For the first time ever, this September ESPN will become the first mainstream sports media network to broadcast Nación ESPN, a show geared toward Latino sports fans where English will be the main language but guests will have the option to speak in Spanish.
This announcement came hot on the heels of iPhone’s debut of its bilingual keyboards, enabling Latinos to converse in Spanglish via text as they do in real life without the hassle of having to switch between keyboards for spelling and grammar specific to each language.
Both happenings are testament to the increasing power of the growing Hispanic population in the U.S. Currently representing some 18 percent of the population with 60 percent (and growing) of the demographic falling into the millennial category or younger. And with a spending power of $1.5 trillion it’s no wonder that brands are looking to adapt their strategies to target this group.
But there are many complexities in reaching this powerful demographic. Differences in age, culture, income and language preferences are just some of the barriers to be overcome. That’s why this week we’re asking our RockStars – How can brands capture the Hispanic Consumer?