Category
Lifestyle
Festive Fusions
Trend cluster
Category
Cultural
Authenticity
Brands recognize diverse cultural identities to strengthen relationships.
2.6
Trend score
Trend
What is the Cultural Authenticity trend?
Cultural Authenticity: Though the Hispanic market is rapidly growing in terms of purchasing power, it remains largely under-served in the commercial marketplace. Brands are beginning to take notice, seeking to create an authentic connection with the Hispanic consumer by incorporating traditional cultural practices, holistically and without Americanization. The use of bi-lingual campaigns or Latino spokespeople communicates that brands are prioritizing the Hispanic population, and the lack of forced assimilation gives these campaigns credence.
Trend themes
Themes within the Cultural Authenticity trend
Three behaviours holding the trend together01
Cultural Representation
Brands are beginning to take notice of the Hispanic consumer and are seeking to create an authentic connection by incorporating traditional cultural practices without Americanization.
02
Bilingual Marketing
Brands are employing bilingual marketing strategies to engage the underrepresented Latino consumers.
03
Bicultural Advertising
Brands are creating campaigns targeted at bilingual consumers who often go back and forth between their roots in Mexico and those in American culture.
Industry implications
What the Cultural Authenticity trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can benefit from incorporating cultural practices and appealing to the under-represented Latino demographic through lifestyle-oriented marketing.
For
Advertising and Marketing
The advertising and marketing industry can benefit from employing bilingual marketing strategies to engage the underrepresented Latino consumers.
For
Automobile and Transportation
The automobile and transportation industry can benefit from creating campaigns targeted at bilingual consumers who often go back and forth between their roots in Mexico and those in American culture.
Trend signals
Trend signals for Cultural Authenticity
Trend score 2.6 out of 10, from popularity 42%, activity 27%, freshness 8%.
Popularity42%
Activity27%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
South America
Evidence
Examples of the Cultural Authenticity trend
4 featured examples from Jul 22, 2015 to Apr 12, 2016CategoryLifestyle
Bilingual Cereal Commercials
This Cheerios Commercial is in Spanish with English Subtitles
Opportunity for food companies to create marketing campaigns that resonate with diverse audiences and include multicultural perspectives.
CategoryMarketing
Bachata Fast Food Ads
This McDonald's Ad Attempts to Lure Hispanic Customers
Opportunity for fast food companies to create culturally specific ads to target different demographics.
CategoryMarketing
Boxing Bicultural Beer Ads
This Macho Ad is the First Tecate National Campaign in the US
Disruptive innovation opportunity: Embrace diversity and inclusivity in advertising campaigns to effectively reach and connect with bicultural consumers.
CategoryAutos
Bicultural Road Trip Ads
This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities
Advertising agencies can create more inclusive campaigns targeting under-represented demographics.
