Marketing

Beyond Hispanic Heritage Month: Building year-round commitment to authentic engagement

QSR brands who recognize and identify with the Hispanic population year 'round can build lasting relationships.

Photo: Adobe Stock

October 31, 2024 by Tony Gonzalez — CEO, Mundial Media

As Hispanic Heritage Month recently came to a close on Oct. 15th, many QSR brands ramped up their efforts to connect with Hispanic audiences. However, the real opportunity lies in engaging with this vibrant community year-round. While the month offers a focused time to celebrate Hispanic culture, there is a significant benefit for QSR brands to continue building relationships with Hispanic consumers throughout the entire year.

Rather than viewing this as a missed opportunity, we see it as an untapped one. As a Mexican American, my heritage is part of my daily life. Hispanic Heritage Month holds special meaning for me, particularly as it coincides with Día de los Muertos — a time to honor my family. But these cultural connections extend beyond a single month, just as brands' efforts should. Hispanic audiences, which represent the fastest-growing demographic in the U.S., offer substantial opportunities for brands to connect in a more meaningful, consistent way. U.S. Hispanics are projected to make up 30% of the population by 2060, and their annual buying power is expected to exceed $2.5 trillion by 2025. The data speaks for itself — ongoing engagement with this community makes sense for any brand seeking sustainable growth.

Hispanic consumers are not just a monolithic group; they encompass a rich diversity of cultures, languages and traditions. To truly connect with this audience, brands must take the time to understand these nuances. By moving beyond surface-level campaigns and integrating cultural competency into their long-term strategies, QSRs can build trust and foster loyalty in ways that resonate deeply with Hispanic consumers.

Investing in cultural competency

Superficial campaigns featuring a few cultural symbols may draw attention during Hispanic Heritage Month, but they won't build lasting relationships. To create genuine connections, brands need to invest in understanding the diverse cultures and values within the Hispanic community. One effective way to do this is by partnering with Hispanic creators and influencers who can speak authentically to their audiences.

Additionally, it's important to recognize the unique preferences within the community. For instance, while some Hispanics may prefer English for certain tasks, like banking, they might switch to Spanish when engaging in more cultural experiences, like ordering food. Brands that offer bilingual options or culturally relevant products demonstrate a deeper understanding of their audience's preferences, which fosters more meaningful relationships.

Telling authentic stories

Authentic storytelling is key to building a lasting connection. QSR brands that reflect the diversity of the Hispanic experience — not through stereotypes, but by showcasing the real stories of Hispanic entrepreneurs, employees, and community members — will resonate more deeply. Consumers want to see themselves represented in the brands they engage with, and a personalized approach that respects their culture and identity is crucial.

Even small details, like correctly spelling a last name, can go a long way in showing respect and understanding. These seemingly minor efforts show that a brand cares about connecting on a personal level, which is essential for building trust.

Building long-term partnerships

To create lasting impact, QSRs should focus on long-term partnerships with Hispanic organizations, nonprofits and community leaders. These relationships demonstrate a genuine commitment to the community's success and well-being, extending beyond just marketing efforts. It's not about showing up once a year for a celebration, but about supporting the community's growth over time.

Year-round engagement, Beyond tentpole events

Tentpole events like Hispanic Heritage Month provide an excellent platform to spotlight culture, but they shouldn't be the only time brands engage with Hispanic audiences. Companies that make consistent efforts to connect throughout the year will see stronger, more loyal relationships with this growing demographic.

Strategies for ongoing engagement

So how can QSRs make year-round engagement a reality? Here are some strategies to help build deeper, lasting connections with the Hispanic community:

• Invest in cultural competency: A deep understanding of the diversity of Hispanic culture, language, and values is key to creating genuine engagement.
• Tell authentic stories: Highlight the contributions of Hispanic entrepreneurs, employees, and community voices to reflect the richness of the Hispanic experience.
• Build long-term partnerships: Collaborate with Hispanic organizations, nonprofits, and leaders to foster sustained relationships that extend beyond marketing.

The Hispanic population is evolving rapidly, and younger generations are creating new identities that blend their heritage with broader American culture. Marketers who stay attuned to these shifts will be better equipped to connect with this dynamic audience. Flexibility and adaptability are essential to staying relevant in a rapidly changing landscape.

In conclusion, while Hispanic Heritage Month is an important moment to celebrate the contributions of the Hispanic community, the true opportunity lies in year-round engagement. By embracing a long-term perspective and investing in cultural competency, authentic content and lasting partnerships, QSRs can unlock the full potential of this vibrant market.

About Tony Gonzalez

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