©2023 MoiraStudio. All rights reserved
+1 (617) 877-3683

hi@moirastudio.com +1 (617) 877-3683

©2023 MoiraStudio. All rights reserved

Advertising free of labels and prejudice

September 18, 2020

In the U.S. from September 15th to October 15th, we observe Hispanic Heritage Month. But what does ‘Hispanic’ even mean?

People from Hispanic origin will agree that it is certainly not a racial identification, and that it is indeed a name used mostly inside the US: There are no “Hispanics” in Latin America.

Hispanics in the U.S. represent at least 20 Spanish-speaking countries; from Mexico to Tierra de Fuego, including the Caribbean, mainly Cuba and Dominican Republic, and Spain. This in addition to Hispanic-Americans, U.S. born Latinx, and last but not least, Puerto Ricans. Hardly a homogenous group. 

For many, being Hispanic is about a shared culture and language, a community of interests: food, or music; although you will find many nuances and regional varieties across the country and among generations. You will also find that many Hispanic Americans use English as their first language and they are comfortable in both the Hispanic and the North American Culture. But still, they self-identify themselves as Hispanics.

We can say then, that being Hispanic is, above all, an identity. 

Hispanics account for one-fourth of the U.S. population below age 25. Median age for Hispanics is 29.5, compared to 40.6 for non-Hispanics, showing also generational particularities. This is why Hispanic targeted advertising needs to reach a younger audience.

At Moira, not only have we been around the block a few times when it comes to digital and traditional advertising, we actually represent the different thriving Latinx generations.  We know that there are today, in 2020, 60 million Hispanics living in the United States, about 18% of the population. So, unlike many marketers, we do not see Hispanic outreach as an “add-on”. We approach it for what it is, a reality of significant growth. We know what’s relevant and we know how, when, and where to deliver it. Like many others, Hispanics like to see themselves reflected in the things they care about or the products they purchase; and we say: it’s about time we see it.

Today’s Latinx consumers didn’t transition to the internet; Latinx use mobile phones more than any other demographic. So, it is only natural that digital platforms are their primary vehicle for everything they do. But most importantly, they want messages free of labels and prejudice. 

 At Moira, we want the same thing. We said goodbye to: abuelitas, salsa and tequila, moms cleaning and cooking, or thinking only about their family, and last but not least, to the outdated Hispanic advertising crown jewel: the dreadful “transcreations”.  

 We pledge to create only messages that respect and acknowledge our diversity and our identity. To create powerful messages because they are true, transparent and sincere.

If this resonates with what you’re looking for, if this is in line with your idea of “advertising for Latinx”, let’s connect and make it happen!


Pin It on Pinterest