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Core Values And General Cultural Insights Of Us Hispanics

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  • 1. Core Values and General Cultural Insights of US Hispanics 1
  • 2. Cultural Attitudes and General Consumer Insights of Hispanics • Loretta Marketing Group has been studying the US Hispanic consumer market for over 25 years. • The following cultural attitudes and insights are a compilation of various studies done among Hispanics of Mexican, Cuban, Puerto Rican and Central American ethnicities across the major US Hispanic markets. 2
  • 3. 3 Core Hispanic Values Self-Belief Risk-Taking Independence Family First Hard Work Ethic Formed by Sacrifice Deep Pride in Heritage Ambition
  • 4. 4 Self-Belief “We have suffered a lot and keep trudging along. We never give up. We just have the will to go on.” (PR) Risk-Taking “I entered illegally, got caught 3 times at the border but kept coming back. I have worked hard and am proud that I made something of myself. It has been hard but worthwhile.” (MEX) Independence “Money in itself is not everything. It is the means to happiness and independence.” (MEX) “Personal progress for me is to be a master of my time.” (CUB) “Personal progress means for me to be independent. I have my own business and I can do what I want to do.” (MEX) Family First “I want to do for my daughters what my father did for me: work hard and be an honest person in all I do.” (MEX) “I want to be a good father for my children. “ (MEX) Examples of Core Hispanic Values Hard Work Ethic Formed by Sacrifice “I started out as a dishwasher, have cut lawns and now I have my own business.” (MEX) “We need to recognize that many of us (Latinos) had it hard in life. It doesn’t make a difference what we are, Dominicans, Puerto Ricans, Argentines, whatever. The important thing is that we are all Latinos who are striving to make it. Those who make it are good examples to all of us.” (PR) Deep Pride in Heritage “We are all Hispanics no matter how long we have lived here.” (PR) “The music and food that we have keeps us Hispanic” (MEX) Ambition “I dream of becoming a millionaire.” (CUB,PR)) “I want to be able to own my own business” (CUB,MEX,PR)) “I want to finish my novel.” (PR)
  • 5. 5 Classic US Hispanic Core Value “My parents are examples of personal progress. They came here illegally and had to work 2 or 3 jobs a day doing menial jobs. They always put our family first and got us educated. I want to do the same and own my own business. It is all about hard work.” (MEX)
  • 6. 6 •Hispanics are proud of their culture and heritage and desire to maintain them while living and working in the United States. •The following cultural values aid them maintaining their heritage. •Education •Culture Maintained in Food •Fun-Loving Communities •Traditional •Grateful to US but Conflicted •Family Entrenchment EMERGING CULTURAL VALUES
  • 7. 7 Education “The basic thing to do in this country is to learn English (PR) “In this country you have to get a college degree to get ahead. It is a must.” (PR,CUB) Culture Maintained in Food “My culture is embodied in the foods that my mother makes, like ‘arroz con pollo’ (chicken with rice) and plantains. The kitchen in my mother’s house is important, especially on Sundays.” (CUB) Fun-Loving Communities “You always will find music and food in a Hispanic household.” (MEX) “We are warmer than Americans. We like to dance and have fun.” (PR) EMERGING CULTURAL VALUES Traditional “We have more moral principles (than general market does). In Mexico if you take a girl out you need to ask her father, Here everybody ‘screws’ around. There is no respect for family values.” (MEX) “The family doesn’t rule here- the government does. You can’t spank your kids here. If you do, they will take them from you.” (MEX) “I don’t even know my neighbors here. Over there, we are more traditional, everybody knows everyone else’s business. If you are in need, you don’t have to worry. We are always family to each other.” (PR)
  • 8. 8 EMERGING CULTURAL VALUES Grateful to US but Conflicted “I am worried that this rush-rush, stressed life here is impacting on my family.” (CUB) “I am grateful to America for the opportunity it has given me. However, I worry for my kids with all the new fads, like body-piercings, tattoos, etc.” (MEX) “In San Juan, we have fresh foods, not processed. Everything is simpler and healthier. Here you eat processed foods for convenience.” (PR) “I am worried we that we are becoming too assimilated.” (PR) “We (the family) don’t educate them (our children) here. The television and babysitter do. We don’t know our neighbors here. In Mexico, we all knew everybody and took care of each other in times of stress.” (MEX) Family Entrenchment “Some of the children are losing their heritage, and we are worried. We have to teach them at home what our parents taught us -respect. We must practice our culture.” (PR) “The family is basic with the Latin community. We get all of our values and morals from it. Latinos value the extended family more (than the general market does).” (CUB) Family is everything. My parents are my initial teachers of life. We can preserve our culture by teaching the young.” (MEX) “Now more than ever it is important that the wisdom and experience that my grandfather gave me is passed on down to my kids.” (MEX)
  • 9. Cultural Values 9 Mexican Puerto Rican Cuban •Strong Family Bonds •Fun-Loving Communities Common Ground •Deep Pride in Heritage •Sense of Freedom •Culture passed down in Music and Food •Mariachi, Baladas, Norteñas •Salsa •Passionate about Life •Merengue, Bachata •Formed from Social Unrest •Formed from Economic Unrest •Soccer •Corn (Tortilla, Tamales) •Rice& Black Beans •Deep Faith •Rice & Red Beans •Baseball •Grateful to US for opportunities to advance in life •Vicente Fernandez •Roberto Clemente •Conservative thinking, Big Business•Liberal in thinking, Pro Union •Gloria Estefan •Respect for Elders
  • 10. www.lorettamarketinggroup.com 10