By Maria Parra | Principal | Ingenium Research
For a long time, marketers have used acculturation models as a way to target marketing messages to the U.S. Hispanic population. The model serves to break down Hispanics into categories based on how they’ve adapted to American culture; but this same tool is quickly losing its relevance as the Hispanic population in the U.S. continues to evolve and become more complex as a cultural identity. As more marketers move away from these traditional acculturation models, truly understanding Hispanic consumers has become essential for effective engagement. Here, we’ll explore what the future of Hispanic marketing may look like as models continue to shift.
- Cultural Fluidity: The Dynamic Hispanic Identity
One of the biggest reasons marketers are abandoning acculturation levels is due to cultural fluidity. Hispanic individuals move fluidly between their heritage and American culture, whether that’s through language, celebrations, music, or traditions that are continued versus adopted. This fluidity makes the binary “more or less acculturated” framework less relevant. Marketers should focus on understanding the factors that drive cultural expression and identity within Hispanic audiences. Messages that celebrate this duality resonate far more than those that assume a linear acculturation process.
- Young Hispanic Generations and Biculturalism
It’s important to acknowledge second and third-generation Hispanics as a growing demographic within the United States. These new generations are blurring the lines of acculturation models, having been born and raised in the U.S. but still maintaining strong cultural ties to their Hispanic heritage. According to Pew Research, nearly two-thirds of U.S.-born Hispanic adults identify as bicultural, meaning they are as comfortable in one culture as they are in the other. The traditional acculturation scale assumes a gradual shift from Hispanic culture to American culture, but the reality is much more complex.
Biculturalism is not a temporary state or a halfway point on the path to full assimilation. It is a permanent and authentic expression of identity. Marketing campaigns that celebrate both cultural worlds, rather than assuming a Hispanic consumer is on a linear path to assimilation, are more likely to resonate. The focus should be on how cultural values, traditions, and preferences shape a bicultural identity, not where someone falls on the acculturation spectrum.
- From Acculturation to Cultural Affinity
Marketers are now shifting toward understanding cultural affinity, which refers to the emotional and social connections that people maintain with their culture of origin. Recognizing the importance of cultural affinity within Hispanic identities in a way that is authentic and meaningful can improve marketing messages. Brands like Walmart, with its “Find Your Perfect Holiday Thing” campaign, have successfully tapped into this approach by focusing on cultural relevance rather than acculturation. Highlighting specific Hispanic traditions alongside mainstream ones enables them to connect with a broader audience that identifies with both cultures.
- Digital Media and Cultural Preservation
Digital media has made it easier for Hispanics to stay connected to their cultural roots while living in the United States. In the past, marketers assumed that language was a key indicator of acculturation. If someone preferred English, they were assumed to be more acculturated. However, in today’s digital age, many Hispanics are consuming content in both English and Spanish, often switching between languages based on mood, content type, or even convenience. This behavior highlights the complexity of cultural identity and shows that language alone cannot be used as a proxy for acculturation.
A New Era of Hispanic Marketing
As marketers move away from the rigid framework of acculturation, they are embracing a more holistic understanding of Hispanic identity. The focus is shifting to cultural fluidity, biculturalism, and cultural affinity—concepts that better reflect the lived experiences of Hispanic consumers in the U.S. By recognizing that identity is not static, marketers can create campaigns that resonate on a deeper level, fostering brand loyalty and long-term connections with the Hispanic community. The future of Hispanic marketing lies in embracing the complexity of culture and recognizing that identity cannot be reduced to a linear path of assimilation.
Maria Lucia Parra
Principal
Ingenium Research
Maria has 25 years of experience in qualitative marketing research. She has conducted research in the U.S. and in Latin America. In 2010, Maria started Ingenium Research, where she has had the opportunity to help various Fortune 500 companies understand diverse audiences. She currently serves clients that represent a wide variety of industries such as CPG, financial services, entertainment, communications, health insurance, packaging, etc. in the U.S. and in Latin America.
