Page 46 - Synchrony US Hispanic Market Playbook

“I like it coming from the provider because then I know it’s legit.” - Rossana

The door is wide open to better connect with these consumers at an emotional level
via culture, as few have truly mastered how to do it.

 Cultural connection is an abstract concept that respondents had trouble

articulating.

 Their minds go to a sense of nostalgia and traditions from their countries of
origin, if foreign-born.

The Sandwich Generation is taken to a whole new level.

 Hispanics are more likely than other consumer segments to have extended
family living with them or in close proximity. They often find themselves helping
older generations navigate technology and language.

Good customer service seems to have an underlying meaning – humanity, and
empathy.

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