Univision shares research on bilingual Hispanics with marketers
Univision Communications recently commissioned video research interviews of bilingual US Hispanics. The findings reinforced the importance of language and culture to Hispanics who speak both Spanish and English. In a recent webinar for marketers, “Hispanic 411: Insights to Grow Your Business,” Univision revealed the four keys to help marketers demystify and understand acculturation.
“Univision has seen an increased interest from marketers to develop a deeper understanding of acculturation,” said Graciela Eleta, senior vice president of Univision’s Client Development Group. “This video ethnography allowed for a candid discussion from our audience on how they are emotionally impacted by language and culture. Using the insights of this study and others, we can help marketers and agencies effectively engage with bilingual Hispanics while not allowing acculturation definitions over complicate targeting efforts.”
The study, fielded by Encuesta, Inc., consisted of 12 contextual video interview-based ethnographic research sessions conducted in Miami, New York, Houston and Los Angeles with bilinguals who were either born in the US or have been residing in the country for 75% of their life.
During the Hispanic 411 webinar discussion, Eleta and Liz Sanderson, senior director of Univision’s Client Development Group, revealed four keys to understanding acculturation:
Acculturation is not a linear journey. It is an ongoing and ever-changing process with no particular end-point; Hispanics don’t necessarily want to reach a “fully assimilated destination.” As such, Univision suggests using the word “acculturating” instead. Every Hispanic, from a new immigrant to a fourth generation Latino, is on his or her own personal path. As shown in the first-hand video accounts, young bilingual Hispanics are proud of their background, with second generation Hispanics identifying themselves by their parents’ country of origin.
Secondly, acculturation involves more than just language. Acculturation should not be confused with “Hispanics who speak English.” Language is a large passion point in the Hispanic culture, but so is food, family, music, sports, fashion, celebrities and spirituality. According to the study, bilingual Hispanics feel these passion points are integral to their identity and therefore feel a need to preserve them. Participants revealed they view Spanish as the language of self expression and emotion; it is the language of the heart. Young Hispanics also realize the value of being bilingual in the workplace and in passing down the language to their children.
The third key to understanding acculturation is that it’s additive not subtractive. Hispanics are incorporating American values, aspirations, traditions, holidays, foods and music and layering these on top of their Hispanic culture. In the ethnographic study, young bilinguals revealed they think this makes them more interesting. The study also revealed that Hispanics often switch between languages freely and unconsciously. Being bicultural allows them to experience the best of both worlds. This represents their “cultural duality.”
Finally, bilingual Hispanics’ cultural duality creates an appetite for all things Hispanic. More than Spanish fluency and more than English fluency, cultural fluency is what resonates with bilingual Hispanics. They are drawn to media and marketing messages that accurately and fully reflect their Hispanic-American lives.
Click here to view the “Hispanic 411: Insights to Grow Your Business” webinar, which also presented implications for marketers as they develop and execute their Hispanic efforts.
Throughout the coming months, Univision plans host additional webinars showcasing insights on the Hispanic consumer. The next webinar on October 26 will discuss best practices when tackling Hispanic creative with Kathy Whitlock, vice president of Agency Development at Univision Communications Inc. and David Burgos, vice president at leading global research agency Millward Brown.
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