Total market planning isn’t about shifting budgets. It’s about doing more with what you’ve got. It’s about looking for growth and delivering brand results by identifying and marketing to all your potential consumers. As you define your strategy and success metrics; as you conceive new products and design new packaging; as you develop new creative and media plans; constantly ask yourself and your teams: "What about Hispanic?"

Brands strive to lead with insights and connect with consumers emotionally. How do you accomplish that in this multicultural nation? By speaking to them in their language and their culture. Nielsen ad effectiveness research shows that, through communicating in-language and within a culturally relevant environment, ads realized significantly higher recall and likeability. (2)

Finally, don’t make the common mistake of thinking that acculturation automatically means English proficiency. Acculturation is about culture but language is just one expression of Hispanic culture. One can be completely fluent in English and still “lean Latino” in values, traditions, and key consumer behaviors like food, media consumption and entertainment choices. (See more about this duality here.)