Brands are relating to Latino consumers with overt cultural messages
Implications - Instead of targeting the Latino population subtly, brands are using explicit and obvious campaigns to reach this on-the-rise demographic. Communicating a stronger message to the group, and perhaps coming across as more honest, companies aren't shying away from their intention to reach this growing demographic with increasing purchase power.
Trend Themes
1. Ethnic Diversity - Companies are incorporating more ethnic diversity in their products and marketing campaigns to appeal to ethnic demographics, generating revenues for a previously untargeted group.
2. Hyper-targeted Marketing - Companies are using explicit marketing campaigns using specific ethnic imagery or languages in the hopes of making a deeper connection with targeted consumers who appreciate authenticity and whose businesses are likely to grow rapidly
3. Online Content and Social Media - Brands are leveraging modern technology to keep up with shifting demographics and leverages social media to create engaging content for specific ethnic groups.
Industry Implications
1. Fashion - Fashion companies can create appealing designs and campaigns that resonate with ethnic minorities, ultimately increasing brand engagement and sales for previously under-targeted markets.
2. E-commerce - E-commerce stores can appeal to forgotten audiences by monitoring changing demographics and shifting consumer trends, with quick creativity and innovation to create a distinctive brand presence.
3. Media - Media companies can leverage modern platforms and social media to create specific ethnic-based content which appeals to brands and advertisers who want to connect more deeply with their audiences by directly reaching out to particular ethnic groups.
