Cesar Conde on Hispanics and Decoding the New American Reality

Cesar Conde on Hispanics and Decoding the New American Reality

The consumer packaged goods (CPG), retail, and media industries have long considered the sheer size, growth, and importance of America’s Hispanic consumers critical to future business success. Put simply, Hispanic Americans are contributing to the biggest demographic shift in the U.S. since the post-World War II baby boom. It’s no surprise that strategies for reaching, engaging, and winning with these consumers were recurring topics at this year’s Consumer 360 Conference.

Cesar Conde, president of Univision Networks, shared insights about America’s Latino population and how companies should approach these consumers. In doing so, he implored companies to recognize what he called the New American Reality—a world “where cultures blend to the betterment of all” and aspects of Hispanic culture spread across the country.

Conde shared five “Universal Latino Truths” that Univision believes are critical to understanding how to engage with Hispanic consumers.

  1. Family Comes First – Generally, Latinos have strong family bonds that shape many of their decisions, whether large or small. At the grocery store, this often means buying the freshest, most premium foods for family meals.
  2. Technology is a Cultural Enabler – Social media and mobile technologies have been widely accepted, particularly among younger Hispanics. These consumers use these devices and platforms to sustain their cultural connections.
  3. Food is for Bonding – Food is a particular area where Hispanic families have held onto historical traditions, no matter how many generations have lived and grown up in the United States.
  4. Language is a Connector – Latinos embrace English and celebrate Spanish just the same, using bilingualism to keep their homes rooted in shared Latino culture. Over 80 percent of younger Hispanics speak Spanish at home, even with family members fluent in English.
  5. Culture Will Continue – Latinos in the US have repeatedly passed on their cultural history to their children, keeping Hispanic traditions alive for generations, and show signs of continuing to do so for the generations to come.