Today's Date: September 23, 2021
Financial Wellbeing Benefits Provider Salary Finance Launches Podcast, “Working on Wellbeing”   •   Construction underway for western Pennsylvania's newest public high school   •   Congressional Council Calls For Financial And Workplace Security For Family Caregivers   •   Breast Pump Market Is Projected To Reach USD 5,778.97 Million By 2028 Drive By Electric Breast Pump Segment During Forecast Peri   •   GDS website launches to track commitments on disability   •   African-American History Courses Available at No Cost to High School Students in Florida and Texas for the 2021-2022 School Year   •   ThirdLove Enters the Active Market After Years of Customer Demand   •   American Eagle Outfitters, Inc. Launches AE77, an Artfully Designed and Sustainably Crafted Premium Denim Brand   •   Safr Care Partners with We Lift as it Provides Aid in the Wake of Hurricane Ida   •   DKT International Implements Traditional and New Forms of Marketing in Africa, South America, and Southeast Asia to Expand Acces   •   DAZN And Common Goal Unite In Multi-year Global Partnership   •   Lunette Launches NEW Innovative Intimate Care Range, Made with Plant-Based Nordic Ingredients for Self-Care Down There   •   Raise Breast Cancer Awareness at Ladies Night Out Events at ImageCare Radiology’s New Locations   •   Toward One Wisconsin Conference on Equity, Diversity and Inclusion Taking Place Oct. 12-13   •   Active Aging Week 2021 Highlights the Importance of Wellness   •   Data Shows Almost Half of All Child Car Seats Are Misused   •   Kia Announces 2021 Class Of The Great Unknowns Scholarship Recipients   •   Hims & Hers Expands Customizable, Compounded Skincare Offerings With Hims Overnight Anti-Aging Duo, Hers Clear Skin System   •   Fiverr Announces Inaugural Future Collective, a Business Accelerator Fellowship for Black Entrepreneurs   •   Zing Health-Balto Partnership Gets Medicare Questions Answered
Bookmark and Share

Major Companies Woo Latino Consumers

WASHINGTON — Some major companies are developing marketing strategies that target Hispanic consumers, a fast-growing and lucrative market in the U.S.
According to the U.S. Census, one in about every six U.S. residents is now Hispanic.  Hispanics also accounted for more than half of the nation’s population increase over the last decade.

Hispanic News, Latino News, Mexican News, Minority News, Civil Rights, Discrimination, Racism, Diversity, Latina, Racial Equality, Bias, EqualityIn July, more than 200 businesses attended the National Latino Family Expo, a consumer fair in Washington, sponsored by the National Council of La Raza.

Johnson & Johnson, Verizon Communications Inc., Wal-Mart Stores and PepsiCo Inc. were among the participants promoting their brands to the Latino community at the event.

Microsoft Corp. offered a gaming center featuring the Xbox Kinect. There was free food and product giveaways, a soccer clinic for children, and lively music and dance performances.

Hector Rivera, 30, one of the estimated 20,000 visitors at the event, said companies are making the right moves in approaching Latinos.

“It definitely draws attention to their product and even if you initially go there to get a giveaway, you end up getting some information about some companies that I knew nothing about,” Rivera said.

Toyota Motor Corp. was the title sponsor of La Raza’s annual conference — the car maker has contributed more than $1.5 million to the organization since 2002, said Sona Iliffe-Moon, a spokeswoman for Toyota.

“We have increased our marketing budget for Hispanic consumers over the previous five years,” Iliffe-Moon said. The company reaches the Hispanic market via TV, print, and digital advertising, out-of-home events and social media.

The car company’s campaign last year included almost 100 versions of decals representing every Spanish-speaking country and numerous regions within each. Iliffe-Moon said the company, in crafting its campaign, considered the unique sense of pride Latinos have in their heritage.

Financial experts say, the Hispanic market is complex — they are an ethnically and racially diverse population.

About three in four Latinos are U.S. citizens, according to the U.S. Census, and data by the Pew Hispanic Center shows that there’s a “dramatic increase” in English-language ability from one generation of Hispanics to the next.

Experts say marketers need to have a multidimensional understanding of Hispanic consumers to successfully target products to them.

“What we really need to be doing is identifying the product categories and product types in which Hispanics tend to differ significantly from [their] general market counterparts,” said Jason Molesworth, marketing strategist at Synergia, a consumer-research firm focused on the Latino market.

Fred Feinberg, marketing professor at the University of Michigan, said companies should do the “nitty-gritty work” to figure out “what [Hispanic] consumption patterns are, what their core values are, what they're trying to achieve by buying things.”  


STORY TAGS: Hispanic News, Latino News, Mexican News, Minority News, Civil Rights, Discrimination, Racism, Diversity, Latina, Racial Equality, Bias, Equality

Video

White House Live Stream
LIVE VIDEO EVERY SATURDAY
alsharpton Rev. Al Sharpton
9 to 11 am EST
jjackson Rev. Jesse Jackson
10 to noon CST


Video

LIVE BROADCASTS
Sounds Make the News ®
WAOK-Urban
Atlanta - WAOK-Urban
KPFA-Progressive
Berkley / San Francisco - KPFA-Progressive
WVON-Urban
Chicago - WVON-Urban
KJLH - Urban
Los Angeles - KJLH - Urban
WKDM-Mandarin Chinese
New York - WKDM-Mandarin Chinese
WADO-Spanish
New York - WADO-Spanish
WBAI - Progressive
New York - WBAI - Progressive
WOL-Urban
Washington - WOL-Urban

Listen to United Natiosns News