Creating strong cultural ties, brands turn to events that highlight heritage
Implications - Realizing the growing opportunity and buying power among Hispanics, brands are shifting their marketing tactics toward more culturally inclusive marketing approaches. Offering consumers the chance to engage in cultural experiences alongside big name brands and retailers, these events are blending immersive experiences with elements of cultural heritage to create a more dynamic and meaningful shopping experience. These examples of branded cultural experiences speak to a desire among consumers for not only memorable experiences, but also a way to identify with the brands they’re purchasing from.
Workshop Question - How authentic does your brand's communication with people of color come across? What tactics could you adopt to change that perception?
Trend Themes
1. Culturally Inclusive Experiential Marketing - Brands are offering consumers the chance to engage in cultural experiences alongside big name brands and retailers, blending immersive experiences with elements of cultural heritage to create a more dynamic and meaningful shopping experience.
2. Elevated Hispanic Content Creation - Brands and platforms are focused on producing content catered towards Hispanic, Spanish-speaking individuals by inviting YouTube's most popular Hispanic celebrities to attend workshops, produce their own videos and collaborate with their colleagues.
3. Experiential Latin Food Festivals - Food festivals and events are offering more immersive experiences for individuals to learn more about the preparation and culture behind Latin American cuisine.
Industry Implications
1. Retail and Cultural Event Activation - Creating branded cultural experiences that highlights heritage and engages consumers.
2. Media and Entertainment Production and Distribution - Producing and distributing Spanish-language content to provide cultural relevance to Hispanic, Spanish-speaking individuals.
3. Food and Beverage Industry, Specifically Experiential Dining - Offering immersive culinary experiences that provide more information about the culture and preparation of Latin American cuisine.
4 Featured, 35 Examples:
95,372 Total Clicks
Date Range:
Apr 16 — Jul 18
Trending:
Average
Consumer Insight Topics:
