The Hispanic community in the U.S. is large and growing. As of last year, the population was over 66 million and by 2060, 1 in 4 Americans will be of Hispanic origin. The community’s annual buying power is estimated to exceed $2.5 trillion dollars by 2026. However, it is not a monolith, but a mosaic of backgrounds and experiences characterized by differences in country of origin, age, language fluency and preference, and cultural traditions – to name a few factors.
Given this internal diversity, at HawkPartners, we encourage our clients to consider the level of acculturation of their target customer (current, prospect) early in the marketing strategy development process. Acculturation reflects the degree to which individuals have adapted to or integrated with “mainstream” U.S. culture, while retaining elements of their heritage. By incorporating this concept into designing the market research to support strategy development, we can help ensure that insights are relevant and that resulting brand strategies resonate with the intended audience (as appealing to an entire community of 60 million+ is neither practical nor possible).
Acculturation – in the context of the Hispanic community – is typically categorized into three main groups:
- Unacculturated Hispanics: Individuals who primarily identify with and maintain the customs and values of their country of origin, are Spanish-dominant and adult immigrants to the U.S.
- Bicultural Hispanics: Individuals who are straddling both the culture of their country of origin/heritage and the U.S. mainstream culture, are bilingual and were either immigrants as children or 2nd generation
- Acculturated Hispanics: Individuals who have largely adopted U.S. cultural norms, are English dominant (and may not speak any Spanish) and were born in the U.S. – all while still retaining a few cultural ties
HawkPartners assesses level of acculturation through a series of scaled questions which can be used both in qualitative and quantitative research screening. These questions categorize respondents based on a number of factors and preferences. We then work with client teams to ensure we’re talking to the right people, so that we can explore strategically relevant linguistic, media and cultural elements (e.g., values, beliefs, norms, food, music, traditions, etc.) within the research, which then informs resonant, actionable marketing strategies to fuel brand growth with Hispanics.
When assumptions are made without cultural or linguistic considerations, brands can miss opportunities for authentic engagement with the U.S. Hispanic community. Understanding acculturation allows marketing efforts – language, messages, channels – to be tailored via culturally relevant insights, boosting brand impact with this critical population. At HawkPartners, our Hispanic Insights and Consulting team is dedicated to helping clients navigate this complexity, ensuring that strategies are informed, inclusive, and impactful.