Snapshot of the Latino Culture

The Association of Hispanic Advertising Agencies (AHAA) published the result of an extensive project assessing more than 40 years of academic research identifying the unique character of US Hispanics.

What makes a Latino, Latino? Until now, the Spanish language has been the single definer of Latino Identity and Culture. The results of AHAAs Latino Identity Project, however, indicate that neither language nor acculturation is the true marker of Latino Identity.

The Project identifies FOUR “CHAMBERS” OF LATINO IDENTITY:

1.INTERPERSONAL ORIENTATION

The way we relate to other people. It drives the way Latinos accept and give authority, dependent relationships, communication style and the relaxed sense of privacy. Latinos understand family as a unit and usually make decisions as a group.

2.TIME AND SPACE PERCEPTION

Latinos tend to have longer time horizons and are more past and present oriented. They balance many tasks at one time and consider time commitments as more goals than real commitments. Changing plans often and easily is expected among Latinos. They interact frequently and are more involved with each other caring more about close friends and relatives than privacy. And, Latinos casually touch each other with ease.

3.SPIRITUALITY

Religion and spirituality influence nearly every aspect of US Latino life and affects how Latinos view the world. Their spirituality is influenced by a blend of Catholicism, indigenous religions, relationship with nature and rituals and celebrations.

4.GENDER PERCEPTION

While traditional gender roles may be shifting there is a sense of alignment with the one gender or the other and the "responsibilities" associated with that role within the family and the community.
“Machismo”, a sense of honor, and expected respect, protection of the family and feeling obligated to provide coexists with the idea of “Marianismo” which reflects the suffering of the Virgin Mary, self-sacrifice, sacred duty, martyrdom, and moral superiority.

It is the interconnectedness of all four chambers and the influence of contextual factors such as immigration stress, education, discrimination, ethnic pride and socioeconomic level on those chambers that is really shaping Latino identity today and influences the way marketers must “speak” to Latino consumers.