Deja Vu: Adweek says “The Hispanic Market Is Set to Soar” Didn’t We Hear This in 1999? 2002?2004?

2 Nov

From Adweek:

“Hispanic Americans continue to grow in number at a rate four times that of the general population, with the 2010 Census expected to show their total rising to nearly 50 million, from 38 million in 2000. And second-generation Hispanics are fast becoming the driver of the group’s growth, with 88 percent of Hispanic children born in America, versus 61 percent of adults.

As a result, agencies that market to this segment are finding themselves in a strong position, armed with the skills and techniques to take on general assignments from big-name clients. Meanwhile, in a tight business environment, general agencies are starting to compete for work previously reserved for specialist shops.

Is an already competitive agency landscape set to become even more so?

“In the 2010 Census, we’ll see confirmation of a shift from Hispanic consumers who are first generation, where Spanish is the dominant language, to second-generation, bilingual, bicultural consumers. It totally transforms how we market,” says Cynthia McFarlane, chair of Publicis Groupe’s Conill, a Latino agency. “These are consumers who are as influenced by American culture as the country of origin of their families. There is a new American culture forming, and these consumers are having a tremendous impact on mainstream America.””

 

Far be it from me to accuse anyone in marketing to pander and/or fawn over a supposed ‘hot segment’…but treating the Hispanic population as a homogeneous bloc that thinks, and responds the same way seems overly simplistic. No other ethnic groups is treated this way…people are many, many things…someone isn’t simply Hispanic. They are a mother of 2 of Hispanic descent who enjoys rock climbing, travel to national parks, golf and is active in local politics.

Call me crazy but speaking to her interests and needs would probably be more effective than simply identifying her as a Latina and yelling a precanned message.

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