New research from Publicis Groupe’s Starcom MediaVest Group and NBC’s Telemundo pinpoints 12 distinct Latino “identities” marketers should gauge when crafting messages for the Hispanic market.
The research was conducted over the past year in seven key Hispanic markets: Miami, New York, San Antonio, Chicago, Houston, Los Angeles and Raleigh, N.C.
The identities include so-called “global Latinos,” who are interested in new experiences and new cultures worldwide; “traditionalists,” who live in a time warp and are close-minded; “strivers,” who are driven by achievement; and “elites,” who have wealth and appreciate their cultural heritage but aren’t obsessed by it.
According the SMG global CEO Laura Desmond (pictured), the research brings the industry closer “to understanding the U.S. Hispanic people — beyond traditional targeting definitions. It illuminates an intimate, contemporary understanding of this community and its sub-communities.”
Telemundo COO Jacqueline Hernandez said the research would help to inform the network’s decisions going forward “as we utilize these insights in our programming, our branded entertainment and client’s overall marketing messages.”