“Attorneys, we know it’s important to understand the Hispanic community’s diversity in order to market effectively.
Generally speaking, there are two types of Hispanic markets throughout the US: hyper-diverse and dominant-specific.
Hyper-diverse markets like New York, New Jersey, and Chicago have a wide mix of Hispanics from many cultural backgrounds. In these markets, we recommend sticking to neutral Spanish and avoid anything that might favor one group over others.
Dominant-specific markets, on the other hand, are dominated by one or two specific heritage groups. For example, in Southern California, it’s Mexican, whereas in Southern Florida, it’s predominantly Cuban and Puerto Rican. In these markets, we encourage you to lean into cultural references, holidays, and even slang that resonates with the dominant group.
Understanding your market is the first step for creating relatable messaging. Neutral Spanish for diversity; cultural specificity for dominant groups. Tailor your message and build trust.”
– Hugo E. Gomez, Founder (Abogados NOW)