By Letzen Maldonado 
Tuesday, January 21, 2003

Much is being written about this fast growing segment of the population. Allow me to give you a quick overview of the Latino / Hispanics in the US.

What's this Latino / Hispanic thing? Isn't it one or the other?

The term Hispanic was coined by the federal government in the 1970's to refer to people who were born in the Spanish-speaking countries of the Americas or who could trace their ancestry to Spain or former Spanish territories. 2nd and 3rd generation Hispanics, being more acculturated or assimilated, prefer the term Hispanic.

The word Latino is more appealing to others since it is a term already used throughout Latin America.

Country of Origin

Just as the USA, and Australia speak English and have British roots, cultural and linguistic differences exist within Latino / Hispanics as a result of native influences, migrations, and immigrations.

The US Latino / Hispanic population is potpourri of races and cultures from 23 different countries who share a common language and some cultural roots, remnants of Spain's colonization.

The three largest groups are Mexican, Puerto Rican and Cuban, though Mexicans account for 58% of the US Latino / Hispanic population. One thing to keep in mind, though, is that Country of origin is the primary identifier. Latino / Hispanics are Cuban, Mexican, Puerto Rican or American first; Latino / Hispanic second.

Why is this important to employers and marketers?

• Regionalisms in language - there are idioms, slangs, regionalisms such as those found in the USA (do you say Pop or Soda? Is it a Hoagie, a Sub or a Grinder? Ya'll or You's Guys? Ain't or Isn't?)
• Differing educational levels - Mexicans, as a group, are the least educated and South Americans the most educated. This affects many communication aspects.
• Differing socio-economic backgrounds and social structure systems - the caste system is quite prevalent in most of these countries, affecting how people from one class relate to those from another class.
• Differing cultural influences (Spanish, Indigenous, African, and/or American) -behavior, beliefs, practices, likes and dislikes are greatly influenced by culture.
• Differing food tastes - from Mexico to South America to the Caribbean, food is different. Tortillas and refried beans are not a staple for all Latinos / Hispanics
• Differing ages - Mexicans are the youngest population while Cubans are the oldest.

These differences are not only seen from country to country, but within each country. Consider that Mexico consists of 31 states, which are spread over an area of approximately 1/4 the size of the United States. Then consider that Mexicans in the US also see themselves differently - California, Texas, Chicago Mexicans have their own view of what it means to be Mexican. Latino / Hispanics in New Mexico do not even consider themselves to be of Mexican descent, but Spanish.

Still, out of many, we can still be addressed as one.

How can that be? Because Latino /Hispanics share so many things - especially those who are 1st generation.

• Cultural Values - Most Latino / Hispanics place a far greater value on the past and the present than the typical market consumer who is very future oriented.
• Age Orientation - There is an appreciation and respect for age in the Latino / Hispanic community. Elders represent tradition and a link to the past.
• Family Orientation -Most Latino / Hispanics have larger families and are closer (both emotionally and geographically) to their families. The concept of family extends beyond the nuclear family to include grandparents, cousins, nieces and nephews, in-laws, etc.

• Religion and Heritage Orientation - Both spiritual matters and the traditions of the culture are very important in the daily lives of Latino / Hispanics.
• Group Orientation - Group activities such as birthdays, anniversaries, weddings, baptisms and communions tend to be well attended. Generally, group harmony and shared success are more important than to be number one. Family and friends are seen as important lifelines and deserve to be honored above individual gain.
• Language - Since an overwhelming number of Latino / Hispanics are recent arrivals, Spanish is their dominant or preferred communication method. Even when bilingual, Latino / Hispanics respond best to Spanish-language messages. The reason according to International Ethnic: Spanish messages reach their emotions not just their intellect.

  If you are communicating with a varied Latino / Hispanic audience, use the common denominator: Castillian Spanish.

Generations

For those of you who wonder what the concept of generations means, here it is.

• The first Generation is foreign-born who moved to the new country.
• The second generation is the children of the first.
• The third is the grandchildren of the first, etc.

Generations usually span 25-30 years. So, a third generation can claim at least 90 years of family history in the country. If your ancestors came with the Mayflower in 1620, you are probably a 13th generation American. Many Latino / Hispanic-Americans living in the mid-West have been here for over 15 generations - they are direct descendants of Spanish colonizers.

As for me, my family settled in Puerto Rico from Spain in the early 1800's. I'm a 6th generation Puerto Rican, and being the first of my line in the US, a 1st generation Latino / Hispanic-American.

What this means to today's employer and marketer:

• Cultural values and belief systems differ across the generational spectrum.
• Spanish-Language usage fades with each generation.
• Ethnic food consumption decreases with each generation.

Assimilation and Acculturation

Usually associated with generations, though a 1st generation can quickly become assimilated or acculturated.

Acculturation is about adapting to different values and communication styles without giving up your own. Assimilation is about completely giving up values and styles to incorporate the ones of the dominant culture (does this sound like the Borg?)

Before the Civil Rights movement and the political correctness of Diversity, many Latino / Hispanics assimilated to the dominant Anglo-American culture; mostly, because it was demanded by society. Maintaining your language and culture was frowned upon and punished. As such, their children are likely to be as far-removed from what it means to be Hispanic as any Anglo would be. Many of these children are now trying to discover their roots; a process called "retro-acculturation". This process seeks out learning the Spanish-language, enjoying traditional foods and music, and understanding cultural traditions.

Today's Latino / Hispanic immigrants and their children are less likely to assimilate. Instead, they have found a winning formula in acculturating, taking the best of both worlds and incorporating them into their lives. They have become what is called "bi-cultural"; easily traveling from one cultural world to another.

"Spanglish" is becoming the way to communicate for many Latino / Hispanics in the US, a reflection of how they acculturate to their new way of life while keeping a hold of their past. Spanglish integrates spanish words in English phrases and vice-versa, or takes an English word and "latinizes" it.