Being Hispanic is a culture not a language

By Allan Vargas

Is one of our corporate tenets. In other words, our belief is that being Hispanic is more than just speaking Spanish. It’s about culture and the shared customs, beliefs, and social characteristics of Hispanics across the globe.

Regardless of where Hispanics are born they share a bond based on the foods they eat, their traditions and customs, shared family values and so much more. While they may primarily speak Spanish, some will only speak English but identify as Hispanics.

You know that you are Hispanic if:

You have been disciplined by something called a chancleta or chancla.

You have heard “vamos al baño” * come out of your mom’s mouth and be truly scared.

Vicks VapoRub cures everything.

You can't tell who you're actually related to because you've grown up calling every adult "tia" or "tio" and just
assume everyone around your age is a cousin.

Noche Buena is Christmas.

You have a friend or relative named Jesus and called Chiu or chucho.

As a term of endearment, you refer to your wife as “gorda” or husband as “gordo”.

In the US, Hispanics are the largest US ethnic group representing 18% of the US population, with $1.3 trillion in purchasing power. They are younger, with a median age 39 years. And while many see them as being on the lower end of the economic ladder, on average they spend the most of any other group on Consumer-Packaged Goods.

The most effective way to reach US Hispanics is through messaging that reaches them where they are culturally. It isn’t simply translating GM advertising but adapting it.  It’s ensuring that the message is relevant to their culture so that it motivates and inspires them to action. It maybe in Spanish or English depending on the product or service and where its placed.

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