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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
HMO2019 IN DEPTH
WHY ALL MARKETERS SHOULD UNDERSTAND
‘LOS TWEENS & TEENS’
We continue to hear that language matters most when it comes to multicultural marketing. It doesn’t. Yet, Hispanic teens and tweens are largely U.S. born and thus English-preferred.
How does marketing play into this group? Is it culturally -- and age -- relevancy that matters? How does this work?
Perhaps the best person to have this discussion with is Cristy Clavijo-Kish, who has been active in the U.S. Hispanic market since 1993. She started in public relations, working on such projects as Carnival’s experimental Fiesta Marina cruise line. She later went on to become SVP of Multicultural Markets for PR Newswire and VP for Porter Novelli Florida.
Today, she’s known as the founder of Talento Unlimited, a newly formed consultancy for talent management, marketing and event partnerships focused on women and inspirational mentoring.
Clavijo-Kish is perhaps best recognized as the creator and co-
publisher of Los Tweens and Teens, a blog with a full social media presence devoted to parents of what’s poised to be the next great consumer group in the U.S.
As the parent of twins set to start their senior year of high school in the heart of Miami, “I also parent the generation, so that puts me in a unique chair,” she says. “They are the first digitally native generation, and they didn’t go from having a landline to having a cell phone. That makes them more image-based, and makes them have connectivity with brands that impact them personally.”
As the youngest generation of consumers, Clavijo-Kish has seen firsthand how Gen Z posts on social media – it is all about the image.
This means the brands that have more success with them are doing so through authenticity of who they, the Gen Z individual, are – without labels.
“Their friends are their friends,” Clavijo-Kish notes. “It is a generation who believes in being themselves first, and having a brand behind them supporting it. It means being native, and to wanting things to be authentic.”
At the same time, Clavijo-Kish believes Gen Z is a generation that is very isolated.
“It’s because they are so concerned about the connectivity that there are levels on a lot of anxiety and stress unlike any before them,” she says.
On a top-line basis, marketers should think less about language, as stated at the start of this article.