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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
For Clavijo-Kish, they should think more about the Gen Z experiences.
Two things stand out that resonate with this group, in terms of marketing and reaching this segment, she says.
“They see their culture in crossover artists,” Clavijo-Kish notes. “My daughters love [Jennifer Lopez] and they love Maluma, and they are impacted by their grandparents. They love Celia Cruz. That allows that feeling of language and of the rhythms.”
Aside from music, food is a connective tissue between her daughters and their Hispanic heritage. “The connectivity of music and food allow us to bridge culture to this generation,” Clavijo-Kish says.
She adds that it is more of the promotional and imagery when it comes to this audience, rather than the “buy me, buy me” approach for a generation that is still not fully formed as a consumer – and relies on either an allowance or their first job.
CATEGORIES THAT CONNECT
What are some of the top advertising categories that have tapped into the Gen Z consumer? “Beauty brands have definitely stepped up,” Clavijo-Kish says.
Surprisingly, automotive brands have been
actively connecting with Teens – perhaps to get
them to actually drive after getting their license
in an era where Lyft and Uber, for some, are
more desirable options than buying and
maintaining a vehicle.
“Auto is creating an experience with younger
drivers,” Clavijo-Kish notes.
Entertainment – and feature films — are also a
big ad category targeting Gen Z consumers. So
is apparel, and brands that are focused on
healthy eating.
Additionally, the beauty industry is talking to
Gen Z thanks to the extensive use of Instagram.
One category that is noticeably absent to
Clavijo-Kish and should step up its Gen Z outreach is Travel.
“I’d like to see more with travel,” she says. “They literally choose where you are going.” Case in point: the Kish family’s recent vacation.
Then, the daughters had their say.
Mom and Dad thought time split between Spain, where Clavijo-Kish has roots, and Hungary, where her
husband’s family is from, would be a fine idea.