MERCADEO Versión en español
Gloria Constanza from d expósito & Partners: The use of Spanish is more prominent than ever
Manuela Walfenzao| 30 de julio de 2015
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Gloria Constanza, partner and Chief Contact Strategist in d Expósito & Partners, has been doing research with her team on the use of Spanish in the US. PRODU spoke with the executive about this valuable study I have been hearing that the Spanish language is dying out in America since I started in this industry almost thirty years ago. I was even told that the entire Hispanic advertising industry would die or disappear. However, today our industry is stronger than ever and it is not in the English-speaking, Hispanic-targeted space, as Ive said, but within the Spanish-speaking, Hispanic-targeted environment” she commented, “the use of Spanish is now more prominent than ever before. At the same time, so is the use of English.”For Constanza, it is a fact that Latinos are becoming less monolingual, as being multilingual is one of their most valued competitive advantages. “According to HIS, by 2034 there will be over 55.4 million Hispanics, over the age of 2, speaking Spanish in the United States vs. 36.8 million in 2014. These numbers make an overwhelming case for the continuity of the U.S. Hispanic Market, dont you think?” said the executive.The explanation for this trend is quite simple: Unlike most immigrant groups that undergo a process of native language decline in favor of cultural assimilation, the use of Spanish by US Hispanics remains impressively strong due to various factors, among them: ongoing immigration; technology; the enormous growth of Spanish-language media and the obvious widespread availability of Spanish language.
