Richard Gottlieb

Beyond Hispanic

The responses from Carina and Jacob to yesterday’s blog on the growing Hispanic market stimulated me to give more thought to the issue of ethnicity in marketing.  As a result, I decided to put the issue into a slightly different framework.

Throughout the history of the United States, the majority culture has continually redefined itself after each wave of immigration.  If we were, for example, living in the 19^th century, we would have seen Irish immigrants as a distinctive demographic group with distinctively different tastes. 

In much the same way, we would also have considered, depending upon when we lived, recent arrivals from Italy, Germany, Eastern Europe or Asia, as being distinctly different from the rest of the population. 

The interesting part is that we really no longer think of any of those groups as being a distinct demographic.  Rather, we consider them as just another thread in the American fabric.  There passage from distinct demographic to part of the majority not only changed them but changed how we defined the tastes and tendencies of that majority.

We, as a nation, are currently digesting our newest wave of immigrants.  This time, however, they come from Central and South America.  Based upon our country’s history of changing and being changed by each group, I believe it will be a mistake to continue to see them as just a distinct demographic.  Rather, think of them as becoming part of the great majority and what that will mean in terms of the products we make and how we sell them.

One place to start is to consider the reverence Hispanic culture has for grandparents.  At a time where the grandparent population is exploding, it might be a good idea to consider keying in on that age group, no matter what ethnic group, with products that appeal to them and how they want to connect with their grandchildren. 

Another place to look is at Hispanic holidays.  Just as Cinco de Mayo has become distinctly American, isn’t it possible that the Day of the Dead and Three Kings Day may become as much a part of mainstream US culture as Halloween and Christmas?

There is a lot to think about.  

Posted by Richard Gottlieb on March 12, 2008 | Comments (0)