On Sept. 15, 5280 Agency had the opportunity to attend Denver's third annual Hispanic Marketing Conference, held at St. Cajetan’s Center on the Auraria Campus. Young Hispanics are Denver's fastest growing market, and this conference focused on how to effectively reach them.
According to the U.S. Census Bureau, two-thirds of the Hispanic population is under 35, and 82% of this group was born in the United States. They are the children of Hispanic immigrants, and most consider themselves bilingual and bicultural. While these Hispanics will become more acculturated over time and over generations, particularly in their purchasing behavior, Latino culture has symbolic meaning for them and they are not likely to leave it behind.
Director of Hispanidad Laura Sonderup used the term "the wink" to describe how advertisers and marketers can reference Latino culture without being stereotypical. One example would be to use a Spanish phrase or cultural reference in an English-language ad.
We were really fortunate to be able to attend this conference and take away a lot of valuable information and insights. The team at 5280 Agency is excited about developing our own Hispanic marketing program as we continue to grow as a full-service agency.
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