Latinas are becoming more powerful community that needs its own marketing decisions. It is important to understand their cultural and ethnical features to reach them in best way.


Why Marketers Should Use New Strategies to Reach Latinas?

Millenials are young, powerful and digital natives. But what are they really like? We see a lot of Latina-focused content in our feed like shows Jane the Virgin on CW or Orange Is New Black on Netflix, or such influencers like YouTube star Bethany Mota. However, it seems like digital and traditional marketing still ignore this massive segment like Hypercultural Latina.

As Target Latino reports, Latinos will account for more than 80% of the growth in the population of 18- to 29-year-olds over the next few years and this makes them a key demographic for marketers targeting young consumers. Of course, this fact says that marketers need to change traditional strategies taking into account such a rapid growth and realize the importance of speaking directly to this emerging group.


Who Are Millennial Latinas?

An interesting fact is that Latinas are the youngest ethnical group in the US. According to Pew Research Centre analysis of US Census Bureau about one-third, or 17.9 million, of the nation’s Hispanic population is younger than 18, and about a quarter, or 14.6 million, of all Hispanics are Millennials (ages 18 to 33). This situation is well illustrated by the diagram.

Latina MillennialsSo, the group of this youngsters is truly large. And unlike their parents and grandparents that mostly were immigrants who did not want to be visible, these millennials want to stand out and be noticed. Apparently, brands are losing sight of the diverse communities and a huge opportunity. This community really needs to be analyzed as a potential and perspective audience. After a few decades, Latinas incorporated American values, like freedom and open-mindness, but they still hold on their cultural traditions that mostly include family, music, food. Hispanic Millennials are pretty confident in themselves and this quality they learn from Americans.

Today Latinas are ready to be stars, business owners, lawyers, doctors, they do not want to be the representatives of the working class anymore. As the CMO at Dieste Carla Eboli said: “We still call our moms, we still speak in our own language with our family and friends when it’s convenient. We still care about our kids and serving our family the best food. But at the same time, for example, we might be the owners of a small business.”

This portrait of today’s Latina Millennial shows them as really perspective audience that needs its own approach.


What Are The Best Approaches for This Group of Millennials?

First, let’s remember that Latinas are people of the two worlds, bicultural, they live in the US and accommodate its values, but they are still really passionate about its own traditions. Statistically, two out of five hispanic millennials were born outside of US and they should have a right and a possibility to choose a better world and better products for themselves.

A great example of a campaign that tried to reach the millennials of the two worlds is the AT&T “Between Two Worlds” campaign. AT&T was one of the first mobile providers that attempted to create an emotional connection between their brand and consumers before trying to sell their product. Their project #BetweenTwoWorlds was an advertising and social media marketing campaign focused on the lives of multicultural, bicultural and/or acculturated millennial Latinos.

As we already said, Latinas have really strong bounds with their family and marketers should remember about that. Also, according to the statics Hispanic millennials are more likely than non-Hispanic to have children (60% vs. 42%, respectively).

State Farm company showed that they understand this Latina feature in their «Running» commercial which is focused on such an exciting and crazy process like having a baby. State Farm points out that there is nothing more important than this process and they will care about everything else.

Another thing that you should know when you think about digital-navy Latina millennials is the social networks that are more common for them.

The statistics shows the next situation:

Latina Millennials. Social Media

As we see, hispanic millennials are really keen on Youtube, more than Americans are. This fact can be explained by Gabriela Gonzales, planning director at Dieste, an agency with a multicultural focus. She says that “We continue to see a lot of idealized body types in cosmetics and fashion, but not the real ones”. And YouTube is a place where you can see real next-door women and girls like Bethany Mota who will tell you about make-up and fashion.

Also, it is important to see that Whatsapp is two times more popular among Latinas than Americans. It easily explains by their family traditions, by their wish to be always connected to their relatives. Like Carla Eboli, CMO at Dieste says “We still call our moms, we still speak in our own language with our family and friends when it’s convenient”.

Well, Latinas millennials is a massive perspective group and authentically connecting with this rapidly growing segment is crucial for brands. Marketers in both the Latino and youth markets have to rethink their marketing strategies about how to reach this key demographic group. As we now see the best strategy is to take into account what is important for this ethnical group.

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