# Cultural Authenticity Brands recognize diverse cultural identities to strengthen relationships. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jul 21, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cultural-authenticity ## Key Figures - Trend score: 2.6/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 22, 2015 to Apr 12, 2016 - Published: Jul 21, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Themes within the Cultural Authenticity trend ### 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. ### Bilingual Marketing Brands are employing bilingual marketing strategies to engage the underrepresented Latino consumers. ### 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. ## What the Cultural Authenticity trend means for industry ### For 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 for Cultural Authenticity Trend score 2.6 out of 10, from popularity 42%, activity 27%, freshness 8%. - Popularity: 42% - Activity: 27% - Freshness: 8% ## Examples of the Cultural Authenticity trend 4 featured examples from Jul 22, 2015 to Apr 12, 2016. - [Bilingual Cereal Commercials](https://www.trendhunter.com/trends/cheerios-commercial): This Cheerios Commercial is in Spanish with English Subtitles (Category: Lifestyle) Implication: Opportunity for food companies to create marketing campaigns that resonate with diverse audiences and include multicultural perspectives. - [Bachata Fast Food Ads](https://www.trendhunter.com/trends/bachata-mcdonalds-ad): This McDonald's Ad Attempts to Lure Hispanic Customers (Category: Marketing) Implication: Opportunity for fast food companies to create culturally specific ads to target different demographics. - [Boxing Bicultural Beer Ads](https://www.trendhunter.com/trends/tecate-national-campaign): This Macho Ad is the First Tecate National Campaign in the US (Category: Marketing) Implication: Disruptive innovation opportunity: Embrace diversity and inclusivity in advertising campaigns to effectively reach and connect with bicultural consumers. - [Bicultural Road Trip Ads](https://www.trendhunter.com/trends/goodyear): This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities (Category: Autos) Implication: Advertising agencies can create more inclusive campaigns targeting under-represented demographics. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Marketing](https://www.trendhunter.com/marketing)