National Hispanic Advertising Agency

The Group Advertising Blog

Maximizing your hispanic advertising efforts

By Leave a Comment

Hispanics are growing at a fast pace. By 2050 the population is expected to grow 167%, making Hispanics the fastest growing subgroup in the American marketplace.

According to a report from the Pew research Center “What is the future of Spanish in the United States”, there are more than 37 million Spanish speakers, making Spanish the most spoken non-English language in the USA among people ages 5 and older. Since 1980, this number grew 233% when there were 11 million Spanish speakers.

Whether they are foreign born or U.S born, what keeps this community together as a strong group is a very defined culture from motherland Spain, thought by the Catholic Church. Also, they share one language: Spanish and the pursuit of the American dream.

[Read more…]

Retro-acculturation. How U.S. Hispanics are strengthening their culture.

By Leave a Comment

 

Have you ever heard the term retro-acculturation? Does it sound like a study of vintage items in different cultures? Think again.

Retro-acculturation is commonly known as the practice of adult Hispanics wanting to learn or improve their Spanish. The question is: why do people want to improve their Spanish in a country where the “dominant” language is English? The answer is simple: many Hispanic families moved to the United States years ago with the purpose of having a better future and reach the American dream. Generations went by and the culture and heritage started to fade. Now, they want to revive their cultural roots.

Retro-acculturation plays a big role in these particular cases. Many young Hispanic Millennials born in the U.S. are going back to their roots by showing their offspring the richness and value that the Hispanic culture has. One way or another it has impacted their lives and it is a part of who they are. They are not only improving their Spanish but also teaching their kids the language and culture in general, showing the importance and impact that being bilingual and bicultural can have in one’s life. As teenagers, many young Hispanics don’t want to be associated as the typical Latino or Latina watching telenovelas and eating some pernil, but as time passes they start feeling that necessity of reconnecting with their roots. [Read more…]

4 Tips to boost your bottom line with hispanic millennials

By Leave a Comment

Hispanics are becoming a significant influence in mainstream culture in the U.S. Not only are they the largest minority group, but also the fastest growing segment. It is estimated that 1 in 5 people are Hispanic in the U.S., and that number will increase to 1 in 3 by 2050. Just about every business needs to pay attention to this market.

Hispanics are a young and vibrant community. Within that community, the average age is 27 years old, which is 10 years younger than the general market. The Hispanic Millennial group is drawing a lot of attention from corporate America.

Millennials, also known as Generation Y, refers to anyone born in the U.S. between the early 1980s to the early 2000s (approximately ages 13 to 35). This young group contains the marketing “sweet spot” of 18-25 year olds, which is a very lucrative market for many industries.

According to a study from PNC bank, Hispanics between the ages of 20 and 29 carry about $10,000 less debt than other Millennials. The average debt of this particular age bracket is $18,000, versus $27,800 for their peers. This age group of Hispanics is also more likely to be saving on rent by living with their parents (45%) compared to their counterparts (39%). [Read more…]