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myhudsoncounty.com B2B Blog: YA Group on Marketing and Hispanic Trends
 
myhudsoncounty.com Hudson Business Blog: YA Group on Marketing and Hispanic Tren
 

U.S. Hispanic millennials are a highly desirable target audience sought after by advertisers. There are 14 million Hispanic millennials or 21% of the total U.S. millennial population. The number is expected to grow significantly in the next years.

The 18 to 33-year-olds are often bicultural, bilingual and navigate comfortably between two cultural worlds. The new commercial for the Passat TDI features the same bilingual family in both English and Spanish TV spots.

Our latest campaign for a client was produced in both English and Spanish. The message is consistent in both TV spots and print ads because millennials often maneuver in both Spanish and English media outlets. We also placed some Spanish spots on selected English channels and vice versa.

When targeting that specific Hispanic demographic, cultural fluency becomes an important factor. 52% of young Hispanics born in the U.S. describe themselves by their families' country of origin according to the Pew Hispanic Center for research. 79% of responders in the 2010 Yankelovitch Hispanic Monitor said that Spanish was more important to them than it was five years ago.

According to the Pew Hispanic, the number of young Hispanics attending college hit an all-time high of 12.2 million in October 2010. Enrollment grew by 349,000 compared with a decrease of 320,000 young non-Hispanic whites.

Marketers who have ignored the cultural approach to Hispanic marketing should take a good look at the message they want to convey and how to go about it.

This myhudsoncounty.com Hudson Business Blog was written by the YA Group, a Union City, New Jersey company that specializes in developing advertising programs for companies wishing to effectively communicate with the Hispanic community.