, according to Valdes, even acculturated Hispanics tend to respond more to what she calls ―in-culture‖ advertising. This group is still infused with the culture of its parents. It is a bridge generation. Language is just one part of the equation when trying to make an impact. It's about culture and values and how they're expressed: in English, in Spanish or in Spanglish. Campaigns should go beyond speaking the language and use language to speak the appropriate culture. Equally, in terms of content, maybe it‘s more about what this group consumes than in what language they consume it. According to Nielsen‘s National People Meter Hispanic Sub Sample, in English networks, eight of the market‘s top-ten prime-time TV programs in May 2011, were music or dancing themed – ―American Idol,‖ ―Dancing with the Stars,‖ ―Glee,‖ ―The 165 Korzenny, 2012. 166 As indicated by face-to-face interviews. 167 Univision PR, 2011. 56 Voice‖ and ―So You Think You Can Dance‖ were some of the leaders. 168 In Spanish networks, all ten spots belonged to telenovelas. More importantly, all these spots belonged to Univision programs. The network must be doing something right. Cable networks tell a different story, with programming all over the board – sports, dramas, comedies. While this data may be somewhat askew, according to comScore, behind Univision live-stream sites such as Justin.tv, Ustream.tv, Blinkx and Livestream.com were the most visited video sites among Hispanic users. Even tech- savvy Hispanics have found a way to watch their favorite content for free. As noted, some studios have started to move to where the audience already is, creating digital offerings which translates into more channels for brands to communicate messaging. John Echeveste, a long-time expert in Hispanic public relations, believes that both types of programming – mainstream musical entertainment and traditional melodramas – appeal heavily to many Hispanics. Television was the only category where more second-generation participants preferred mostly English, with some Spanish, to English only. 169 Perhaps then, this is why 25 percent of Hispanics who speak primarily English at home still watch 1-3 hours of Spanish-language television a day – they are attracted to the content. Studio networks should, therefore, attempt to reach this group, not by language, but by original content – something many networks are already addressing. With a platform already mustering this group‘s attention, marketing may soon follow. Hispanic Marketing is Not Spanish Marketing ―It’s what I call the Univision effect. It’s still the dominant avenue to reach Latinos and most advertisers use it. In public relations you’re seeing more of a balance, but in general, advertising is still focusing on the Spanish-speaking Latino.‖ – Manny Ruiz, CEO, Hispanicize 168 ―Hispanic Fact Pack.‖ 2011. 169 ―Hispanic Fact Pack.‖ 2011. 57 In a way, the Census is like a class election. People are polled, information is tabulated and in the end, the popular kid receives an uptick in attention. At the 2011 Nielsen Conference, not long after Census data began to roll out, several keynotes emphasized the importance of the multicultural market and the implications it has on marketing strategies. Coca-Cola CMO, Bea Perez, shared that through 2020, nearly 90 percent of growth in the youth-segment is expected to come from multicultural consumer, and a large share of this is Hispanic youth. 170 The Hispanic segment continues to experience monumental growth, due primarily to births. This fueled interest in a growing industry. Hispanic marketing, which has continued to grow over the past few decades, has started to switch gears and turn some attention to English- language campaigns. It seems that corporate America is starting to take notice of young Hispanics – their roles, their size and, of course, their spending power. Ask business commentator and Huffington Post blogger, Glenn Llopis, and he‘s likely to tell you that an ―awakening is taking place.‖ 171 However, this increased attention may actually hamper the industry and cloud future insights. In practice, many marketers abandon bilingual efforts and simply ask consumers their language preference. There‘s really no point in doing so as the assumption is that even bicultural Hispanics are skilled in English, and therefore, do not merit Spanish translation. At the same time, if they prefer to speak Spanish, Hispanic marketing efforts will cover them. In other words, if the general market campaign doesn‘t hit them, the Spanish-language campaign surely will. 172 170 Rodriguez, 2011. 171 Costantini, Cristina. ―Pew Report Illustrates Youth Of Latino Population Relative To Non-Latino Counterparts.‖ Latino Voices. The Huffington Post, 22 Feb. 2012. Web. 5 Apr. 2012. <http://www.huffingtonpost.com/2012/02/22/pew-report-young-latinos_n_1293532.html>. 172 ― ‗Bicultural‘ Has Moved Beyond Simply Meaning Two Cultures.‖ AdAge.com. Dieste Wiki, 9 Mar. 2009. Web. 15 Aug. 2011. <http://adage.com/article/the-big-tent/dieste-wiki-hispanic-marketing-bicultural/135110/>. 58 Still, later generations want options and the freedom to choose is the essence of being bicultural. It‘s not about straddling the fence and brands hoping to hit the mark, one way or another. Therefore, Hispanic marketing is not Spanish marketing. Nor is it English marketing. It‘s in fact, Hispanic marketing. The market is complex and diverse, with varying levels of acculturation, assimilation and language preferences. So, the worst thing that could happen is that advertisers recognize the new popular kid in class, speak to this kid about something that is of no interest to the newly elected and receive poor or no feedback. This may only leave brands disenchanted because their results don‘t meet expectations. Granted, it is the marketers‘ approach that ultimately causes them to miss the mark, but far be it from Jorge or Adela to guide them in their pursuit. There are successful brands that strive to develop campaigns which address the interests and needs of respective cultures, whether it is Hispanic, Asian or White as well as each generation sub-segment, from general market Millennials to Baby Boomers. 173 These brands are sure to win over the incoming class president and influence how the class is going to spend its fundraising earnings. 173 Valdes, Isabel. ―Mass Isn't Mass Anymore.‖ Progressive Grocer Dec. 1999: 81. Print. 59 Chapter Eight: Bringing it Together Capitalizing on the Difference ―Our audience reflects the U.S. Hispanic population, across the full spectrum. They are Spanish- dominant, biculturals and English-dominant. They are U.S.-born or come from a diverse set of countries.‖ – Jacqueline Hernandez, chief operating officer, Telemundo 174 In 2011, Toyota raised dedicated Hispanic market spending 43 percent, year over year. Procter & Gamble followed with just over 19 percent. AT&T increased its spending 15.33 percent, but did not raise any in the general market. General Mills raised its share 14 percent. 175 Some market leaders are recognizing the importance of the Hispanic market. Ultimately, this could lead to greater emphasis on the second- and third-generation sub-segment. Big brands like Best Buy, Costco and H&M once marketed exclusively in English, but now promote products in Spanish, especially among social channels. McDonald‘s recently launched a Spanish-only Twitter feed. Nestle manages Spanish-language websites and Verizon recently launched a Spanish Facebook and website. These brands are trying to catch the Hispanic segment before the rest of the pack – their competitors However, as brands continue to evolve and tailor their efforts to respective communities, more and more dedicated agencies and content platforms recognize this sub-segment‘s importance. Some have even become partners of the companies listed above. With dollars to spend, agencies like Global Hue, which helped produce an English-language Verizon Wireless ad featuring Paul Rodriguez, could finally reinvent how companies see this market. In addition to strategy, companies now have a place to go – venues to reach this native- born group – as broadcast networks (MTV Tr3s), websites (TuVes.com), magazines (Latina) and radio stations (Latino 96.3, Los Angeles) develop offerings specific to younger, bilingual audience, likely the later generations. 174 Brock, 2011. 175 Caballero, 2011. 60 While new providers target the overall Hispanic market – take, for instance, the recent agreement between News Corp. and RCN to form MundoFox, another Spanish-language broadcast network in the U.S. – others look to where the market is moving. 176 Univision, now the fifth-largest network in primetime audience in the U.S., continues to break viewership records. The network was the only major to increase its average primetime audience in the 18-49-year-old age group during the 2010-11 season. This 8 percent growth trumped the 4 percent loss by Fox, 8 percent loss by CBS, 9 percent loss by ABC and 14 percent loss by NBC during the same period. However, Univision has especially found success by increasing its cross-content partnerships, including mobile video offerings, and amplifying its bilingual offerings. 177 Univision is also taking steps to reach out to English-language news audiences. In early 2011, the network launched an English-language Twitter news feed and created its English-language news Tumblr. 178 In May 2012, the network reached an agreement with ABC to develop an English-language news channel aimed at bilingual Hispanics, the network‘s latest attempt to reach young Hispanics. The challenge here is touching this group in English, without disaffecting the network‘s loyal audience of Spanish speakers. For ABC, the venture provides immediate credibility in reaching this growing audience. 179 176 James, Meg. ―Univision Telenovelas with a Twist: English Subtitles.‖ Company Town - LATimes.com. The Los Angeles Times, 24 Jan. 2012. Web. 15 Mar. 2012. <http://latimesblogs.latimes.com/entertainmentnewsbuzz/2012/01/univision-telenovelas-with-a-twist-english-subtitles- .html>. 177 Univision. Univision To Finish 2010-2011 Broadcast Season As The Only Top 5 Broadcast Network With Audience Growth In Primetime. Zap 2 It. 26 May 2011. Web. 5 June 2012. <http://tvbythenumbers.zap2it.com/2011/05/26/univision-to-finish-2010-2011-broadcast-season-as-the-only-top-5- broadcast-network-with-audience-growth-in-primetime/93958/>. 178 Szalai, Georg. ―Univision Communications Plans Novela, Sports, News Channels.‖ HollywoodReporter.com. The Hollywood Reporter, 12 Apr. 2011. Web. 5 Mar. 2012. <http://www.hollywoodreporter.com/news/univision- communications-plans-novela-sports-177466>. 179 James, Meg, and Dawn C. Chmielewski. ―ABC News, Univision to Launch English-language News Network.‖ LATimes.com. Los Angeles Times, 8 May 2012. Web. 15 May 2012. <http://articles.latimes.com/2012/may/08/business/la-fi-0508-ct-univision-abc-20120508>. 61 Univision also prides itself on being the first network to provide telenovelas with English subtitles. ―The continued success of the telenovela genre speaks to its broad appeal that crosses culture and language, which is why, as part of our commitment to connect audiences to our culture, we are delivering our novela block with closed captioning in English,‖ Cesar Conde, president of Univision Networks, said. Univision isn‘t necessarily unique in its vision. Other networks offer increasing competition. Telemundo claims it owns the crown as the first Spanish-language U.S. network to provide primetime, English closed captioning. This network has since developed original, bilingual programming on its English subsidiary, Mun2. For instance, ―RPM Miami,‖ a series about the city‘s underground street racing scene, was created specifically for this segment. 180 Attempting to reach more English-language speakers, Mun2, also offers closed captioning for its online streams, which the network hopes appeals to those Hispanics who both watch video online and communicate in English, creating ―uniquely American shows for today‘s Hispanic influencers.‖ 181 These two network leaders must be doing something right: the duo is expected to report $1.5 billion in ad revenue during the 2010-2011 seasons. 182 180 Brock, 2011. 181 Martinez, Laura. ―Hispanic Media's Social Revolution.‖ Multichannel.com. Multichannel News, 17 Mar. 2011. Web. 17 Sept. 2011. <http://www.multichannel.com/article/450393-Hispanic_Media_s_Social_Revolution.php>. 182 Consoli, 2010. 62 ―MTV Tr3s is the most-widely distributed TV network dedicated to super-serving today‘s bicultural Latino youth.‖ 183 Unlike the MTV flagship station, Tr3s‘ programs focus on music. Interestingly, the majority of the channel‘s website content is in English. This includes contest pages and video. There are exceptions, such as when editors review or preview Spanish- language artists or albums. Digital publishers also continue to launch English-language ―Latino‖ websites. Over the last few years, a number of major media companies targeting the bicultural and English-dominant Hispanic have entered the growing Hispanic digital space. Because barrier to entry is low with infrastructure costing much less than print or radio, brands should expect to see more providers follow FoxNewsLatino.com, NBCLatino.com and The Huffington Post Latino Voices. 184 183 ―Comcast Spotlight.‖ Mtv Tr3s. n.d. Web. 25 Jun 2012. <http://www.comcastspotlight.com/network/mtv-tr3s.> 184 Villa, Jose. ―Eight Predictions Of Things That Won't Happen In 2012.‖MediaPost.com. 5 Jan. 2012. Web. 15 Mar. 2012. <http://www.mediapost.com/publications/article/165125/eight-predictions-of-things-that-wont-happen-in- 2.html>. Figure 2: Mun2 Magazine Insert 63 However, even traditional, general market properties recognize this emerging group and moreover, the general market‘s affinity for all things Hispanic. Case in point, a recent episode of ABC‘s ―Modern Family,‖ a show that follows the ins-and-outs of a 21 st century family, including the bond between a man and his foreign-born ―esposa,‖ which recently poked fun at telenovelas and how the general market has been drawn to the melodrama genre. 185 The show‘s leading Hispanic character garners a large fan-following. Sofia Vergara has helped several brands tap this native-born community with her recognizable face and reputable accent. NPR has followed suit with Alt.latino, the network‘s blog, published in English and Spanish, that features videos with bilingual personalities like director Robert Rodriguez, conversations around social issues, and features about new Latin Alternative talent, including Carla Morrison. 186 Before 2014, Comcast plans to launch four independent channels aimed at minority groups, including two English-language channels owned by Hispanics. One, which is currently slated as ―El Rey,‖ will be co-owned by renowned Robert Rodriguez (―El Mariachi‖), a film director known for his English-language films. 187 This occurs even at the local level. In Los Angeles, the community relations managers at the three major broadcast network affiliates are all Hispanic. This comes from the top-down, with New York telling these affiliates to capture the Hispanic market through coverage and community engagement. 188 As opposed to finding programming partners, some brands have taken things into their own hands. A few years ago, Ford Motor Company rolled out ―Ready Pa' Tu Mundo‖ (Ready for Your World), an online platform that allowed users to choose what language they wanted to view 185 Spanish for ―spouse‖ 186 ―Alt.Latino About the Show.‖ NPR.org. 2012. Web. 12 Jan. 2012. <http://www.npr.org/series/alt-latino/>. 187 James, Meg, and Dawn C. Chmielewski. 2012. 188 Echeveste, 2011. 64 the site. The ―slider‖ function on the website let users choose from Spanish-only to English-only, and Spanglish to really, everything in between. 189 And for those brands that are interested in reaching this group, but require metrics to sell the concept into the C-suite, Cox Digital has introduced a new ad-targeting tool that promises to help advertisers narrow audiences according to social, demographic, and contextual criteria across the Cox Media network. The proprietary technology evaluates sites, demographics and channel relevance to ensure that messaging will hit and stick with sought audiences. 190 Challenges and Reservations ―The marketing community has a growing respect for the Hispanic consumer.‖ – Paul Laureano, director of integrated sales and marketing, Fox Hispanic Media 191 With all of this information at the ready, why don‘t brands effectively reach this segment? With a deeper look at the market, it‘s evident that brands either face a number of potential challenges or are just reluctant to target the Hispanic market, let alone the second- and third-generation sub-segment. The ultimate challenge is not only how to identify Hispanics, but distinguish and understand their differences from the general market. It takes time to build trust within this community. To ensure effective positioning, brands must also ensure clarity and avoid all presumptions, ambivalence, myths and stereotypes. This can be a challenge for companies without Hispanic knowledge-managers. 189 Martinez, Laura. ―New Messaging Needed to Reach ‗New Majority‘‖ AdAge.com. Ad Age Hispanic, 21 Jan. 2010. Web. 15 June 2011. <http://adage.com/article/hispanic-marketing/messaging-needed-reach-majority/144536/>. 190 Walsh, Mark. ―Cox Unveils Ad Targeting System.‖ MediaPost.com. 7 June 2011. Web. 25 Aug. 2011. <http://www.mediapost.com/publications/article/151814/>. 191 Westlund, Richard. ―Finding the Gold in Hispanic Marketing.‖ Adweek.com. AdWeek, 27 Apr. 2011. Web. 15 Aug. 2011. <http://www.adweek.com/sa-article/finding-gold-hispanic-marketing-130612>. 65 Beyond differentiating Hispanics from the other segments, marketers should address the segment‘s internal differences. Campaigns targeting Mexicans, the largest sub-segment of U.S. Hispanics, should be different than those aimed at Puerto Ricans or even Spaniards. Communicating ―in-culture‖ is not a new concept, but one that is not practiced. This is clearly a greater challenge when addressing the second- and third-generation segments, especially as they constantly change, grow, expand and become self-aware. Even within this sub-segment, brands may not want to target native-born Hispanics in the South the same way they target others on the East Coast. Additionally, organizations need to evaluate their ability to target this segment. Campaigns should align with corporate goals, be they operational or financial in nature. Value only comes from a company‘s ability to integrate Hispanic outreach as a key component of growth objectives, be they corporate, operational or financial in nature. 192 Internal challenges that may inhibit this alignment are plentiful. Companies can face a lack of support from management. Their deep corporate culture may impede changes. Companies may claim inadequate resources and an inability to offer cross-functional support. Similarly, they may claim that introducing the required framework is too troublesome and the investment too costly. Companies are often turned off when it takes longer than anticipated to see profit. This frustration can lead to refocusing on initiatives that generate stronger or proven returns. Finally, companies demand ―proven‖ media and mechanisms to reach this market. 193 Determining the correct tools and platforms presents a costly problem, something the C-suite is not yet willing to address. That isn‘t to say that this reticence always originates internally. Many companies recognize the tech and media-savvy Hispanic population and reach out. However, marketers grow 192 Soto, 2006. 193 Soto, 2006. 66 hesitant and anxious about strategy because they receive confusing feedback or encounter irresolute data, which deprives them of their primary way to measure success. For instance, Spanish media often denounces the use of English marketing in Spanish- language programming. The language is their franchise. As noted earlier, the supposition is that if the consumer is watching or listening to Spanish content, advertising should also be in Spanish. 194 Although these platforms may not be the ultimate voice on this market (because brands can find or develop new platforms to deliver their messaging), this resistance raises a good question: Who – or what – is the leading voice on marketing to this emerging group? Is it better to involve multiple organizations, or does more data just cause greater confusion? For instance, the Experian Simmons‘ NHCS is the ―only national, multi-media syndicated research instrument targeting the Hispanic market.‖ 195 Clearly, this can be seen as a valuable tool. However, are marketers selling themselves short by referring to one study? Moreover, why is this the only study of its kind? Research devices can only show so much as participants ultimately control the results. Respondents can understate or overstate certain preferences and abilities and these may change from one study to another. Therefore, the combination of too many studies in some areas with the lack of adequate research in others may not only lower brand confidence, but also the ability to validate the potential of this sub-segment. For these reasons, many brands are inclined to cut multicultural budgets first, despite the market potential. Overall, the leading challenge moving forward is involving decision makers in the process so they learn the value of activating against the Hispanic and how this approach may be its own initiative, or folded into the overall stratagem. 194 Korzenny, 2012. 195 ―How It's Done - Mintel Group Ltd.‖ Mintel Oxygen. Web. 17 June 2012. <http://oxygen.mintel.com/sinatra/oxygen/how_us/>. 67 Chapter Nine: Recommendations ―What’s really important is to build the capabilities to understand. We found there are a lot of times where Spanish keywords with English messaging works.‖ – Mark Lopez, Head of U.S. Hispanic Audience, Google 196 Aggressively targeting the second- and third-generation segment is not a gamble, but an investment. However, at this stage, it is the brand‘s responsibility to determine the relevance and prospective value of this investment. It starts with companies‘ sense of self-awareness. The Why There are myriad of reasons companies decide to engage with the Hispanic market and in effect, its various segments. These include: Mergers, acquisitions or organizational changes can force companies to reevaluate their current strategies. Companies may try to reposition themselves during and after recessions. Shifts in surrounding demographics may force companies to adapt. o Resulting changes can include the emergence of competing Hispanic businesses, drops in sales as competitors effectively tailor their efforts, and feedback from employees or customers. Companies may attempt to take advantage of trends that do not affect this market, such as diets or personal finance remonstration. Sometimes company leadership is inspired by personal conversations or experiences. Although rare, sometimes companies seek opportunities to go back to their old selves – those that started by servicing this segment before expanding into the general market (for instance, if El Pollo Loco wanted to reengage this segment). 197 196 Petersen, Laurie. ―Q&A: Google's Mark Lopez on the Hispanic Audience.‖ Econsultancy. 1 Apr. 2011. Web. 15 Dec. 2011. <http://econsultancy.com/us/blog/7341-q-a-google-s-mark-lopez-on-the-hispanic-audience>. 68 Surely external forces introduce risk, unpredictability and wide-ranging impact. However, whether this segment presents growth opportunities or threats depends heavily on a company‘s ability to assess the market‘s relevance, preempt market trends and respond quickly to change. 198 This will help the organization develop action plans to align with all phases – operational, financial or managerial. For instance, companies should evaluate program objectives against budget parameters before deciding to target the native-born sub-segment. 199 The How Evaluating the viability of targeting this market is just the beginning. Much like any project, marketers should first develop a general understanding of the market. It‘s helpful for companies to determine the overall landscape before targeting this segment. There are plenty of services at the ready that can provide or develop market snapshots around any particular industry. Companies should look for research firms that stick to the data and leave the analysis to the company. These include HispanTelligence from Hispanic Business Magazine, The Selig Center for Economic Growth and Pew Research Center, among others. Secondly, after companies develop a general idea about the market landscape, they should create reliable Hispanic market data, even if based on their own findings. It may be prudent for companies to find partners that are already involved with this second- and third- generation segment. For instance, in the network‘s first five years, MTV Tr3s‘ marketers have surveyed nearly 10,000 Hispanic 14-34-year-olds to assemble an extensive data set about this segment. 197 Soto, 2006. 198 DeKluyver, Cornelis A., and John A. Pearce. Strategy: A View from the Top (an Executive Perspective). Upper Saddle River, NJ: Pearson/Prentice Hall, 2009. Print. 199 Porter, Eduardo, and Emily Nelson. ―P&G Reaches Out to Hispanics – Marketing for Secret, Pampers And Cover Girl Take On A Distinctly Latin Flavor.‖ The Wall Street Journal 13 Oct. 2000. Print. 69 With that said organizations should ensure that the research providers‘ goals align with their own. A bilingual content provider may lean toward data that support the need for bilingual marketing campaigns. The proprietary ―Death of the Hispanic Adult Demo as We Know It‖ study is a comprehensive, cross-platform approach that incorporates traditional, non-traditional and social media techniques. From national online surveys and conversation to local focus groups and in- home studies, this network has the resources and experience to develop advisable conclusions. Companies should involve some or all of these tactics when making segment determinations. Third, companies need to find consumer insights about their specific product. This process involves more of the narrower efforts mentioned above. However, these studies bring consumers into direct contact with the product or service or comparable products and services, to help frame later conversations and campaigns. From here, brands need to craft and execute their integrated, in-culture marketing plan. Naturally, strategic development will depend on a number of things including the company‘s offering, the campaign‘s timing and the overall objectives. The Where Overall, the Hispanic market is no longer a group of tech laggards who can‘t afford to keep pace with the general market. Nor is it a group of egregious early adopters who love to connect. It‘s a little of column A and a little of column B. While social and SMS campaigns may resonate with some Hispanics, traditional channels are better for others. 200 Accepting this juxtaposition will help marketers find success. 200 Speyer, 2011. 70 Second- and third-generation Hispanics are by-and-large, social shoppers that share preferences among varying channels. Digital ads can provide a broad and less expensive way to reach this audience. However, these efforts are not often noticed and rarely stick. Brands should think digital first, but really maximize mobile and social media efforts when targeting this group. Companies should consider cross-platform engagement such as interactive television (ways for the market to interact with programming while watching it) offerings that focus on Hispanic-themed programming or sports. Offerings do not have to be complex, but should be engaging. Brands could consider developing original and exclusive content that is both relevant and entertaining. Apps continue to help drive brand engagement in most markets. However, the goal here is to reach a unique youth segment that frequently interacts with several other segments. Therefore, apps should just be part of a more integrated mobile strategy. Other tactics should involve text messaging, email, mobile web sites and social media. These simpler tools will be especially valuable when this group shares with older family members who may not yet be adept to mobile Web or downloads. 201 Although it may be difficult to personalize every effort, mobile phones and tablets are very personal devices. These devices drive immersion that is unmatched by others platforms. Brands and content providers can use the segment‘s appetite for consumer technology to create legitimate and lasting connections. As mentioned, this group is regularly redefining its unique background. A personalized approach that can help this group frame interests during the quest has never been more important. 201 Gahran, Amy. ―Hispanics Lead U.S. Embrace of Mobile Technology.‖ CNN. 20 May 2011. Web. 5 June 2012. <http://articles.cnn.com/2011-05-20/tech/hispanic.mobile.engagement.gahran_1_cell-phones-mobile-technology-text- messaging?_s=PM:TECH>. 71 The Who Most industries can benefit from targeting this group, especially consumer products and services (baby, beauty and food products, entertainment and technology services, among others). However, this isn‘t the ―who‖ in question. Companies should recruit and involve members of this segment when formulating campaign objectives, strategies and tactics Marketing directors from other segments, or even other countries, might not be able to understand or care to understand the second- and third- generation‘s outlook, interests and histories. Second-and third-generation Hispanics demand creativity and authenticity. They demand spokespeople they can relate to, folks that can recognize their challenges as biculturals and navigate through either culture. They may even prefer someone who is authentic to someone is well-known. 202 Bring on Paul Rodriguez, Sofia Vergara… Michael Chavez Booth. In addition to company representatives and spokespeople, companies need to consider the biggest player in this operation, the consumer. Companies should give this group the freedom of self-expression and discovery by allowing them to tell their stories via advertising or marketing initiatives. Contests and user-generated storylines should be big hits. They are inclined to discover and share, so let them. The What Yes, language remains both a concern and a question mark. However, to effectively market to the growing community of U.S.-born Hispanics, companies must be aware of and understand and respect the group‘s cultural nuances and differences. 202 ―Ethnic Groups Don't See Themselves in Advertising, Digital Content.‖ EMarketer. 22 Dec. 2011. Web. 15 Aug. 2011. <http://www.emarketer.com/Article.aspx?R=1008746>. 72 Although Spanish helps paint genuine efforts, so does clever messaging. With the proper message, brands can also create emotive response, even in English-only campaigns. Ultimately, the use of language depends on the brand and the campaign. There are some things marketers can take into consideration when making this decision. Marketers should first consider the age of the target market. If the audience is younger, there is a higher likelihood for English familiarity and, perhaps, preference. Beyond that, marketers should consider the segment‘s place of birth. Consider targeting foreign-born parents in Spanish and native teens and adults with bilingual efforts. However, brands should be cautious of how much is too much. Remember, selecting the right language is more about developing an authentic and relevant message. Avoid overkill. Marketers should also ensure that the selected language aligns with the overall strategy. If a company is partnering with an action sports event in a predominantly White neighborhood, Spanish may not be the best choice and can even alienate the U.S.-born segment. Similarly, marketers should evaluate language against the product or service being marketed. Some things just cannot be translated properly. Other things shouldn‘t be. 203 Finally, keeping communications simple and concise can not only convey authenticity, but help establish credibility. This is a key to building trust, which is paramount with this group. During the 2010 World Cup, both McDonalds and Coca-Cola produced ad campaigns that elicited brand recognition without having to say too much about offerings or differentiators. These companies introduced TV and online video segments that showed Hispanic families enjoying their product. These spots did not have any dialogue, but did feature attractive Hispanic- themed melodies. As Caballero put it, ―Music is the most common denominator among all of the Hispanic groups.‖ 203 Valdes, 2000. 73 Easy-to-recognize brands should practice due diligence in extending this awareness. The segment may already be familiar with the brand, but not the messaging. For instance, SONY products may be common in these households. However, this group receives little, if any marketing from that company. This may prove an advantage as the brand spotlights quality and notoriety without having to create too much dialogue. Simple language or a lack thereof can sometimes resonate more than verbal articulation. Whether or not an organization should approach the native-born segment depends on a number of things including the company‘s offerings, value proposition and competitive set. Companies need to be pragmatic about the value they offer and if it will resonate with this group. In addition, evaluating the macro environment requires an in-depth understanding not only about the market overall, but of this segment‘s preferences and reservations as it relates to the brand‘s product. Conclusion Although the Hispanic marketing industry is relatively young, it‘s had a full lifecycle to monitor and study the development of the Hispanic market. In other words, the emergence of the Hispanic market spurred the industry, so companies should have a firm grip on where this group has been and an idea of where it‘s going. However, in early discussions with industry experts, the researcher discovered that even one of the world‘s leading consumer brands (now referred to as Company X) was without a Hispanic marketing department. Naturally, an industry leader and a popular brand in the Hispanic community would want to explore ways to engage this group and leverage advocates for future consumers. Apparently, this is not the case. 74 That company is making some changes and trying to develop a more literal brand image (recognition of the brand without any hard messaging, similar to Apple) that could potentially resonate within several markets. Perhaps then, Company X considers targeting this growing and unproven segment a gratuitous endeavor. Still, despite internal struggle or politics, brands should take some time to discover native-born Hispanics‘ potential. The segment‘s cultural duality calls for ongoing discovery and empowering challenges. Instead of an opposing diametric, it can lead to political advocacy or journalistic and artistic expression. This segment has the power to help impel the DREAM Act, stifle anti-immigration legislation or even deliver community news. 204 Therefore, it only makes sense for brands to connect with this segment, to help later generations take what they see in a movie trailer and share it with their respective networks, networks that spans not only varying markets, but also regions and platforms. These emerging leaders have the potential to make or break a brand. If marketers position these efforts as part of larger growth platforms and strategies, they may expect higher dividends. If they treat these efforts as additional tactics, they may not see substantial return. If the greater Hispanic market proved challenging, then connecting with this next wave will prove even more difficult. Still, because the segment is constantly growing and changing, there may not be such thing as the wrong answer, but rather, a better one. More to come. 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Web. 15 Jan. 2012. <http://www.mediapost.com/publications/article/163781/hispanics-are-online-but- marketers-dont-see-them.html>. Vasquez, Diego. ―For Hispanics, Think beyond Language.‖ MediaLifeMagazine.com. Media Life Research, 20 Jan. 2007. Web. 15 Aug. 2011. <http://www.medialifemagazine.com/artman2/publish/Research_25/For_Hispanics_think _beyond_language.asp>. Villa, Jose. ―Eight Predictions Of Things That Won't Happen In 2012.‖ MediaPost.com. 5 Jan. 2012. Web. 15 Mar. 2012. <http://www.mediapost.com/publications/article/165125/eight-predictions-of-things-that- wont-happen-in-2.html>. Viramontes-Brody, Ambrosia. ―Racial Identity Is Changing Among Latinos‖ USC Dornsife. USC Dana and David Dornsife College of Letters, Arts and Sciences. 23 Dec. 2011. Web. 25 May 2012. <http://dornsife.usc.edu/news/stories/1076/racial-identity-is-changing-among- latinos/>. V-me. V-me Announces Multiplatform Sponsorship with Verizon Wireless. Vmetv.com. 19 Feb. 2009. Web. 15 Mar. 2012. <http://www.vmetv.com/_files/_official_pr/verizon_release_vfinal_en.pdf>. Walsh, Mark. ―Cox Unveils Ad Targeting System.‖ MediaPost.com. 7 June 2011. Web. 25 Aug. 2011. <http://www.mediapost.com/publications/article/151814/>. 87 Wasserman, Todd. ―How to Woo 'Bicultural' Hispanics.‖ Adweek.com. AdWeek, 23 Feb. 2009. Web. 5 June 2011. <http://www.adweek.com/news/advertising-branding/how-woo- bicultural-hispanics-105324>. Westlund, Richard. ―Finding the Gold in Hispanic Marketing.‖ Adweek.com. AdWeek, 27 Apr. 2011. Web. 15 Aug. 2011. <http://www.adweek.com/sa-article/finding-gold-hispanic- marketing-130612>. Whitefield, Mimi. ―Buying Power of U.S. Hispanics Reaches New Heights, Survey Says.‖ The Miami Herald 17 Oct. 2001. Print. Winslow, George. ―Hispanic Publisher ImpreMedia to Expand Video Offerings.‖ Broadcasting & Cable. 1 Apr. 2011. Web. 17 Sept. 2011. <http://www.broadcastingcable.com/article/466106- Hispanic_Publisher_impreMedia_to_Expand_Video_Offerings.php>. ―Word Of Mouth And Viral Marketing US April 2009 Market Report & Market Share.‖ Mintel Apr. 2009. Mintel.com. Web. 03 Dec. 2011. <http://mintel.com/word-of-mouth-and-viral- marketing-us-april-2009.html?cookie_test=true>. Yen, Hope. ―New Census Milestone: Hispanics Reach 50 Million.‖ CBS DFW. Associated Press, 24 Mar. 2011. Web. 6 June 2011. <http://dfw.cbslocal.com/2011/03/24/new-census- milestone-hispanics-reach-50-million/>. ―Young Latinos Want Bicultural Content, Says Bilingual Channel.‖ Fox News Latino. 23 June 2011. Web. 25 Jan. 2012. <http://latino.foxnews.com/latino/lifestyle/2011/06/23/young- latinos-want-bicultural-content-says-bilingual-channel/>. Zhao, Emmeline. ―High School Dropout Rates For Minority And Poor Students Disproportionately High.‖ The Huffington Post. 14 Feb. 2012. Web. 05 Apr. 2012. <http://www.huffingtonpost.com/2011/10/20/high-school-dropout- rates_n_1022221.html>. Zumeta, Ginger. ―Latinos Go Mobile, so Go Mobile to Reach Latinos.‖ MPDailyFix.com. MarketingProfs, 18 Aug. 2011. Web. 25 Aug. 2012. <http://www.mpdailyfix.com/latinos-go-mobile-so-go-mobile-to-reach-latinos/>. 88 Appendix A: Industry Interviews Industry Interview: John Echeveste, partner, VPE John Echeveste is a founding member and past president of the Hispanic Public Relations Association, and a board member of the Los Angeles County Library Foundation, and The Wall Las Memorias. Echeveste co-founded VPE, a public relations firm specializing in Hispanic marketing, after a 15- year career in the fields of journalism, public relations, government and broadcasting. Interview questions and answers: Do you believe there has been an uptick in marketing efforts due to the recent Census? Experts anticipated an uptick in the 90‘s and 00‘s and it didn‘t happen then. It is a slow process, but is not really happening yet. I think the light is starting to turn on. Let‘s call it a dimmer switch – it doesn‘t go on all at once. We know from the Census that this younger demographic is growing and will be a big number in the future. Are there any industries that are leaning toward this group? I think we‘ve seen more of an increase in entertainment. Telenovelas are intermingling of cultures. Latino kids are bilingual and bicultural. Their friends are starting to get caught up in ―Modern Family,‖ which actually poked fun at telenovelas and how there may be an interest there for the general market as well. Hispanics have done very well in the music industry, and had success in movies. One area that‘s been harder to break into is television – with mild examples being George Lopez and Freddie Prinze. All of the four big English networks are turning to Hispanic-themed programming. We‘re starting to see a shift in population‘s tastes. This happened some time ago with African- American entertainment, and it‘s now happening with Latin-American entertainment. There have been some big gains in terms of population in the South and the Mid-west. In fact, we‘re conducting college workshops in Philly, Atlanta and Kansas City. This shift helps advertisers as they look at the population segment on a national scale. Although it‘s difficult to develop specific content to target population segments in respective regions, it may help the blueprint for the national campaign and where to roll-out certain messaging. I saw a study that said that net immigration is flat and that most domestic emigration is around where the jobs are – this is presenting new markets. Does marketing toward this group prove as an intermediate, or an easy solution? 89 Traditionally, most marketing was in English. If it was in Spanish, it was Hispanic marketing. This idea is changing, but there is not a lot of marketing aimed at this group specifically. One thing I am seeing is Latino faces in English marketing. This past summer, I saw a trailer for a telenovela while waiting for Captain America. Why do you think that is and is this a backwards trend – marketing to the general market in Spanish? The segment prefers programming in Spanish. Ad revenue in this group is up and consumers can‘t get this kind of content elsewhere. Of the main three network affiliates here in Los Angeles, the community relations managers are all Latina. This comes from the top-down – New York is telling them to capture the Latino market and the best way to do this is to hit their needs. Will Spanish eventually dissolve and disappear? I don‘t think so. This group is sensitive – you cannot just take a campaign or a message and translate it. You won‘t get results. You need to massage it, craft it and make it relevant, give it meaning. A lot of marketers miss this step. There is no contest, Google translation versus a native speaker. Do you think companies that implore both languages are perhaps just playing it safe? Yes, but the risk here is the assumption that the audience speaks audience. Some efforts use strictly Spanish when they see a group of Hispanic surnames. Some efforts just don‘t work in Spanish. I don‘t think Groupon or other daily deals will ever work in the Hispanic markets. Big brands like Best Buy, Costco and H&M used to only market in English, but are now pushing in Spanish, especially amid social channels. McDonald‘s recently launched a Spanish-only twitter feed. Disney has a Facebook, but, I anticipate this following will build slowly, as most Hispanics are using this platform in English. You still don‘t see a lot of Spanish language websites, blogs or apps for major brands. At some point though, you have to do it, especially for Disney – there is a large and growing affinity for Disney in Hispanics. Nestle has Spanish websites, Verizon launched a Spanish Facebook and website. These brands are trying to catch this group ahead of the rush. Bottomline, networks are touching this group the most and catering to this segment. As are some quick-service restaurants (Taco Bell), refreshments (Pepsi) and beer (via soccer and boxing partnerships). 90 Industry Interview: Mark Hugo Lopez, associate director, Pew Hispanic Center Mark Hugo Lopez is associate director of the Pew Hispanic Center, Prior to joining the Pew Hispanic Center, a nonpartisan research organization that seeks to improve understanding of the U.S. Hispanic population and to chronicle Latinos‘ growing impact on the nation. Lopez was previously research director at the Center for Information and Research on Civic Learning and Engagement (CIRCLE) as well as a research assistant professor at the School of Public Policy at the University of Maryland. His areas of expertise include labor economics, civic engagement, voting behavior and the economics of education. Interview questions and answers: How does this group (native born Hispanics) differ from their foreign born parents? This is something we haven‘t looked at closely. But what we have done suggests that the native born are more likely than their parents to have completed high school or go to college. Native born Hispanics are also more likely to speak English and to be bilingual. They are also more likely to use Spanglish. On attitudes, native-born Hispanics are more likely to say abortion should be legal. What roles do native-born (second- and third-generation) Hispanics play in their communities? Do you believe these are adopted or ascribed roles? This is a good question. I don‘t know. This isn‘t something we‘ve explored. What has surprised you most about the latest Latino Youth report? Nothing was surprising. But it was interesting that the traditional immigrant generation pattern— improvement from the first to second to third generation on all measures—wasn‘t there for some things, such as gang membership. The pattern instead was improvement from the first to the second, but then a slipping back in the third. Why do you believe this group is inclined to use mobile / mobile dependent? Overall, Hispanics are more likely to live in households that do not have a landline phone. That reflects trends among young people. Latinos are generally younger. Who do you believe are this group’s key influencers / thought leaders? Hmmm. This is tough because our surveys don‘t seem to point to anyone. I think it depends on the ethnic group (Cubans versus Mexicans versus Puerto Ricans for example). And it depends on the field. Many magazines always point to certain folks, but often they are not widely known. What do you believe is the leading differentiation between the consumption habits of this group and those of the general market? I don‘t know. This is a good question, and one that marketers are always looking for an answer to. But from what I‘ve observed, this differentiation often revolves around products from the home country, or some variation on that theme (chili flavored chips, or Spanish named drinks). And of course Spanish is an important characteristic that distinguishes Hispanics from others. For youth, it‘s that ability to move between both English and Spanish that distinguishes them from older Latinos and also other Americans. 91 With the majority U.S. Hispanic growth now driven by birth, will second + generation Hispanics eventually transcend their current culture(s)? In other words, are they creating their own culture? Good question. I don‘t know. Some say yes. Some say no. It remains to be seen however. Has the Center received an uptick in interest following the recent Census results? Oh yes. We have put out a number of reports based on Census releases. All our reports on these topics have been very popular and successful. What additional measures, if any, is the Center taking in response to the growth of this segment? We continue to explore all the things that make Latinos unique. And we continue to tell their story. But more than with other groups, our emphasis is on the nativity story and the youth story. As an example, we are considering a report on Latino youth with a focus on education for the fall. What effect will recent efforts by studios and broadcast networks to appeal to the general market (consider telenovelas with English subtitles, sardonic movies like ‘Casa de mi Padre’) have on this community (second- and third-generation Hispanics)? Just like other immigrant groups, Hispanics are transitioning to English. But unlike other groups, Latinos appear to be receiving more messages about their ethnicity and Spanish than their parents did when they were young. That‘s interesting…and I think is reflected in the movement by studios and broadcast networks to appeal to a bilingual Hispanic. But what impact it has remains to be seen. In the case of the Census, it‘s clear that all those Spanish messages worked—Spanish speaking Hispanics were more aware of the census and received more messages about it than English speaking Hispanics. But did it put too much emphasis on only one segment of the Hispanic community? About one-third of Hispanic adults do not speak Spanish. They were less likely to have heard messages and also were less knowledgeable. That‘s a problem. One story I always tell is this: Remember that the Latino community is diverse. Not everyone is an immigrant. Not everyone is Spanish speaking. And not everyone is Mexican. In fact, it‘s not clear that Latinos themselves see a single identity for themselves (we are releasing a new report on this next week). That‘s important to know because any pan-ethnic label that we use to describe the community likely masks important differences. 92 Industry Interview: Eduardo Caballero, broadcast specialist Eduardo Caballero is a broadcast pioneer, with almost 50 years of experience in Spanish- language radio and television. Among other honors, Caballero is a member of the ―Broadcasting & Cable Hall of Fame‖, the Library of American Broadcasting‘s ―Giants in Broadcasting‖, and the Advertising Hall of Fame. In 2008, Eduardo was selected as a member of the Board of Directors of the Library of American Broadcasting. Interview questions and answers: After briefly explaining the purpose of my study to Mr. Caballero, he volunteered the following: Before we get started, I want to share a few things. According to the 2010 Census, the Hispanic population is over 51 million people. That makes the U.S. the second-largest Spanish-speaking audience in the world. There are now more Spanish-speaking people in the United States than in Spain. Surely, there are differences in dialect; Mexicans speak different Spanish than Cubans, for instance. However, people do not recognize that this is the same situation in Spain. People from Barcelona, don‘t consider their dialect a dialect, they consider it the premier language. So, the difference that they have here, is the same difference that they have in Mexico, Spain, Columbia, etc. Moreover, we have to start by saying that this is the second-largest Hispanic country in the world. Not only that, but it also has highest economy of any Hispanic country. The buying power of Hispanic population in United States is more than entire population of Mexico. Additionally, the Hispanic population in the U.S. is larger than Canada. So, this very much is a viable market for anyone that wants to focus on it. That said, the Hispanic market is basically a Mexican-American market as nearly 70% of the Hispanic population is of Mexican descent and understandably so, as Mexicans were in Texas and California before Anglo-population. Things are changing. New York was always considered a PR market. It is now a Dominican and Mexican market, followed by Puerto Ricans. What role does language play, be it in media consumption, everyday activity, or marketing outlook? Let me tell you something, Spanish media consumption is different in the second- and third- generation, but not to the extent that we say that ―90% of the market prefers English.‖ 93 I see it more as a culture. Fifty years ago I was the only person trying to sell Hispanic market and the only instrument that we could sell on was language. As time went by, the use of the Spanish language changed. Back then 60-65% of the population were immigrants. Now, that‘s flipped, 60-65% was born here. Use of language has disappeared more than anything, due to discrimination issues. When I came into this country, I was a lawyer, but not equipped with English, the only job I could get was as a host at the deli. I tried to communicate with people there in Spanish, but surprisingly, Mexicans, did not want to speak Spanish. A lot of these kids try to avoid speaking in Spanish. I‘ll speak to them in Spanish, reply in English. I asked some of my friend‘s kids recently about it. They told me, ―When we were in school in San Antonio, it was an area where Mexicans and blacks lived. When we got in break and after school, the groups got together, the Mexicans with the Mexicans and the blacks with the blacks and we did not want [the blacks] to know what we were talking about. At the same time, we had to keep looking back to see if there was a teacher nearby, because when we spoke Spanish, they hit us in the back of the head…‖ But this group never stops being Mexican American. What do they eat? Mexican food. What music do they listen to? Spanish-language music. The music, the food, the culture, regardless of the language is still important to this group. I went to a recent concert Marc Antonio Solis concert. It seemed like the majority of the attendees there spoke to each other in English. And this was not a cheap affair. So there has to be a strong interest for this sort of thing. Where do you feel the Hispanic marketing industry is moving? Take a look at the December issue of Hispanic Business Magazine. There is a report in there about how the top 50 advertisers in the Spanish market have done in comparison to the previous year. This is a segment that the Anglo market would like to get. Let me just read you a few examples: Proctor & Gamble, from 2010 to 2011 raised this spending 19.28%. AT&T, 15.33%, did not raise any in the general market. McDonald‘s – 4%, Toyota – 43% and General Mills – 14%. Do you feel this uptick is due to the recent Census figures? This is absolutely on the heels of the Census. However, this information was not published until April or May. So, there was a scramble afterward. I recently received an award from the Ad Color Commission, a lifetime achievement award due to my relationship with African-American agencies. I mentioned during my reception that we are 94 at a situation in this country, where advertisers cannot afford to ignore the Hispanic market anymore. I tried for two years to get an appointment with a large company. Seven to eight minutes into my presentation, I was stopped and the head uttered, ―You‘re wasting my time, and your time.‖ ―We must plan marketing campaigns five years ahead of time and five years from now, there will not be a Hispanic market.‖ This was in the1980‘s. He was acting with the perception that what happened to Italian-markets, Jewish-markets would happen with Hispanic market. I replied with, ―If you knew the history of this country, you would know that I have been here for 500 years, that you have been here for 400 years. We‘re both still here.‖ He replied that I was a regular, ‗Don Quixote‘ and that is where this idea came from. Today California is the seventh or eighth biggest economy in the world and 40% of that population is Hispanic, with less than 50% Anglo. Is there enough return on investment to reach out to this second- and third-generation segment? What might it cost brands to make this transition? Marketing agencies and brands are opening their eyes. There is absolutely a return on investment. It will be a little bit harder. You‘re not only using the element of language, you have to use the element of culture. It doesn‘t matter which language brands use in their efforts, it has to be relevant. A number of years ago, I confronted an advertiser. This was before there was data on the audience, before there were numbers like Nielsen. He said, ―I‘m reaching you people.‖ I asked him, ―Are you in business of ‗reaching people,‘ or selling to people? When that commercial comes on, it is not aimed at Eduardo Caballero, it is aimed at John Doe.‖ This isn‘t any different than marketing to the general market. A few years ago, my wife and I were watching an English program when a laundry commercial came on. The man is coming out of laundry room with a pile of washed clothes. When he gets to his house or apartment, his wife confronts him and says, ―What have you done to this clothing? You don‘t even know how to wash clothing.‖ The commercial then presented the brand. After, I turned to my wife and asked, ―What was the product they were advertising?‖ I had no recollection of the brand, because this situation was not one that would happen in our household. The messaging was irrelevant. So, how do marketers/brands reach this population? Where does it start? Through music. Music is the most common denominator among all of the Hispanic groups. 95 Several years ago, I created a group Caballero Radio Network and then I created, a low-power television network. Mas Musica TV. It was only that, music. I had one of the programs… one of the programs that I created was one where I would run English music by Spanish artists, or Spanish music by English artists. We would get somewhere between 25,000 and 40,000 calls a month. We knew this because the telephone company would tell us where and who it came from. No one would call to ask for an English song. They were calls asking for Spanish music. In the beginning, we would be getting 12,000 to 20,000 calls at the most. I asked to hear what people are asking for. I started listening to the recording of the requests. There were a lot of calls that would hang up at the Spanish greeting – we were greeting them in Spanish. They were capable of understanding, but not communicating in Spanish. So, we went to ―for English, press 1, for Spanish, press 2.‖ After this, we hit a high of 45,000 calls. And these were very young callers. We had students, interns, that would call back numbers that were calling in. 60% of my callers were between 12-24. Most of these callers were between 12-18. Cannot see or hear Enrique singing in Spanish. I sold this company to Viacom in 2006. Interestingly, at the Marc Antonio Solis concert, a lot of people there asked for the songs in English. Recently, Willy Cedeno did some music of the Beatles in Spanish. He performed umbers in Spanish and numbers in English with Latin rhythms. At the concer, when he ended the Beatles presentation, he started to play traditional Cuban rhythms. People started to change their demeanor. They were alive, more festive. When these groups have a window to show their capabilities in music, they will do it. Right now, the only viable recording industry is around Spanish music. What about the platforms? Young Hispanic generation is very much evolved in other platforms, clearly mobile is becoming big. AT&T, T-Mobile, Verizon are increasing their budgets to hit this market. What do you think of Verizon’s use of Paul Rodriguez as a spokesman? Paul is a great element, but I think that he has been out of the market for a long while. He is great and yes, a good way to hit those folks that are appealing to retro-acculturation. He was one of those Hispanic celebrities that did not speak Spanish. You will find a lot of professionals that are retro-acculturating themselves. This kind of arrangement, makes people feel comfortable. They might not need to speak to people in Spanish, it just needs to hit their interests. 96 Does this evolution present a different scenario for marketers? Are they better equipped to reach a market segment that can appeal to both cultures, general market and Hispanic? The situation has changed, but not so dramatically. Marketers do not understand the nuances. If you go to a company like Proctor & Gamble, they will tell you that the guy assigned ethnic responsibilities is also a junior guy. When he does a good job, he is sent somewhere else and his replacement does not understand the nuances. A lot of these individuals are trained by media market. They make mistakes like sending a gringo a gringo to talk to another gringo about the Hispanic market. It has to be someone that is part of the market. I once received a call from the owner of a television station in NY that was doing some Spanish programming. He was working with Proctor & Gamble, and they were trying to market something on air. He called me ―Eduardo, do the Puerto Ricans brush their teeth?‖ He had to have someone there that could say, ―Yes.‖ Granted, the situation has improved. The marketing situation has improved. In fact the, marketing director for the Hispanic market at P&G is now Hispanic. Early on, Proctor & Gamble paid attention because someone told them to pay attention to me. I had a good relationship with a higher-up. Now, Anheuser Busch will take that call. Corona is beating the pants off of them. Miller appeals more to this group as they are vested in the group. The Chairman of Palmolive was trained by Colgate in Latin America. The second- and third-generation understand their parents, but they also understand the general market, their generation. Coming from a Hispanic household is wonderful, and being educated in general market is wonderful. Companies should consider a Mexican-American or somebody that was born and raised in this culture. You can have a media director in Mexico that is only familiar with the general market because the Hispanic market is the general market. 97 Appendix B: Target Audience 1:1 Interview Guide Pre-session questionnaire (Administered prior to each interview): 1) Age: 2) Sex: 3) Where were you born? 4) Where were your parents born? Session questions How do you communicate with others? o Does it depend on who you're communicating with? (Explain.) Do you speak Spanish? If so, to what degree? o What do you find yourself speaking more of, English, or Spanish? o Does it depend on who you are with or where you are? (Explain.) Explain your current living situation. o (Who do you live with? What‘s that like for you? Do you play any particular roles at home?) If you live at home, who makes the majority of purchase decisions? Do you weigh in? And if so, how? What do you do in your spare, or, leisure time? o Do you… watch TV? What are some of your favorite television programs? Listen to the radio? o What are you listening to? Did you see, ―Casa de mi Padre?‖ o (Even if you didn't) What‘d you think about it? o What do you think Will Ferrell was doing there? o Who was his target audience? What about the web? What do you use the internet for? o Are the sites you visit in English, or Spanish? o Do you peruse Spanish-language sites? Please watch this next clip from Verizon. (Paul Rodriguez commercial presented by Global Hue - http://www.youtube.com/watch?v=exHJA3nX7G0) o What did you like about the commercial? o What did you dislike about the commercial? o Did anything stand out as personally relevant or significant? 98 What about this commercial from Walmart? (Commercial illustrating Wal-Mart’s efforts to connect with the Hispanic market through scholarships and public engagement http://www.youtube.com/watch?v=4fcltmCVtxk&feature=related) Where do you learn about new products? o Do you think that marketing has a huge influence on your purchase decisions? What are some of your favorite commercials right now? Or, can you even remember any? In other words, what about marketing do you think resonates most with you? 99 Do you have any love brands (brands that you cannot live without or use before any other brands)? o What about them makes them so appealing? Do these brands ―get‖ you? What do you think about the advertising behind these brands? Think about your love brands a bit more. Does the language that the ad is presented in play into your purchase decision? o Does it even matter? o Do you think Spanish-language advertising can help influence your decision? If the answers to the above had anything to do with product relevance: o If the use of Spanish is not relevant, does it seem disingenuous? 100 Appendix C: Target Audience Key Findings Participant Breakdown Eight interviews Four men, four women; all second- or third-generation Hispanics Ages ranged from 23 – 28 Education levels: All participants had at least some college. Two respondents had some post-graduate studies; one has a Master‘s. Birthplaces included: Sacramento, CA; Los Angeles, CA; Brawley, CA; Visalia, CA; Northridge, CA Communication Although some respondents speak Spanish, the entire group speaks English much more frequently than Spanish. The exception occurs when speaking to family members that speak Spanish only. One respondent, a high-school soccer coach who coaches in a Hispanic-heavy neighborhood, uses Spanish about half of the time to exchange with close contacts. The use of communication devices is situational – however, most respondents agree that text messaging and social channels were acceptable when speaking with peers. This is not the case when speaking to professional or educational superiors or extended family. A few mentioned the use of phone calls or face-to-face conversation, but alluded to settling for what schedules allow. All respondents started their responses by referencing their mobile use. Important quotes: ―My main communication tool is texting. I rarely have verbal communications over the phone anymore. Yet, it depends on who I am talking to. My parents are not too technology savvy, so our communication is through phone calls.‖ ―I talk to all of my players in Spanish because they feel more comfortable speaking their native language. I speak Spanish to my parents, family and customers who come to my work and need special help. I feel very comfortable speaking both.‖ ―I understand quite a bit of Spanish, but my speaking is very rusty as I didn't grow up speaking it. I generally speak Spanish around Spanish-only speakers.‖ ―When people try starting a conversation in Spanish with me I tell them right away that my Spanish is shaky.‖ ―In my household, my parents speak both English and Spanish, yet we communicate in English over 90% of the time. I don‘t know enough Spanish to hold a continuous conversation. My grand parents spoke only Spanish and I was able to understand to an extent. When I am at Mexican restaurants or taco trucks, I attempt to speak Spanish. This may be out of a social-convention. With this said, I do agree it depends on who you are with or where you may be at.‖ Purchase decisions 101 Only a few respondents (2) still live at home. However, these few said they do not regularly contribute to household purchase decisions. The exception here was purchases they make on their own that other family members may then consume, such as groceries. Respondents that lived with partners (5) all mentioned making cooperative purchases. The majority of respondents (5 of 8) mentioned referring to word-of-mouth recommendations when making purchases. Important quotes: ―The majority of the purchase decisions are made by my parents who purchase groceries but I pay my own gas, food, car and other expenses.‖ ―My mother does. However, if I go shopping for groceries then I make the decisions knowing what we need at home.‖ ―I handle most of the finances, with my wife typically buying things for herself that I know nothing about. I generally weigh in on her expensive purchases as she does with mine.‖ Media preferences A few (2) male respondents and one female respondent (from the Los Angeles area) mentioned listening to a long-standing hip-hop station (KDAY). This station appears to be going after this demographic, with evidently Hispanic on-air personalities and music selection (The station will play an occasional record from Hispanic artists, including Mellow Man and Kid Frost). Two respondents from Northern California admitted to listening to a similar station in their market. Interestingly, the respondent who regularly speaks Spanish did not call out any Spanish-language television programming or music selections. However, he did mention Spanish-language advertising via these platforms. Moreover, he stated that he believes most Internet sites are available in both English and Spanish. All respondents had an affinity for music and admitted to listening to music in myriad of scenarios. One respondent recalled a commercial she liked (asked in a later question) due to the soundtrack used. Important quotes: ―I view websites in both languages and I prefer both equally. I think they are both available for most sites.‖ ―The internet is for everything! The only Spanish-language sites I visit are fashion mags and blogs.‖ ―I was once a music major, which can be an important element in why I listen to so much radio. I am a XM Radio and Rhapsody Paid subscriber, and a Pandora, I HEART Radio, Spotify, and SoundCloud user. I listen to music as I study.‖ 102 Brand messaging (The following insights surround respondents‘ feedback on commercials from Verizon Wireless and Wal-Mart.) All respondents seemed to appreciate Paul Rodriguez‘ presence in the Verizon ad. What is most important is how the mobile provider was clear in its intent to connect to this group, selecting a recognizable figure that has had success with both Spanish- and English-language audiences. Most mentioned that Verizon was effective in creating messaging around Mother‘s Day. On the other hand, they were near skeptical of Wal-Mart‘s good-natured approach. Several respondents criticized the commercial‘s use of typical music and questionable accent (voice- over). Interestingly, the woman who mentioned that she is hypercritical of marketing efforts was also unable to recreate a specific commercial. (On Verizon) ―Most of the message was your standard wireless pitch fare, but as a Latino I connected with Paul. I love seeing Latinos on TV in English speaking roles. It stood out to me that the end of the pitch was about being able to call your mother, which clearly marks it as an add for the Latino demographic who are known to be family-oriented and especially revere mothers.‖ ―I like the little bit of Spanish used, reminds me of the way people in my family sometimes speak. I like that they didn‘t over do the Spanish. It annoys me when it‘s too much and it‘s like they are trying too hard. This commercial contains just a few drops and it comes out natural sounding. I also like the emphasis on VALUE. This is important to all Americans right now as we exit the Recession and recover. We all seek good value for our dollar.‖ ―Did I connect with it, yes… but I can‘t explain it. The way Paul Rodriguez talks to the audience is similar to how some of my extended family would talk with Spanglish, the older generation. It may be because that‘s how people truly talk, with slang, with foul language, with Spanglish. We talk professionally when social conventions imply us too.‖ (On Wal-Mart) ―First thing I noticed was the cheesy background music. ―Latin-influence‖ sounding graduation song just irks me. It is a trying too hard. I do like the variety of skin tones and overall appearance of the group. We don‘t all look alike so I liked that they used people with different hair types and skin tones.‖ ―If I disassociate my own life story from the commercial, it's an uplifiting commercial for Latinos but at the same time an obvious attempt by a corporate giant to court the lucrative Latino demographic.‖ ―I didn‘t connect, but disconnect. I come from Fresno, California, and the majority of the classes are ethnically mixed. It never comes across that we may be the minority group. Also, the young 103 lady‘s accent seems fixed, that they try to make it Hispanic or Latino, a form of Hyper- Mexicanality.‖ (On the role of marketing in purchase decisions) ―It has to touch me on a personal level. It has to be related with my likes and dislikes so I can pay attention to it. I like funny commercials and cell phone commercials are usually the best along with beer commercials. Some commercials use Pitbull as a spokesman to target Latinos.‖ ―I'm sure marketing has some effect, but I feel like I usually make purchases based off of need. Because of that, I typically ask trusted friends what they have and do my own research online to make the best purchase for me. I don't really watch live TV, mostly DVR and Netflix, so I can't really think of any. I think I like marketing that is smart, clever, and informative. I dislike marketing that is too obvious or doesn't provide me the necessary information about the product.‖ ―Ads that use a mix of English and Spanish, or Spanglish, definitely draw my attention though. Spanglish ads feel especially geared toward folks like me, though it's a fine line between genuine and disingenuous.‖ ―I feel like I am highly critical and when I come across a message that I feel is done well I am more interested in the product.‖ ―The music used in the commercials resonates…‖ Love brands and messaging Interestingly, all respondents said that use of language does not affect their purchase decisions. However, a few mentioned that they like to see messaging in both languages. Several respondents mentioned the need for products to be of high quality to hit their market. One male respondent seriously considered this question and surmised that his family has strong brand loyalty, but is unaware of said dedication. One female respondent Several respondents said that marketing had nothing to do with their use of products they cannot live without. ―Oh the advertising has almost nothing to do with it... I just tried it once and loved it. I can't even think of any advertisements for this brand.‖ ―I just love sports and love the way they present their products to the public. I think it's brilliant to mix popular music and popular athletes to promote their products.‖ ―I've loved Nike since I was a kid. They do an amazing job portraying their products as the coolest, most advanced stuff out there. They do a great job of appealing to all demographics in my opinion.‖ 104 ―Nike does use Spanish commercials and Latino athletes to promote their products and they appeal to me even more. I don't think it would influence me more than in English to buy the product but I like seeing both.‖ ―My dad has to have the best. If he‘s going to buy electronics, he wants the best, no matter the cost.‖ ―I see my family and I as love product people, but we are not aware that we have such loyalty to the product at times. We buy it because we know it.‖ Hollywood efforts (The following insights surround respondents‘ stem from questions around the latest Will Ferrell project, a sardonic movie filmed as a traditional telenovelas.) Respondents presented a mix of sentiment behind this title. Some believed the movie appeared a harmless attempt at comedy and were intrigued to see the film. These respondents admitted to being Will Ferrell fans. A few respondents were sensitive to why some might find the film offensive. The majority of the group held an opinion on the film‘s target audience. However, who that audience is was left for debate. ―I heard him say on either KROQ or NPR that he always thought it would be a funny thing to do. I think he did it for the novelty of it all, not to connect with the Latino community. The target audience is most likely people who are already fans, comedy fans, people open to new things. I don‘t see Spanish speakers finding humor in this. They would probably think it is just silly and ridiculous.‖ ―Not sure what his thinking is actually. It seems like an all-Spanish language movie so perhaps he's trying to extend his brand to Latin America.‖ ―I would like to see it! I think the idea is fun. Will Ferrell fans are probably the target audience. I'm going to watch it because it seems like an amusing way to practice Spanish.‖ ―I did not but I think it‘s a joke. I wouldn‘t spend my money on that. I feel like it‘s a dumb comedy that I will not enjoy.‖ The use of language Although three respondents said they make no connection with Spanish-language ads due to an inability to speak the language, other respondents (four – even a few who do not speak Spanish regularly) admitted that Spanish can impact purchase decisions. However, the way that Spanish is used is important, as respondents were privy to duplicitous attempts to connect with them. 105 During the Verizon conversation, a few respondents alluded to the appeal of Spanglish, or the subtle use of Spanish. They felt that this drew their attention and appeared genuine; other attempts using too much Spanish in primarily English ads apparently come off as gratuitous. One respondent said that she does not believe Spanish-language has any affect, but namely because she finds ads use proper English, and she is more comfortable speaking casual Spanish. One respondent, who admitted that advertising has nothing to do with her purchase of love brands, later said that Spanish-language advertising has a considerable influence. Important quotes: ―Yes I guess it does... Plus I watch a lot of Spanish TV (I mean it's on in the background) so I would probably hear about it.‖ ―I like to identify with my culture and it would be nice to know other Latinos are using this product.‖ ―The language does matter to me. When I see Apple advertise in Spanish, it‘s a little funny to me. It is the same for Hispanic brands that advertise in English. But the Spanish brands have one more element, ‗authenticity.‘ If a tortilla brand who primarily advertises in Spanish, and then turns an ad into complete English, without the Hispanic references, it seems unauthentic. I do see it influencing my decision.‖ ―Spanish language does not affect me because I just ignore it. I can‘t fully read it or understand it so it‘s just a headache for me. Like solving a puzzle.‖ Self-identity The entire group was culturally aware. None of the respondents led with ―American‖ when framing self-identity. A few respondents (4) had considered this question in great detail and mentioned identifiers they prefer others did not use. ―I usually say Mexican. What about you?‖ ―I identify myself as Chicana, Mexican or Latina depending on who I'm talking to. I rarely say Mexican American and I never say Hispanic or Spanish.‖ ―I generally say Mexican-American, but sometimes say American. I never say Hispanic.‖
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University of Southern California Dissertations and Theses
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Asset Metadata
Creator
Chavez Booth, Michael I.
(author)
Core Title
Investment or gamble? What brand managers should know about targeting second- and third-generation Hispanics
School
Annenberg School for Communication
Degree
Master of Arts
Degree Program
Strategic Public Relations
Publication Date
08/02/2012
Defense Date
07/31/2012
Publisher
University of Southern California
(original),
University of Southern California. Libraries
(digital)
Tag
Hispanic marketing,Hispanics,OAI-PMH Harvest,second-generation Hispanics,third-generation Hispanics
Language
English
Contributor
Electronically uploaded by the author
(provenance)
Advisor
Gutierrez, Felix (
committee chair
), Floto, Jennifer D. (
committee member
), Lynch, Brenda (
committee member
)
Creator Email
mchavezbooth@yahoo.com
Permanent Link (DOI)
https://doi.org/10.25549/usctheses-c3-84322
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UC11288351
Identifier
usctheses-c3-84322 (legacy record id)
Legacy Identifier
etd-ChavezBoot-1081.pdf
Dmrecord
84322
Document Type
Thesis
Rights
Chavez Booth, Michael I.
Type
texts
Source
University of Southern California
(contributing entity),
University of Southern California Dissertations and Theses
(collection)
Access Conditions
The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...
Repository Name
University of Southern California Digital Library
Repository Location
USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA
Tags
Hispanic marketing
Hispanics
second-generation Hispanics
third-generation Hispanics