To understand why diversity matters in Hispanic Marketing, we must first make it clear: everyone might speak the same language but not all Spanish speakers are the same.
Hispanics are not a monolith. There are numerous, diverse backgrounds within this demographic, from first-generation immigrants to Hispanic-Americans from varying origin groups.
A great way to illustrate the differences within the Hispanic is through the language itself. Spanish is a richly diverse language encompassing numerous dialects and regional varieties, that has continuously evolved over the centuries. This linguistic legacy has resulted in a stunning range of types of accents, each with its own distinct qualities and charms.
Each accent â with their unique slang expressions and colloquialism â reflects the cultures and historical influences of the regions where it is spoken. Now factor in that there are 21 Spanish-speaking countries and you can see why it would vary so much.
Pew Research reports that there are 8 major origin groups that make up the U.S. Hispanic population:
- Roughly 37.4 million people of Mexican origin in the U.S. represented nearly 60% of the nationâs Hispanic population in 2022.
- Those Puerto Rican origin are the next largest group at 5.9 million, which does not include another roughly 3.2 million Puerto Ricans who lived on the island in 2022.
- Six other Hispanic origin groups in the U.S. each have 1 million or more people: Salvadorans, Cubans, Dominicans, Guatemalans, Colombians and Hondurans.
So itâs no surprise that if you try to take shortcuts with something as complex as culturally-centered advertising, you will absolutely get what you pay for. Let’s dive into what that means in the context of Spanish Legal Marketing.Â
How can you deeply understand the nuances of the varying Hispanic origin groups and incorporate it in your marketing?
Know that while every group within the Hispanic demographic may speak Spanish â but itâs impossible to say that they are all the same.
Your Spanish marketing should speak to the cultural value system of the Hispanic population in your area. Just like with English marketing, you want to recognize the regional dialect and cultural preferences of your local Spanish speaking audience, so the approach feels genuine and authentic.
Where do the Spanish speakers in your area come from? What struggles do they face? Understanding what each local community needs, fears, and values, will be the foundation of any cross-cultural legal campaign.
This is why simple translation just doesnât work. Running an ad through translation software may have you representing your firm with overly informal language or regional terms that arenât part of the local dialect of your target audience.
Hispanic Legal Marketing done right
For Hispanic Legal Marketing done right, it’s important to truly understand your local Hispanic communityâs immigration make-up and prevalent common legal issues.
Obtaining information about the characteristics of your local Hispanic community can be done in a number of ways. You can learn how to quickly and easily gather this data HERE.
If you want to learn how you can better market to the Spanish-speaking population in your area, donât hesitate to reach out.
