hispanics

How YouTube, Bounty, Sony Are Winning Hispanic Hearts

• by Sarah Mahoney  @mahoney_sarah, 7 hours ago

 

Companies winning with Hispanic consumers come from diverse industries, with YouTube, Bounty, Sony, Google and Dove ranking highest. New research from Collage Group finds that these brands dominate through their ability to connect with consumers by drawing on their strong sense of cultural duality, positivity, engagement and desire to blaze new trails.

The research looked at more than 800 brands and found those that scored best do so by tapping into the cultural duality of today’s Hispanics, blending traditional heritage with modern cultural influences, like contemporary music and fashion. They also embrace cultural specificity, prioritizing the needs of Spanish speakers, bringing friends and family together, and helping them explore their roots.

“Cultural duality is all about appreciating your heritage and traditions and modern mainstream U.S. culture,” writes Jack Mackinnon, senior director of cultural insights at Collage. “Most Hispanics in the U.S. are also bicultural, meaning they speak both Spanish and English and feel connected to their family’s culture of origin and U.S. culture. It’s also important to note that the vast majority of Hispanics are born in the U.S., so this isn’t an immigration story directly. It’s an immigration-influenced story.”

Ziploc, Colgate, Band-Aid, Nike and Amazon also make Collage’s Top 10 Hispanic brands.

Collage specializes in measuring cultural fluency by measuring six components of people’s sentiments, including positive memories of the brand, values, trust and advocacy. It released the data as many brands gear up for National Hispanic Heritage Month, observed from Sept. 15 through Oct. 15.

Collage notes that the brands that resonate best are devoted to Hispanic audiences all year. In a more detailed case study of Sony, ranked No. 3, the market research company points out multiple ways the brand tells Hispanic-themed stories in many ways. The company offers year-round support through partnerships, internal efforts, and inclusive Spanish language initiatives.

That includes releasing family-friendly movies that span decades, for instance, which help build cozy bonds with family-oriented Hispanics. Among Hispanic respondents, 39% say they are likelier to watch a show or movie if the whole family can enjoy it, versus 30% of the general population.

Sony is especially connected to Gen Z. “Younger Hispanics tend to be more engaged in media consumption – particularly music,” Sudipti Kumar, director of multicultural insights, tells Marketing Daily via email. “Brands engaging with musicians that are relevant to them.” She points to Sony’s partnership with Mexican rapper Peso Pluma as an example.

Among Hispanic audiences of all ages, 87% say they like or love Sony, versus 57% of the general audience. And 45% of respondents describe the brand as being on the rise.

The U.S. Census reports that at 65.2 million, Hispanic consumers represent the nation’s largest ethnic or racial minority, at 19.5%of the total population. A total of 13 states now contain more than one million Hispanic consumers, with a median age of 31.