Latino Branding and Advertising – Linking You to the Hispanic Market 


Who is the Transitional Latino

Speaking to the Transitional Latino

Be "Translingual"

Economic Impact

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The Transitional Latino™
It's not just Spanish Anymore

For the past 15 years the growing Hispanic market has had a profound effect on marketing. Leading the wave are the large marketers, Proctor & Gamble, McDonalds and General Motors who spent $185 million in 2003 cultivating the Hispanic consumer. Overall the top sixty marketers spent over $1.2 billion on the Hispanic segment last year.

The traditional Latino target has been the new immigrant, who spoke little English and arrived in search of financial gains or with a desire to flee from political oppression. For this segment, advertising served to sell the product, educate and help the newly arrived become acculturated to a new style of living.

Over the years this segment has grown, but fundamental changes are underway as the population matures. The newest segment of the Hispanic market to watch is the middle class, the second generation of Latinos who grow up speaking both English and Spanish. This is the Transitional Latino. As noted by Hispanic Business Magazine in December 2003, "…it appears that U.S. Hispanics are in the process of developing and solidifying their own U.S. identity".

Who is the Transitional Latino (a)…what is she like?
The Latina female 18-54 is the highest spending Latino consumer. Although traditionally the culture is known to be strongly male dominated, it is the woman who generally influences all major and minor buying decisions.

This Transitional Latina is born in the United States and grows up speaking both English and Spanish. She is bilingual, with a good command of English. She often speaks Spanish that she learns informally at home with her parents and relatives, but may not read and write Spanish unless she studies it formally in school. As the Latino influence increases in the U.S., all Latinos are realizing the value of speaking and reading good, grammatically correct Spanish.

Most Latinos grow up with traditional, conservative values. Family and church impact the choices they make; yet they are strongly influenced by the current trends in North American culture and trends. They often balance an interest for higher education with their parents' desire to keep them at home.

Speaking to the Transitional Latino - It's not just Spanish Anymore
Overall, Hispanics tend to speak English in the workplace. A majority (53 percent) of U.S. Hispanics speak Spanish at home, but nearly the same number (48 percent) speak English in the workplace. Language clearly influences job opportunities. Sixty percent of the English dominant have white-collar jobs and 74 percent of the Spanish dominant have blue-collar jobs. The Transitional Latino is bilingual and watches mainstream English media as well as the traditional Spanish language programming.

Be "Translingual"
Where possible use words and phrases that have translingual adaptability™, that is…they work in both languages. Lazos Latinos' most recent example is Fórmula Latina, the name we created for a new line of hair care products for Latina women. This name is relevant and understood in English and Spanish.

When creating a brand or marketing message for either Spanish or English speakers, it is still critical to consider the full range of Hispanic Motivators™ that touch the emotions of Latinos…those don't change. They include the importance of respect, the value of family and social gatherings, music, religious traditions, sports and the importance of foods for the unique Latinos segments.

Hispanics are enriched by their cultural background; 78 percent say it is important to pass on Hispanic traditions and 91 percent are proud of their Hispanic heritage. Show this element visually…in the creative and write it into the copy.

Economic Impact of the Transitional Latino™
According to the Pew Hispanic Center, 65 percent of Spanish-dominant Hispanic households earn less $30,000 annually, while 29 percent of English dominant Hispanics earn $50,000 or more. The Pew study states that income correlates more to language than country of origin. Companies wishing to target higher income Hispanics- such as financial services or real estate should focus on the Transitional Latino™ with both English and Spanish messages that resonate with a Latino cultural statement.



For more information on the Latino Market, contact:

Cristina Benitez e-mail:

Lazos Latinos

call 312-280-1224 fax 312-280-8424