Page 35 - SYF Hispanic Playbook_WorkingDraft (1)

Spanish is the language shared across the Hispanic community, but the community
varies across ethnicity and other factors. In order to feel truly seen, Hispanic people
need to receive more than in-language marketing. They need to see brands
authentically connecting with their unique cultures sometimes through in-language

creative but always with nods to cultural nuances.

LOYALTY

Hispanic individuals have a reputation of being loyal consumers to brands they trust
and respect, frequently with brands that are actively engaging with their community
and supporting causes that affect them personally and socially. This loyalty also

translates to family dynamics with how it is often expected for younger people to
provide for older generations.

RESPECT & HONOR

This stems from the cultural value of placing great social worth and ultimate decision-
making power on authoritative figures such as parents, teachers, leaders, elders, or
government officials. This often results in many Hispanics refraining from disagreeing
with people in positions of authority.

PRIDE

The Hispanic community is a proud people who hold a high degree of pride and self-
respect for their ethnic and cultural heritage. They appreciate the rich cultural
possessions from food, music, and language that make them Hispanic but also show
pride for the Hispanic cultures across the diaspora as well.

CULTURAL MARKETING PILLARS

RESPECT