SXSW Interactive 2016
Marketing Latino Cool
Half a century after the biggest Hispanic-specific media conglomerate started to take shape, most media outlets and agencies targeting Hispanics are still creating and marketing content based on formulas that came out of Latin America (family-centered, allegedly conservative programming). But as this demographic shifts towards 2nd and 3rd generation Latinos, and Latino culture becomes more complex and sophisticated, that formula is rapidly becoming obsolete. Specifically, is there a distinctive brand of Latino cool that media outlets and marketers are missing, and why?
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- Is there a specific brand of Latino cool, different from the mainstream American one?
- Why does media aimed at Latinos keep missing the mark when it comes to Latino coolness?
- Is it possible to market this idea of Latino coolness to Latinos and non-Latinos alike, effectively and without destroying it?
Jose Simian, Exec Editor, UrbanDaddy/Manero