Marketers Need to Re-Evaluate How They Connect With Hispanic Consumers

Tapping authentically into their culture is a good starting place

A person's brain thinking about different people
Hispanic-Americans are proudly displaying their love of culture and marketers should take note and listen. Getty Images

With a growing population and a strong attachment to their roots, Hispanics are asserting their cultural influence and carving a space for themselves in the U.S. For many years, advertisers were given a binary choice on how to best reach Hispanic audiences. Either you reach them culturally through Spanish language media or pray that your general market message resonates enough to engage them through traditional media outlets.

Mike Reid is responsible for overseeing Pandora’s multicultural sales and marketing managing a team of dedicated sellers across the country.