• ENGAGE:HISPANICS
    Brand Loyalty And U.S. Hispanic Consumers
    U.S. Hispanics are brand loyal. And often times, brands are encouraged to introduce products early in the acculturation process to improve chances of adoption because its widely believed that Hispanics become less brand loyal as they acculturate.
  • ENGAGE:HISPANICS
    The Shopper Social Media Equation
    Recently, I stumbled upon an insight that re-framed the way I once thought about Hispanic shoppers. Turning up in my team's research on Hispanic shopping patterns was the revelation that Hispanic shoppers tend to emulate that bit of wisdom which says that the family that plays together stays together. The data underscored that Hispanic shoppers shop collectively, either with their children or with children plus spouse. Digging deeper, I found a series of quantitative studies in which I've seen double the incidence in both of these categories.
  • ENGAGE:HISPANICS
    Want To See The Future Of A Bicultural America? Look To The Border
    One of the hottest trends in the Hispanic marketing industry is targeting "biculturals," people who are equally comfortable navigating in two distinct cultures. The term is especially popular in describing second- and third-generation Latinos in the United States.
  • ENGAGE:HISPANICS
    Thinking Outside The 'LA-New York-Miami' Box
    I've talked a lot about the growing importance of non-traditional, emerging Hispanic markets like Atlanta, Charlotte, N.C., and Washington, D.C. A lot of focus has been on population growth. However, there is something bigger going on with these markets. I believe their emergence is a game-changer for Hispanic marketing.