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Robert McLoughlin from PopSugar: If brands want to talk to the new Latina they must go past the cultural shallow end
Manuela Walfenzao| 1 de diciembre de 2015
Robert McLoughlin, VP de Investigación del Consumidor en PopSugar
According to a new study by PopSugar, 94% of Latinas want to consume content that reflects their own lifestyle. When they see media and marketing, less than one in three could say she feels represented as the type of Latinas they are.”The nueva Latina is 100% Latina and 100% American: all the cultural richness and traditions of her heritage, while seeking all the opportunities that the new American life can give her” said Gabriela González, Planning Director at Dieste. Girls from Hispanic families who were born in the 90’s are already women with purchase power and their identity is very different from their parents’. According to the study, traditional nor digital media haven’t been able to keep pace with them and produce content they can identify with. Robert McLoughlin, VP Consumer Research at PopSugar, feels that brands that manage to speak directly to that emerging American identity, will be the first to benefit from a real cultural and financial tsunami. “But first, they need to understand millennial Latinas unique blend of influences and preferences. Digital is the hotbed of these nueva influentials, and if brands are going to profit, they need to wade in far past the cultural shallow end” he expressed. McLoughlin pointed out that the brands that are obsessed with the millennial demographic group are losing sight of the diverse communities that comprise it. “They are missing a great opportunity” he ended.
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