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Happiness: from a U.S. Hispanic Perspective
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Happiness: from a U.S. Hispanic Perspective



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  • 1. Happiness... from a U.S. Hispanic Perspective Kr ist ia na Bu rk Hi sp an ic Commun icatio ns & M ar ke ting Ju ne 26, 2011Sunday, June 26, 2011
  • 2. interviewee background Puerto Rican (4) Cuban (1) 18-24 (0) 45-54 (3) Colombian (2) Mexican (2) 25-34 (2) 55+ (2) Venezuelan (1) 35-44 (4)Sunday, June 26, 2011
  • 3. When you hear the word “happy” what do you think of?Sunday, June 26, 2011
  • 4. responses... state of mind that family gathered peace produces joy around the table laughing; family and friends nature achievements satisfactionSunday, June 26, 2011
  • 5. Where do you think happiness comes from?Sunday, June 26, 2011
  • 6. responses... heart avoid gratitude filled with appreciation focusing on for what you contentment for what you have meaningful lack meeting things state of goals mind you decide support from family from and friends being satisfied with tranquility within what you have inner peace in life basic relationship physical with God who is needs a clear source of true when dreams good times, conscience happiness come true my childrenSunday, June 26, 2011
  • 7. Do you believe you can determine your own happiness? Is it w it h in you r co n trol ? H o w or h o w n o t?Sunday, June 26, 2011
  • 8. responses... regardless of what goes on, up to us to decide to be by setting not living by depends on happy under the your own goals other people’s the support circumstances realistically by working expectations system you towards your have goals know your purpose in life and have we should Yes, it’s eternal choose to not within our perspective dwell on sad, if you learn to unhappy control appreciate small there will be things in life can’t control times times when being what happens happy is next to but can control impossible but you how you react can still have joy try to depends on foster how you deal if you live just, happiness is a happiness with with obstacles you have decision a positive in life control attitudeSunday, June 26, 2011
  • 9. Tell me about a time when you felt happy.Sunday, June 26, 2011
  • 10. responses... everyday! sharing dinner most of the with parents birth of my right now! time I am and boyfriend children things feel happy when stress balanced levels are low isn’t get a about what voluntary “my children’s life throws kiss from graduations. I felt one at you daughter when more difficult step had simple married my been taken..they were a gestures, a best friend little more prepared for smile, I feel the future.” chocolate optimistic birth of each first time I of my held my niece what you do grandchildren just after about life can bring happiness talking and playing 1st bible board games enjoying study with with friends company old friendSunday, June 26, 2011
  • 11. Do you think there are different levels of happiness? Wh y or w h y n o t?Sunday, June 26, 2011
  • 12. responses... “As a hispanic, I have social happiness (family oriented) and personal happiness (oriented towards my needs). Then, of course there are mental and physical satisfactions that can result in a transient moment of "happiness". Finally, there is spiritual happiness, which is quite intangible and indescribably present, but which helps me be "happy" inside even if deep grief over something external. Trusting God and loving God opens the door to this kind of happiness, since, among other things, it usually expands the group of "loved ones" whose happiness we can share.”Sunday, June 26, 2011
  • 13. At what time of the day are you usually happiest and why?Sunday, June 26, 2011
  • 14. responses... after a bed couple of time. it’s a in the glasses of good relaxing time morning early champagne when you can because I’m full morning decompress of energy reading my Bible and drinking in the coffee morning. It’s a brand new in the day! Morning...brand new when arrive home from day brings brand after a nice work new possibilities walk with my dog mornings - I mornings bring realize I have one new opportunities, more chance in life to right after choices and make a difference in Yoga class alternatives someone’s lifeSunday, June 26, 2011
  • 15. What role do you think you play in the happiness of others? Wh at ro le do o th ers pl ay in you r h a pp ines s?Sunday, June 26, 2011
  • 16. responses... if someone I provide else is happy, I opportunities get happy for others to my happiness enjoy life to see others and if I’m happy, I everything! celebrate with them will be laughing happiness is makes them contagious if people see happier you happy, they nobody wants want to be “happiness, around you to be around sad people that spend like karma, is a not giving boomerang. You the whole day people a reason complaining to grieve get back what my friends you put out.” say I am the happy, cheerful one happiness being there is a conscious for friends / being kind - decision family even when we kind word or I light up a room everyone don’t feel like it action has an makes impactSunday, June 26, 2011
  • 17. Insight #1 Close relationships with family and friends is seen as being at the heart of happiness this is a message that tends to be overused and so the marketer should look for unique ways to portray this while linking message with other cultural insights. Great execution of this would be Walmart’s “Mamá Sabe” or “The Dancer” campaigns:, June 26, 2011
  • 18. Insight #2 Believe “suffering” or bad luck is inevitable; fate. It’s up to an individual to find peace of mind from within Focus of marketing messages should focus on empowerment of the individual to achieve or find happiness for themselves rather than putting blame on another individual since it is believed that fate determines paths; not people Allstate’s changed it’s Anglo campaign “Mayhem” to “La Mala Suerte” to shift focus from an individual causing trouble to “circumstances” and to show it’s within the individual’s power to create their own peace of mind, June 26, 2011
  • 19. Insight #3 Hispanics find tremendous satisfaction and optimism while building a better life for self and others Maintaining high standards while working towards goals and a better life despite difficulties is very important to Hispanics; particularly Mexicans. Example of how to tie this message together via a Clorox commercial showing how 3 generations in one household are building a better life based on the high standards the abuela passed down to her daughter, June 26, 2011
  • 20. Insight #4 Happiness can only be understood within a context of how it is associated to nature, fate, spirituality or relationships. A quote from Anahi, singer and actress, in the latest issue of People en espanol serves as an example: “Soy una persona católica. Creo en Dios, en mi Virgencita de Guadalupe, en el universo, en la tierra, el fuego, el aire y en la ley de atracción. Si le pides al universo con mucho fe, te lo da, te lo da todo.” Walmart’s most recent Hispanic campaigns have messages that empower consumers to: contribute to family passions, pamper family with what they love, show how important others are by being keeping score on who’s helping them use budget most effectively, have access to what “moves” meSunday, June 26, 2011
  • 21. Insight #5 Mornings are the happiest part of the day. Spiritual beliefs that you may die in the night and not live to see another day are prevalent so mornings are looked at as a time of celebration and joy. They are viewed as a gift and blessing that provides hope for new opportunities, relationships and positive changes. This feeds into the concept of “live for the moment.” Interviewee comments show how mornings were the preferred time of day. Dr. Felipe Korzenny provides an example in the book “Hispanic Marketing: Cultural Insights” of a major coffee company that used these cultural insights to differentiate from the Anglo positioning. For Anglos, mornings are a time where you use coffee as a tool to wake up since it is dreaded. For Hispanics, morning is a time of celebration and so coffee was positioned as a way to make the day even happierSunday, June 26, 2011