Hispanic Culture Marketing Trend: Retro-Acculturation
Hispanic retro-acculturation is the subject of a recent blog post at HispanicTrending that caught my eye. The article, by Suzanne Irizarry de López , Managing Partner of Multicultural Insights, a minority-owned market research company, appears as a result of impromptu group marketing by Juan G. Tornoe on Strategy, Juan Tornoe of HispanicTrending and Suzanne Irizarry de Lopez.
Sylvia writes that while “marketers have been focusing on whether Hispanic consumers are acculturating vs. assimilating,” ” many Spanish speaking consumers are increasingly holding on to their language and customs. ”
The trend is being fed by an increasing number of Hispanics starting families. Just as a new child often brings up questions like: what religion, if any, will we teach the child? A new question arises. What language(s) shall we teach the child?
More and more Hispanic parents are feeling the gravity of their Hispanic culture. Sylvia says that the new parents go through a “metamorphosis.”
“… this Hispanic consumer begins to speak more Spanish in the home in an effort to pass on their native language to their kids, they view Spanish-language programming with their children (i.e., such as Plaza Sesamo, Dora la Exploradora), as well as show an increased tendency to listen to music from their homeland.”
Sylvia finishes her article with four questions that, combined with other querries, “…provide a more holistic view of the truly ‘Spanish dominant,’ ‘less acculturated’ Hispanic consumer.”
