Knowing Hispanic Moms

Jun 16, 2004

By David Morse

Two market research firms, Packaged Facts and Silver Stork Research, have teamed up to produce a comprehensive, just published report called The U.S. Hispanic Mom Market.

The report combines original quantitative and qualitative research, as well as secondary sources. Here’s a condensed version of some of the insights, what the report
calls the “Nine Key Things to Know About Latina Moms”.

  1. This is an extremely dynamic market. Hispanic moms have the highest birth rates and the largest families. They are the youngest moms. They are the fastest growing mom segment.
  2. Family is number one. She takes pride in her role as mother. When given the choice between family and friends, she’ll pick family. And when given “free time,” she would rather
    spend it with her family.
  3. Her heritage is important to her. And retaining her heritage and passing it on is an important motivator. Though acculturation is evident in language and eating, ethnic culture
    and identity run strong.
  4. She is confident in being a mother. Motherhood is central to her identity, and she feels like she is doing a good job. Hispanic moms respond to positive images of motherhood
    and gravitate to information as to how they could do a better job.
  5. She has high aspirations for her children. The goal is a happy family, not wealth or individual success. She wants her kids to be given as much opportunity as any other American
  6. She faces challenges as a Latina mom. Prejudice. Discrimination. Lack of acceptance of Spanish. Stereotypes of Hispanics in the movies and on television. Adapting to American
    culture without letting go of her own.
  7. One size fits some, not all. Country of origin and acculturation differences need to be addressed. While national advertising reaches the overall market, spending money at
    the local level is important and powerful.
  8. She is open to marketing. She’s interested in product information and she’s drawn to the entertainment value of American marketing. To reach her, brands must be honest, straightforward
    and to-the-point.
  9. Her influences are varied. They come from the “micro” world of family and the “macro” world of culture. Cultural influences come from two worlds — Hispanic and American.
    Successful marketers understand the marriage of these influencers and how best to incorporate them into their brands.

The report is chock full of examples of brands that have done it right, and the specifics of what they did.

Moderator’s Comment: What are some examples of brands — manufacturer, retailer or otherwise — that have successfully
addressed some of the needs that Hispanic moms have? What should brand marketers be doing that’s not being done?

Many thanks to Don Montuori of Packaged Facts for making highlights of the report available to us. The entire report can be purchased for $1,995 directly
from Packaged Facts or

David Morse – Moderator

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