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Bi-Cultural Marketing
June 29, 2009
The rapidly growing Mexican-American market is going bi-lingual and bi-cultural. At least that seems to be the case according to an interesting piece in the June 18, 2009 New York Times about the expanding Mexican-American market in the United States. Entitled “Thriving on Mexican-American Market,” the piece states that “[a] new economy is emerging that builds on the economic relationship between the countries."
What interested me about the article was its point that the high number of births among expatriate Mexicans living in the US is creating a market that is bilingual. As the article points out: “Spanish-language media is…shifting to more use of English language commercials and programs…for the population that speaks English but enjoys Spanish language programming like telenovelas from Mexico.”
My take away is that the Mexican-American population is not only growing dramatically but is mainstreaming while at the same time holding on to specific cultural icons and tastes. Not to different from other immigrant populations as they adjusted. So, smart companies will seek out advertising and marketing agencies who understand not just the language, but he cultural nuances in place. Those who do will be able to establish brands with this growing population of consumers.
Posted by Richard Gottlieb on June 29, 2009 | Comments (0)
