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Change: The Hispanic Consumer

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"The important thing is this: To be able at any moment to sacrifice what we are for what we could become" - CHARLES DUBOIS

I have to start off by saying that I read the above message on somebody's Facebook page. Nop, I was not stalking around, or anything like that. One of my best friends just moved to Dallas, and a friend of ours was sending her a quick note to reiterate that she was doing the right thing. With that said, the moment I read the quote it took me somewhere else completely... it took me to the US Hispanic consumer, and let me tell you why.

Based on my many focus groups, one thing that keeps coming up consistently is "the pursuit of the American dream," that is why they moved to the US. For many of them, unlike what a lot of Americans think, they are prepared, and can make a good living in Mexico. But, they move to the US because this is "the land of the free and the home of the brave," here the sky is the limit.

So as I continue to segment and plan strategic approaches for this consumer, a question comes to mind:
  • Should we market to this consumer's aspirational self, or should we continue targeting his ties to his country?
I'm by no means suggesting there is only black and white answers here... my whole point is, if Hispanics are changing for a better self, who is our target?

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