FH Hispania Plaza

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!

VH1's New Reality Show: Bofetadas, Intriga, y Final Feliz

Reading the trades, I had noticed some coverage about the newest VH-1 reality TV conconction: Viva Hollywood! I glossed over the headlines until I saw it mentioned again today and saw that Latino TV darling Carlos Ponce was hosting-- had to learn more. Turns out, VH-1 is pitting 12 aspiring bilingual actors in a race to become… a Latino novela star!

The premise of the show is that contestants have to master the 7 sins of novelas. They will be showing off their acting skills while living at the "Casa de Locos". But hold on: in what seems like an implausible plot twist from novela madrina Delia Fiallo, astrologer Walter Mercado will provide alerts and predictions of challenges to come during each episode. And in true novela style, contestants will be 'killed off' during the progress of the show until one is crowned with the 'papel estelar' and receives a contract with talent firm LatinWe, a Miami condo, and $100,000 prize.

From the press release, it seems VH-1 was able to plot every single cliché of the Latino novela culture into one big reality TV show (or should we call it 'spoof'?). Sofia Vergara, Daisy Fuentes, Angelica Vale, Charo, Christian De La Fuente, Lorena Rojas, Maria Celeste Arraras and Perez Hilton all have signed on as celebrity guests on the show that premieres this Sunday.

Holy Week: The Most Faithful Time of the Year

**The following posting comes from Ana Toro, an FH Hispania colleague in Atlanta.** 

Holy Week, or Semana Santa, commemorates the last week of the earthly life of Jesus Christ, culminating with his crucifixion on Good Friday and his resurrection on Easter Sunday. It includes the religious holidays of Palm Sunday, Maundy Thursday (Holy Thursday), and Good Friday, and is a time of major celebration for Catholics worldwide.

According to the Pew Hispanic Center and the Pew Forum on Religion and Public Life, about 68 percent of U.S. Hispanics say they are Catholics.  And while recent reports have documented some trends in shifts on faith, Catholicism remains the main religion among the demographic.

One of the biggest adjustments Catholic immigrants face when they come to the United States is how they practice their faith, especially during Holy Week. To begin with, the fact that in the U.S. everyone works the whole week is a culture shock for many Latinos.  Children in many countries such as Peru, Mexico,  Panama, Colombia, Costa Rica, Puerto Rico and the Dominican Republic have no school during Holy Week -- and the same holds true for some Catholic schools in the United States.  But on the job, the same Latin American countries observe at least part of the week as a holiday (typically Wednesday, Thursday and Friday) and this is not customary in the U.S..

Not having at least Thursday and Friday off of work is difficult for many Hispanics to comprehend, as these days are considered by faith and family as high holidays: a time to reflect, observe penance and fast.  As a child, I could not listen to the radio or even watch TV (except the Jesus Christ movies), especially on Good Friday. That was the only day of the year I remember my house to be so quiet, I could hear my next door neighbor’s phone ring.

Latino Arts

The arts are an important part of any culture, and the U.S. Hispanic arts scene is incredibly vibrant and thriving.  New shows, books, and music are being introduced everyday and other big offerings are planned for 2008.

That Hispanics have begun to carve out their own artistic identity in this country is nothing new.  The New York arts movement of the 50s and 60s, that led to the creation of El Museo del Barrio and later saw the birth of the Nuyorican Poets Café in the 70s, and the Chicano movement of the 60s and 70s, all spawned great poets, musicians and writers.

But what seems new to me is the rise in the number of Latino arts organizations such as comedy troupes, theaters, and film festivals, and the opportunities they present for influencing popular culture and reaching U.S. Hispanics.

From the Refried Fridays Latino comedy nights at the Hollywood Improv to Chicago’s all-Latina Teatro Luna to the Teatro Stage Fest in New York, examples of strong, emerging Latino arts organizations abound.

Some of these names may not seem familiar to you, but chances are that one day they will.  Latino comedians such as George Lopez and Carlos Mencia, pioneers of Latino-themed TV shows, got their start on stages like the Hollywood Improv and are proof that Latino artists, with Latino themes, can make it to the big time and make a stamp on popular culture.

2008 is already proving to be a strong year for Latino artists.  In the first few weeks alone we’ve seen Nilo Cruz's Pulitzer-winning Anna in the Tropics staged in Spanish in Miami, Chilean Ariel Dorfman’s Widows premiered in New York for a short run, and the musical Celia (in honor of Celia Cruz) going strong on Broadway.

For marketers who wish to reach U.S. Hispanics, sponsorship and support of Latino productions and arts organizations are great ways to connect to the community.  Artists are always looking for funding and visibility, and helping them reach for the stars makes good business sense.  Because there’s no telling how high Latino artists will soar.

Cross the Border for More Than Spanish Lessons

**The following posting is a contribution from our colleague Ivette Lopez in Austin-- a member of FH Hispania and FH Out Front (www.outfrontblog.com).**

My partner has been part of an Austin lesbian Yahoo! group Austingrrls, a listserv-based organization for women in our community. One of the members recently wrote a note encouraging others to learn Spanish via particular program she had participated in the past where one can stay with LGBT friendly or LGBT families in Mexico.

Being from an ultra conservative Mexican family (as are most US Mexican Americans), I jumped at the chance to learn about families that are encouraging the acceptance of our community, IN MEXICO. CETLALIC; is a community-based organization focused on teaching Spanish to foreigners while at the same time developing Mexican communities of tolerance. An organization such as this one is important in helping the Mexican and other Hispanic communities become safer environments for gays and lesbians. See the unique cultural challenges of the Hispanic LGBT community on Logo’s news special “Los Otros”, which unfortunately, often involve violence.

CETLALIC offers progressive social justice programs such as “Coming Out: Gay Men's Experience in Mexico,” “In/Visibility: Lesbian Lives in Mexico” and “Opening Doors: September Gay and Lesbian Program.”

I was pleasantly surprised to see organizations such as the University of Texas and Our Lady of the Lake University in San Antonio being recognized for their participation in the program. On the Mexican side, the state of Nuevo Leon’s Human Rights Organization, and businesses like LaNeta.com, Internet for social change, are also supporters.

Programs such as CETLALIC are another step towards breaking cultural barriers and sustaining the message of equality. The support towards the organization from US entities, such the universities mentioned, are defining the voice and creating more leaders within our small but quickly growing Hispanic LGBT community. It is important to recognize the work they do and their collaborations; their experiences can be instrumental in reaching this diverse audience.

Felicidades a todos los de CETLALIC, ¡sigan adelante!

Do you know of similar organizations in your area, or perhaps ones that service a different Latin American country? Give them a hand and recognize them in your comments!

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.

Ni de aquí, ni de allá

I was born in Mexico City and my family moved to Laredo, Texas when I was 10. As a first generation Latina, sometimes I feel out of place, not belonging here or there. I have friends that say that sometimes I am very American, and sometimes very Mexican. Some have told me that I don’t look Mexican or don’t have an accent, except when I say words like 'Chicago' (which I pronounce as Che-cago) or say Ay Chihuahua.

In an earlier blog, Marisa talked about how her son will identify himself. I can relate, since some call me Texana, others Mexicana and others Mexican-American. I like to say I am Mex-Tex, not Tex-Mex. I go between Mana, Ozomatli and Amy Winehouse in my iPod and watch both Entourage and Buscando a Timbiriche, La Nueva Banda on Sundays. These things all speak to individual preferences and to why it is so hard for marketing and communications experts to reach the first generation, acculturated Latina.

A recent book by Rosie Molinary called “Hijas Americanas: Beauty, Body Image, and Growing Up Latina” shows that I am not alone. Molinary conducted an online survey with 5,000 Latinas and extensive interviews with 80 Latinas. The findings and insights are fascinating and highlight the challenges faced by communicators. Research is key, of course, but fortunately now there are books such as "Hijas Americanas," and organizations such as Las Comadres Para Las Americas and MANA, that can be great resources to understand and reach this market segment.

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!”

Empowering Latinos-- A Dispatch from the LULAC Conference

The following comes from our colleague Monica Talan in Chicago:

CHICAGO-- This year, the annual theme for LULAC’s (www.lulac.org) 78th Annual Convention and Exposition is Empowering Latinos: Building Prosperity through Partnerships. Like every year, several members of FH Hispania are attending the event on behalf of clients, and here is a brief overview from the ground in Chicago – one of my favorite cities – where the event is being hosted at the Navy Pier. LULAC expects about 15,000 participants because of the various events they hold, including their popular training sessions. What makes this event unique is the partnerships LULAC has developed with the federal government, specifically as it relates to offering training for federal employees through the Federal Training Institute. This is done as part of LULAC’s goal to increase Hispanic participation in government jobs and help promote the success of Latinos working in the federal government and speaks to the convention's theme.

The convention ends tomorrow, but much has happened in the last couple of days.  In addition to the federal program, other partnerships announced this week include:
* A new program with Second Harvest to address hunger;
* An MOU with EPA focused on the environment; and
* Further collaboration with other Latino groups including MANA, GI Forum, NCLR and the Southwest Voter Registration

Like every year, some very influential personalities have addressed convention attendees, including Homeland Security Secretary Michael Chertoff, NCLR's Janet Murguia, the Rev. Jesse Jackson among others.

Visit www.lulac.org to learn more about the event, the partnerships forged and the success of this year’s convention. The 79th convention will be held in Washington DC and in 2009, for the 80th convention, San Juan, Puerto Rico will serve as the host city.