Hispanic Marketing: Addressing Acculturation

The U.S. Hispanic population, with almost $1 trillion in buying power, is the fastest-growing racial/ethnic group in the country. Hispanic Marketing: Addressing Acculturation delves into the acculturation factors that shape how U.S. Hispanics perceive your products, services, and marketing and advertising efforts.

Acculturation describes the process by which Hispanics assume the traditions and manners of expression of Americans, while also maintaining the traditions and identifiers related to their homelands.

In addition to a brief demographic overview of the U.S. Hispanic population, this executive briefing:

• Demonstrates how U.S. Hispanics’ levels of acculturation affect their traditional Hispanic values.

• Illuminates the process by which Hispanics adopt (or avoid) American traditions.

• Reveals the nuances that affect their cultural identity, language and media preferences.

• Examines the conflict over assimilation vs. acculturation.

• Uncovers the trend toward “retro-acculturation” among Hispanic youth born and raised in the U.S. who want to explore their roots and adopt the traditions of their family’s country of origin.

Hispanics can be anywhere along the scale of acculturation, regardless of when they arrived in the U.S.; whether they are young or old; no matter if they are of Mexican, Puerto Rican, Cuban, Central American or other origin; and whether they are English-dominant, bilingual, or Spanish-dominant at home.

Published August 2009, 20 pages, 23 charts, tables and graphs. Print or Single-User PDF $179 ($149 for subscribers to any EPM paid newsletter).