SXSW 2023
The Invisibility of Latinos in Advertising
Description:
Despite brands declaring more DE&I investment, Spanish-language ads are disappearing in both traditional & digital media as are in-culture ads targeting Hispanics. The reasoning goes: since 60% of the total Hispanic population are U.S. born, they’re best engaged in English & in general U.S. pop culture. But more than ever, US Hispanics identify by their Latino ancestry. According to Pew research, 90% of 62M US Latinos identify as Hispanic. This includes 80% of Hispanic Millennials & Gen Zers, who say Spanish-language TV is part of their regular viewing and 40% stream video on demand in Spanish. With all the data that shows language & culture as significant contributors to ad performance & crucial for brand trust, shouldn't every major US brand have a dedicated strategy en Español?
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Takeaways
- Dispel myths related to Hispanic marketing & advertising; focus on the importance of connect in Spanish. Make case for in-language & in-culture ads.
- Pitfalls of not investing in right strategies to build affinity, trust & preference with Hispanics, including not leaning on general US pop culture ad
- Share best practices and winning enterprise-wide strategies for ensuring brands are able to seize the Hispanic growth opportunity; offer credible data
Speakers
- Daisy Exposito, CEO, D'Exposito and Partners
- Louis Maldonado, Managing Director, D'Exposito and Partners
- Carlos Santiago, Co-Founder, Alliance for Inclusive and Multicultural Marketing
Organizer
Marisol Espinosa, Director Of Public Relations, D'Exposito and Partners
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