Gloria Constanza at d expósito & Partners: Bilingual consumers are the most valuable asset in the Hispanic market

For Gloria Constanza, partner and chief contact strategist at d expósito & Partners, today Hispanic market has strengthened deeply compared with other markets in the U.S. She explains that Spanish speaking is crucial in an industry where consumers are mostly bilingual. “Today our industry is stronger than ever and it is not only in the English-speaking, but within the Spanish-speaking, Hispanic-targeted environment.” Referring to data of a Nielsen research -which endorses that the use of Spanish still prevails in Hispanic communities-, Constanza said: “Latinos are becoming less monolingual and more bilingual. As this trend reveals, being bilingual is a Latino’s most valued communications asset that the industry has in order to engage with Hispanic consumers, this adds an edge and expands opportunities.” The numbers and predictions reveal that the Hispanic Market is gaining ground in the U.S. “Unlike most immigrant groups that undergo a process of native language decline in favor of cultural assimilation, the use of Spanish by U.S. Hispanics remains impressively strong due to various factors: Ongoing immigration and growth of Spanish-language media, among others.”