In “A Growing Population, and Target, for Marketers,” advertising reporter Stuart Elliott of The New York Times touches on a critical topic facing today’s marketers – Spanish-speaking consumers. His piece not only highlights the latest L’Oreal USA campaign targeting this important audience, but also shares vital stats regarding the growth of this demographic.
According to the 2010 census released last week, the Hispanic population accounts for more than half of US growth in the last decade. In fact, 1 in 6 residents in the country are now Hispanic. Looking ahead 40 years, analysts speculate that the Hispanic population will represent 29 percent of the entire population. So as a brand or an agency helping companies expand, are you considering ways to reach this demographic? If not, it’s time to start.
Here at DGC we’re working with several multicultural agencies. These companies are dedicating their days (and probably some of their nights) to the pursuit of reaching ever-growing, minority markets – strategically and effectively. Like L’Oreal USA’s latest campaign – Club de Noveleras – they are using consumer insights and research, emerging channels and multiple touch points to provide content and create discussions around brands that are relevant to the lives of these important audiences.