Following the launch of its #Stoplatinocoating campaign, the Hispanic Marketing Council (HMC) has released its highly anticipated Hispanic market guide 2024 as a roadmap to help healthcare professionals marketing to connect effectively and authentically with Latinos in USA, which currently occupy fifth place in the world economy. This year marks the 25th edition of the market guide, which has served as a valuable resource for the industry and a vehicle to help brands capitalize on the Hispanic opportunity.
The HMC Hispanic Market Guide 2024 explains the “Latino Coating”—with its definition and a checklist of infringing practices—and offers step-by-step instructions for making a good marketing Hispanic. It also includes cultural information, economic and sector data, as well as reports on media consumption, purchasing behavior and Hispanic creativity. The publication, aimed at both newcomers and veteran brands, can be viewed online or downloaded for free.
“We are taking a more aggressive stance to correct many of the practices of marketing “We are seeing well-intentioned but flawed marketing tactics we have seen targeting Latinos, which we call ‘Latino Coating,’” said HMC President Isabella Sanchez, VP of Media Integration at Zubi. “According to McKinsey & Co, more than a third of Latinos are dissatisfied with current products or value propositions being offered, so what many marketers are currently doing is not working.” Hispanic market guide of HMC is a valuable playbook for CMOs to get it right… or say goodbye to their careers.”
With the latest trends in marketing Hispanic and studies from HMC, Nielsen, Kantar and TikTok, the 25th edition of the market guide is the authoritative source for identifying companies with experience in marketing Hispanic.
The guide also contains a profile report on key Hispanic advertising that features purpose-driven campaigns that leveraged the cultural insights, diversity and creativity of Círculo Creativo USA, powered by PRODU.
“It’s time for brands to deconstruct their idea of ’mainstream’ in today’s multicultural reality. Brands simply cannot grow without marketing Hispanic” Sánchez added. “This guide provides a one-stop shop for ideas, data, case studies, best practices, and a directory of trusted experts that brands can put into immediate action,” Sánchez added.
Check out the full Guide here
