Page 37 - Synchrony US Hispanic Market Playbook

CULTURAL MARKETING PILLARS

RESPECT

Reflect the way real people really live. We all have something to learn from one
another, and the things worth sharing are worth celebrating. It is important to defer to
the experts and go above the veneer when making decisions about nuances, insights,
and imagery; otherwise, the risk is to default to a stereotype.

RELATIONSHIP

The task is to truly understand the segment, going beyond stereotypes and into real-
life portrayals; then brands can successfully establish relationships that are symbiotic.
These relationships need to be marked by longevity and loyalty. It is important that
brands are responsible for investing in the culture of their target, not to treat elements
of custom and music like a mask or a trend that can be discarded at will.

REPRESENTATION

To gain the trust of people who have not had their voices heard historically, consider
giving them a platform to speak. Sharing the microphone is the only way to come to

any kind of understanding of the way people truly live. Each individual is more than the
sum of his or her demographics, and every story has the potential - and the power - to
surprise and uplift

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