Leaving La Vida Loca: Global brands in the U.S. must address
According to a new report released today by independent research firm Common Sense Advisory, “Leaving La Vida Loca,” despite a dramatic increase in media attention to the size of the U.S. Hispanic Nation since the 2000 census, most global brands have yet to tailor their online message to the large Latino population within the United States. Ninety of the world’s 100 most valuable global brands* largely ignore this segment in their online communications.
Why is this a critical mistake for many companies? Representing 13 percent of the U.S. population, Latino America has surpassed the population of Canada, ranks as the fifth largest group of Spanish speakers in the world, accounts for more people online than any other hispanoparlante nation, and averages more page views per day than other American web users. Unlike previous generations of immigrants, U.S. Latinos retain their language and culture – 78 percent speak Spanish – even as they work and play in the dominant Anglophone economy.
The report identifies and provides insight on the following:
- Market size, demographics, and definitions;
- What the top global brands are or are not doing to reach this market;
- Why international companies should pay attention to this market segment;
- Strategies for developing a deliberate cross-channel multicultural plan;
- Possible technology investments required to effectively market and communicate with this market segment online;
- And multiple graphs and tables to demonstrate the findings and recommendations in a visually appealing manner.
The reports are available on a subscription basis to Common Sense Advisory clients. Quick Takes (electronic executive summaries of the findings) are available by visiting the web site at: www.commonsenseadvisory.com.