FH Hispania Plaza

Never Too Much Time to Talk About Latinas

Last week, Marieli Colon and I had the privilege of attending the National Hispana Leadership Institute annual conference -- a great experience to connect with influential Latinas from around the country who have a deep sense of commitment to supporting each other and their communities.  During the conference, we had the opportunity to lead a workshop session along with author and Hispanic marketing pro Cristina Benitez.  The topic: the growing influence of Latinas in marketing.  In thinking back, the topic can really make for a full-day workshop and in the interest of what we might have left unsaid, here are a few thoughts:

-- Latinas influence or make a decision on the majority of the household purchases for the $860 billion spending power of the demo in the U.S.

-- They are graduating high school and college at faster rates that male peers

-- As the 2008 election showed, they are interested and active in the political arena

-- Overall, they feel higher pressure to balance values and cultures that leads to unfortunate repercussions such as the potential for depression

-- And if being cultural gatekeepers for their family is not enough, they also are opening small businesses and growing that area at faster rates than male peers

True that the Latina experience is widely varied across the nation, across generations, and even across cultural heritages.  But common to all is their role at the center of the home, at caring for family first, and at imparting and establishing a sense of community.  For marketers, brands, non-profits, corporations, connecting, engaging and developing a relationship with this segment is the most important strategic next step in a Hispanic marketing program built to last.

Thanks to all who joined us at the workshop and kudos to NHLI on their 21 years of history!

Obama's Last Stretch*

Tomorrow is not only Election Day, but the night of the big Obama rally here in Chicago.  His campaign has arranged for a huge election watch party in Grant Park, and while 65,000 people hold tickets, the Mayor estimates up to a million people will attend to see Obama either win or lose the big race.

Because Obama lives in Chicago and will be putting the city on the international stage, the rally is big news here and Obamamania is at fever pitch.

Another city enamored by the senator from Illinois is the city of Obama, Japan, of which some residents have shot their own music video to show their support for the candidate.

In the spirit of this really fun, Japenese music – and I guess even politics – knows-no-language-barriers video, I decided to do a quick online scan to see if members of the Latino community are expressing their support for Obama in creative ways … and we most certainly are.**

Houston's Cuban Community

The majority of the Cuban population in the U.S. lives in Florida—and Puerto Ricans also tend to be in the eastern side of the States, in New York City, Orlando and even Chicago more to the west. But true to the dispersion of the Hispanic population, these groups have also spread out to other places, including Texas. 
 
In 2006 only 0.2% of Houston’s Latinos were Cuban—compared to the national average of 3.4% that same year—but this number is going up as more Cubans enter the U.S. through the Texas’ border, via Mexican territory, and many more relocate from California attracted by the state’s lower cost of living.

Houston’s Cuban community is growing. In fact, this past Sunday Cuban and Puerto Rican Houstonians celebrated the yearly PRC Festival with packed-crowds and a strong sponsor roster including Goya, Wal-Mart, Minute Maid, Bacardi and Wachovia.  

While the U.S. Census reports that California had the largest Hispanic population last year, Texas had the largest numerical increase. A small part of that trend it seems; is a larger number of Cuban Latinos calling Houston home.  

Preparing Hispanas for Leadership: An Interview with NHLI

The National Hispana Leadership Institute—an organization devoted to cultivating leadership among Latinas around the nation since 1987—will celebrate is 8th annual leadership conference next month.  Our colleague Marieli Colon-Padilla in FH's Washington, D.C. office, a member of the organization, interviewed NHLI president Cristina Lopez (photo below) about what are the leadership opportunities available to Latinas and how to seize them. NHLI works to expand the pool of qualified Latinas and connect them through networking opportunities so that corporate America, as well as the public and non-profit sectors are more reflecting of the new American reality. This is the first of a two-part Q&A:

MCP: Hispanics are the largest minority in the nation. What does this mean to Hispanas?

Cristina Lopez: Hispanics being the largest minority means they are also the fastest growing segment of the workforce/largest number of entrants into the labor force over the next 25 years.  And programs that target Latinas and empower them to become better prepared to compete in today’s demanding workplace are crucial.

MCP: How does NHLI respond to the changing demographic?

CL: Latinas are tremendously underrepresented among decision-makers and positions of influence.  NHLI develops strong, savvy, influential Latinas.  Through skills-building training, NHLI prepares them to take on leadership positions in corporate America, become public elected officials and nonprofit executives.  And through Latinas Learning to Lead develop the next generation of Latina leaders. 

MCP: What role does NHLI have in representing Hispanas?

CL: NHLI’s network is a broad cross section of Hispanas in this country.  We inform, connect and advocate for Latinas. NHLI is the “go to” organization for Latinas and on the issues that affect Latinas and their families.  The voice of Latinas on the issues challenging our country.

MCP: How does NHLI’s work with Latinas impact Hispanics and other communities?

CL: NHLI has directly impacted the lives of Latinas in every corner of the country, and touched thousands more through alumnae-led projects focused on education, employment, health, technology and other quality-of-life issues. Among our executive alumnae are community leaders, award-winning authors, filmmakers, social workers, educators, elected officials and entrepreneurs. In addition with our youth program, Latinas Learning to Lead, we engage the most inspiring and motivated young Latinas in the country, and contribute to the growing number of Latinas graduating from college.

NHLI has created one of the most powerful professional women’s networks in the country. By enhancing the leadership skills of Hispanic women, NHLI has helped position Latinas as key players in the national stage and ensured that Latinas in leadership positions have access and power to influence policy.  NHLI has a multiplier effect – just through mentoring, leadership projects, and networking, NHLI has measurably affected the lives of more than 56,000 Hispanics nationwide

MCP: Do you think the private and public sectors are aware of what NHLI does to promote leadership, professional development, relationship building, inclusion, community and world activism? How would you see this be integrated into other platforms across the board (i.e. politics, corporate, government, education, etc.)?

CL: NHLI is one of the best kept secrets and we want to get the secret out.  In the corporate sector, we have some corporate partners who are very aware of NHLI’s value and they have been staunch supporters for years – StateFarm, Walmart, MillerCoors,  (others GM, Ford, Verizon, AT&T, CocaCola).  We need to do better in the Public Sector and especially in the non-profit/philanthropic/Academic sectors.  The nonprofit sector is currently grappling with how to get people of color into executive positions and be more reflective of the changing face of America.  Foundations need to see us a vehicle that can help in this arena. 

Cha-cha-changes

This week's lead story on Advertising Age is a good read for any marketer. Written by the editor of American Demographics (part of the trade pub), the story provides a good summary of what is going on with consumer demographics and the data paints a very interesting picture for any brand seeking to forge a lasting relationship with today's changing consumer landscape. While it is no secret that the U.S. is increasingly diverse, the piece examines just how by even comparing population metrics among regions. From this, two big statements emerge for those of us who work in and with multicultural and/or Hispanic markets: the Latina mom, as covered on this blog before, is young and part of a very influential segment and teens (particularly in the South) show the greatest ethnic diversity. Also, the piece talks about the challenges of reaching the new consumers by traditional research means since many are now connected by cellphones and very adept at screening calls and protecting themselves from intrusions. (It goes to far as to suggest the CMO may soon have a new team member solely focused on consumer segmentation.)  This is more pronounced among Hispanics who largely rely on cellphones as their #1 communication tool, making it an even more elusive group.

At the end of the piece, writer Peter Francese makes five conclusions about what is a 'must know' for the top 5 segments he covers and two pertain to our day to day work: immigration and new faces. His counsel is brief and in summary encourages brands to engage on the immigration debate and embrace new cultures. This is really at the heart of success, paired with cultural sensitivity, the desire and ability to adapt to changing tastes, and an understanding that consumers have changed and are continuing to change FAST and only those brands that remain relevant will thrive.  What do you think? 

Feeling The Crunch

After a brief and non-intended hiatus from blogging, I have been meaning to comment on recent news about how Hispanics are being affected by the current economic situation.  A story in the Miami Herald caught my eye recently because Hispanics leaving the country due to economic prospects became news-- a departure from the news that continually document the reasons why Hispanics continue to reach U.S. soil.  Previously, a USA Today story from mid May stated that Hispanics are being among the hardest hit by the downturn due to the housing slump and how it affects them on two fronts: less construction jobs, less houses to put as collateral to fund a business.  Then, last week, the Pew Hispanic Center came out with its own report that points to the weakened construction industry as the lead culprit of the 6.5% unemployment rate among Hispanics-- almost 2% more than the national rate at this stage.  The report also shows a decline in wages, and a contrast between Latino men and women in the workforce-- the latter's overall participation has declined sharply. Now, keeping in mind that the Hispanic buying power is the equivalent to the Mexican economy, these stats should be considered as a metric of the health of the consumer pocketbook and more importantly, the purse.  Women continue to make most of the buying decisions in the U.S. Hispanic household, and if they are feeling the pressure more than other groups, their cautious shopping habits will be increasingly pronounced. 

Mom: La Reina de la Casa

With just a couple of days before Mother's Day, marketers are intensifying their efforts to connect with the most influential person in the household. More so, in the Latino household.  You see, moms are the gatekeepers of the family budget in most homes across the nation, but in Latino households, they are also the cultural beacon-- the one who normally decides and supports which traditions to keep, which foods will make it to the table, which brands will make it through the door.  Last week, the Census came out with the most recent figures about the growth of multicultural youth in the U.S. and Hispanics under 18 are again the fastest rising segment of the population-- and almost 34% of the total Hispanic population now estimated at 45.5 million.  What's more, Hispanic youth under 5 is a growing segment-- specially those born in the U.S.  But before these kids can make their own consumer decisions, and perhaps long after they can, moms will continue to influence them based on the cultural value system of the Hispanic household. And considering that there are more than 20 million Latinas in the U.S., it is wise to pay attention to the segment.

Taking a look at Univision.com and many of the Hispanic media this week will reveal different approaches to connecting with the Latina mom.  Some go so far as to reference the 'abuelitas'. The truth is moms are reigning queens, and the effects of it go so far as to make Mother's Day the #1 remittance transaction day for Hispanics in the U.S..

For all the Latina moms out there, felicidades en su dia!

Latino Population To Triple in Next 40 Years

Official Census figures are not due for another couple of years, but a new study from the Pew Hispanic Center released yesterday made projections about what the face of America will look like by 2050 and it's plenty diverse.  According to the research powerhouse, Hispanics will continue to be the fastest-growing demographic group and will make up almost 30 percent of the total population-- a change from the current 15 percent.  Still the youngest group in the nation, still with younger, larger families, the Hispanic boom will not cease. In fact, the study predicts that if current population trends are to continue, the Hispanic demographic will triple in size.  Also, the study predicts white, non-Hispanics will make up 47% of the population, effectively becoming a minority group.  Among its predictions, Pew also states that one in five in the nation will be an immigrant. 

Fastest Growing Hispanic Markets

Many marketers have come to learn by heart the leading Hispanic clusters in the nation-- those with burgeoning established communities, growing spending and political power. But the Hispanic population continues to spread across the entire nation, with used-to-be emerging markets such as Atlanta now making it to the top 10 lists among some researchers. A couple of weeks ago I read an interesting piece in Hispanic Market Weekly that cited recent Arbitron data on the 20 fastest growing Hispanic markets in the nation. At the top of the list: Charlotte, with a 20% population growth in just a year.

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.