Hitting the Niche Within the Niche – Hispanic Market Is Not One Big Homogenous Culture From: adage.com

I think Tru Pettigrew brought up a good point last Monday when he wrote about the need in corporate boardrooms to define the African-American consumer and the appropriate ways to connect with them. The same rings true in defining the Hispanic consumer. What I would like to add though is the need to go deeper into this definition rather than just stopping at the statement “we need to connect with Hispanics” or “our target is Hispanic adults 18-49.” The reality is that the Hispanic consumer is not a homogenous group and therefore these types of broad statements won’t work for most brands in today’s changing environment. In order to effectively connect with today’s Hispanic consumer, we must understand that there are sub-segments united by common interests that make the whole. Let’s say there are niches within the niche. “*

Leave a Reply