Blog | Saïd

Yahritza y su Esencia, and a PR lesson brands can learn from.

Aug 8, 2023 | Hispanic Market, News & Trends

A lesson taught by Yahritza y Su Esencia

The Mexican-American pop star Yahritza has faced significant backlash in recent weeks over controversial comments she made about Mexico during a magazine interview. When asked about her heritage, Yahritza stated that she was “proud to be an American” and didn’t “really identify with Mexican culture anymore.” She also referred to Mexico as a “broken country” with “a lot of problems.”

These remarks sparked outrage among many Mexican and Mexican-American fans, who found her statements offensive and dismissive of her roots. Critics argued that she was disrespecting the very culture and community that supported her career for years. Some saw it as an act of betrayal and accused her of ingratitude after achieving mainstream success in America.

Within days, the backlash went viral online, with the hashtags #YahritzaIsOverParty and #YoNoSoyYahritza (meaning “I am not Yahritza”) trending on social media. Angry fans posted videos of themselves destroying or defacing Yahritza merchandise to protest her comments. A petition was even launched demanding she apologize.

Yarhitza mocking the way her soda is served in a bag and then apologizing after the backlash.

The controversy quickly escalated as brands and partners rushed to distance themselves from the embattled star. Makeup company Revlon announced it was ending its sponsorship deal with Yahritza, saying her views conflicted with their values of “diversity and inclusion.” Retail giant Target pulled all her products from its shelves. Radio stations stopped playing her music, and she was dropped from performing at several upcoming concerts and festivals.

The situation illustrates how today’s hyper-connected world can instantly amplify backlash and outrage when a celebrity makes an offensive or controversial statement. For brands that partner with influencers, it’s a cautionary tale about proper vetting and maintaining their values consistently.

To avoid similar PR crises, brands should thoroughly research influencers beforehand and assess their history of statements and conduct. Partnerships should only be formed with those whose public persona authentically aligns with the brand’s goals and ideals. Contracts can include morality clauses allowing brands to exit agreements if talent behaves controversially.

Brands must also act swiftly and decisively if an influencer they’ve partnered with does spark backlash for offensive behavior. Quickly acknowledging the controversy, reiterating their own values and terminating the relationship can help minimize damage to their reputation. Staying silent or inactive risks them being seen as complicit or apathetic.

And while it’s easy to dismiss their experience as a Generation Z squabble, remember that their demographic has $360 billion in disposable income, more than double what was estimated in 2020.

Ultimately, brands partnering with influencers must ensure their values are reflected at all times. With proper vetting and proactive reputation management, they can avoid the massive fallout that Yahritza is experiencing for her insensitive comments.

@yahritza
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Hispanic shopping: one size does not fit all generations.

Jul 31, 2023 | Hispanic Market, News & Trends

The Hispanic market represents a critical and rapidly growing demographic for brands today. However, marketers who take a one-size-fits-all approach to targeting this diverse community are missing key opportunities for connection. Generational divides shape distinct shopping behaviors, attitudes and values among Hispanic consumers. While Hispanic boomers display enduring brand loyalty rooted in their early experiences and life stage, millennials and Gen Z show more willingness to experiment, desire for customization, and comfort with digital experiences. The brands that will win with Hispanics are those that avoid generalization. By tailoring messaging and experiences to the unique shopping habits of each generation, marketers can foster deeper, lasting bonds across generations of Hispanic consumers. Taking the time to understand generational nuances is an investment that allows brands to grow alongside Hispanic communities for the long-term.

Boomers: The Status Quo

Here are a few key ways Hispanic boomer consumers (born approximately 1946-1964) tend to shop differently than Hispanic millennials and Gen Z:

More brand loyal: Hispanic boomers tend to be more brand loyal and gravitate towards brands they know and trust. They may be less likely to take risks on new or unknown brands.
More bargain focused: Price and finding a good deal is often important to boomer shoppers. They are frequently looking for sales, coupons, loyalty programs, etc. to maximize value.
Less online shopping: Hispanic boomers generally do less shopping online compared to younger generations who are digital natives. Boomers often prefer seeing/touching products in person.
Focus on quality: Hispanic boomers tend to focus more on product quality and durability. They may be willing to pay more for products that will last.
In-store shopping: Boomers enjoy going to brick-and-mortar stores to shop. The in-person shopping experience is more important to them than convenience.
Less impulse buying: Younger shoppers tend to be more impulse-driven. Boomers are more deliberate and selective when making purchases.
Traditional payment: Boomers use cash, checks and traditional credit cards more. Younger generations are more likely to use newer digital payment methods like Apple Pay or PayPal.

Hispanic boomers grew up in an era when choice was more limited. Many consumer product categories were dominated by just a handful of major national brands, and boomers formed strong attachments to the brands they knew and trusted. For example, in the 1950s and 60s, Coca-Cola and Pepsi represented a large majority of the soft drink market. Boomers who grew up drinking Coke would be inclined to stick with Coke into adulthood rather than try an unfamiliar cola brand.

This loyalty extended beyond beverages into things like breakfast cereal (General Mills, Kellogg’s), hygiene and beauty products (P&G brands like Tide, Pantene), and automobiles (domestic brands like Ford, GM). By consistently delivering on quality and value over many years, these big brands engendered loyalty that Hispanic boomers came to rely on.

In contrast, millennials and Gen Z have grown up in a consumer environment defined by a proliferation of choices. Retail shelves and online stores now offer a dizzying array of brands clamoring for attention. Young Hispanics today feel less beholden to traditional mega brands and are more willing to experiment with alternatives, particularly brands that are perceived as new, trendy or niche. Their preference is to keep their options open rather than commit loyalty to a single brand.

Beyond habits formed in youth, boomers’ stronger sense of brand loyalty today is also related to their stage of life. As they age and face cognitive decline, sticking with familiar brands is comfortable and avoids confusion that comes with change. Retiring boomers on fixed incomes also have incentive to seek value in the brands they know will deliver quality for the price rather than risk disappointment from trying something new.

For marketers, Hispanic boomers’ brand loyalty presents an opportunity to further strengthen relationships with brands they already use. Effective tactics include emphasizing tradition, nostalgia and heritage in messaging to appeal to boomers’ memories over decades. Providing loyalty rewards, discounts and VIP treatment to long-term boomer customers also helps cement their allegiances. However, marketers must avoid changes that undermine the brand familiarity boomers rely on. Attempts to seem trendier or younger in branding risk alienating loyal older customers.

There are a few key reasons why Hispanic boomers tend to be more bargain-focused shoppers compared to younger generations, even if they have disposable income:

Frugality and saving money is ingrained.

Many Hispanic boomers were raised with values of frugality and stewardship. Wasting money or overspending was frowned upon. They learned skills like budgeting, clipping coupons and waiting for sales. These habits became ingrained at a young age and stuck with them even as they aged. Getting a deal gives a sense of satisfaction and achievement.

Retirement planning

Hispanic boomers today often have retirement on their minds. Even those with decent nest eggs want to make the most of their savings and avoid running out of money in old age. Sticking to a budget and not overpaying unnecessarily helps boomers prolong their retirement finances.

Fixed incomes

Some boomers are fully retired now and living on fixed incomes from social security, pensions or retirement savings. They have an increased incentive to spend wisely and make the most of limited funds. Finding bargains allows money to stretch further.

Debt avoidance

After witnessing economic ups and downs, many boomers are averse to taking on consumer debt, whether via credit cards or financing options. They grew up in an era when frugality was prioritized over buying on credit. Even if they have discretionary money, bargains allow them to save rather than debt finance purchases.

Value Over Status

Unlike younger consumers who may buy certain brands as status symbols, Hispanic boomers generally care more about functional value – getting quality at a good price. Name brands are less important to them if the product does not deliver value. They pride themselves on being informed shoppers.

Brands can appeal to younger Hispanic generations without alienating loyal boomer consumers through some careful balancing acts in their marketing:

Use multiple media channels – Increase digital marketing on social, mobile, streaming etc. for millennials/Gen Z, while still doing traditional TV, radio, print ads to reach boomers.
Segment in-store marketing – Design designated sections of stores/websites for trendy new products targeted at younger demographics, while maintaining the classic brand image boomers know in other areas.
Focus ad messaging on values important to each demographic – For younger consumers emphasize things like entrepreneurship, cultural pride, social causes. For boomers focus on tradition, supporting family, and lifetime loyalty.
Create sub-brands or product lines – Develop offshoot brands with separate names/packaging that attract younger shoppers seeking new and exciting. But maintain the core brand identity boomers recognize.
Enlist Hispanic influencers – Leverage young Hispanic social media influencers to organically promote products to millennials/Gen Z. But have traditional celebrity endorsers to appeal to boomers.
Omnichannel experience – Blend physical store and online options to give choice. Many boomers still want to see/touch products in person, while younger consumers prefer ordering online or via apps.
Customer loyalty programs – Offer enhanced rewards and VIP access to loyal older customers who have purchased the brand for years. Give new digital perks on apps for millennials/Gen Z.

The key is to progress the brand in ways appealing to younger demographics but without suddenly overhauling the brand identity and losing trust. A balanced effort preserves that crossover appeal.

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10 challenges brands have breaking into the Hispanic market.

Jul 27, 2023 | Hispanic Market, News & Trends

Brands that want to sell their products to the Hispanic market are faced with peculiar challenges that weigh heavy on cultural disconnects. Here’s a list of those top challenges and how your organization can address them.

Hispanic market challenges and the solutions

Language barriers – Hire bilingual marketing staff, translate ads and content into Spanish. Also, don’t forget that the same Spanish words have different meanings across different dialects.
Cultural differences – Research Hispanic cultural values and customs, adapt messaging and positioning. Check out our other post on “Latin American celebrations to add to your marketing calendar.”
Lack of media representation – Increase Hispanic representation in ads and campaigns, partner with Hispanic influencers.
Difficulty connecting with younger generations – Leverage digital marketing and social media favored by younger Hispanics.
Not having a tailored strategy – Develop Hispanic-specific marketing plans, don’t just translate general market efforts.
Distribution challenges – Build relationships with Hispanic grocery chains and retailers frequented by the demographic.
Lack of pop culture knowledge – Familiar with the July 2023 breakup of Rauwsalia or the rise of Peso Pluma that topped the Spotify charts after dear Benito, aka Bad Bunny, was seen hanging around Kendall Jenner? Didn’t think so. Immerse marketing teams in Hispanic culture, media, and communities.
Budget constraints – Reallocate a portion of marketing budget specifically for Hispanic efforts. Start small and test.
Measuring ROI – While this is a standard Marketing 101 practice, set specific KPIs for Hispanic marketing efforts, track engagement and conversions. A disproportionate percent of working class Hispanics have little to no use for desktops, so their main source of media consumption is via mobile.
Trust and brand perceptions – Authentically engage the Hispanic community long-term, not just targeting for sales. Build grassroots connections. They can smell Hispandering faster than “caldo de pollo” in 100°F weather.

The Hispanic market, specifically the working class, has a high wall of where they spend their hard-earned dollars; often after being overworked and underpaid.

But they’re also a loyal demographic that once you earn their respect, they’ll be your brand ambassadors.

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Hispanic fashion icons & trends captivating Gen Z.

Jul 21, 2023 | Hispanic Market, News & Trends

The road to Gen Z.

The world of fashion is a dynamic landscape that often serves as a reflection of societal trends, values, and individual self-expression. In recent years, the evolution of Hispanic fashion icons has brought about a transformative shift in American media. From iconic designers to influential celebrities, the Hispanic community has left an indelible mark on the fashion industry, resonating particularly with the Gen Z demographic.

Today, we delve into the controversial yet captivating journey of Hispanic fashion icons, exploring their influence on American media and offering examples that marketers can leverage to connect with the Gen Z Hispanic audience.

Historical Underrepresentation

Historically, the American fashion industry has struggled with inclusivity and representation, with minority voices frequently silenced or ignored. The Hispanic community, despite its rich cultural tapestry, has faced underrepresentation and cultural appropriation in mainstream media. However, a new era is dawning, as Gen Z disrupts the status quo by demanding authenticity and diversity.

Historical Background of Gaucho Pants

Gaucho pants trace their origins to the heart of Latin America, specifically with the cowherds of Argentina known as gauchos. Emerging in the mid-18th century, these distinctive trousers were practical attire for life on the range. Designed with wide legs and an oversized crotch, gaucho pants provided comfort and freedom of movement for cowherds who spent long hours on horseback.

Modeled after knee-length trousers similar to culottes, these pants were cropped just below the knee. This design was not just for style but served a functional purpose. The loose fit and extra fabric allowed for ease of sitting in the saddle, making long rides across the pampas more bearable.

Today, the influence of the traditional gaucho pant has transcended its utilitarian roots. Modern iterations often feature faux leather materials and can be found in women’s business attire, frequently styled with strappy heels and oversized blazers. This fusion of historical practicality and contemporary fashion underscores the enduring legacy of gowns within the context of clothing evolution.

Icons Leading the Way

Oscar de la Renta: A pioneer in the fashion industry, de la Renta hails from the Dominican Republic. He revolutionized American fashion with his impeccable designs, showcasing a fusion of Latin elegance and Western aesthetics. His influence has transcended generations, as his brand continues to resonate with Gen Z fashion enthusiasts.

Jennifer Lopez: An undeniable force in the entertainment and fashion worlds, Lopez has redefined red carpet glamour. Her ability to seamlessly blend street style with high fashion has garnered her recognition as a trendsetter. From her iconic Versace jungle-print dress to her streetwear-inspired ensembles, Lopez epitomizes the duality of the Hispanic-American experience.

Balmain x Bad Bunny Collaboration: The collaboration between luxury brand Balmain and Puerto Rican trap artist Bad Bunny showcased the potential for cross-pollination between fashion and music. The collection’s fusion of urban streetwear and high-end couture drew attention to the influence of Hispanic culture on fashion trends.

The Origin of the Panama Hat

The Panama hat, a timeless accessory renowned for its elegance, actually originates from Ecuador, not Panama. These iconic hats are traditionally crafted from toquilla straw, meticulously woven by skilled Ecuadorian artisans.

Why It’s Called a Panama Hat

The confusion surrounding the hat’s name arises from historical trade routes. In the 19th century, Panama was a bustling commerce hub where these Ecuadorian hats were commonly sold. Workers on the Panama Canal also popularized them, leading many to associate the hats with Panama instead of their true origin.

Variations Across Regions

Over time, the art of weaving these hats spread across South America and even into Mexico. For example, in Mexico, the jipijapa hat is a popular variation made from local straw. This regional diversification has enriched the cultural tapestry of this classic accessory, making it a beloved staple worldwide.

By understanding its rich history and origin, we truly appreciate why the Panama hat remains a cherished fashion icon.

The Cultural Significance of Ruffles in Latin American Fashion

Ruffles are more than just a fashion statement in Latin American cultures; they carry deep cultural significance. Historically, these intricate fabric details have been linked to the Southern gentlewoman aesthetic, embodying class and perhaps a touch of nostalgia. However, contemporary fashion designers have reimagined ruffles to resonate with modern sensibilities, making them ultra-feminine and red-carpet-ready.

Traditional Garments

Ruffles are a defining feature in many traditional Latin American garments. For instance:

Pollera: A long, layered skirt often finished with ruffles at the hem.
Salsa Dresses: Vibrant, flowing dresses are perfect for the energetic dance form.
Flamenco Dresses: Though originally from Spain, these ruffle-laden dresses are deeply indicative of Latin America’s colonial history and cultural blend.

Modern Interpretations

Today’s designers, including numerous acclaimed Latin American fashion icons, continue to draw on this rich heritage. They use ruffles in avant-garde ways, such as macro-ruffles and tulle ruffle details, to create striking, feminine silhouettes that capture global attention.

Ruffles in Latin American fashion are more than decorative elements—they are a symbol of cultural identity and history. From traditional wear to modern designer collections, they embody a blend of heritage and contemporary style, making them a timeless feature in the fashion landscape.

The Origin and Design of the Carriel Bag

The Carriel bag traces its roots back to the lush, coffee-producing valleys of Colombia, specifically in regions like Antioquia. This unique bag emerged out of necessity among the muleteers, known locally as arrieros. These arrieros embarked on arduous journeys through the rugged Andes Mountains to reach the fertile areas ideal for coffee cultivation.

Practical and Efficient Design

The design of the Carriel bag is both innovative and practical. It features accordion-like folds that allow it to expand, providing ample storage without becoming bulky or cumbersome. This clever design enabled arrieros to carry all their essential belongings while retaining mobility and lightness.

Key Features

Accordion Folds: Expandable storage allows for greater carrying capacity.
Top Flap: Offers protection for the contents while ensuring quick access.
Hands-Free Carrying: Designed to be worn across the body, keeping the user’s hands free for other tasks.

The Carriel bag originally served as a vital tool for muleteers, who needed to carry personal items, medicines, and religious artifacts across long and challenging treks. By keeping their hands free, the arrieros could more easily manage their mules and navigate the difficult Andean terrain.

Today, the Carriel bag has transcended its utilitarian origins to become a cherished cultural symbol and a fashionable accessory, appreciated for both its historical significance and timeless design.

The Historical Use of the Carriel Bag in Colombia

The Carriel bag played a pivotal role in Colombian history, particularly among the arrieros (muleteers) traversing the Andean mountains. Originally designed for practicality, these bags featured accordion-like folds and a top flap, enabling users to carry an array of items without adding excessive weight or compromising mobility.

Origins in the Coffee Valleys

The Carriel bag, known in local terms as a guarniel, emerged from the coffee-producing valleys of Colombia, such as Antioquia. These regions were characterized by their ideal coffee-growing conditions, but accessing them required long and arduous journeys over challenging terrain.

Essential for Muleteers

Muleteers relied heavily on Carriel bags during their travels. The bags were indispensable for carrying personal belongings, including:

Medicine: Necessary for treating ailments on the go.
Religious Artifacts: Objects of spiritual significance to the wearer.
Miscellaneous Items: Tools, food, and other essentials for survival.

Hands-Free Convenience

The design of the Carriel allowed arrieros to keep their hands free, which was crucial while managing mules and navigating rugged landscapes. This hands-free convenience made the Carriel an essential tool for surviving extended journeys through the Andes.

In summary, the Carriel bag was a versatile and practical accessory for Colombian muleteers, embodying both cultural significance and utilitarian benefits.

The Gen Z influence

Gen Z, known for its digital prowess and commitment to social justice, is at the forefront of driving change in the fashion industry. This demographic demands representation, inclusivity, and authenticity from brands, urging marketers to rethink their strategies.

Social media and the rise of influencers

The emergence of social media platforms has democratized fashion, allowing individuals to become influencers and trendsetters in their own right. Hispanic Gen Z influencers like Lele Pons and Alex Costa have gained massive followings, connecting with audiences through their unique style and cultural pride.

Celebrating identity and hybrid styles

Gen Z Hispanics are embracing their cultural heritage while navigating the complexities of their American identity. This has given rise to a hybrid fashion aesthetic that fuses traditional elements with contemporary trends. Brands that understand and celebrate this duality can resonate deeply with this audience.

What Variations of the Panama Hat Exist Across Latin America?

The classic Panama hat, traditionally made from toquilla straw in Ecuador, has inspired numerous variations throughout Latin America. These adaptations utilize abundant local materials and reflect the unique cultural influences of each region.

Variations Across South America:

Jipijapa Hat (Mexico): A prominent variation, the jipijapa hat, hails from Mexico. This style uses jipijapa palm fibers, renowned for their fine weave and durability.
Montecristi Hat (Ecuador): Famously originating from Montecristi, Ecuador, these hats are known for their finely woven texture and exceptional quality, often considered the gold standard of Panama hats.
Cuenca Hat (Ecuador): Another Ecuadorian variant, the Cuenca hat, features a slightly coarser weave but offers a more affordable option while maintaining the classic aesthetic.

Variations Across Central America:

Panama Hat (Panama): Despite its name, Panama was crucial in popularizing the hat in the 19th century due to its status as a major commercial hub.
Colombian Aguadeño Hat (Colombia): This version from Colombia uses locally-sourced materials and often incorporates a wider brim, designed to provide extra protection from the sun.

These regional variations not only showcase the versatility of the Panama hat but also highlight the rich artisanal traditions and diverse cultures across Latin America. Each hat tells a story of its origin, offering both style and functionality.

How Are Gaucho Pants Styled in Contemporary Fashion?

Gaucho pants have made a remarkable comeback in today’s fashion landscape. These versatile, wide-legged trousers are not just for casual settings anymore; they’re being styled in chic, modern ways that suit a variety of occasions.

Office-Ready Look

For the professional woman, gaucho pants can be seamlessly integrated into a work wardrobe. Pair them with an oversized blazer and a crisp, tailored blouse. Strappy heels add a touch of elegance, balancing the relaxed fit of the gaucho pants with a sophisticated edge.

Casual Chic

On weekends or for more laid-back settings, gaucho pants can be dressed down without losing any style points. Team them with a fitted tee or a crop top for a relaxed vibe. Slip on some comfortable sneakers or flats to complete this effortless, yet trendy look.

Evening Glam

Yes, you can even wear gaucho pants for a night out. Choose a pair in luxe fabrics like satin or faux leather. Add a statement top—perhaps something sequined or with intricate detailing. Finish the ensemble with high-heeled sandals and bold accessories to capture everyone’s attention.

Styling Tips

Layers: Layering with gaucho pants can add depth to your outfit. Consider a long trench coat or a short, fitted jacket depending on the look you’re going for.
Accessories: Don’t forget the accessories. A chunky necklace or an elegant watch can significantly elevate your style.
Proportions: Keep an eye on proportions. Since gaucho pants are wide-legged, pairing them with more fitted tops tends to create a balanced silhouette.

From professional settings to casual hangouts and evening events, gaucho pants offer a versatile wardrobe option that’s both fashionable and functional.

Navigating controversy

The intersection of culture, identity, and fashion can sometimes give rise to controversy. Brands looking to tap into the Gen Z Hispanic demographic must approach their marketing strategies with cultural sensitivity, avoiding appropriation or tokenization. Authenticity is key, and involving Hispanic voices in the creative process is crucial to crafting respectful and appealing campaigns.

How is the Bolero Jacket Styled in Modern Fashion?

The bolero jacket has evolved significantly from its Spanish origins, where it drew inspiration from matador costumes and traditional dance attire.

Versatility in Modern Wardrobes

Today, the bolero jacket is a versatile piece in contemporary fashion, often seen in ultra-cropped, ribbed designs made from soft, comfortable knits. This modern iteration pairs effortlessly with various outfits, adding a chic touch without overwhelming the look.

Styling Tips:

Casual Layering: For a relaxed vibe, layer a soft knit bolero over a simple tank top or tee. This combination works well with high-waisted jeans or skirts, offering both comfort and style.
Elegant Evening Wear: For a more formal occasion, choose a sleek bolero in luxurious fabric like satin or velvet. This can be draped over a cocktail dress or a sleek jumpsuit, adding sophistication while keeping the look modern.
Street Style Edge: Boleros in bold colors or patterns can add a street style flair. Pair them with graphic tees, leather pants, or distressed denim to make a fashion-forward statement.

Popular Trends:

Ribbed Knits: These provide a fitted silhouette that complements various body types, making them a favorite for casual and semi-formal outfits.
Embellished Designs: Boleros adorned with sequins, embroidery, or beads bring a touch of glam to any ensemble, ideal for parties and special events.
Open-front Styles: These offer a relaxed, easygoing appearance, perfect for layering over flowy dresses or blouses for a balanced look.

The bolero jacket in modern fashion serves as both a functional and stylish piece. Its adaptability ensures it’s a suitable addition to any wardrobe, effortlessly transitioning between casual and elegant settings.

The History and Origin of the Bolero Jacket

The Bolero jacket traces its roots back to Spain, where it was initially inspired by the flamboyant costumes of matadors, known as chaquetillas. These short, fitted jackets were not just a functional part of a bullfighter’s ensemble but also a statement piece reflecting the vibrant culture and intense drama of the bullring.

In addition to its association with bullfighting, the Bolero jacket shares its name with a traditional Spanish dance from the 18th century, underscoring its cultural significance. The dance, characterized by its lively and rhythmic movements, influenced the jacket’s design, lending it an air of elegance and vivacity.

When Spaniards colonized parts of South and Central America, the Bolero jacket’s influence spread across these regions. It evolved into a cardigan-like top often fastened with a string and worn over a dress, blending with local fashion and customs.

Today, the Bolero jacket has transformed into a modern wardrobe staple. The contemporary versions are often ultra-cropped, ribbed, and crafted from soft knits, offering a nod to their historic origins while fitting seamlessly into today’s fashion.

Breaking into the Gen Z Hispanic market.

Collaborative Campaigns: Collaborate with Hispanic designers, artists, and influencers to co-create campaigns that authentically represent the community’s values and aesthetics.

Cultural Storytelling: Use storytelling to connect with Gen Z Hispanics on a deeper level. Highlight the journey of Hispanic fashion icons and how their experiences have shaped their fashion choices.

Sustainable and Inclusive Fashion: Embrace sustainability and inclusivity in your brand’s ethos. Gen Z Hispanics are more likely to support brands that align with their values.

Eco-Friendly Clothing Materials for a More Organic Wardrobe

Are you looking to make your wardrobe more sustainable? Here are some eco-friendly clothing materials that can help you achieve a greener and more organic closet:

1. Organic Cotton

Organic cotton is grown without harmful pesticides and synthetic fertilizers. It’s gentle on your skin and the environment.

2. Hemp

Hemp is a versatile and durable fabric. It requires minimal water and pesticides to grow, making it an excellent sustainable choice.

3. Bamboo

Bamboo is a fast-growing plant that regenerates quickly. When processed responsibly, it can be turned into a soft, breathable fabric.

4. Recycled Polyester

Made from recycled plastic bottles, recycled polyester helps reduce waste and the need for virgin materials. It’s a great option for activewear.

5. Tencel (Lyocell)

Derived from sustainable wood sources, Tencel is renowned for its softness and strength. It’s biodegradable and produced in an eco-friendly closed-loop process.

6. Linen

Linen, made from flax plants, requires fewer resources to produce. It’s long-lasting and gets better with each wash, making it a timeless addition to your wardrobe.

7. Cork Fabric

Cork fabric is created from the bark of cork oak trees. It’s a vegan-friendly alternative to leather, durable, and easy to clean.

8. Silk

When sourced responsibly, silk is a natural fiber that is renewable and biodegradable. Look for peace or Ahimsa silk, which is harvested without harming the silkworms.

9. Organic Wool

Organic wool comes from sheep raised in humane conditions without synthetic chemicals. It provides natural insulation and is highly durable.

10. Piñatex

Piñatex is an innovative fabric made from pineapple leaf fibers. It’s a sustainable alternative to leather and helps reduce agricultural waste.

Making the shift to an eco-friendly wardrobe is a meaningful step towards sustainability. These materials not only provide comfort and style but also support a healthier planet.

Cultural Competence Training: Provide cultural competence training to your marketing team to ensure they understand the nuances of Hispanic culture and avoid inadvertent missteps.

The evolution of Hispanic fashion icons has catalyzed a transformative shift in American media, challenging norms and demanding authentic representation. Gen Z, with its passion for inclusivity and cultural pride, is a force to be reckoned with. Marketers looking to break into this demographic must recognize the influence of Hispanic fashion icons, approach campaigns with cultural sensitivity, and celebrate the hybrid identity of Gen Z Hispanics. By doing so, brands can forge meaningful connections that resonate beyond trends, fostering loyalty and longevity in this dynamic and influential market.

Unleashing the purchase power of Hispanic businesses.

Jul 4, 2023 | Hispanic Market, News & Trends

In today’s ever-evolving business landscape, understanding and effectively engaging with diverse demographics is crucial for brand success. Among the fastest-growing and most influential segments of the U.S. economy are Hispanic businesses. This demographic not only contributes significantly to the American economy but also possesses substantial purchasing power. In this article, we’ll delve into the purchase power of Hispanic businesses in the United States and explore strategies for brands to harness their B2B marketing efforts to effectively engage this vibrant and growing demographic.

Understanding the Hispanic Business Landscape

The Hispanic business landscape in the United States is a dynamic and thriving ecosystem. Hispanic-owned businesses, both small and large, are making significant strides, contributing not only to the economy but also to the cultural and social fabric of the country.

Economic Impact

The Hispanic business community is a substantial contributor to the U.S. economy. As of my last knowledge update in September 2021, there were over 4.7 million Hispanic-owned businesses in the United States, with an annual revenue of over $800 billion.
This figure has likely grown significantly since then, given the consistent upward trajectory of Hispanic entrepreneurship and the demographic’s population growth.

Diversity Within the Community

The Hispanic business community is highly diverse, comprising entrepreneurs from various countries, backgrounds, and industries. This diversity brings a rich tapestry of experiences and perspectives.
Understanding this diversity is key to effectively engaging with Hispanic businesses, as marketing approaches should be tailored to resonate with different segments within this demographic.

Growth Potential

The growth potential of Hispanic businesses is immense. As more Hispanics enter the entrepreneurial arena, their collective purchasing power is expected to rise exponentially in the coming years.
Brands that recognize and adapt to this growth have an opportunity to build lasting relationships and secure a strong foothold in this market.

The Purchasing Power of Hispanic Businesses

Hispanic businesses not only contribute to the U.S. economy but also have substantial purchasing power. To harness this power effectively, brands must comprehend the factors driving their purchasing decisions.

Relationship-Centric

Hispanic businesses tend to prioritize relationships when making B2B purchasing decisions. Building trust and fostering long-term connections is of utmost importance to them.
Brands looking to engage with this demographic should invest in relationship-building efforts, such as personalized communication and tailored solutions.

Quality Matters

Quality is a key consideration for Hispanic businesses when evaluating products or services. They are willing to pay a premium for high-quality offerings.
Brands should focus on delivering products or services that meet or exceed quality expectations, emphasizing this in their marketing materials.

Brand Reputation

Hispanic businesses place a significant emphasis on a brand’s reputation and values. They are more likely to engage with companies that align with their own cultural values and ethics.
To resonate with this demographic, brands should communicate their commitment to diversity, inclusion, and social responsibility.

Community Engagement

Hispanic businesses often engage in community-centric activities and support local causes. Brands that align with these efforts can build stronger connections.
Consider participating in or supporting community events or initiatives to demonstrate your brand’s commitment to the Hispanic community.

B2B Marketing Strategies for Engaging Hispanic Businesses

Now that we’ve established the significance of Hispanic businesses and their purchasing power, let’s explore effective B2B marketing strategies for engaging this demographic.

Cultural Competence

Understand and respect the cultural nuances of the Hispanic business community. Language, traditions, and customs play a crucial role in building trust and rapport.
Employ bilingual marketing materials and, when possible, hire bilingual staff to facilitate communication.

Personalized Outreach

Tailor your marketing and sales efforts to individual Hispanic businesses. Generic messaging may not resonate as effectively.
Use data analytics and customer relationship management tools to segment and personalize your outreach.

Thought Leadership

Establish your brand as a thought leader within the Hispanic business community. Share valuable insights, resources, and educational content.
Hosting webinars, seminars, or workshops on topics relevant to Hispanic entrepreneurs can position your brand as a trusted resource.

Partner with Hispanic Organizations

Collaborate with Hispanic chambers of commerce, business associations, and networking groups. These organizations can provide access to a vast network of potential clients.
Sponsorship and participation in their events can enhance your brand’s visibility and credibility.

Social Responsibility

Demonstrate your commitment to social responsibility by engaging in philanthropic activities that benefit the Hispanic community.
Highlight your corporate social responsibility initiatives in your marketing materials to build trust and align with the values of Hispanic businesses.

Testimonials and Case Studies

Showcase success stories and testimonials from Hispanic businesses that have benefited from your products or services.
Authentic endorsements carry significant weight and can influence purchasing decisions.

Inclusivity in Marketing Materials

Ensure your marketing materials reflect diversity and inclusivity. Use images, videos, and content that feature Hispanic entrepreneurs and employees.
This representation not only resonates with the audience but also demonstrates your commitment to diversity.

Hispanic businesses in the United States represent a dynamic and influential segment of the economy with substantial purchasing power. To effectively engage with this demographic, brands must understand the cultural nuances, values, and preferences that drive their purchasing decisions.

By implementing thoughtful B2B marketing strategies, brands can build lasting relationships, drive growth, and tap into the immense potential of the Hispanic business community. As the landscape continues to evolve, those who prioritize inclusivity and cultural competence will thrive in this ever-expanding market.

Color symbolism in Hispanic culture, a lesson in Spanglish.

Jun 15, 2023 | Hispanic Market, News & Trends

Spanglish 102

El color es un elemento clave de la cultura hispana y latina. Desde la ropa y decoración hasta el arte y la música, el color transmite simbolismo y significado profundo. Los colores vivos y brillantes reflejan la alegría de vivir, la pasión y el optimismo que caracterizan a nuestra gente.

Uno de los colores más importantes es el rojo. En español decimos “ponerse rojo” cuando alguien sonrie o siente vergüenza. El rojo también representa la pasión, el amor, la fuerza y el poder. Es el color del corazón y la sangre. En celebraciones como el Día de San Valentín y el Día de los Enamorados, el rojo domina. When I think rojo I think of ripe strawberries, roses, rubies, fire, excelencia and corazones ardientes.

El amarillo es el color de la felicidad y la energía positiva. It reminds me of el sol brillante, limones frescos, and smiley caritas. In many Latin cultures el amarillo signifies esperanza for a brighter future. Some Catholic churches use yellow vestments during fiestas to denote joy and celebration. Amarillo es el color del optimismo.

El verde has complex symbolism in Latin cultures. It can represent both life and death, growth and decay. Verde is the color of nature, plants, esmeraldas. It also evokes envy and jealousy – “green wiith envy.” However, many Hispanic cultures use verde to symbolize independence and national pride. For example, la bandera de México is verde, blanco y rojo.

El azul evokes tranquility and peace. It makes us think of clear skies and ocean waves. Azul represents harmony, stability, confidence and wisdom. In fact, the term “thinking out of the box” is translated as “pensar fuera de la caja azul” in Spanish. Azul is associated with the Virgin Mary in Latino art and culture.

El morado or purple is traditionally the color of royalty, prestige and ambition. In pre-Columbian times, purple dyes were reserved for Aztec emperors and kings. Today, morado symbolizes extravagance, exclusivity, luxury and creativity. You see it during Quinceañeras to accent the birthday girl’s elegance and sophistication as she transitions to womanhood.

El rosado or pink has feminine connotations like flowers, romance and self-care. Rosado evokes the softness and gentleness of youth and innocence. It’s a playful, flirtatious color that represents girl power. Rosado even has its own holiday – el Día de los Rosados observed on April 9th.

Puedes aprender más sobre Latin American celebrations en nuestra otra publicación.

El negro is the color of mystery and elegance. It conveys seriousness, power, and sophistication. You often see latinos and latinas dressed to the nines in black during ritzy galas and glamorous events. However, negro also symbolizes mourning and loss when worn at funerals and mythology blended with Catholic imagery (because, Satan).

El blanco represents purity, perfection, safety and cleanliness. Novias wear white wedding gowns to show their virginity and new beginnings. Doctors, dentists and chefs use white coats to portray professionalism, hygiene and competence. Blanco is holy and sacred.

El café or brown connects us to mother earth, home, comfort and natural materials like wood and leather. Café relaxes, grounds and soothes. It speaks to lo natural, organic, humble.

As you can see, color speaks volumes in Hispanic culture. It allows us to express ourselves and connect more deeply with our heritage. Whether flaunting fiery rojo or tranquil azul, every shade and hue has significance.

¡Que vivan los colores!

Why Cubans & Puerto Ricans tend to be more conservative in the US.

Jun 9, 2023 | Hispanic Market, News & Trends

Puerto Ricans and Cubans are often viewed as more politically conservative compared to other major Hispanic populations in the United States. This conservative leaning stems from several key factors tied to their histories and immigrant experiences:

Anti-Communist Sentiment

Both Puerto Ricans and Cubans have deep anti-communist views rooted in experience with socialist regimes back home. Cubans fled Fidel Castro’s communist revolution, leading to strongly negative perceptions of leftist policies. Puerto Rico had an influential pro-independence socialist movement in the 1950s-60s that was rejected by the mainstream. These political backgrounds engender skepticism of liberal policies deemed socialist.

Refugee Identity

Cubans strongly relate to their past as political refugees fleeing a repressive regime. This shapes an anti-leftist stance. Conservative policies are seen as safeguarding the liberties denied in communist Cuba. Puerto Ricans don’t have the same refugee identity, but many migrated to escape poor economic conditions and political unrest, leading to similar conservative leanings.

Religion

Both populations are predominantly Catholic, a more traditional and conservative religious background. Cuban and Puerto Rican values around issues like abortion and gay marriage tend to skew conservative in line with Catholic doctrine. The Church remains influential in both communities.

Business Ownership

Cuban-Americans and Puerto Ricans have high rates of small business ownership and entrepreneurship. This self-reliance fosters wariness of taxes, regulation and other liberal economic policies that can impact businesses. Conservatism supports free enterprise.

Generational Status

As U.S. territories, Puerto Rico and Cuba foster stronger ties to American identity even before migrating. This facilitates faster assimilation to mainstream U.S. values versus immigrants from fully foreign nations. Newer generations in particular gravitate conservative.

Geographical Concentration

Heavily based in Florida, Cuban-Americans hold significant sway in a critical swing state, increasing their political influence. Puerto Ricans are concentrated in the Northeast, another more moderate/conservative leaning region. Geographic isolation from the Southwest liberalism.

Race Perceptions

Despite Hispanic ethnicity, Cubans and Puerto Ricans often view themselves as “white” in contrast to mestizo identities of other Latin American immigrants. This shapes political views in a more conservative direction aligned with white America.

Paths to Citizenship

As U.S. citizens by birth, Puerto Ricans have no immigration hurdles. Cubans enjoy special expedited paths to citizenship unavailable to most other Hispanics. This facilitates integration and conservative political leanings.

While Puerto Ricans and Cubans skew more conservative, this nonetheless creates some tensions and divisions politically versus other U.S. Hispanic populations:

Competition for Political Influence

Cuban and Puerto Ricans’ conservative stance sets them apart from the broader Hispanic community, seen as more liberal. This can spark competition for political influence and leadership within the Latino electorate.

Alignment with GOP

Shared conservative views lead Cubans and Puerto Ricans to align more often with the Republican party, in contrast to the strong Democratic leanings of most other Hispanics. This partisan split can foster divisions.

Immigration Policy Disputes

Conservative opposition to illegal immigration and perceived reluctance to support DREAM Act or paths to citizenship for undocumented Hispanics angers more liberal immigrant groups from Mexico and Central America.

Perceived Elitism

Other Hispanics may resent the favorable treatment Cubans receive in immigration, citizenship and government assistance, seen as conferring unfair advantages. This breeds perceptions of cubanos as elitist and disconnected.

Economic Policy Divides

Conservative pro-business stances and lower support for expanding social safety net programs like welfare put Cuban and Puerto Rican politics at odds with working class Hispanic immigrants.

Lack of Solidarity

The conservative Cuban and Puerto Rican establishment is perceived as out of touch when it comes to expressing solidarity and advancing causes important to liberal Hispanic activists and working class immigrant communities.

Rival Political Leadership

High-profile conservative Cuban and Puerto Rican politicians like Sens. Cruz and Rubio are disliked by liberal Hispanic activist groups and seen as betraying the broader Latino community’s progressive agenda.

Racial Justice Issues

Cuban and Puerto Rican conservatives are perceived as less attentive to issues of racism, racial profiling, and discrimination impacting Mexicans and darker-skinned Latin American immigrants.

Culture Wars

Conservative views on sexuality, gender norms and religion alienate younger, more socially liberal Hispanics. Inter-generational divides result. While generalizations do not apply universally, Puerto Ricans’ and Cubans’ right-leaning political stances foster real rifts and tensions with other segments of the U.S. Hispanic population. These divisions have implications for partisan political mobilization and can inhibit formation of a unified Latino voting bloc. Nuanced understanding of Hispanic diversity remains critical to political engagement.

Latin American celebrations to add to your marketing calendar.

May 5, 2023 | Hispanic Market, News & Trends

13 Latin American Celebrations…and counting.

Latin American holidays are a vibrant and diverse array of celebrations that reflect the rich cultural heritage of Latin America and its diaspora. This list includes some of the most notable Latino holidays, but it’s important to note that different countries and communities may celebrate these holidays with varying customs and traditions.

Below is the succinct list and below it, we get into the details:

Día de los Muertos – November 1st and 2nd
Día de los Reyes Magos – January 6th
Carnaval – Starts on the Friday before Ash Wednesday
Cinco de Mayo – May 5th
Noche de San Juan – June 23rd
Inti Raymi – June 24th
Día de la Independencia – September 15th for most of Central America
Navidad – December 24th (this is a fact)
Año Nuevo – December 31st
Día de la Raza – October 12th
Semana Santa – Starts on the week leading up to Easter
La Fiesta de la Virgen de Guadalupe – December 12th
Día Nacional de la Pachamama – August 1st

How Do Hispanic Families in the United States Celebrate American Thanksgiving?

American Thanksgiving is traditionally not a Hispanic holiday, rooted as it is in the history of early European settlers. Yet, many Hispanic families in the U.S. Have adopted this day of gratitude, creating unique celebrations that blend their rich cultural heritage with American customs.

A Fusion of Flavors and Traditions

Hispanic families often create a Thanksgiving feast that features both traditional American dishes and Hispanic culinary favorites.

Classic American Dishes: Turkey and pumpkin pie usually make an appearance on the dinner table.
Hispanic Delicacies: These are often accompanied by tamales, empanadas, or arroz con gandules, reflecting the diverse backgrounds of the celebrants.

A Multicultural Gathering

Thanksgiving for Hispanic families is more than just the food; it’s a celebration of togetherness and gratitude. Families gather to give thanks, share stories, and enjoy each other’s company.

Family and Friends: The holiday becomes a multicultural gathering where relatives and friends come together, merging traditions and making new memories.
Cultural Expressions: Music, dance, and other cultural expressions from their heritage are often incorporated into the day’s festivities, enriching the celebration further.

Highlighting Diversity

The way Hispanic families celebrate Thanksgiving highlights the broader multicultural tapestry of American society.

Mixing Traditions: From blending varieties of dishes to incorporating elements of Hispanic festivities, these celebrations showcase the beautiful diversity that characterizes the nation.
Reflecting Multiculturalism: This unique blend fosters an environment where different traditions coexist, illustrating America’s ability to embrace and integrate various cultural backgrounds.

By making Thanksgiving their own, Hispanic families in the United States enrich this American tradition, adding depth and diversity to the national celebration.

Día de los Muertos (Day of the Dead): Celebrated on November 1st and 2nd, this holiday honors deceased loved ones with altars, offerings, and gatherings at cemeteries. It’s widely celebrated in Mexico but also observed in other Latin American countries.

Día de los Reyes Magos (Three Kings’ Day): January 6th marks the celebration of the Three Wise Men who visited the baby Jesus. It is a significant holiday in many Latin American countries and often involves parades, gift-giving, and special foods like Rosca de Reyes.

Carnaval (Carnival): This pre-Lenten festival is celebrated with colorful parades, music, dance, and elaborate costumes. Brazil’s Carnival is world-famous, but many other Latin American countries, such as Colombia, Mexico, and Uruguay, also have their own unique celebrations.

In Rio de Janeiro, Brazil, Carnaval features elaborate samba parades, dazzling costumes, and intricate floats that showcase the city’s rich culture and the rhythmic pulse of samba music. The streets come alive with energy and color, making it one of the most iconic Carnaval celebrations worldwide.

Venice, Italy hosts the Carnevale di Venezia, renowned for its elaborate masks that bring an air of mystique and elegance to the event. The historic city becomes a backdrop for opulent balls, parades, and theatrical performances, all steeped in tradition.

In Trinidad and Tobago, the Trinidad Carnival is a vibrant fusion of African, Indian, and European influences. Celebrated with energetic calypso and soca music, it features colorful costumes and lively dance competitions, reflecting the island’s diverse cultural heritage.

These celebrations, along with countless others worldwide, exemplify the spirit of Carnaval as a time for communities to come together, express their creativity, and revel in the joyous, collective spirit of the festivities.

Cinco de Mayo: Though more widely celebrated in the United States, Cinco de Mayo commemorates the Mexican army’s victory over the French at the Battle of Puebla on May 5th, 1862. It’s a day of Mexican pride and heritage.

In Mexico, the day symbolizes Mexican resilience and the defense of their sovereignty. While not a federal holiday, it is celebrated with local events, including military parades and reenactments of the Battle of Puebla, especially in the state of Puebla where the battle occurred.

In the United States, Cinco de Mayo has taken on a broader significance as a vibrant celebration of Mexican culture and identity. Festivities typically include:

Parades: Colorful processions featuring traditional costumes and floats.
Music and Dance: Performances of mariachi bands and folklorico dancers.
Cuisine: Enjoyment of traditional Mexican foods such as tacos, enchiladas, and beverages like margaritas.
Community Events: Various cultural events and festivals that honor Mexican heritage.

This day serves as a joyous occasion to appreciate and celebrate the rich cultural contributions of the Mexican community.

Noche de San Juan (St. John’s Eve): Celebrated on June 23rd, the eve of St. John the Baptist’s feast day, this holiday includes bonfires, dancing, and rituals believed to bring good luck and purify the soul.

During Noche de San Juan, bonfires are a central element, symbolizing the sun’s power and purification. People gather on beaches, riverbanks, and public squares to light these bonfires. It’s a tradition for individuals to leap over the flames, an act believed to bring good luck and ward off evil spirits.

The celebrations are not just limited to fire rituals. Traditional music and dancing fill the air, creating an atmosphere of joy and communal bonding. Special foods and drinks, such as queso de San Juan (a type of cheese) and herb-infused beverages, are enjoyed by many, adding to the festive spirit.

Noche de San Juan is a rich tapestry of Christian and ancient pagan traditions. It’s a celebration of light, renewal, and the enduring spirit of community, making it one of the most captivating and cherished Hispanic holidays.

Inti Raymi: Held on June 24th in Peru, Inti Raymi is an ancient Incan festival celebrating the winter solstice and the sun god, Inti. It includes colorful ceremonies and reenactments.

Día de la Independencia (Independence Day): Each Latin American country has its own Independence Day, commemorating its liberation from Spanish colonial rule. Dates vary, with some examples being September 15th (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua) and September 16th (Mexico).

Día de la Independencia is celebrated with grand parades, patriotic displays, and cultural events across the Hispanic world. For instance, in Mexico, the day is marked with colorful processions, fireworks, and the iconic ‘Grito de Dolores,’ a reenactment of Miguel Hidalgo’s call for independence in 1810. In Colombia, the festivities occur on July 20th and feature military parades and folkloric performances.

These celebrations serve as a powerful reminder of the enduring spirit of freedom, unity, and national pride, highlighting the rich cultural heritage and the collective memory of the struggle for independence in each country.

Navidad (Christmas): Christmas in Latin America is a festive and religious holiday, often beginning with celebrations on December 16th, known as Las Posadas, and culminating on December 24th and 25th with feasting, music, and religious ceremonies.

What Are the Traditions of Las Posadas in Mexico?

Las Posadas, a cherished Mexican Christmas tradition, captures the heart and soul of the holiday season. This nine-day celebration kicks off on December 16th and concludes on December 24th, mirroring Mary and Joseph’s quest for lodging in Bethlehem.

Evening Processions

Each night, you’ll find groups of participants moving from house to house in a lively procession. They sing traditional songs while carrying images of Mary and Joseph, reenacting their search for shelter. At every stop, the group is symbolically declined entry until they reach the designated home or ‘inn’ where they are warmly received.

Symbolic Hospitality

The welcoming house usually offers a festive atmosphere complete with a piñata, an array of delicious foods, and spirited hospitality. This moment of acceptance signifies the end of the journey and the start of lively celebrations.

Sense of Community

Las Posadas is more than just a religious commemoration. It nurtures community spirit, generosity, and togetherness, making it a deeply meaningful and joyful tradition. Families and friends come together, bridging gaps and reinforcing social bonds.

Festive Food and Activities

Expect to indulge in Mexican culinary delights such as tamales, ponche (a fruit punch), and other seasonal treats. Breaking the piñata is a highlight, especially for children, symbolizing joy and good fortune.

This profound mix of faith, community, and festivity makes Las Posadas a beloved tradition that extends its warmth and charm beyond Mexico’s borders, captivating hearts everywhere.

Año Nuevo (New Year): New Year’s Eve and New Year’s Day are celebrated with various traditions, including wearing specific colors for good luck and engaging in rituals like eating 12 grapes at midnight.

Día de la Raza (Day of the Race): Celebrated on October 12th, this holiday commemorates the encounter of cultures following Christopher Columbus’s arrival in the Americas.

Celebrating Semana Santa in Spain and Latin America

Semana Santa, also known as Holy Week, is a vibrant and deeply spiritual celebration observed throughout Spain and Latin America. This festival amalgamates indigenous traditions and Spanish influences to create a unique cultural experience.

Colorful Processions

One of the most striking features of Semana Santa is the elaborate processions that take place across cities and towns. Participants often dress in traditional religious attire, including hooded cloaks and long robes. They march along the streets, carrying intricately decorated floats (or “pasos”) that depict scenes from the Passion of Christ.

Intricate Street Carpets

In certain countries like Guatemala, locals take pride in creating elaborate street carpets made from colored sawdust, flower petals, and other organic materials. These “alfombras” showcase stunning designs and are often crafted overnight, only to be walked over by processions the next day. They are a true testament to both artistry and devotion.

Faithful Reenactments

Reenacting biblical scenes is another hallmark of Semana Santa. These live performances allow communities to relive the events leading up to the crucifixion and resurrection of Jesus Christ. Participants take on roles of key biblical figures, offering a vivid and emotional portrayal of these significant religious events.

Key Features

Blend of Indigenous and Spanish Traditions: Reflects a harmonious mix of both cultures.
Elaborate Floats: Intricately decorated and carried through the streets by devoted participants.
Street Carpets: Made from colored sawdust and flowers, showcasing impressive craftsmanship.
Biblical Reenactments: Engaging performances that bring religious stories to life.

In summary, Semana Santa is a deeply cultural and visually stunning festival that connects communities through shared religious beliefs and artistic expressions. Whether through colorful street processions in Spain or intricate sawdust carpets in Guatemala, the celebrations offer a profound glimpse into the melding of old and new traditions.

La Fiesta de la Virgen de Guadalupe: Celebrated on December 12th, this religious holiday is one of the most important in Mexico and honors the Virgin Mary, specifically her appearance to the indigenous peasant Juan Diego in 1531, who wasn’t canonized until July 31, 2002, by Pope John Paul II.

Día Nacional de la Pachamama: Celebrated on August 1st in Argentina and other Andean countries, this holiday pays homage to Pachamama, the goddess of Mother Earth, with offerings and rituals.

What is Fiesta de la Candelaria and How is it Celebrated?

Fiesta de la Candelaria, or Candlemas, is a notable holiday celebrated across Latin America, particularly in Mexico and Peru. This vibrant festival, which occurs on February 2nd, commemorates the presentation of Jesus at the Temple and the purification of the Virgin Mary, events rooted in Christian tradition. However, the celebration is a unique blend of indigenous rituals and Catholic practices, showcasing the rich cultural tapestry of the region.

Key Traditions and Customs

Elaborate Statues:
- One of the hallmark customs involves dressing statues of the Virgin Mary and Child Jesus in intricate traditional outfits. These garments are often handmade, reflecting a deep sense of craftsmanship and devotion.
Processions:
- The beautifully adorned statues are carried through the streets in vibrant processions. These parades are lively, featuring a mix of music, dance, and community participation.
Street Festivals:
- Accompanying the processions, street festivals spring to life. These events are filled with music, dancing, and local foods, creating an atmosphere of joy and unity.
Religious Ceremonies:
- Attendees often participate in special Masses and other religious ceremonies that reflect the day’s spiritual significance.

In summary, Fiesta de la Candelaria is a multifaceted celebration that harmonizes religious reverence with cultural exuberance, making it a standout event in the Latin American festive calendar.

How is the Guelaguetza Festival Celebrated in Oaxaca, Mexico?

The Guelaguetza Festival, or “Fiesta de la Guelaguetza,” is a vibrant cultural event held annually in Oaxaca, Mexico, usually in late July. This key celebration showcases the region’s rich indigenous heritage through a kaleidoscope of activities and traditions.

Cultural Performances

One of the highlights of the festival is the array of traditional dance performances. Dancers from various indigenous communities don elaborate, colorful costumes, each representing their unique cultural identity. The dances are often accompanied by live music, characterized by traditional instruments and rhythms.

Artisanal Displays

Artisans from across Oaxaca come to the festival to display their crafts. Visitors can admire and purchase handmade items ranging from woven textiles to intricate pottery. These crafts are not only beautiful but also serve as a window into the indigenous cultures’ craftsmanship and artistic expression.

Traditional Foods

Guelaguetza is also a feast for the senses when it comes to food. Traditional Oaxacan cuisine, such as mole, tlayudas, and tamales, is abundantly available. Street vendors and local eateries offer these delicious dishes, giving festival-goers a taste of the region’s culinary heritage.

Parades and Street Fairs

Throughout the festival, the streets of Oaxaca are filled with parades and fairs. These parades feature floats adorned with regional symbols and dancers who often engage with the crowd. Street fairs offer additional opportunities to experience local music, food, and crafts in a more informal setting.

Purpose and Impact

At its core, the Guelaguetza Festival aims to preserve and promote the diverse traditions of Oaxaca’s indigenous communities. By bringing together these communities and showcasing their unique cultural expressions, the festival not only fosters a sense of pride among locals but also attracts visitors from around the world, making it a significant cultural event on an international scale.

In summary, the Guelaguetza Festival is an immersive celebration featuring traditional dances, artisanal crafts, delicious food, and lively parades. It serves as both a cultural preservation effort and a vibrant attraction for visitors, providing a deep dive into the rich indigenous traditions of Oaxaca, Mexico.

There are many more holidays, religious, non-official, and specific to even regions of certain countries in Latin America.

Use this list as a starting point to learn more about the origins of their celebrations and how your brand can add value to their festivities and sense of community, but not just for the sake of selling to them.

Tell us in the comments which ones you’d like to see added to the growing list.

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How Che Guevara became a commodified commercial brand.

May 1, 2023 | Hispanic Market, News & Trends

Hasta siempre, comandante.

Ernesto “Che” Guevara was an Argentine Marxist revolutionary and guerrilla leader who became a major figure of the Cuban Revolution in the 1950s. As a leading theorist and tactician of guerrilla warfare, Guevara helped Fidel Castro’s 26th of July Movement overthrow the U.S.-backed dictatorship of Fulgencio Batista in Cuba in 1959.

After the revolution, Guevara served as a senior figure in Castro’s government, later focusing on fomenting revolution and armed struggle across Latin America and Africa. His vision was to create a continent-wide socialist revolution to overthrow capitalist imperialism and neocolonialism. However, he became disillusioned with the Soviet Union’s brand of socialism and viewed it as deviating from Marxist ideals.

Guevara left Cuba in 1965 to spearhead communist revolutions, first unsuccessfully in Congo-Kinshasa and later in Bolivia, where he was captured and executed by the Bolivian army in 1967, with the support of the CIA. Despite his death, in the ensuing years Guevara became a towering icon of revolution and anti-imperialist struggle. His posthumous memoir The Bolivian Diary became a bestseller, and his iconic image—derived from a 1960 photo by Alberto Korda of him with long hair and wearing a beret with a star—became among the decade’s most ubiquitously reproduced visual symbols of rebellion.

The irony is that while Guevara represented militant anti-capitalism and resistance to U.S. hegemony, his image ended up being commodified and commercialized on an array of consumer products, from T-shirts and posters to vodka bottles and bikinis, generating substantial profits for capitalist companies. The image became a logo to sell rebellion and radical chic to the masses.

This began in 1968, when Italian publisher Giangiacomo Feltrinelli’s advertising agency started printing posters of Korda’s iconic photo of Guevara. Irish artist Jim Fitzpatrick then stylized the Korda photo in multiple colored prints that became ubiquitous counterculture symbols of the era, seen at protests and college dorms.

By the 1980s and 1990s, Guevara’s image started appearing on a vast range of mass-market consumer items as his counterculture popularity merged with corporate desire for profits. From a political perspective, the use of his image to sell products epitomized capitalist exploitation of revolutionary symbols for commercial gain. Critics saw it as representing the incorporation and neutering of radicalism by capitalist consumerism.

Major examples of companies using his image include Smirnoff vodka in 1987, Swatch in 1995, Mercedes-Benz in 1997, and the Japanese toy company Marmit producing millions of Guevara action figures in 1998. Even years after his death, his image continued being used for commercial branding, as recently as Urban Outfitters selling “Che” T-shirts in 2012.

The commodification of Guevara represented a sanitizing of his revolutionary legacy and the triumph of commercial imperatives over political substance. It exemplified pop culture’s ability to strip even the most radical icons of their original political meanings and repurpose them for economic gain. While his image was being used to sell products promoting values counter to his beliefs, Guevara himself likely would have seen the irony of capitalism transforming him into a profitable symbol of anti-capitalism.

So what?

As a brand that wants to authentically engage with the Hispanic market, it is imperative that you do not succumb to this sanitization of cultural ideals.

A common mistake known as Hispandering is what will cause a significant Hispanic sector with purchase power to distance themselves from your brand as they don’t want to feel taken advantage of just for their hard earned money.

Why do niche brands matter to the Hispanic market?

Apr 5, 2023 | Hispanic Market, News & Trends

A brand that is niche specific has several advantages over a brand that targets a broader audience and the list below will highlight some ideas so that you start looking like the freshly cut avocado that looks like it went to private school.

Be niche like you give a damn.

A brand that is niche specific has several advantages over a brand that targets a broader audience:

Better understanding of the target audience: A niche brand can tailor its products, messaging, and marketing strategies to a specific group of consumers. By focusing on a specific niche, the brand can gain a deeper understanding of the needs and preferences of their target audience, which can help them create products and services that are more appealing to their customers.

Without a specific niche, it can be challenging to create targeted marketing strategies that resonate with a particular group of consumers. This can result in less effective marketing campaigns and lower ROI.

Reduced competition: By targeting a specific niche, the brand can reduce competition from larger, more established brands that target a broader audience. This can help the brand stand out in the marketplace and establish itself as a leader in its specific niche.

Higher perceived value: A niche brand can create a perception of exclusivity and expertise in its specific area, which can lead to a higher perceived value among consumers. This can help the brand command premium prices and create a stronger brand image.

Increased brand loyalty: By focusing on a specific niche, the brand can develop a loyal following of customers who are passionate about the brand and its products. This can lead to higher customer retention rates and more word-of-mouth referrals, which can help the brand grow its customer base over time.

A brand that does not specialize may struggle to create a strong emotional connection with its customers. Without a deep understanding of its target audience, the brand may struggle to create products and services that meet their needs and preferences, which can lead to further reduced customer loyalty.

Lack of differentiation: A brand that does not specialize may struggle to differentiate itself from its competitors. This can make it challenging for the brand to stand out in the marketplace and create a strong brand identity.

Difficulty in expanding into new markets: Without a clear niche, the brand may struggle to expand into new markets or create new product lines. This can limit the brand’s growth potential and make it more challenging to remain competitive over time and become an industry leader.

Why should you care?

Even though Spanish is spoken by 595 million people in the world, including 43 million in the United States alone, you’d think that one entry on Google Translate and they’re in your pocket.

The truth is that there are dozens of dialects between Spanish speaking countries and even regions within those countries.

So what matters isn’t just that you speak to them, but how you speak to them.

That’s why it’s crucial that you have a bilingual native or advanced speaker in your team.

They will help you navigate the nuances in Spanish language, or at the very least, know where to look when your campaign is strategizing a tailored message to specific demographics within the Hispanic market.

Overall, not specializing can lead to a lack of differentiation, difficulties in creating targeted marketing strategies, reduced customer loyalty, increased competition, and difficulty in expanding into new markets.

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