Courting Hispanic consumers means going beyond stereotypes, targeting Millennials
For the past two decades or more, America’s businesses have been working to connect with the nation’s largest ethnic and fastest-growing demographic group: the Hispanic consumer.
According to The Hartman Group Inc., Bellevue, Wash., this mission to cash in on opportunities for future revenue growth can be fraught with peril for marketers that cling to what often passes for “Hispanic marketing,” an approach that rests more on stereotypes than it does on the realities of modern, acculturated Hispanic households.