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Nearly Half of Second-Gen Hispanics Feel Like Ads Don't Target Them

Ethnicity influences brand decisions

Illustration: Carlos Monteiro

By now, it’s obvious that targeting Hispanics in the U.S. means more than just translating an ad into Spanish and casting ethnic stereotypes as spokespeople. For one thing, the first and second generations differ in their acculturation levels, which affects their content and advertising preferences, according to a report from Yahoo/Mindshare, Ethnicity in the Digital Age: Marketing to Hispanics. First-gen Hispanics are much more likely than the second and third gen to look for news content that speaks to their ethnicity and try brands that target them ethnically. But Hispanics of all generations care a great deal about whether the news media puts their ethnic group in a good or bad light and uses obvious stereotypes in ads.

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