| |
“Hispanic
Customers for Life: A Fresh Look at Acculturation”
a New Book by M. Isabel Valdés
Hispanic Generational Crossover is Critical
for Market Segmentation
The Hispanic market is experiencing
its most important socio-demographic and cultural shift since
its emergence as a powerful and distinct U.S. market segment.
A new book by M. Isabel Valdés, “Hispanic
Customers for Life: A Fresh Look at Acculturation,”
explores the present “Hispanic generational crossover,
” providing insights, data and tools to manage the generational
and acculturation differences among U.S. Hispanics, immigrants
and their U.S. born offspring.
Ms. Valdés, a marketing
expert, is recognized as the creator of the “In-culture”
marketing approach. A lecturer and public speaker, Ms. Valdés
has been studying and writing about the Hispanic market for
more than 20 years. Her earlier books, Marketing to American
Latinos, A Guide to the In-Culture Approach, Parts I and II,
are classics used in many universities around the country
and on the bookshelves of most multicultural marketers.
“Hispanic
Customers for Life, A Fresh Look at Acculturation,”
by M. Isabel Valdés (February 2008, $44.95 plus shipping;
full retail price is $49.95) is available from www.isabelvaldes.com
or Paramount
Market Publishing, Inc, 888-787-8100.
Although most news media
speak of Hispanic consumers as only or mostly immigrants,
in fact, in 2006 only 19.9 million Hispanics living in the
U.S. were “first generation” or foreign born,
whereas 24.8 million or 55 percent of the total were second,
third or more generations and born in the United States. Add
the 3.9 million Puerto Rican Islanders—also American
citizens—and the true size of the U.S.–born Hispanic
market today is nearly 29 million.
This is further underscored
in the chart, Hispanic Generational Segmentation by Age, which
can be viewed at http://www.paramountbooks.com/productimages/FIGURE8.6.pdf.
The growing segment of U.S. born Latinos poses unique business,
marketing and communications challenges and opportunities.
Ms. Valdés describes in her new book how to target
them successfully for marketers of all kinds of products and
services.
She notes that there are
two basic marketing platforms for Hispanics born in the United
States: The “young millennial Latinos,” - the
second generation youth market—children, teens, and
young adults born to foreign-born parents and the “traditional
Latinos”—those born to Latino families that have
been U.S. citizens for two or more generations. By 2016, it
will be a different Hispanic market altogether; the vast majority
of Hispanics aged 20 to 29 will have been born in the United
States. These Hispanic “Twentysomethings”
will constitute a significant market segment - well acquainted
with U.S. culture, however, as Ms. Valdés emphasizes,
“often born to at least one parent who was foreign born.”
Thus, straddling two cultures.
In an important departure
from the usual ways of viewing this market Ms. Valdés
segments it by age and generation, highlighting the waves
of acculturation per segment, simplifying a complex marketing
landscape by helping marketers understand how different levels
of acculturation change Hispanic consumer expectations and
hence their responses to marketing messages.
The growing relevance of
“emotional marketing” to build HeartShares, the
“how to's” and new gold standards are described
and illustrated with business case studies.
An additional value of the
book is a comprehensive list of Hispanic-related websites,
including marketing and advertising companies, trade organizations,
non-profits, media, researchers, and so forth.
For more information on the
book, Ms. Valdés’ speaking schedule and consulting
services, visit www.isabelvaldes.com or email her at ivc@isabelvaldes.com.
Contacts:
Public Relations:
Lisa Skriloff or Yartish Bullock-Okeke
Multicultural Marketing Resources, Inc.
212-242-3351
lisa@multicultural.com;
yartish@multicultural.com
Doris Walsh (Publisher)
Paramount Market Publishing, Inc
888-787-8100 or 607-275-8100
|
|
