Clear the misconceptions

There are markets within the market! Yet, most people are not aware of the differences. Not knowing the differences in marketing to Hispanics can be disastrous. This is especially true if you believe some of the common misconceptions.

Years ago, a large quantitative study was conducted for the government of Spain on the image of Spain. The client in Spain was incredulous of the results and were questioning the whole study. They could not believe that a large number of people would mention “large hats” and “piñatas” as things that come to mind when they think of Spain. A significant number of respondents were also not able to place Spain in Europe (which says more about our education system than about common misconceptions!). 

We have seen ads that try to appeal to Puerto Ricans with images of music that is clearly Mexican. Conversely, a Puerto Rican “pava” hat and salsa music does not help build rapport with our Mexican friends.

An example of a common misconception is that all Hispanics eat spicy hot food. That is not the case!  Caribbean cuisine from Cuba, Dominican Republic and Puerto Rico is similar in many ways but it cannot be characterized as spicy hot.

Many marketers use Flamenco dances to signify Hispanics. Our friends from Spain were very happy with the few mentions of Flamenco as the image of Spain, but it rarely relates to any Hispanic living in this country. Other misconceptions like assuming that there are palm trees in all of Latin America or that coconuts grow brown like you see them in the supermarket are just a matter of unfamiliarity but can be very shocking to Hispanics.


Differences and Similarities

Do not assume that all Hispanics see themselves as one big happy family. There are many segments that do not necessarily get along with others. Cubans and Puerto Ricans are in many respects “first cousins” but they segregate themselves in many neighborhoods. Many Puerto Ricans in New York find themselves relating more to the black community than to their Cuban cousins. You sometimes even see discrimination within one community. Puerto Ricans that live on the island often discriminate against their “Newyorkrican” brothers. Many islanders use the term “Newyorkrican” to segregate themselves from the New York Puerto Rican segment.

Discrimination comes from being different. The more marked the differences among the groups, the more evidence of prejudice. Since Cubans and Puerto Ricans in this country have marked differences in social class, they tend to show more prejudice towards each other. The same is true when the differences are in culture. The Mexican culture is quite different from the rest of Latin America. As a result, Mexicans do not relate well to the other segments.

Things are changing. One of the reasons for discrimination within the market is ignorance. Ignorance of other groups, however, is diminishing – thanks to Spanish television. Spanish television, with its two major networks, has managed to create a truly united Hispanic market. Hispanics tend to watch the same variety shows and soap operas, they buy the same products, and are learning to like each other’s food and music.

Another reason for the new tendency to become one market is that Hispanics are finding that there is strength in numbers. The Hispanic community is becoming more participatory in U.S. politics. Hispanic segments are indeed becoming the one true Hispanic-American market.