It’s a matter of respect.
That’s the takeaway from newly released research from MRI-Simmons that says Hispanics, regardless of language preferences, believe anuncios en español are representative of appreciation and thoughtfulness to the U.S. Latino consumers.
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According to MRI-Simmons Spring 2023 data, shared on Monday as part of a wide-ranging report, offers the following highlight: All Hispanic adults say that advertising in Spanish matters.
Specifically, MRI-Simmons shares that while Spanish-language advertising matters more to Spanish-dominant speakers, English-first or English-only Hispanics believe ads presented in Spanish “show a respect for their culture.”
In fact, nearly half of English-first or English-only Hispanics are likely to be loyal to brands that make the effort to advertise in Spanish.
It’s an intriguing finding, and one that may further dissuade marketers from shunning Spanish-language campaigns when reaching Hispanics in the U.S. through a “total market” approach — a key concern among multicultural marketers for the last decade.
Even among English-dominant Hispanics, 3 in 10 believe Spanish-language ads “are the best source of information” when purchasing products or services.
The findings, as shown above, also suggest more brand loyalty among all Hispanics when advertising in Spanish is present in the U.S.
