Coming of age is a complicated matter in even the simplest of circumstances. It's that much more complex, naturally, when the country in which you're becoming an adult isn't the one in which your parents (or you) were born.
That's the theme of a report released last month by the Pew Hispanic Center, under the title "Between Two Worlds: How Young Latinos Come of Age in America." The report's findings have significant implications for the way marketers address Hispanic 16-25-year-olds in the U.S. -- a cohort that numbers some 7.5 million and accounts for 18 percent of all U.S. residents in that age bracket.
NO LONGER IMMIGRANTS...
As the report says, this is a life stage at which Hispanics in the U.S. "navigate the intricate, often porous borders between the two cultures they inhabit -- American and Latin American." Based on polling conducted in August and September, the report goes on to say "it is clear that many of today's Latino youths, be they first or second generation, are straddling two worlds as they adapt to the new homeland." It finds the survey's respondents exhibiting "attitudes and behaviors that, throughout history, have often been associated with the immigrant experience." The twist in the story is that, as the report emphasizes, "most Latino youths are not immigrants. Two-thirds were born in the U.S., many of them descendants of the big, ongoing wave of Latin American immigrants who began coming to this country around 1965."
The survey finds ethnicity outranking current country of residence in the way Hispanic 16-25-year-olds perceive themselves. One question in the polling gave respondents a choice of terms and asked them to cite the one they use first to identify themselves -- by their family's country of origin, as Hispanic or Latino, or as American. A majority (52 percent) said they describe themselves first by familial country of origin, while 20 percent said they first identify themselves as Hispanic/Latino. Twenty-four percent said "American" is the one of these terms they use first.
...BUT NOT QUICK TO SELF-IDENTIFY AS AMERICAN
Even among the poll's second-generation respondents (i.e., those born in the U.S., but with at least one foreign-born parent), just 33 percent said they choose "American" over the other options as their primary self-identification. A plurality of the second-generation respondents (41 percent) first identify themselves by their family's country of origin; 21 percent use "Hispanic/Latino" first. "Only in the third and higher generations do a majority of Hispanic youths (50 percent) use 'American' as their first term of self-description," says the report.
None of this makes things simple for companies that aim to sell their wares to Hispanic teens and young adults. Do marketers need to be wary of sounding an "American" theme in speaking to this audience? "Not necessarily," says Christopher Campos, vp and managing director in the New York office of Bravo, an agency that specializes in addressing the Hispanic market. "The 'American' theme is not a turn-off. Clearly, America has changed. Young Latinos are growing up, adapting and influencing the world around them -- they are defining what America is today."
THEY INFLUENCE AS THEY ASSIMILATE...
At home, says Campos, their "Latino personality" is defined. But they're influenced by a range of social factors in the wider world. "It is in this outside environment that he/she is exposed to other influences and starts learning and growing from those experiences," says Campos. "Eventually, the young Latino contributes to the culture around him, converges with the American culture, and new identities arise. Thus, the American theme is part of what they experience, what is shaping them and what they are helping create everyday."
Then again, if ethnicity looms larger than current country of residence in the way young Hispanics in the U.S. see themselves, that doesn't mean it trumps their sense of themselves as people. "Hispanics are people first and Hispanics second like Americans," notes Sergio Alcocer, president and chief creative officer of Austin, Texas-based agency LatinWorks. "You don't do 'American advertising.' The concept is too vague and does not personalize the communication."
...BUT STILL RESPOND TO ACCURATELY TARGETED MESSAGES
Laura Sonderup, director of Denver-based ad agency Hispanidad, makes a similar point when asked whether marketers should steer clear of an explicitly American theme in addressing Hispanic 16-25-year-olds. "When we reflect on the development of a relevant, results-oriented campaign message targeting any young adults, I doubt that an 'explicitly American theme' would be effective, unless the client is a branch of the military or a related category," she says. "Instead, it is far more effective to speak to these influential young consumers about the things that are important to them in their lives and the thinking that influences their buying behaviors." And while their exposure to mainstream American culture means young Hispanics will be different from their parents' generation, she says, "they still won't act, or think, like their general-market counterparts. So it will be important to speak to their roots in a meaningful and relevant way."
If there are pitfalls in using a generically "American" approach to this audience, the precedence of familial country of origin in their self-perception means a generically Hispanic/Latino approach might present its own challenges. The Pew report makes it plain that young Hispanics are skeptical of any notion of a monolithic "Hispanic culture" in this country. "By a ratio of about 2-to-1," says the report, "young Hispanics say there are more cultural differences (64 percent) than commonalities (33 percent) within the Hispanic community in the U.S."
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