This document discusses marketing and outreach to the Hispanic and Latino population in Colorado. It notes that Hispanics and Latinos account for 20% of Colorado's population and spent $1.5 trillion in 2015. By 2050, Hispanics and Latinos are projected to make up 30% of the US population. The document emphasizes that effective marketing to Hispanics requires being culturally relevant, not just linguistically translated. It identifies five cultural values - Simpatia, Personalismo, Respeto, Familismo, and Fatalismo - that strongly influence Hispanic spending and life choices and must be understood for successful advertising and outreach. It promotes a presentation by Borunda Media Solutions to help businesses understand these

1. National Hispanic Heritage Month
begins September 15, 2016
Cultural Awareness Presentation:
Marketing and Outreach to the
Hispanic and Latino Population

2.  Hispanics and Latinos account for 20% of the population of Colorado,
accounting for over 1 million of Colorado’s residents.
 In 2015, Hispanics and Latinos spent $1.5 TRILLION and are expected to
spend $1.7 Trillion by 2017.
 By 2050, Hispanics and Latinos are expected to account for 30% of the
total US population, regardless of whether the US shuts its borders or not.
Too often, advertisers and businesses believe that language is the only barrier
between advertising created for native English speaking Americans and
Hispanics. In fact, according to the Pew Research Center, 68% of all Hispanics
age 5 and older speak English “very well,” while 73% of them said they choose to
speak Spanish in their homes.
For advertising and outreach to be effective, it cannot
just be translated linguistically, it must also be
culturally relevant.
“Outsiders” or “foreigners” are often viewed with suspicion and distrust.
Therefore, it is in the best interests of most immigrant populations to attempt to
blend in as quickly as possible, so as not to be seen as a foreigner or outsider.
To that end, most immigrant populations quickly rid themselves of their own
cultural traditions and identities in favor of a more “American” way of life.
Unlike other immigrant populations, however, Hispanics and Latinos enjoy the
safety of numbers. Thanks to the existence of large Hispanic and Latino
communities throughout the US they are far more able to hold fast to their own
traditions and cultural identities, often even purposefully isolating themselves
from more “American’ cultures and traditions.
While other immigrant groups are easily swayed by
tactics aimed at Euro Americans, Hispanics and
Latinos hold very different value systems that have to
be understood for effective advertising and outreach.
Why Cater to Hispanics and
Latinos?

3. While there are no 100% hard and fast rules that apply to all Hispanics
and Latinos, there are essentially 5 areas in which the cultural values
differ from those of Euro Americans. These values are of utmost
importance for those who seek to market or reach out to the Hispanic
community, as they have a deep and profound influence on both their
spending habits and life choices.
Understanding these 5 traits is crucial to building key
relationships within the Hispanic and Latino
Communities.
- Simpatia-
Politeness and the avoidance of hostile confrontation
- Personalismo -
The value of warm personal interaction
-Respeto-
The importance of showing respect to authority figures
-Familismo-
Collective loyalty to extended family and commitmentto family
obligation
-Fatalismo-
The belief that individuals cannot do much to alter fate

4. Borunda Media Solutions offers presentations tailored
for your business that can help your staff understand
the crucial differences between Hispanic & Latino
clients, customers and guests that make them so
different from European Americans.
Let us help you build your business
in this vital market sector.
CALL TODAY!!
Set up an appointment to
have your staff hear this
important presentation:
Alejandra Borunda
Borunda Media Solutions
(720) 495-1425
borundamedia.com