In an important blog post about retro-acculturation it is said that “Truly Spanish dominant consumers will think in Spanish as opposed to English.” This is especially true in marketing and will not change as long as Spanish language use in the United States is able to continue growing. Marketers should take note of this phenomenon among Hispanics in the US, as this will be a very important target group when making marketing decisions. Spanish is the second largest language spoken in the US, and does not show any decline, especially when more and more Hispanics find it suitable to teach their children Spanish at an early age.There are no tricks to marketing towards Hispanics, so the only reliable method of getting your message across about products or services is by connecting with them past language barriers. Taking the time to accurately have your marketing materials presented in a way that Hispanics can have access and understanding, allows them to take part in your marketing efforts. Many companies will be left behind on this venture when they do not take the retro-acculturation process seriously and do not make the effort to present marketing materials in Spanish.
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Sebastian Aroca
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