FH Hispania Plaza

Cooking Up Hispanic Housewares Sales

The International Home and Housewares Show is being held this week in Chicago and among the many new products featured are several aimed at the U.S. Hispanic market.

Some products have arrived straight from Latin America (pots and pans from Mexico’s top selling cookware brand, for example) while others are designed specifically for Hispanic households, such as Megatrade International’s line of food containers.  The company sells containers meant to store traditional foods such as tortillas, rice and beans, aimed at among other targets, Hispanic laborers.

So naturally, I assumed that cookware companies selling Hispanic items would also be targeting the general market, but it appears from the article I read that their primary focus is the less acculturated Hispanic consumer and purists who want to use traditional tools from back home.

Kitchen Spanish

We often have covered the topic of language and identity on this blog.  Research continues to document that English is fast becoming the language of choice for second generation Hispanics and third generations rarely speak Spanish, with the written skill suffering the most.  While this is a sign of acculturation -- and learning English is a must for thriving and gaining access to better professional prospects to the millions of Hispanics and other immigrants in the U.S. -- keeping a second language can further amplify those opportunities.  A front page story on Sunday's edition of The Miami Herald touches on how the erosion of Spanish in a city that has seen prosperity from bilingualism can mar the economic prospects of the local workforce. You see, if the Hispanic population continues to explode in the nation, immigration from well-educated Latin Americans continues and the need to attend to businesses conducting transactions in both languages thrive, so will the need to have a workforce equipped to do business in both languages. 

Niños, Watch Calories Instead of TV Commercials

According to a new report from the John Hopkins Children’s Center, Hispanic children are doing more than just being entertained while watching Spanish-language TV, they're also gaining weight.

The Hopkins team monitored commercial breaks and found that Hispanic stations "averaged two to three food commercials an hour, with one-third of them specifically targeted to children.  Almost half of all food commercials promoted fast food, and more than half of all drink commercials featured soda and drinks with high sugar content.”

This is a particularly important topic of concern in our community because Hispanic children have the highest rates of obesity, as documented by the CDC and other sources.

Confianza: Hispanic Trust Pulse Study

Most every day my colleagues at FH Hispania are engaged in delivering information and messages to the Hispanic public, usually through the filter of media or other third-parties. Today, we unveil the results of Confianza: Hispanic Trust Pulse, a study our agency conducted that delves into the topics that are most important to U.S. Hispanics and what sources they rely on to obtain information about them.

One thing is for certain: Hispanics trust a variety of sources to obtain their information. Although media plays a prominent role in this interaction, to an even greater extent Hispanics reach out to individuals in their communities, such as professionals and service providers or family and friends, to get informed about that things that matter to them. Another aspect that bears noting is that Hispanics share key similar interests with non-Hispanics, but differences do come to the surface that should be heeded by communications professionals - as should differences between recent immigrants and more acculturated Hispanics.

You can access the press release about the study we distributed earlier today at http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/02-07-2008/0004751504&EDATE. If you are interested in seeing a more in-depth presentation about the study results, please feel free to contact me (jorge.diaz@fleishman.com) or any of our other team members who regularly contribute to FH Hispania Plaza.

Quinceanera Smackdown

*The following posting comes from our FH Hispania colleague Patricia Alvarado who today is joining our blog as a regular contributor.  Patricia is based in Miami.*

What does lucha libre have to do with Quinceañeras? The question came to my mind after reading an article on Produ.com about a new initiative by mun2 together with WWE –one of the stations in mun2’s signal- called "Ultimate Quinceañera." To celebrate the 15th anniversary of WWE, the station will select one quinceañera from its audience and will award her with a bells and whistles celebration from the limousine ride, the dress and a bash for 50 invitees, to the presence of wrestling stars at her party.

I know why wrestling is so popular with Hispanics: Growing up in Mexico, I remember Lucha libre as an important part of Mexican folklore. Santo el Enmascarado de Plata, Blue Demon, el Hijo del Santo, el Perro Aguayo and others are names that made international headlines. And of course U.S. Hispanics growing up in areas such as Texas can remember Rito Romero and Enrique "Black" Guzman, Mexican wrestlers that in the 1950s were the heroes of Hispanics in the U.S. So with such deep roots in the culture, the WWE is looking to further grab hold of the Hispanic audience. According to reports from Nielsen Hispanic Television Index, the CW’s Friday Night Smackdown ranks within the top ten highest rated English-language programs among Hispanic viewers while not even figuring in the Top 100 in the overall ratings.

In contrast, the traditional 15th birthday celebration for Hispanic girls could not be farther away from what lucha libre represents. Quinceañeras are the depiction of femininity - flowers, waltzing, a court of fourteen girlfriends and their chambelanes or dance partners, the long and lacey pastel-like gown that makes them dream of being Cinderella -or for that matter any other princess- awaiting the arrival of their príncipe azul, who will come and sweep them off their feet to live happily ever after.

But wait: what if the birthday girl as well as her friends are BIG fans of wrestling? And what if the príncipe azul that she dreams of is a wrestler like The Rock. And more: what if she is also a fan of video games and she and her friends morph themselves into wrestling characters to play Raw vs. Smack Down. Well, the winner of the party will be a very special and happy quinceañera, fulfilling a dream that her most likely Spanish-speaking traditional mother probably never imagined. I certainly would not have put those two together without the help of mun2 and WWE. It seems the ultimate product of audience segmentation, a mix of traditions, likes and acculturation to fulfill a marketing goal.

Keeping a Tradition Alive

From all of us at FH Hispania, Feliz Navidad!!! And keep the season's spirit alive.

For many Hispanics, Christmas may have passed but the Holidays are not over yet.  While the tradition of the Epiphany (better known as the visit of the Reyes Magos or Three Wise Men) is not widely observed in the U.S., it is very much alive in Puerto Rico, Mexico and other parts of Latin America.  The tradition is observed on the eve of January 6th and many kids wait patiently for gifts that will be left under the bed or next to the Pesebre.

The Reyes Magos don't eat cookies and milk, though it wouldn't surprise me that many families leave out a sample of Santa's favorite snack for them… They are more concerned about feeding their camels or horses.  Growing up in Puerto Rico, we collected grass, put it on a shoe box and hoped the camels would find it and in turn a place for our gifts. Monica mentioned that in her family in Mexico they used to put a shoe out by the tree in Christmas and for los Reyes. Santa would bring her and her sisters clothes and the Reyes Magos would bring toys.

The holiday has its own traditional food too-- the "rosca de reyes"-- which is favored in Mexico and Latin America.  And I don't know if it was just another excuse to eat pork, but lechon seemed to be the fare of choice for the Fiestas de los Reyes in Puerto Rico.

It is good to see that some retailers and U.S. brands are embracing the holiday and reflecting the interests of the Latino consumers by doing so.  For example, some Wal-Marts around the nation will have los Reyes visit stores post Dec. 26th to take pictures with kids. And as the sensitivity to the revered Hispanic tradition spreads, it will not surprise me that the Holiday season can extend into early January same as it does in many Latino homes around the world.

Shopping for bilingual toys

Last year, Wal-Mart and Toys R Us listed bilingual toys among the hottest for the 2006 holiday season and it appears the trend continues this year. According to a story from the LA Times from February, Fisher-Price said its Dora’s Talking Dollhouse is the best-selling dollhouse in the company's 77-year history.

This year, some of the most popular bilingual toys such as Dora and Diego play sets were affected by the sweeping recalls.  But walking though a store, you wouldn't know, since both of the very popular franchises have resulted in many delightful options for fans of the characters. Truth is, Dora and Diego are very entertaining, endearing and wholesome and those are extremely good reasons to like them-- throw their use of English and Spanish combined in the mix and you come out with the phenomenon they've become.  And if you don’t know who they are, ask any parent of toddler.

Aside from toys featuring these characters, parents looking for bilingual toys can choose from many options including offerings from V-Tech, Chicco, more Fisher Price or Mattel franchises and even smaller, independent toy makers.  One such example is Baby Abuelita designed to keep Hispanic traditions and sold at top name retailers including Wal-Mart and Target*.

The toy industry amounts to $22 billion, and Hispanic shopping power is nearly one trillion and with larger, younger families, the toy sector will continue to develop products with the needs of these consumers in mind-- and of those who regardless of ethnicity, seek ways to raise bilingual children.  With just a few days left for shopping, know that if you are looking for a gift que hable español, there are options out there.

And on a curious note, according to Wikipedia, Dora has been translated into more than 15 languages and always teaches a second language depending on the country where it has been adapted...

(*Target is an FH Hispania client.)

Adding Value

Earlier this month, GM announced that it was shifting multicultural work for five brands to general market shops.  At the recent Association of Hispanic Advertising Agencies conference, there was a strong focus on where Hispanic advertising is going and the blurring lines between Hispanic and general market work.

I mention this because as our clients look to maximize investments, they are looking for ways to create programs that can be effective with both general market and diverse audiences, programs that add value by attracting more consumers.

As an example, I am working on a project where a client is dispatching street teams for product demos.  Part of the selection criteria for the street team staff is bilingual capability.  Even though this is what would be considered a general market program, the brand team recognizes the importance of having bilingual staff available because Hispanics make up a large population of major metro areas and because of our spending power.

Too often, organizations begin to think about a Hispanic marketing program only after they’ve completed their general market planning, missing opportunities for maximizing their investments or creating much more innovate programs.  This piecemeal approach is not the most effective way to work.  Instead, a strategy and plan for reaching Hispanics consumers and influencers should be developed in tandem with overall planning.

This does not necessarily mean the consolidation approach is the right answer either, because you have to have a strong understanding of the market, including opportunities and sensitivities, in order to be effective.

As noted here last week, Hispanic marketing spend is increasing.  The companies that get it right – and make their dollars work harder - integrate Hispanic marketing from the planning phase, and not as an add-on.

The Bilingual Household

Language is an expression of identity and its how we connect to each other and to our world. While many may never have to question their relationship with language, the majority of Hispanic households face the challenges, contrasts and opportunities of navigating between two languages on a daily basis.

The Pew Hispanic Center today came out with a new report, based on several studies, that shows how generations living on the same households widely differ in their usage and relationship with language. In summary, more than 80% of U.S. born adult children of immigrants speak English fluidly and very well, in contrast to just over 20% of their parents. And when it comes to third generations, more than 90% speak English very well.

It is not a surprise that children or second generations pick up English at a very fast pace: they are exposed to the language at earlier ages, more frequently and their social surroundings mostly operate in the language (i.e., school, friends) and even the media and culture they are exposed to are mostly in English. Their parents, on the other hand, are often becoming more exposed to English later in life, and still have some extremely strong connections to Spanish through family, work and even the media they consume.

Acculturation and language are recurring topics when it comes to developing strategies on behalf of our clients and something we also personally face. What will always be interesting is that a large portion of Hispanic households can't be defined solely on language; many may better be described as bilingual households. And reaching the members living under that roof requires multiple approaches based on the desired target audience.

Welcome to the Suburbs

Last week I attended a discussion of a new report on Latinos in the Chicago suburbs and in particular, the challenges municipalities are facing in successfully integrating Latino immigrants into suburban communities.  The report was jointly released by the Institute for Latino Studies at the University of Notre Dame and the Metropolitan Mayors Caucus.

It was an eye-opening event.  Currently, more than half of Chicago Latinos live in the suburbs, and that number is steadily growing, due mostly to birth rates and not immigration patterns.

For many municipalities, this is uncharted territory.  On the one hand, many (though not all) recognize that they should provide culturally-relevant services to their newest residents.  On the other hand, others are being pressured by some long-time, non-Hispanic residents, afraid that their home values will dip and angry about having to “press 1 for English,” to not make any changes.  As a caveat, there are many who see the value immigrants bring to their community.

The discussion was frank and often-times heated, but as the moderator noted, absolutely necessary because the only way to solve tough issues is to address them head-on.

It’s true that savvy marketers – and the media – have begun to recognize that Hispanics are no longer concentrated in urban centers.  In Chicago, Reflejos, one of our largest bilingual newspapers, only covers the suburbs, and earlier this year, Hoy beefed up its suburban coverage.

It used to be said that reaching Hispanics was extremely efficient because they lived in only a few areas of the country.  As previously discussed at FH Hispania Plaza, this has not been true for some time.

Little to do with Pilgrims

and everything to do with Thanks...

Growing up, I went to a bilingual school in Puerto Rico and learned all the ins and outs of the historic qualities of Thanksgiving.  To be honest, I remember very little.  For me, the holiday has always been about being thankful and taking stock of all you are grateful for, and spending time with family. After all, I believe these are the qualities that resonate the most within families of any culture and likely the main reasons (if not THE reasons) why the Holiday has been adopted from all who immigrated to the U.S.. 

Hispanics also celebrate Turkey Day -- or el Día de Acción de Gracias -- as a family-centric Holiday, and while for most of us the homecoming that really counts is the 24th and 25th of December, millions of families will serve turkey, share a prayer and count their blessings. 

Celebrating Thanksgiving is a uniquely U.S. holiday, but all who come into the country tend to embrace it.  But as many other traditions that come with acculturation, nothing comes pure on the other end and it results into a great new whole with its unique twists and influences.  So while we will serve turkey, look for it stuffed with avocado, paired with yuca, seasoned like a lechon, accompanied by tamales, followed by flan, and served with love on Thursday of this week. 

So how do you do turkey day?  Univision.com and many others have great Latino recipes for cooking the bird.  And this year, along with the iconic Macy's parade, look for Spanish-language TV specials about the Holiday. 

In observance of the Holiday, we will be back next week.  Thanks for reading and enjoy a good one!

Happy Day of the Dead

Today is Día de los Muertos, a day on which the people of Mexico, and people of Mexican descent in the U.S. and around the world, honor friends and family who have passed away.  The day is not a macabre salute to ghosts and ghouls, but rather a beautiful celebration of life, love and humanity. 

Like many rituals throughout Latin America, Day of the Dead has its roots in indigenous cultures that revered and memorialized their ancestors.  The most traditional celebrations in Mexico include visits to the gravesites of deceased family members, shrines featuring items they loved while they were alive (I’ve seen shrines with cigarettes and tequila bottles!) and joyous, sometimes all-night, parties.  Other essentials include sugar skull and skeleton-shaped candies, pan de muerto and lots of marigolds (on the shrines and scattered around the gravesites).

If is sounds a bit like Halloween, that’s because it is.  They both have origins in ancient cultures, and they both are hugely popular modern holidays.

According the National Retail Federation, Halloween spending is up this year, at over $5 billion.  Across the country, there are Day of Dead celebrations and exhibits popping up in museums, art galleries, even on college campuses, making the holiday visible and increasingly popular among non-Hispanics.

There are even do-it-yourself sugar skull kits available online and at craft stores – one of the sweetest examples of cross-cultural exchange I’ve ever seen!

Latino Entrepreneurs and Professionals

RedEye, a Chicago Tribune publication, earlier this week published a cover story titled “This is Latino Chicago,” a thorough, by-the-numbers snapshot of the impact Latinos have made on our city.  “Latinos have driven Chicago’s population growth, stirred changes in the city’s neighborhoods, redirected marketing campaigns and changed the face of the city's schools,” stated the article.

As a lifelong Chicagoan, I have witnessed these changes myself and seen the impact in different facets of my own life, including the workplace.

When I started out in PR, I was often the only Latino account person.  Today, in our Chicago office, we have grown to five Latino account staff members - all young, highly-educated Latinas.  This is important to acknowledge because as more Latinos enter the workforce they will increasingly make their mark on the workplace and the economy.

For example, the number of Latinos in management and professional occupations is increasing.  In addition, Hispanic business ownership is growing three times as fast as the national average.  Given the example of my own office, it should come as no surprise that more and more Hispanic business owners are women.

Research shows that diversity is good for the economy.  A survey by the Society for Human Resource Management and Fortune magazine showed that 79 percent of HR professionals at Fortune 1,000 companies believe that diversity improves corporate culture and 52 percent believe it improves client relations.

Statistics aside, one of the most exciting things for me about the rise of Latinos entrepreneurs and professionals is the collaborative way we help each other to achieve success.

Arturo Rico, a construction company owner in North Carolina, told CNN that he encourages his employees to learn what they can from him, so that they can one day go into business for themselves.  And here in Chicago, the Chicago Latino Network connects Hispanic professionals for networking and social events.  Stories like this exist across the country and additional proof is the growing number of local Hispanic business chambers in the US Hispanic Chamber of Commerce network.

Marketers interested in reaching Hispanic influencers should pay close attention to the millions of business owners and professionals among us.

A Special Report: Hispanic LGBT Community

This post was authored by Ivette Lopez of FH Hispania and FH Out Front, and was first posted on the FH Out Front blog:

La semana pasada, Logo presentó un programa sobre las personas gay y lésbicas en Estados Unidos de origen latinoamericano. El reportaje se enfocó en los retos de la comunidad debido a la cultura tradicional y estatus de inmigración.  Les invito a que presenten sus opiniones.

Last week, Logo aired “Los Otros,” a special news report on U.S. Gay and Lesbian Hispanics raising awareness on the challenges of being out in the Hispanic community. Several of the people interviewed did not reveal their names and one individual went on camera and talked about being gay with the safety net that his family would not be watching.

The majority of Hispanic gays in hiding or the ones that have been persecuted for their sexuality tend to be first generation Hispanics. As families and communities evolve in the United States, they are surrounded by diversity and a democracy that actually works. I have heard this “transition” or evolution often times referred to as the “demoralizing” effect that takes place in the United States, but really, is it just that people are learning there are other cultures aside from their own and are becoming more educated?

It would be interesting to see additional special reports on los otros (the others) that focus on second and even third generation Hispanics. The differences are apparent and one can almost break down their marketing campaign to reach each sub-group differently. In my opinion, the tactics would cater specific needs:

First Generation:Their parents (or themselves) are the first to have migrated to the United States. Speak and understand basic English. Have a challenging period of transition and acculturation. Culture differences arise when the person tries to integrate their new American upbringing with their family and culture and receives a lot of push back from the family.
Where to find them: They watch Univision and Telemundo with their families, go to Hispanic Heritage month events and church. Approaching this group is difficult as you don’t want to push them away.Grassroots tactics work best. 

Second Generation: Born in the United States. Some move away to the parents country of origin and return here at some point before being full adults. This group experiences difficulties similar to the first generation group. Second generation are  more acculturated, may or may not speak Spanish at home. Family still plays a very important role and will do so in the coming out process.
Where to find them: Those who are born and raised in the United States, when they are teenagers, they identify as a teen and not as a Hispanic teen. Meaning they can be targeted via mainstream initiatives. Coming out during this time, they may be involved in the likes of OutYouth organizations. Claiming their heritage often happens at a more mature time of their lives. This older group may be involved in Latino(a) queer organizations, such as allgo, Texas' statewide queer people of color organization, and be reaching out to the first generation Hispanic. Grassroots and mainstream initiative will work well with his group.

Reaching this community can be tricky but it is also easier than it may seem. Cultural sensitivity is not just a blanket practice for all Hispanics, there are many exceptions to the stereotype.

Thoughts? Please comment below.

A Loyalty to the Market

Years ago, it used to be that marketers pointed to a group of three recurring data points to substantiate a strategy to reach the Hispanic demographic: market size, economic growth/over indexing and brand loyalty.  The discussion has since evolved quite a bit, and today, we focus much more on acculturation, segmentation and other crucial characteristics that truly impact consumer and audience behavior. Good thing the approach has matured.  This week, Nielsen came out with consumer insight that brand loyalty shows a decline depending on acculturation.  Anyone who has visited the home of a Latino family can attest to that.  With acculturation, language, media, affluence and other influences penetrate a household at different levels.  And loyalty needs to be attained from each member of a household. Just last year, Yankelovich's annual multicultural marketing study* found that 58 percent of Hispanics thought it risky to buy a brand they did not know.   This is where segmentation becomes critical since the more acculturation comes into play, different members of a home have different brands to call their own.

If brand loyalty slips while the two other data sets of years before stay, perhaps one of the leading considerations for approaching the market is understanding the need for 'connectedness'. This remains to be true and spans all segments.  On the literal side, Hispanics do speak more on the phone, using both more long distance and wireless than their peers. The Nielsen research covers, that -- and for my peers who follow telecom --  a recent study from Florida State's Center for Hispanic Marketing Communication looked at Hispanic and other consumers use of old and new media and found that the Hispanic group that spends the most time on the phone is the 36-45 year old Spanish-dominant set (almost 11 hours per week for those who want to know).  Aside from the literal, 'connectedness' also relates to culture and the set of characteristics that 'feel' Hispanic.  Think music, food, softer traits such as ambiance, colors, cosmogony, life philosophy, values and language. In other words, a loyalty to roots still exists-- according the Yankelovich study, it's in an uptrend from 5 years ago.

We often get requests for data and research that size up the Hispanic market opportunity, and luckily, a lot of  such stats abound today.  But the truth is to effectively reach this segment, we need a deep understanding of the demographic so we are loyal to the reality of the market and the community.

(*The 2007 version of this annual study is scheduled to come out in October.)

Hollywood Latinas: From Invisible to Influential

I recently learned that Kat Von D, one of the top female tattoo artists in the world and star of TLC’s Miami Ink and now L.A. Ink, is Hispanic.  Born in Mexico to Argentine parents, Kat moved to the U.S. years ago.

She sports large tattoos of legendary Mexican actresses Maria Victoria and Elsa Aguirre on her shins and occasionally peppers her language (on-air) with Spanish words and phrases.  From what I can tell, she strongly identifies with her Latino heritage but isn’t wholly defined by it.  A go-to tattoo artist for Hollywood’s A-list, Kat is seen (by most of the world) first as an artist then as a Latina.

There once was a time when Latina actresses wouldn’t dare admit that they were Latina.  Early film roles, such as the sexy Latina spitfire or exotic home wrecker, reinforced ugly stereotypes and limited talented actresses from finding non-ethnic parts.  The only way around this was to suppress your Latina roots.  Screen siren Rita Hayworth is probably the best example of this unfortunate reality.

Times have certainly changed.

"Dallas" with a Mojito Twist

On my flight back from Santo Domingo I caught a special viewing of the first episode of the new CBS series Cane, which stars Jimmy Smits as the adopted son of a Cuban family that grows sugar in Florida and produces a popular rum. Suffice it to say that in an era when reality TV and crime dramas dominate the network airwaves woven in between a few comedies, I felt like I was traveling back to the time of the good old primetime soaps. With a plot full of family intrigue and, believe or not, sugar as a source alternative fuel, I couldn’t help but draw the parallel to Dallas, the granddaddy of all primetime soaps.

Which leaves me with a lot of questions of what may lie ahead: Will network audiences flock to a genre that was put on ice a couple of decades ago? Even more so, will non-Hispanic audiences find appeal in a storyline that features front-and-center a Cuban family, with strong Hispanic themes, a solid cast of Hispanic actors, and is peppered with Spanish dialogue? Will the series draw a sizeable audience of US-born Hispanics paving the way for future network shows with Latino themes? Will the story bear any relevance to the large portion of US Hispanics that don’t hail from the Caribbean and for whom Pedro Pan* is known only as the guy who fed Captain Hook to the crocodile?

I think I will sit back and observe while sipping on a mojito.

*Note: Operation Pedro Pan was the name given to the program of flights coordinated by the U.S. government, the Roman Catholic Church and Cuban exiles that took children from Cuba to the United States because their parents were being persecuted by the island’s communist government in the early 1960s. The character Jimmy Smits plays in Cane arrived on one such flight.

A Sign of a Maturing Market

The announcement last week that Nielsen is doing away with its Hispanic sample and will now measure Hispanic TV viewership from its general market People Meter sample is a sign of the maturation of not only the Hispanic market but also of Hispanic viewers. It used to be that we needed a separate measuring sample for Hispanic viewers and separate Hispanic marketing departments to address that audience to ensure that corporate interests were paying attention to the segment. As Hispanics have become a larger part of the population and second and third generation members grow in importance, Hispanics are exerting a greater influence in general market trends and it is becoming critical to consider them in a more integrated fashion as opposed to a completely independent segment.

Under that scenario it only makes sense for Nielsen to start looking at the Hispanics with the same measuring stick as everyone else. I would not be surprised if the new sample shows the Hispanic audience displaying a broader variety of viewing choices than we have come to expect from the Hispanic-only sample, although the Spanish-dominant group will likely continue to graviate to the traditional choices. If that were the case, it will only serve to show that we cannot treat all Hispanics alike.

Relevant Cultural Touchpoints Present Unique Business Opportunity

Quinceañera celebrations, the balls in which 15-year-old girls are presented into society as a transition to adulthood and marriage, are a long-standing tradition in Latin America that has been transplanted to the U.S. by Hispanic immigrants. Families are known to pour thousands of dollars into fancy parties, dresses and other accoutrements that are outdone only by wedding festivities.

Big business has taken notice of what for many years existed in the cultural background and is now moving to cash in. Quince Girl magazine began publishing last year, Seventeen magazine now sponsors a Quinceañera contest, Quince celebrations have been featured in MTV´s My Super Sweet 16 and Hearst announced today that it is launching MisQuinceMag.com.

The Miami Herald recently ran a story on how Royal Caribbean is capitalizing on the Quinceañera business by offering destination Quince celebrations, for which family and friends pack into one of the ships and head out for a weeklong cruise highlighted by the formal dance. Disney has also jumped on board, offering a range of packages for celebrations at their Orlando theme park. Quince expos are also popping up in various places across the country, and it is not just Hispanic-owned businesses that are peddling their products and services to the families of the young girls.

What is interesting about this trend is that business is capitalizing on a cultural icon in a way that transcends language, but leverages a tradition that is uniquely relevant to Hispanics across generations.

What Are You?

My family and I just came back from a vacation in the U.K., where we went to introduce my six-month old son to extended family and friends.  My husband is from England, right outside London, and just moved to this country when we married a few years ago.  I am second generation Hispanic, born in the U.S. to a Mexican father and American mother.

When I visit the U.K., the world sees me as American.  Here in the U.S., the world sees me as Hispanic.  Which got me thinking, how will my son be identified, and more importantly, how will he identify himself?

According to the Pew Hispanic Center, only six percent of first-generation Latinos report using the term “American” first or only to describe themselves, whereas more than a third of second-generation Latinos (35 percent), and more than half of third-generation or higher Latinos (57 percent), identify themselves as “American” first or only.

For marketers, especially those trying to reach Hispanic youth, the question of identity can be tricky.  According to a mun2 study, today’s Latino youth see themselves first as simply youth, then second by their Latino identity.

The most important rule in marketing is "understand your audience."  As the Pew and Mun2 research show, it’s not enough to segment Hispanics by age, or even generation.  The diversity of the Hispanic market requires that marketers dig deeper and examine such drivers of behavior as identity, values and beliefs.

Will my son, a third-generation, multicultural Latino, identify with his Mexican roots?  Chances are good that he will.  Nearly half of the Hispanic youth surveyed by Mun2 said they have a desire to form a stronger connection to their Latino culture.  I hope my son is one of them.

The best line I ever heard about identity comes courtesy of comedian Patti Vasquez.  A comedy club manager once asked her “Hey Patti, what are you?”  “My father is Irish and my mother is Mexican,” she replied.  “Oh, now I got it,” exclaimed the manager, “that makes you a Leprechaun-o!”