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Expanded personal perspectives and insights into Hispanic D2C marketing and advertising
There are endless articles, reports and blogs dealing with the power, the importance, and the resiliency of the Hispanic consumer – not to mention everything that has been written about the numerous myths, and sometimes outright ethnic fallacies, surrounding Hispanic consumers.
Nine years ago, my partner and I opened the doors of d2H Partners with two burning questions. The first was a bit visceral – “Are we crazy to open a Hispanic advertising agency?” The second more existential – “If we decide to start a Hispanic advertising agency, how do we add value from a best practices perspective operating as…
The largest anti-Latino racial massacre in recent history took place on August 3, 2019, when a 21-year-old believer in the white supremacist conspiracy theory the “Great Replacement” walked into a Walmart in the Texas border city of El Paso with an assault-style rifle and began shooting, intending to target Latino, specifically Mexican, people…
I cannot help but feel the million cuts of micro-aggressions whenever I ask myself this question. If my dollar is worth as much as your dollar, then why do you spend so much less reaching out for my business? I write today as much a Hispanic consumer as I am a marketer to my community.
The term LatinX that purports to describe Latinos in a gender-inclusive, non-binary way, has become commonplace in some quarters – but certainly not among Hispanics.
So, who is using LatinX? Opponents of transphobia and sexism and those who embrace the latest lingo.
A quick look at our infographic this month and you cannot help but come to one conclusion – Hispanics are vaccinating for Covid-19 at an alarmingly low rate relative to the US population in general. Ironically, there is research out there that Hispanics want to get vaccinated as soon as possible.
US Hispanics have historically been linked to cannabis, but until recently that association was marked by racial inequality. In fact, cannabis was referred to as “marijuana” “because anti-cannabis factions wanted to underscore the drug’s ‘Mexican-ness,’ meant to…
Most of the debate related to people of color in the media comes down to two subjects — how are we portrayed and do we see ourselves enough on-screen. The topic of on-screen representation seems to get more politicized with every award show, much like everything else…
Almost one year ago, I wrote about Hispanics being essential to the well-being of the U.S. economy. This economic essentiality has cost our community dearly and yet the resiliency shown by Latinos is what makes…
The last time we took on the subject of authenticity in Spanish language advertising campaigns, we outlined at least 12 red flags. To those of us in the multicultural marketing business this may come as second nature, but this issue is somehow still generating…
Spanish is not going away, especially when there are 46MM Spanish-speaking consumers in the US today.
While the topics of acculturation and the growth of the Hispanic market…
Now that we are well into the 2020s, we may finally be coming to terms with racial and cultural unrest in our society. What is not so clear is what this reckoning – along with upcoming census data – will mean for multicultural marketing in general and Hispanic advertising in particular…
Hispanics represent roughly 20% of the U.S. consumer market which means that choosing the right D2C agency to grow your agency is more than just a wise choice, it’s imperative. While the process may seem daunting at first blush, it is not. Simply apply the same search criteria you used to choose a general market…
If you are like me, my love of math was cut short at pre-calculus. Fortunately for all of us, projecting how to budget for the Hispanic Consumer Market for the first time requires less engineering than you might expect. Remember the axiom if A=B and B=C then A=C. Let’s translate…
The Supreme Court ruling today that the Census can be cut short is particularly troublesome to the U.S. Hispanic community. Per Justice Sonia Sotomayor – the only dissenting voice – “the harms associated with an inaccurate census are avoidable and intolerable.”…
Grit, the drive to succeed, helps make the Hispanic consumer market so attractive, and so essential. And marketers who address Hispanics directly and authentically are rewarded financially and with loyalty. Two of the biggest advertisers in the Hispanic market – Walmart and Target – just reported hugely successful Q2 results …
Hispanics are essential for the well-being of the U.S. economy. This has been proven by the coronavirus pandemic.
The numbers speak for themselves. Hispanics are over-represented in several key front-line sectors that have kept the economy running during this pandemic…
Never has the word ‘community’ been so relevant. To all of our friends and family – our staff, clients and ecosystem partners in this class – you are OUR community and you can count on us, now and always.
d2H is a small business and for the last month we have most…
For those of you who say the infomercial is dead, we declare: “Long live the infomercial!”
Take a moment to unbundle DRTV video content, aka the infomercial, and you will find it more strategic than you may have previously considered. Among the most amped up…
We have just come out of yet another award season and one more year has gone by without the universal recognition that Latinos are not making any progress either in front or behind the camera. This blog is a slight departure from…
Let’s face it, the Total Market strategy does not work, especially for performance marketers and retail.
On paper, the Total Market approach looks good and sounds better in the boardroom
A “dolar” is a “dollar” no matter what we call it. Except, for some reason, when it comes to budgeting for Hispanic. Even though Hispanics over-index on the usage of many categories, and even though they demonstrate…
So, yet another article about authenticity in Spanish-language advertising. You may wonder – what more is there to say that has not already been said? You may well be right. However – and overcoming all my cynical misgivings…
In today’s hyper-partisan and bi-polar environment there is a culture war flaming the fans of division in our society. So what are we in the Hispanic advertising and marketing ecosystem to do about it?
How Important is Spanish today among U.S. Hispanics? Depending upon who one listens to, Spanish is the most common unifier amongst U.S. Hispanics…
Which comes first for success in the Hispanic market – corporate diversity or marketing enculturation? I’ll get to the latter in a moment. Diversity is a worthy and necessary cause to be sure. Its benefits…
As an independent Hispanic advertising agency we have been asking ourselves an existential question for much of the last decade – why does our trade seem to be abandoning the US Hispanic “Viejennials?”…
