Page 104 - HMC 2021 HISPANIC MARKET GUIDE
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  Culturally Relevant Messaging
Wins Every Time
The multicultural majority has arrived, and its growth is spreading rapidly to other segments— from teens in 2020 to young adults under 35-years-old in 2028 and the under 50-years-
old segment in 2035. For brands to successfully connect with Hispanic audiences, they must become culturally literate, as noted by the Hispanic Marketing Council (HMC) in its landmark 2020 study It’s Time, Ready or Not for the Multicultural Majority. They must also understand how important this audience is for the country’s economic development. If brands and agencies do not see the urgency in becoming culturally literate, they risk becoming irrelevant, or worse, earning negative social currency.
   The Pandemic Effect
The global COVID-19 pandemic forced not only agencies to acknowledge the difficult climate of loss, underemployment and suffering, but many had to rework their concepts and position their brands as solutions in culturally relevant and inclusive ways.
Lucha vs. Virus by d expósito & Partners
Created to fill a messaging gap for Hispanics who were disproportionally affected by COVID-19, Lucha vs. Virus is one of the most honored campaigns by d expósito & Partners for its level of effectiveness in the Hispanic community, the campaign leveraged the love of Mexican professional wrestling (Lucha Libre) to help slow the spread of the virus by encouraging people to wear masks in a way
that was eye-catching, fun and interactive but underscoring a serious message.
The virus was surging and there was nothing out there in Spanish! We knew we had an important void to fill.
Paco Olavarrieta
Chief Creative Officer, d expósito & Partners
"The ad was so effective that The Ad Council adopted it for nationwide distribution, which significantly extended our airtime and amplified our message,” said Paco Olavarrieta, chief creative officer of the agency.
  According to the HMC:
1. Brands need to avoid mono-cultural marketing bubbles, as they are culturally dangerous feedback loops.
2. Multicultural marketing is no longer a “niche,” and whites are not the “norm” for any brand with customers under 35-years-old.
3. Brands cannot take calculated cultural risks if they are unsure of their own brand’s cultural values and those of their customers.
4. Brands must be culturally literate and hire in-culture experts to uncover cultural blind spots and develop meaningful strategies.
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