Challenges and opportunities in a growing Latin America market in the US.

Danta Group LLC | Bilingual content development

To understand the market is important to delve into cultural aspects. It’s no news that the Hispanic people in the United States are the largest minority with a whopping estimate of fifty-five million people, that’s more than seventeen percent of the country’s population.

If you are still not considering them in your business plan, right now is a good time to start brushing the dust off your old books of Spanish lessons.  

The majority lives in states closer to the south with the exception of Illinois, New Jersey, and New York.

Close to sixty percent are bilingual, an estimated forty million Hispanic speaks Spanish at home and in their respective communities.

Family oriented and strong relations with individuals from their countries of origin. You might think that because of anatomical similarities that everybody will get along, but that is a the only thing that they might have in common, even though they are away from the land where they were born there is a strong sense of pride that will make difficult the unity between individuals born in other areas or countries of Latin America.

Usually, households are constituted in a traditional matter, and working is something of pride, being the musician of the family is fun while in family reunions, but you would need a “real job”. As every work and back where they were born, there is not a real plan or social support for older individuals, the grandparents play an important role in the life of the family as they might either live in the house or very close to help each other.  

Since Abuela is there to help eating out is not that popular and is traded in for social gatherings with family and close friends.

New migrants and second generation might not get along that well.

Alcohol consumption is a certain degree common in the majority of countries in Latin America, is low compared to some countries in Europe or the US, but is not that far behind. That generates an acceptance of regular moderate drinking and not so moderately.  

South America love the wine and Pisco, while more to the north would be beer, tequila, rum, and whiskey.

The communication is not as clear as you wish as it tends to go to various routes and you might need to read between the lines to understand what is going on, not much planning as the customs is to get together without much notice and time management tends to be flexible.

Levels of education might limit your marketing strategy and tools to attract new customers. Also, not all immigrants from Latin America have little education, the Hispanic population with grad school degrees is booming as well for political, security or economic reasons back in their countries of origins. This segment has similarities, but would probably be closer to what the middle-class US enjoys.

Investment in education would be preferred in technical careers as you can get an income sooner.

The opportunities;

Retailers with have seen an increase in sales in produces as long as it takes into consideration the preference of the Hispanic depending the origin of the population, they are targeting and would require to have bilingual employees as well as the marketing communication in both Spanish and English.

Developing a marketing strategy based on emotions, graphics and nostalgic would be a great asset to increase sales.

Understand who is buying and how. Abuela will be surely scouting the stores for the best deals, and she will choose what she is familiar with and the better price.

Facebook has become the social fix of the older generations as well as starting to get used to the idea of searching for information on the web.

Creating content in neutral Spanish is a priority as the consumer will feel inclusive, if this is the case.

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