Hispanic millennials search for authentic representations in media
Implications - Though they are the recipient of growing media attention and marketing dollars, Millennial Hispanics are gravitating towards content that is representational of their age and culture. Campaigns that feature social influencers or exclusive content resonate well with this consumer base, who is quickly developing big brand skepticism and learning to spot inauthentic forms of marketing.
Workshop Question - How authentic is your brand's marketing? What changes could you make to establish a more genuine message?
Trend Themes
1. Influencer Marketing - The Rise of Hispanic consumers gravitating towards influencer content represents an opportunity for brands to partner with authentic Hispanic voices and create targeted campaigns that resonate
2. Bilingual Content Creation - Blanca Benavides' bilingual content demonstrates a need for brands to create more Spanish-language videos to reach a wider group of Hispanic consumers
3. Empowerment Campaigns - Dove's Love Your Hair campaign demonstrates the potential for brands to create empowerment campaigns to inspire women of all different hair types to embrace their unique qualities
Industry Implications
1. Influencer Marketing - Brands can partner with Hispanic influencers to create targeted campaigns that reach young Hispanic consumers
2. Beauty and Personal Care - The rise of Hispanic beauty bloggers and vloggers presents opportunities for brands to connect with Hispanic consumers by creating and promoting products that cater to their unique needs
3. Media and Entertainment - Campaigns that feature social influencers and exclusive content can resonate with Millennial Hispanic consumers and represent opportunities for media and entertainment companies to reach this demographic
