Bicultural Hispanics are 32% more likely to try brands which support a specific cause, Refuel Agency revealed.
A study from Refuel Agency, a multicultural marketing company, sheds new light on the crucial role of acculturation in Hispanic marketing campaigns. The Refuel Agency Hispanic Explorer Study looks at Hispanics through three different acculturation segments—unacculturated, bicultural and acculturated—to better understand nuances and similarities that could help advertisers create more customized communication efforts and marketing strategies.
David Mesas, VP of Multicultural Growth & Strategy at Refuel Agency, said “brands trying to reach Hispanic audiences often miss the mark, lumping together the widely ranging groups. Refuel Agency has been successfully delivering campaigns for over three decades to diverse audiences by understanding hyper-local outreach through a curated media mix.”
The research findings show that the level of acculturation affects media trust and engagement. It further reveals that acculturated Hispanics are 16% more likely to research a product upon seeing its ads for the product. Bicultural Hispanics are 32% more likely to try brands which support a specific cause than their Unacculturated and Acculturated counterparts.
