What comes first in your life?

For some people, it could be their career.

Their ambitions.

Their dreams.

Their goals.

For Latinos, family comes first.

It shapes the way we look at the world.

The way we look at ourselves.

The way we make our decisions.

Especially the big ones.

How do you feel about the following statement?

“When it comes to important things in my life, I almost always seek the opinion of my extended family members.”

50% of all Hispanics agreed, compared to only 33% of non-Hispanic whites.*

How about this one?

“In my family, we discuss everyday things together before making a decision.”

60% of Hispanics agreed, compared to only 45% of African-Americans and 48% of non-Hispanic whites .*

Family is an important part of how Hispanics define themselves.

That’s why it can often be more important to target and market to la familia, rather than strictly to individuals.

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Next time we’ll continue talking about targeting la familia.
And provide a couple of examples of how savvy advertisers have done so successfully.
Stay tuned.

*Source: Yankelovich Monitor Multicultural Marketing Study, 2006.