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HISPANIC MARKET OVERVIEW 2019 Powered by HispanicAd.com
Their love of U.K. boy band One Direction and the Eiffel Tower took precedence. As such, the foursome
enjoyed four days in London, four days in Paris and four days in Spain.
AHEAD OF A BIG CURVE
When Clavijo-Kish launched Los Tweens & Teens seven years ago, she was a little bit ahead of the curve.
“No one was really talking about how this generation wields the buying power they have in the home
and how to reach them,” she recalls. “It was all about millennials. Now, I literally can’t go to CNN or
Yahoo and not find some story about tweens and teens, including the most multicultural spelling bee
that was just had.”
While news stories on a practically daily basis have made her world easier, with media “finally” covering
this age segment, Clavijo-Kish questions if brands are specifically reaching that burgeoning young
consumer?
And, what about specific outreach to Gen Z multicultural consumers?
There’s not so much drilling down to that level, Clavijo-Kish says, but rather to an age segment.
And, perhaps that is a smart thing. After all, while her daughters self-identify as Hispanic, they are
“mixed race”—one of the greatest marketing challenges and one that is stealthily growing fast among
Gen Z.
“A multicultural campaign aimed at this age group? It would require some homework in finding one,”
Clavijo-Kish says. “But, the idea of labeling people is something this group can’t stand – and ethnic labels
are a part of this loathing. Their friend group is such where no two kids should look the same in a
photo.”
This immediately conjured images of a famed campaign of the 1980s.
Her answer? Understand Gen Z as well as they understand who they are.
Brand connection, and support of a social initiative of importance to Gen Z, also seems to matter.
HMO
As such, Clavijo-Kish was asked how a marketer could avoid regressing to an era where the “United
Colours of Benetton” was hip and revolutionary.
“The brand needs to take a step back and understand that their brand is helping [her] personal brand
shine,” she says of the Latina Gen Z member.
Verizon has proved to be a big supporter of technology in school, and funded specific scholarships
Clavijo-Kish’s daughters took note of. They came home and asked who the main wireless services
provider was for the family. The answer? AT&T.
“You don’t have an easy challenge with this group, because it is going to take finding connectivity to
them,” she concludes.