Taking a Closer Look at Bicultural Hispanics

For brands that want to reach bicultural U.S. Hispanics, understanding who they are, what they value, and how they communicate is essential.

Latinum Network recently shared “Six Things to Know About Bicultural Hispanics” based on findings from various research studies they’ve conducted over the past few years.

Here are a handful of the key insights they shared about this unique, highly coveted audience:

Numbers

Latinum states that there are 19.6 million bicultural Hispanics in the United States. This is a young and fast-growing population.

Culture

Bicultural Hispanics are “active participants” in both worlds. They consume food, music, and TV in ways that help them connect with both Hispanic and American culture.

Language

Language acts as a bridge for biculturals, enabling them to move fluidly between cultures. Bilingual, bicultural U.S. Hispanics regularly consume media in both Spanish and English.

Family

Parents play a key role in bicultural Hispanics’ lives and choices. Parents of biculturals want them to stay connected to Hispanic culture, but take advantage of American opportunities.

Effectively Speaking to Bicultural Hispanics

In the post “4 Things Brands Need to Keep in Mind When Reaching Out to Bicultural Hispanics”, we looked at some things companies need to know to effectively communicate with this audience.

Some key takeaways from this post include being authentic, being relevant to the age and experience of the individuals you’re trying to reach, and taking regional differences into account.

Perhaps most significantly though, it’s important for brands not to make the mistake of focusing on language instead of message with this audience. Because bicultural Hispanics give equal weight to both languages, you must ensure your message is delivered consistently via both English and Spanish marketing communication.