Rochelle Newman-Carrasco, president of Enlace Communications, recommends four basic components, to consider in crafting marketing for Latino kids. "At the end of the day, relevance is what it's all about. The whole purpose of advertising is to find some relevance to the consumer. When you're doing advertising targeted [at a specific group] you need to be even more relevant," she says.
Relationships: Latino kids have a very different family structure than Caucasian kids. The word "familia" goes deeper than family. It signifies reliance on a group. Kids tend to stay at home longer, and the emphasis most Americans place on individual accomplishment is diffused by a powerful sense of relationships to immediate as well as extended family. Because of this tie their family, and because many kids serve as translators for their elders, Latino kids have an even more extensive influence on family purchases than other kids.
Recreation: Latinos are more accepting of a wide variety of types of entertainment than other kids. They like everything from rock to rap to mariachi, and they tend to be chameleons in social, situations, adapting whatever group of kids is present. Latino kids usually don't come home to their own rooms, either. The focus on family translates to lots of siblings and other kids at home, and less private time in general.
Retro-acculturation: Teens of all ethnicities, rebel against family and identity - Latino kids may reject their culture when they're younger, but most come back to it as they mature, making it more important to include Latino culture in marketing to older kids. Although younger kids may be more interested in American culture, they have a relationship, with Spanish language and traditions. It's in their psyche from lullabies they heard as babies and conversations they hear among adults at home.
Racism: Latino kids deal with an overwhelming absence of "people who look like me" on TV, in movies and in advertising. Role models for this demographic are few and far between.
