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Being a brand ally to Hispanic (Latine, Latinx, Latin@) consumers
Journal of Brand Strategy,
11
(4),
337-343
(2023)
Abstract
This paper outlines reasons why brands should focus on becoming better allies to Latine consumers. It argues that whatever term is used to describe this growing demographic, its importance from both a cultural and purchasing power standpoint cannot be dismissed any longer. One in five Americans is Latine, and by 2023 the buying power of the US Latine population is expected to exceed USD$1.9 trillion. Now is the time for marketers to find ways to build real connections with Hispanic consumers. Towards this end, best practices are proposed to demonstrate allyship, highlighting non-traditional areas where brands can lend support, such as around generational wealth and mental health. Brief case studies of successful allyship are also provided.
Keywords: brands; allyship; Hispanic; multicultural marketing; multisegment marketing; Latine
The full article is available to subscribers to the journal.
Author's Biography
Marina Filippelli drives both business strategy and day-to-day operations for multicultural initiatives at Orci, developing engaging, effective campaigns that help brands like Honda, Acura, Dole, VCA, Anheuser Busch and Chevron ExtraMile build meaningful relationships with diverse targets in the US and Latin American markets. Marina, whose roots are in Mexico and Argentina, has been passionate about communicating with the Latinx community since she launched her career at Orci years ago, ultimately returning after leading the multicultural division of Heat and client management teams at Zubi Advertising and Conexión, as well as spending a few years in the film world working on award-winning, multimillion dollar productions, independent films and Oscar-winning box-office successes. She is dedicated to supporting efforts related to diversity, inclusion, education and the arts, volunteering as a mentor and activist with various non-profits in the LA area.
