In the English v. Spanish language debate, don't lose sight of what's most important: cultural relevance

On the heels of Univision reporting that it was number one for two consecutive weeks among adults 18-34 and 18-49 comes news from the Pew Hispanic Center that a growing share of Latino adults are consuming news in English from television, print, radio and internet outlets, and a declining share are doing so in Spanish.

Naturally, many marketers are going debate whether they should try to connect with Latinos in English or Spanish.  Many advertisers might feel relief that they can run their general market campaigns and not have to worry about a Spanish-language one.

So what language should you select?  The answer is both.  However, what shouldn't be lost in the discussion is the issue of cultural relevance.  That is above and beyond language selection. While English-language ads may REACH Latinos, they won't necessarily CONNECT with them if the message is not relevant to them.

Marketing in general is cultural, even within the same ethnic and racial group.  Don't think so?  Doesn't a White teenage girl differ culturally from her White grandfather? Of course.  So, brands develop specific and tailored messages to reach either the teenage girl or her grandfather because they understand that what motivates them to consume a product or service is often shaped by their beliefs, experiences, interpersonal orientation among other factors.

Why then do many want to take a short cut and assume their English-language campaigns will connect with Hispanics -- or worse, translate their ads to reach Hispanics in Spanish?  There are no short cuts. 

As Latinos continue their rapid population and purchasing power growth, understand that campaigns must be developed with them in mind from the start.  Otherwise, you're stuck trying to fit a round peg into a square hole.

Latinos key to Obama re-election

All the hype about the importance of the Latino vote came to fruition last night as Barack Obama was re-elected to a second term. Details are now starting to emerge.

According to the Pew Hispanic Center, Latinos made up 10% of the electorate, as indicated by the national exit poll, up from 9% in 2008 and 8% in 2004. The Center's exit poll analysis also shows that as a group, non-white voters made up 28% of the nation's electorate, up from 26% in 2008.

Latinos voted for President Obama over Republican Mitt Romney 71% to 27%, and Obama's national vote share among Hispanic voters is the highest seen by a Democratic candidate since 1996, when President Bill Clinton won 72% of the Hispanic vote.

Moreover, Latinos were critical in key battleground states like Florida, Colorado and Nevada.

• They were 17% of the electorate in Florida, up from 14% in 2008. Obama carried Florida's Hispanic vote 60% to 39%.
• In Colorado, Latinos made up 14% of voters, up from 13% in 2008. Obama carried the Hispanic vote there 75% to 23%.
• In Nevada, the Hispanic share was 18%, up from 15% in 2008. Obama won Nevada's Hispanic vote 70% to 25%. Obama's Hispanic vote was up from 2008 in Florida and Colorado, but down in Nevada.

Among Latino voters, support for Obama was strong among all major demographic sub-groups. However, there was a gender gap among Hispanics as there was among the electorate as a whole. Obama carried Hispanic women with 76% of the vote and Hispanic males with 65%.

Hispanics now largest minority group among U.S. 4-year university students

Hispanics are now the largest minority group among the nation’s four-year college and university students. And for the first time, Hispanics made up one-quarter (25.2%) of 18- to 24-year-old students enrolled in two-year colleges, according to the Pew Hispanic Center.

In public schools, Hispanics also reached new milestones. For the first time, one-in-four (24.7%) public elementary school students were Hispanic, following similar milestones reached recently by Hispanics among public kindergarten students (in 2007) and public nursery school students (in 2006).

Among all pre-K through 12^th grade public school students, a record 23.9% were Hispanic in 2011.

Population growth alone does not explain all the enrollment gains as high school completion rate among Hispanics is also at a new high. According to the Pew Hispanic analysis, 76.3% of all Hispanics ages 18 to 24 had a high school diploma or a General Educational Development (GED) degree in 2011, up from 72.8% in 2010. And among these high school graduates, a record share—nearly half (45.6%)—is enrolled in two-year or four-year colleges.

Census releases 2012 Hispanic Heritage Month "Facts for Features"

The U.S. Census released its annual Facts for Features on Hispanics for Hispanic Heritage Month.  Read it here.  Some of the highlights:

52.0 million

The Hispanic population of the United States as of July 1, 2011, making people of Hispanic origin the nation's largest ethnic or race minority. Hispanics constituted 16.7 percent of the nation's total population. In addition, there are 3.7 million residents of Puerto Rico, a U.S. territory.
Source: 2011 Population

1.3 million

Number of Hispanics added to the nation's population between July 1, 2010, and July 1, 2011. This number is more than half of the approximately 2.3 million added to the nation's population during this period.
Source: 2011 Population Estimates
National Characteristics: Population by Sex, Race, and Hispanic origin

132.8 million

The projected Hispanic population of the United States on July 1, 2050. According to this projection, Hispanics will constitute 30 percent of the nation's population by that date.
Source: Population Projections

37.0 million

The number of U.S. residents 5 and older who spoke Spanish at home in 2010. Those who hablan español constituted 12.8 percent of U.S. residents 5 and older. More than half of these Spanish speakers spoke English “very well.”
Source: U.S. Census Bureau, 2010 American Community Survey: Table B16001

17.3 million

The number of U.S. residents 5 and older who spoke Spanish at home in 1990.
Source: Language Use in the United States: 2007

2012 Advertising Age "Hispanic Fact Pack" is out

The 2012 version of Advertising Age's Hispanic Fact Pack is available for viewing here.  There is a log in registration required.

Non-profits, Foundations need Latino Donors to Make up for Existing Boomer Donor Base

Philanthropic organizations and nonprofits face a long-term challenge as most have a donor that is overwhelmingly made up aging Anglo Baby Boomers.  Their future is based on making themselves relevant to Hispanics as the fastest-growing demographic in a way that's relevant to them, says an article in MediaPost.

The article's author, Jose Villa, points out some facts that track with research and strategic marketing planning I've been involved with for non-profits and a major community foundation.  Specifically, that most Hispanics are generous in their giving, but do so in non-traditional ways and give to organizations close to them, such as a church.  Most have no family history or connection to charitable organizations and other nonprofit organizations.

Mr. Villa suggests a few ways philanthropic and non-profit organizations can start to make themselves relevant such as:

• Make your work (product, service, etc.) relevant to Hispanics (and other ethnic groups) and particularly young Hispanics. You may not have an“H” or “L” in your name (e.g., LULAC, HSF, NALEO, etc.), but you need to start to think and act like a Hispanic-serving organization.
• Make sure you hire and retrain staff who understand (and represent) younger Hispanics.
• Create opportunities for Hispanics to take leadership roles in your organization.
• Invest in understanding how to make your brand, marketing and communications inherently cross-cultural.
• You probably already have an existing Hispanic constituency. Identify it, empower it, and use them as your ambassadors, or “emisarios,” out to their large network of Hispanics.
• Make your organization digital at its core – live where young multicultural audiences live. Go where younger Hispanics are. That’s in social, mobile and the broader digital world.

The above suggestions are great, but they are largely tactical. What I suggest is that the first step be to stop talking about credibly reaching out to Hispanics make it a business imperative by getting buy-in from the leadership and the board.  Not much will happen without that, despite the best intentions of those in the organization.

Also, start with a plan.  Hire experts to develop a strategic marketing plan so that the entire organization is on the same page, and resources are allocated appropriately based on segments identified. Buy-in has to start at the top and permeate throughout the organization ... and everyone needs to be operating from the same plan.

Hispanic Millennials and Mobile Usage

More than 40% of Hispanics have smartphones, and that figure is expected to rise to 63% by 2016 with the Hispanic Millennial segment as the driving force, according to an Insight Tr3s article.  Other good insights from the article are that Hispanic Millenials are:

• Nearly twice as likely to get online at home using a phone. 50% of Hispanics 18 to 29 use a phone for Internet access at home, vs. 27% of Hispanics 30 to 49.

• More active in using their phones to connect with others. Hispanics 18 to 29 are significantly more likely than thirty- and forty-somethings to be heavy social media users, as well as to agree with statements like, “I like to be connected to my friends and family wherever I am,” “Texting is just as meaningful as an actual conversation with a person on the phone,” “My cell phone connects me to my social world,” and, “My friendships would not be as close without my cell phone.”

• More interested in status and what their phone says about them. Having the latest technology confers status among younger Hispanics. Compared with the older group, they heavily over-index in agreeing with statements like, “My cell phone is an expression of who I am” and “I’m always the first among my friends to have the latest electronic equipment.”

• More likely to use their phone to get information. The younger group is far more likely to agree with statements like, “I use information from my cell phone to decide where to go or what to do in my free time” and “I rely on my cell phone to keep up with news or sports.”

• More receptive to mobile advertising. Hispanics 18 to 29 are more likely than those 30 to 49 to agree with statements like “I am willing to accept advertisements sent to my cell phone if I were to receive something of value in exchange” and “I would be interested in a service that would let me use my cell phone to make purchases in a store.”

Hispanics to account for 74% of U.S. labor force in next 10 years

Hispanics are expected to account for 74% of the growth in the nation's labor force from 2010 to 2020, according to new projections from the Bureau of Labor Statistics (BLS).

A major reason is that the Hispanic population is growing rapidly due to births and immigration. At the same time, the aging of the non-Hispanic white population is expected to reduce their numbers in the labor force.

Another important factor is that Hispanics have a higher labor force participation rate than other groups. The nation's labor force participation rate-that is, the share of the population ages 16 and older either employed or looking for work-was 64.7% in 2010. Among Hispanics, the rate was 67.5%. There are two main explanations for this gap: Hispanics are a younger population than other groups, and include a higher share of immigrants.

U.S. Hispanics More Receptive to Ads

Research shows that U.S. Hispanics are more responsive to ads than non-Hispanics, especially when the creative celebrates cultural sensibilities, according to an article in eMarketer reporting on new advertising research study by comScore.
In other words, being culturally relevant and not just focusing on language preference makes the difference.  This is an important consideration as Hispanics, the nation’s fastest-growing population, will spend $1.48 trillion in 2015, according to data from the Selig Center for Economic Growth at the University of Georgia’s Terry College of Business.

10 industries set to benefit from growing Hispanic market

By 2016, the Hispanic demographic will comprise 17.8 percent of US residents and, while the nation’s buying power is projected to grow 27.5 percent to $14.7 trillion, the Hispanic population’s buying power is forecast to grow a whopping 48.1 percent to $1.6 trillion.

Industry research firm IBISWorld analyzed the Hispanic population’s contribution to numerous industries between 2011 and 2016 and identified the top 10 US industries in which Hispanic market share is growing the fastest.

Ranked by percentage of growth expected from 2011-2016 they are:

1. Consumer Electronics Stores


2. Men's Clothing Stores


3. Children and Infants Clothing Stores


4. Car/Auto


5. Advertising Agencies


6. Single location full service restaurants


7. Credit card processing/money transferring


8. Trade and technical schools


9. Department Stores


10. Sports Franchises

Minorities consume media differently than Whites

A study by Northwestern University outlines stark differences in media use between ethnic and White youth. The study, “Children, Media and Race: Media Use Among White, Black, Hispanic and Asian American Children,” is based on a new analysis, by race, of data from the Kaiser Family Foundation’s previous media use studies.

• Minority youth are especially avid adopters of new media, spending about an hour and a half more each day than White youth using their cell phones, iPods and other mobile devices to watch TV and videos, play games, and listen to music (a total of 3 hours and 7 minutes, or 3:07 in mobile media use among Asians, 2:53 among Hispanics, 2:52 among blacks, and 1:20 among whites).

• Traditional TV viewing remains the most popular of all media—with black and Hispanic youth consuming an average of more than three hours of live TV daily (3:23 for blacks, 3:08 for Hispanics, 2:28 for Asians and 2:14 for whites).

• TV viewing rates are even higher when data on time-shifting technologies such as TiVo, DVDs, and mobile and online viewing are included. Total daily television consumption then rises to 5:54 for black youth, 5:21 for Hispanics, 4:41 for Asians, and 3:36 for whites.

• Black and Hispanic youth are more likely to have TV sets in their bedrooms (84% of blacks, 77% of Hispanics compared to 64% of whites and Asians), and to have cable and premium channels available in their bedrooms (42% of blacks and 28% of Hispanics compared to 17% of whites and 14% of Asians).

• Minority youth eat more meals in front of the TV set—with 78% of black, 67% of Hispanic, 58% of white and 55% of Asian 8- to 18-year-olds reporting that the TV is “usually” on during meals at home.

• Trends such as TV sets in the bedroom and eating meals with the TV on begin at an early age. Black children under 6 are twice as likely to have a TV in their bedroom as whites and more than twice as likely to go to sleep with the TV on. Black children under 6 are almost three times as likely to eat dinner in front of the TV than white children the same age.

• Asian youth spend more time in recreational computer use: nearly 3 hours a day (2:53) compared to just under 2 hours for Hispanics (1:49), nearly 1-1/2 hours for blacks (1:24) and slightly less for whites (1:17).

• Asian youth also are more likely to have computers at home (an average of 2.8 computers per home compared to 2.0 for whites and 1.8 for blacks and Hispanics) and are more likely to have a computer in their bedroom (55%, compared to 39% of Hispanics, 34% of blacks, and 32% of whites).

• No significant differences exist in the time young people spend using a computer for schoolwork, and only modest differences are evident in their tendency to multitask with media while doing homework. White, black and Hispanic youth average 16 minutes a day using a computer for schoolwork while Asians average 20 minutes (not a significant difference). The proportion of young people who report using entertainment media “most of the time” while doing homework ranges from 28% of whites and 30% of Asians to 35% of blacks and Hispanics

• There are no significant differences in time spent by youth multi-tasking their media. For example, 37% of white, 44% of black and 41% of Hispanic middle and high school students report using another medium “most of the time” while watching TV.

Connecticut average age getting older (except for Hispanics)

Connecticut's median age is now 40, according to the U.S. Census. The New Haven Register reports it is one of 7 states in the U.S. with a median age over 40. What the article doesn't mention is that the Hispanic population in CT is only 27.

Why is this significant? First, the actual age of non-Hispanic Whites in Connecticut is 43; meaning the younger Hispanic population is why the overall median age is 3 years younger.

Second, as I wrote in March when the state Census figures were released, Hispanics accounted for 94% of the real growth in Connecticut. The total population increased by 168,532 people and the Hispanic population increase was 158,746. Non-Hispanic Whites actually decreased by nearly 100,000 people.

This means that Connecticut's future consumers, future business owners and the future workforce are going to be more and more Hispanic. And that is certainly significant and worth mentioning.

I really wish news articles on population changes told the whole story.

More Latinos than Amish in Lancaster County

There's more carne asada being eaten than shoofly pies and more people named Jose than Jacob in Lancaster, Penn., according to an article in The Patriot-News.

"Increasingly, the flavors of this south-central Pennsylvania region — famous for its mud sales and outlets — bears a marked Latin accent that goes beyond language and cuisine. Latinos have forged a foothold in Lancaster County. In recent years, their population numbers have quietly surpassed that of the Amish. About 45,000 Latinos live in Lancaster County, according to the 2010 census. The census does not track the Amish or plain communities in Lancaster County. But in 2010, the Elizabethtown College center that studies the Amish estimated about 30,000 living in Lancaster County. "

PR Pros agree social media is important for reaching Hispanics, but only 45% use it

While acknowledging social media's importance, only 45% of respondents to a recent study say they uses said they actually use it, compared to 92% who use it to reach mainstream markets.


The study -- conducted by TeleNoticias and LatinoWire, surveyed PR professionals in conjunction with the Hispanic Public Relations Association (HPRA), Hispanicize, HispanicAd.com and Survey.com -- points out that the Hispanic market is top of mind for marketers as the results of the 2010 US census are released, and as the audience demands that companies interact with it where it is — online.

MA, NY, RI and MI population growth attributable to Hispanics

Essentially, the entire population increases from 2000-2010 in Massachusetts, New York, Rhode Island and Michigan were attributed to the Hispanic population, according to the 2010 Census. This and Census data from 6 other states follows:

District of Columbia
-- The Hispanic population is 54,749, up 21.8% from 2000 when it was 44,953 -- Non-Hispanic population increased 3.8%
-- The state's overall population increased by 29,664 people, of which 9,796 (or 33%) were Hispanics

Maine
-- The Hispanic population is 16,935, up 80.9% from 2000 when it was 9,360
-- Non-Hispanic population increased 3.6%
-- The state's overall population increased by 53,438 people, of which 7,575 (or 14.18%) were Hispanics

Massachusetts
-- The Hispanic population is 416,775, up 53.8% from 2000 when it was 271,003
-- Non-Hispanic population increased 2.9%
-- The state's overall population increased by 198,532 people, of which 198,925 (or 100.2%) were Hispanics

Michigan
-- The Hispanic population is 436,358, up 34.7% from 2000 when it was 323,877
-- Non-Hispanic population decreased by -1.7%
-- The state's overall population decrease by -54,804 people, and increased by 112,481 Hispanics

New Hampshire
-- The Hispanic population is 36,704, up 79.1% from 2000 when it was 20,489
-- Non-Hispanic population increased 5.3%
-- The state's overall population increased by 80,684 people, of which 16,215 (or 20%) were Hispanics

New York
-- The Hispanic population is 3,416,922, up 19.2% from 2000 when it was 2,867,583
-- Non-Hispanic population decreased -0.9%
-- The state's overall population increased by 401,645 people, of which 549,339 (or 136.77%) were Hispanics

Puerto Rico
-- The Hispanic population is 3,688,455, down -2.0% from 2000 when it was 3,762,746
-- Non-Hispanic population increased 9.6%
-- The commonwealth's overall population decreased by -82,821people, of which -74,291 were Hispanics

Rhode Island
-- The Hispanic population is 130,655, up 43.9% from 2000 when it was 90,820
-- Non-Hispanic population decreased by -3.9%
-- The state's overall population increased by 4,248 people, of which 39,835 (or 937.74%) were Hispanics

South Carolina
-- The Hispanic population is 235,682, up 147.9% from 2000 when it was 95,076
-- Non-Hispanic population increased 12.1%
-- The state's overall population increased by 613,352 people, of which 140,606 (or 22.92%) were Hispanics

West Virginia
-- The Hispanic population is 22,268, up 81.4% from 2000 when it was 12,279
-- Non-Hispanic population increased 1.9%
-- The state's overall population increased by 44,650 people, of which 9,989 (or 22.37%) were Hispanics

Census Director: 2010 Census all about Hispanic, local

The growth of the Hispanic market and its migration to the suburbs is, "... the big headline of the Census, in both size and scope," says Census Director Robert Groves in a MediaPost article.

He goes to tell Marketing Daily in the article that advertising must begin to reflect the realities of the U.S. population.

Is America Becoming a Hispanic Country?

CNN.com ran an opinion piece by Ruben Navarrate with this title referring to the "Hispanization" of the United States based on the population growth, economic impact and cultural influence.

In the first 33 states for which data has been released, there are almost 600,000 more Hispanics than previously thought. There is still data coming from the other states, making it likely that the final figure could surpass 55 million, or 17% of the U.S. population.

10 more states receive Census data

Over the past week, the Census released state data for: Alaska, Florida, Georgia, Kentucky, Minnesota, Montana, New Mexico, North Dakota, Ohio, and Tennessee.

42 states have now received their Census information and Hispanics have represented nearly 55% of the total population growth in these states.

Next week, the Census releases state data for • Maine• Massachusetts• Michigan• New Hampshire• New York• Rhode Island• South Carolina• West Virginia• District of Columbia• Puerto Rico

Florida

-- The Hispanic population is 4,223,806, up 57.4% from 2000 when it was 2,682 715

-- Non-Hispanic population increased 9.6%

-- The state's overall population increased by 2,818,932 people, of which 1,541,091 (or 54.6%) were Hispanics

Ohio

-- The Hispanic population is 354,674, up 63.4% from 2000 when it was 217,123

-- Non-Hispanic population increased 0.4%

-- The state's overall population increased by 183,364 people, of which 137,551 (or 75.02%) were Hispanics

Georgia

-- The Hispanic population is 853,689, up 96.1% from 2000 when it was 435,227

-- Non-Hispanic population increased 14%

-- The state's overall population increased by 1,501,200 people, of which 418,462 (or 27.88%) were Hispanics

Kentucky
-- The Hispanic population is 132,836, up 121.6% from 2000 when it was 59,939

-- Non-Hispanic population increased 5.6%

-- The state's overall population increased by 297,598 people, of which 72,897 (or 24.5%) were Hispanics

Minnesota
-- The Hispanic population is 250,258, up 74.5% from 2000 when it was 143,382

-- Non-Hispanic population increased 5.8%

-- The state's overall population increased by 384,446 people, of which 106,876 (or 27.8%) were Hispanics

Alaska

-- The Hispanic population is 39,249, up 51.8% from 2000 when it was 25,852

-- Non-Hispanic population increased 11.6%

-- The state's overall population increased by 83,299 people, of which 13,397 (or 16%) were Hispanics

Montana
-- The Hispanic population is 28,565, up 58% from 2000 when it was 18,081

-- Non-Hispanic population increased 8.7%

-- The state's overall population increased by 87,220 people, of which 10,484 (or 12.02%) were Hispanics

New Mexico
-- The Hispanic population is 953,403, up 24.6% from 2000 when it was 765,386

-- Non-Hispanic population increased 4.9%

-- The state's overall population increased by 240,133 people, of which 188,017 (or 78.3%) were Hispanics

North Dakota
-- The Hispanic population is 13,467, up 73% from 2000 when it was 7,786

-- Non-Hispanic population increased 3.9%

-- The state's overall population increased by 30,391 people, of which 5,681 (or 18.69%) were Hispanics

Tennessee
-- The Hispanic population is 290,059, up 134.2% from 2000 when it was 123,838

-- Non-Hispanic population increased 8.8%

-- The state's overall population increased by 656, 822 people, of which 166,221 (or 25.31%) were Hispanics

Hispanics at least 25% of Connecticut's largest cities

While the Hispanic population is approximately 13.4% of Connecticut's total population (up from 9.4% in 2000), it about double or more in the state's largest cities.

Here is a run down (ranked in order of percentage):

1. Hartford - 45.4% Hispanic (54,185 out of 119,479 people)
2. Bridgeport - 39.9% Hispanic (55,100 out of 137,965 people)
3. New Britain - 38.4% Hispanic (26,934 out of 70,113 people)
4. Waterbury - 32.7% Hispanic(34,446 out of 105,265 people)
5. New Haven - 28.5% Hispanic (35,591 out of 124,727 people)
6. Danbury - 26.1% Hispanic (20,185 out of 77,248 people)
7. Norwalk - 25.0% Hispanic (20,770 out of 83,193 people)
8. Stamford - 24.6% Hispanic (29,188 out of 118,779 people)

Source: 2010 Census American Fact Finder

First 33 states receive Census data, Hispanics account for nearly 60% of total growth

As of today 33 states have received their state-specific Census data. The total population increase for these states is 19,691,162 people. The total Hispanic population increase for these states is 11,304,746.

Put another way, 57.41% of the total U.S. population growth reported thus far is Hispanic.