se habla ideas

Bad Bunny. SNL. It's incredible how cultures meet at the crossroads. One of the most iconic comedy shows meets with one of, if not, the most iconic latino of our times. As a fan of the show I had never dreamt of seeing a sketch made 100% in Spanish on SNL. This got me thinking that beyond language, ideas are the universal language. The search for that concept that can find a common ground between people of different backgrounds.
Language can be a wide range of expression, but ideas know no linguistic boundaries, and they transcend the limitations of words.
Creating work that resonates deeply with people from diverse backgrounds and cultures requires an understanding of the cultural nuances and insights that make a piece of creative work memorable and relevant.
Every culture has its unique stories, symbols, and values that shape the way people perceive the world. To create work that stands out and leaves a lasting impact, it's essential to dive into the deep sea of cultural insights.
Collaboration is often the key. When diverse voices come together, the potential for relevance multiplies.
Ideas find their most powerful voice when they embrace the richness of culture and heritage. When we seek to understand and incorporate these cultural insights, our creative work can touch hearts and minds.
I've seen the whole range of approaches towards multicultural markets in advertising. From the pioneers that placed language-specific messaging in what used to be niche media targeted at spanish-only first generation latinos, to self-standing Hispanic agencies to an all-market approach to even seeing the industry ignore it in its totality and now, a new beginning. From only Spanish to Spanglish. From the abuela to... well the abuela (not much progress there yet. Yeah, I see you KFC).
Hispanic marketing is present because the market keeps asking for it.
The school of cultural insights over language gets even stronger as more generations are born in the US. According to a recent Pew research center study, the number of US born Latinos who speak Spanish at home decreased from 66% in 1980 to 55% in 2021.
And if your client is still on the fence about the Hispanic market, or your agency is still not sure if they should hire multicultural talent that can build assets for multiple markets, then just give them this quick fact. The estimated collective buying power of US diverse segments as of 2018 is $5 trillion and of US Hispanic consumers alone is $1.9 trillion.