Page 45 - SYF Hispanic Playbook_WorkingDraft (1)

• 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.

A knowledgeable consumer is an empowered consumer. And these consumers are

avidly seeking information and education to make better decisions when it comes to
their finances and their healthcare.

 This segment welcomes companies/brands that help educate them in financial
matters so they can make smart, well-informed decisions.
 Empowered consumers are more open to new products and they are more
proactive when it comes to their finances, shopping habits and healthcare.
 Channels suggested by respondents include instructional videos, informational
advertising – social media and credible influencers.

Conversations with trusted sources trump reviews and other sources of information,
with word of mouth becoming a key conduit to brand choices.
 It is common for Hispanics to turn to family and friends for information and

make important decisions as a group, but they also look at online reviews.

 That special relationship with the pharmacist seems to be a thing of the past –
belonging to a different generation, but respondents do recognize it would be an
added value when it comes to their healthcare.