They run the household and soon could be steering your bottom line. Hispanic women, also called Latinas, play an important role when it comes to shopping for their households. Even though a father figure is a sign of respect and authority in a Hispanic family, mom most of the time is the one who runs the show and has the final word. I remember being a little kid asking my father for permission to hang out with my friends. After I got his approval he asked me, “Did you also ask your Mum about it?” I am sure this sounds familiar to many of you.
It is important to understand cultural nuances if you want to engage with this growing and influential target audience. It is curious to see on English marketing campaigns that the father figure is portrayed as somebody that doesn’t know what is going on or always breaks something in a household. This humorous portrayal of a father figure can make several target audiences laugh. However, if you try that with the Hispanic audience you will insult just about every Hispanic man if they are represented that way. These kinds of cultural nuances are important to keep in mind, and they prove why it is so important to stay away from literal translations when it comes to your advertising and marketing.
Based on the Nielsen report “Latinas are a Driving Force Behind Hispanic Purchasing Power in the USA,” Hispanic women are expected to represent 30% of the total U.S. female population by 2060. White female population is expected to drop 43%.
Hispanic women are becoming more educated and tech savvy. They are considered the helm of purchasing decisions in a Hispanic household. They are multitasked. Not only do they surf the internet for coupons, discounts, and product reviews so they can save money for the family, but they also take care of the kids, husbands, run the finances and sometimes they have jobs outside the home to support the family.
Mónica Gil, senior vice president, public affairs and government relations of Nielsen points out, “Latinas are a key driver of economic influence, giving marketers an opportunity to establish new and loyal consumer relationships by acknowledging the needs and following the unique behavior trends of Hispanic women.”
Here are some categories where Hispanic women play an important role during the purchase decision.
So, when it comes time to shop, the family needs are on the top of the list. Larger households mean more things to buy so price and value are key factors for Latinas. Even if your product is targeted only to males, it is imperative to research and find the role that Hispanic wives will play during the purchase decision process. Do not assume the same habits or behaviors from Hispanic males compare to non-Hispanic males.
Understanding the culture will help you gain more power in the market. You want to be the first one to connect with Hispanics before your competition takes over this very loyal consumer base.
