Tag Archive for: millennials

The Hispanic population in the US comprises more than 62M Hispanic people, making up over 19% of the total population (Pew Research, 2020). This group is growing rapidly, with Hispanic Americans contributing to about half of the US population growth from 2010 to 2020. The buying power of this demographic group rose by 87% from 2010 to 2020 and is expected to amount to 12% of all US purchasing power by 2025 (eMarketer, 2021). However, when it comes to advertising, brands are slow to adopt marketing strategies specifically catered toward Hispanic audiences.

While content accurately portraying Hispanics has increased over the past few years, there is room for brands to better engage with Hispanic audiences and make them feel seen, heard, and valued.

During Hispanic Heritage Month, we held a webinar focused on how brands can speak to Hispanic audiences in a way that recognizes the different needs of this segment. Our panel included industry leaders, Jennifer Rivera-Vega, Head of Multicultural Advertising (US) at TikTok; René Santaella, Chief Digital & Streaming Officer at Estrella Media, Inc.; Marco Lopez, Founder & Sr. Brand/DEI Strategist at onxite and LG Ads Solutions’ Sales Director, Abril Jiménez.

If you’re looking to get a share of Hispanic dollars and create a symbiotic relationship between your brand and Hispanic audiences, the first step is to get into the mind of the consumer. Here are three points to note while creating content and advertising for this segment:

  1. Being Intentional about Language: Many US Hispanics see themselves as 100% Hispanic and 100% American, which must be accounted for in content and advertising. Viewers who see themselves represented in the creative are more likely to resonate with the brand. Additionally, language is an important consideration when marketing to Hispanic consumers. Today, with more and more US-born Hispanics (find number) entering the fray, specifically belonging to Gen Z, a mixture of Spanish and English (or Spanglish), has become more common. This viewer might speak limited Spanish but is still very much rooted in Hispanic traditions and culture. Brands that see this audience and make an effort to reflect them in their messaging are bound to see more success.LG Ads Quote x Jen
  2. Follow the Audience’s Lead: With advancements in technology such as Automatic Content Recognition (ACR), it is easier to follow the consumer journey across media. The modern Hispanic viewer seeks out both Spanish-language and English-language content at different times, so brands must plan to speak to this group in both places. This segment often faces ‘retroculturation’ or the desire to go above and beyond to connect with their heritage. For these audiences, brands can be that bridge between the modern and traditional by incorporating Spanish into their ads regardless of the language of the content. LG Ads Quote x Rene
  3. Focused Advertising using Domain Experts: Content created for the general market is not enough to connect with the culturally-driven, multi-dimensional Hispanic consumer. This group has to be considered independently, honing in on the nuances of this segment in terms of their country of origin, family structure, language preference, and more. The two ways to authentically engage Hispanic audiences are 1) by hiring diverse Hispanic talent who understand the needs of the target audience or 2) by relying on media partners that are experts in multicultural marketing. This is important not just from an inclusion perspective but also from a purely business standpoint. Brands are losing out on a large chunk of dollars by not keeping the Hispanic consumer in mind while designing campaigns.
    LG Ads Quote x marcoAs reiterated by our panelists, the most significant way to make a difference is by building up the Hispanic community and providing them with the tools necessary to enter roles where they can actively contribute. There is a need to create systems and processes that adequately train diverse talent and give them opportunities to succeed. Instead of hiring people who look just like themselves, managers should hire people from varied backgrounds to bring that viewpoint and experience to the table, which they themselves cannot.Until brands reach a point where they are equipped with well-rounded, diverse teams internally, they can look to outside agencies that specialize in multicultural approaches to content and advertising. This will help create a ladder between brand and consumer and ensure Hispanic audiences see themselves authentically represented in marketing materials.

    To learn more, fill up the form and watch our full webinar on-demand, or contact us at info@lgads.tv.

Mothers control over 85% of household buying decisions, amounting to $2.4 trillion in purchasing power. However, three out of four moms in the US say companies have no idea what it’s like being a mom. (Source: Forbes) In fact, nearly half believe that mom-related marketing presents unrealistic ideals.

We held a webinar last month focused on how brands can connect with diverse mom audiences using media and turn them into loyal customers. Our incredible panel included Priyanka Sanyal, North America Strategy & Innovation Manager at Kimberly-Clark; Brechelle Corn, Strategist at The Mom Complex; Britany Reckitt, Vice President, Director — Inclusive Marketing Lead at Starcom, and LG Ad Solutions’ Sales Director, Jen Mutchnik.

Below are the top webinar takeaways and key strategies that brands should refer to while creating content or advertising catered toward diverse moms:

  1. De-center Personal Beliefs, Reset Defaults and Reimagine Possibilities: The first step is to stop thinking of mothers as one-dimensional personalities but as whole human beings with various intersecting identities. Understanding a mother’s lived experience is crucial to getting campaigns and content right. Going hand-in-hand with this is representing real moms as they are, not idealized versions of what they strive to be. Depicting a perfect mom who has it all together creates a dissonance for the mom viewer as she can’t relate with the character and feels a sense of guilt for being unable to live up to these (unattainable) standards. Instead, showcasing how a brand can make a mom’s life easier depicts an understanding of her circumstances, compared to just talking about the features of the product/service.LG Ads Quote Britany Rickett
  2. Gen Z Does Away with Norms: Gone are the days of predominantly Caucasian, heteronormative dual-parent households being the norm. As times change and society evolves into a melting pot of various beliefs, cultures and genders, marketers need to reform their vision and represent modern families as they actually are. Regardless of family structure or background, all moms deserve to be reflected authentically and spoken to in a manner that does not make them feel less than or irrelevant. Gen Z, as a generation, is likely to give rise to many single moms, with dual parenting becoming less of a standard. This change in society is, in fact, already happening. According to Pew Research, the number of moms parenting solo is up 4.5%, giving the US the largest share of single-parent households of any country in the world.LG Ads Quote Priyanka Sanyal
  3. Culturally Centered Children: For moms from diverse backgrounds, it is crucial that their children, too, understand and connect with their cultural heritage. Awareness and appreciation of tradition helps children develop a sense of belonging and take pride in their identity. Content and advertising that represents cultures accurately and educates children about their histories (festivals, practices and cultural norms) are likely to be preferred by a diverse mom. If the choice is between a brand that understands a mom’s needs in the context of her culture and a brand that is just pushing product, she will definitely choose the brand that reflects an understanding of her culture.LG Ads Quote Bre Corn

One underlying truth for every mom is that she wants what’s best for her child. However, only if she sees herself or her children reflected in a piece of content or commercial will she believe that the product/service or scenario applies to her. This true resonance is only created when brands do the research and deep dive into the nuances of this audience segment.

The best way for a brand to understand the mom consumer is by hiring mothers on their team. This way, marketers can access an authentic voice and a mother’s real-life experience to help make decisions around mom-catered content. However, simply hiring diverse talent to occupy a seat at the table is not enough. The key lies in ensuring that diverse groups feel comfortable putting forth their point of view and contributing to the conversation meaningfully. Investing in diversity by helping voices from varied backgrounds be heard is crucial to bridging the gap between who moms really are and how the media represents them.

To learn more about reaching this audience, contact us at info@lgads.tv or our contact page.

Watch the full webinar on-demand: