Cultural Messaging Key to Reaching Young Latinos

(Marketing y Medios)– By Della de Lafuente, April 21, 2008
To reach Hispanic Gen Yers, marketing strategies should reflect their “bi-dentity,” a hybrid identity that comes from living in two cultures, according to a new report.
One in five U.S. teens is Hispanic, but despite their growing influence, the ethnic audience often proves elusive to many marketers.
Unlike previous generations, today’s young Latinos “literally have one foot in each culture,” describing themselves as Hispanic (56 percent) versus Latino (19 percent) or American (11 percent) because “Hispanic” seems more modern and relevant, per the study. More than 1,000 Hispanics ages 14 to 24 were polled online and in-person between Nov. 30 and Dec. 20.
Link to the full story here.


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