Why and How Your Brand Should Be Reaching the Latinx Community

1. Why and How Your Brand Should Be Reaching the Latinx Community If you’re not familiar with the term Latinx (plural: Latinxs) you’re not alone. As it is primarily used among younger demographics, it is still an uncommon term among many people and brands. This is a relatively recent and emerging term. Although the term was used starting around 2004, usage only became widespread within the last decade, somewhere around 2014. Latinx is a gender-neutral term for individuals, usually specifically referring to Americans, of Latin descent. It is the gender-neutral replacement for Latino/Latina. If you’re unfamiliar with the Spanish language, the -o or -a ending is used to indicate grammatical gender, masculine and feminine respectively, of adjectives and nouns. Why According the CEO or H Code, a company that specializes in connecting brands to Hispanic audiences, “Multicultural audiences represent 40 percent of the country but only about five percent of brand marketing budgets”. This represents a huge missed opportunity for many brands.

2. You don’t have to miss the opportunity, however – and what an opportunity it is. Becoming a well- known and established brand among Latinxs now will pay major dividends in the future. The Hispanic and Latinx population in the U.S., is expected to increase as time goes on. Their purchasing power is expected to increase even faster. It is clear the Latinx population is an untapped market, full of potential, for most brands. So, what can you to begin appealing to the Latinx community now? How First and foremost, you’re going to want to seek out Public Relation Professionals who are fluent, preferably native, Spanish speakers. This is key because third and fourth generation Latinxs predominately use digital media. Since digital media is highly interactive and requires constant content, there is little time for proper translation. Further, someone who speaks the language in daily life is more likely in tune with evolving slang, phrases, and cultural references. All of which help better reach and relate to this unique audience. So, where do you begin your search for marketing and public relations professionals that will have these traits? Go where the Latinxs are – Miami! Not only will you find practitioners of Public Relations in Miami that speak the language, you’ll find ones that are immersed in Latinx culture. It’s nearly impossible not to be in the city, which is nearly 75% Hispanic/Latinx. Even those that are not Latinx by birth are surrounded by the culture every single day. This doesn’t mean that all public relation professionals in the city are created equal, however. You should look for ones that have a proven track record for their marketing and Public Relations in Miami. Is it evident they have a history of helping brands reach the Latinx community? Do they offer or specialize in digital marketing strategies? Are they deeply rooted and well connected to the Miami area? These are just a few of the questions you’ll want to consider when making your decision.

3. Truly understanding the market potential of this demographic can make a big difference to your bottom line. Finding the right Public Relation Professionals that understands and can connect your brand to the Latinx community will go ever further. In order to do this, make sure to consider sourcing your needs for public relations to Miami, the city that will give you the best chance of finding the right firm to make the connection.